According to a study by Morning Consult, around one in five young adults using Facebook say they use Marketplace at least once a day. But this trend is not exclusive to Generation Z; it is also observed among 18-34 year-olds. — AFP
Facebook may have a reputation as an ageing site, but the social network consistently tops the list of most-used platforms. This success is largely due to its Marketplace. Reminiscent of local yard sales, this peer-to-peer resale platform offers young people a unique opportunity to find hidden treasures and grab a bargain.
While Facebook remains one of the most popular social networks in the world, members of Generation Z are not as active on it as they are on TikTok. However, the Meta group seems to have an advantage thanks to its Facebook Marketplace.
According to a study by Morning Consult, around one in five young adults using Facebook say they use Marketplace at least once a day. But this trend is not exclusive to Generation Z; it is also observed among 18-34 year-olds.
“This group blends the nostalgic love that Millennials have for Facebook (the platform holds an impressive 61 percentage point net favorability amongst Millennials, the highest of any generation) with the digital fluency of Gen Zers,” the study reads.
Why are young adults using Facebook Marketplace?
The research reports that young adults use Facebook Marketplace for a variety of reasons. Cost is a key factor, especially when they start furnishing their own homes. They turn to the platform to find big-ticket items without paying the full price.
However, it's not just a question of price. Young adults between the ages of 18 and 34 are 12 points more likely than the general population to say they value the ability to find unique items on Marketplace.
They're not just looking for discounted prices, but also to create a living space that reflects their individuality and will look good on social media, the report points out.
Most popular items
Furniture and personal electronics are the items most purchased by young adults on Facebook Marketplace, according to a survey conducted July 20-21, 2024 among a sample of 520 US adults aged 18-34. They are also likely to buy clothes and shoes, reflecting their desire to save money while finding unique pieces.
This trend also reveals a growing concern for the environment. Young adults are more aware of the impact of the fast fashion industry on the planet, and are 12 points more likely than the general population to say that shopping on Marketplace is good for the environment, the study states.
Despite this, young adults are no more likely to name Facebook Marketplace as their preferred platform for buying and selling goods. In this field, eBay remains the leader, but these users also engage with a broad range of platforms, including Etsy, OfferUp, Depop and Poshmark.
Among young people's concerns about Marketplace, 45% cite the possibility of encountering scammers, and 29% have safety concerns about meeting buyers or sellers. – AFP Relaxnews
