Research reveals new purchasing journey in Brazil: how each generation interacts with multiple digital media

mLabs, the leading intelligent social media management platform in Latin America, in partnership with Conversion, the number one digital performance and SEO agency in Brazil, have launched the research study “The New Purchase Journey”. The study reveals how different age groups behave across various digital channels — including AIs, social media, and search engines — and how they relate to brands, content, and products. Conducted with 800 respondents from across Brazil, the research paints a detailed portrait of the Baby Boomer, Generation X, Millennial, and Generation Z cohorts and points to the trends set to guide consumption in 2026.

“We created this study to map how the four generations coexist in the Brazilian market, each one mastering different tools for consumption. The data reveals not only a behavioral shift but also the need to rethink marketing strategies,” explains Diego Ivo, founder and CEO of Conversion.

“More than just following trends, it's necessary to understand the new logic of influence — built through data, relevance, and credibility. The online behavior of each generation reveals that the relationship between brands and people is increasingly guided by purpose and context, not just online visibility,” he adds. 

Differences between generations: what drives each audience

The study reveals a digitally diverse Brazil and generations that, although coexisting on the same platforms, have distinct motivations and criteria.

• Generation Z (18 to 26 years): is the most connected and socially active. 87% discover products, services, or brands on Instagram and 80% on TikTok, platforms used not only for leisure but also as a source of information, learning, and consumption. This is the group that most values authenticity and brand positioning, and 67.2% of them already state they use AI (like ChatGPT) to inquire about product advantages and disadvantages. This is the generation that uses artificial intelligence as a kind of “digital consultant” to validate and make decisions.

• Millennials (27 to 42 years): are the most hybrid and strategic generation. 83.5% discover products on Instagram, 73.5% on YouTube, and 72% on Google. They are also among the heaviest users of AI (56%) as a research and decision-making tool. They prefer brands that teach, inspire, and deliver utility: 58% say they trust AIs more than people close to them for obtaining up-to-date information.

• Generation X (43 to 58 years): seeks a balance between channels. Google leads with 84.5% of searches, followed by YouTube (60%) and Instagram (45.5%). This generation values credibility, experience, and comparison, with 47.5% already using AI in their searches. Although they show openness to technology, they maintain caution and prioritize validation through official sources and physical stores.

• Baby Boomers (59+): have a growing digital presence. 77.5% use Google and 58.5% use YouTube as their main channels for discovering products, services, or brands. Instagram (50.5%) and Facebook (37.5%) appear as the most frequently used social networks. Although AI usage is lower (31%) for researching brands or products, almost 48% of this generation state they use it to find the lowest price or best offer, demonstrating a practical and efficiency-oriented profile.

The platforms that dominate the country

The study addresses the topic from two complementary perspectives. When it comes to discovering new products or brands, the main sources highlighted are Google (76%), followed by Instagram (73.3%), YouTube (69%), TikTok (55.4%), and television (49.9%).

Conversely, when the focus is on seeking information about already known products, services, or brands, the most used channels are Google (78.8%), YouTube (59.5%), Instagram (51.13%), artificial intelligences (48.5%), and TikTok (38.75%).

Factors that most influence the final purchase decision 

• Price (80.6%)
• Product quality (77.4%)
• Free shipping (77.3%)
• Brand reputation/reliability (45.8%)
• Reviews from other buyers (45.4%)

AI as a generational divider and the future of consumption in Brazil

A key highlight of the research, besides the presence of social media throughout the purchase journey for all generations, is the significant presence of artificial intelligence in these journeys, albeit to varying degrees.

AI emerges as one of the main generational dividers in Brazilian consumption. Generation Z (59.5%) and Millennials (56%) have already transformed algorithms into true digital shopping consultants, establishing a relationship of trust that surpasses many traditional sources. For them, consulting AI is as natural as using Google.

On the other hand, Generation X (47.5%) demonstrates a more cautious, yet growing adoption, while Baby Boomers (31%) follow a more gradual pace and still face entry barriers. This nearly 30 percentage point difference between the extremes highlights how AI has become a marker between digitally native generations and those in the process of adapting to the online environment.

“The growth of AI and social media among younger users does not represent a replacement for Google, but an expansion of search. Young users discover products and services fluidly through social media, use Google to actively seek factual information, and turn to AI for contextual, comparative analyses. This creates a hybrid search experience that is richer and more personalized than any previous generation had access to,” states Rafael Kiso.

The data reinforces that this transformation already anticipates the future of consumption in Brazil. 41.5% of Generation Z and 37% of Millennials believe that AI will completely revolutionize the way we shop, a perception that reflects how much these generations have already incorporated it into their daily lives. Among the more mature cohorts, 35% of Generation X and 35.5% of Baby Boomers see AI as very important but do not believe it will fully replace traditional forms of consumption.

“Each generation relates to AIs in its own way, but none of them fails to engage with them. It is no longer possible to think about the future of consumption without thinking about AIs,” concludes Kiso.