By now, ratings and reviews have become a must-have for shoppers of all ages. But Millennial consumers (those born between 1981 and 1996) are particularly avid review readers and writers.
Below is a snapshot of how Millennials engage with reviews and how the presence (or absence) of this content impacts their purchase behavior, curated from our consumer research from the past two years.
Ratings and Reviews are a Must for Millennials
Millennials turn to reviews whether they’re shopping online, in a physical store, or some combination of the two. Collecting and displaying this content is a must for any brand or retailer looking to connect with Millennials.
Millennials Go Beyond the Star Rating
A star rating is a great starting point. But Millennials want to dig deeper to understand the why behind the ratings.
Review Volume and Recency are Key Considerations for Millennials
Millennials consider myriad factors when reading reviews. Volume and recency top the list.
Millennials Value Visual Content in Reviews
A large portion of Millennial shoppers seek out photos and videos from other consumers who have already purchased and used a given product. For many, the presence (or absence) of this content within reviews can make or break a sale.
Millennials are Concerned with Review Authenticity
Millennials value and trust feedback from other shoppers like them. But fraudulent content is a growing concern.
Negative Reviews Fuel Smart Purchase Decisions and Bolster Trust
Negative reviews are never the aim. But for Millenials, negative reviews are an important tool that helps them make informed purchase decisions. And a lack of negative reviews raises suspicions.
Reviews Can Curtail Return Rates
Millennials return their fair share of merchandise purchased online. However, the presence of ratings and reviews can dramatically reduce return rates among this generation of shoppers.
Millennials are Happy to Contribute Reviews
Millennials value reviews written by others. Many are happy to submit their own reviews, too. There are myriad factors that motivate them to do so.
Are You Positioned for Success with Millennial Shoppers?
Millennials engage with reviews in ways that are different from any other generation. Brands and retailers can’t afford to ignore their unique needs, habits, and preferences.
Are You Positioned for Success with Millennial Shoppers?
Millennial engage with reviews in ways that are different from any other generation. Brands and retailers can’t afford to ignore their unique needs, habits, and preferences.
