Imagine you’re scrolling through Instagram and see an ad for a product you might be interested in.

Your first thought might be that ad targeting is too advanced, but you still might be curious about the product. Where do you look next? Their Instagram page, website, or searching for online reviews?

These are the questions we asked 600+ consumers in our 2023 State of Consumer Trends Survey to find out how people behave after discovering a product they might want. Of course, preferences vary by generation, so we’ll include insights split by age group. For more age-specific info, you can also check out our full report on consumer shopping habits by generation. consumer shopping habits by generation.