The vast majority of consumers turn to reviews when shopping across any product or service category. Gen X shoppers (those born between 1965 and 1980) are no exception.
Below is an overview of what Gen X’ers look for when engaging with reviews and how this content influences their purchase behavior, curated from our own consumer research conducted over the past two years.
Gen X Consumers Depend on Ratings & Reviews
Gen X’ers consult reviews both when shopping online and in-store. Failing to collect and display plenty of this content is a surefire way to send these shoppers packing.
Star Ratings Only Tell Part of the Story
A product’s star rating provides a great overview of sentiment. However, Gen X’ers want to understand the reasons behind those ratings.
Review Volume and Recency are Key Factors for Gen X’ers
Gen X’ers consider many factors when reading ratings and reviews. Volume and recency rise to the top.
Gen X’ers Value User-Generated Visual Content in Reviews
Increasingly, Gen X’ers seek out photos and videos from fellow consumers who have already bought and used a given product. The very presence of this visual content within reviews can boost conversion among Gen X.
Review Authenticity is Top of Mind Among Gen X Consumers
The value of reviews lies in their authenticity. But fraudulent content is a growing concern among Gen X shoppers.
Negative Reviews Play an Important Role
Negative reviews can feel like a punch to the gut for brands and retailers. But for Gen X’ers, this content helps fuel informed purchase decisions. What’s more, a lack of negative reviews sends up red flags for many.
Reviews Can Curtail Return Rates
Gen X’ers return plenty of the products they purchase online. But the opportunity to read ratings and reviews prior to purchase can have a large, positive impact on Gen X return rates.
Gen X’ers are Prolific Review Writers
Many Gen X’ers are willing to share their feedback by writing reviews. They have many motivations for doing so – but nothing beats a great experience.
Are You Giving Gen X Shoppers What They Want?
When it comes to reviews, Gen X has high expectations. Brands and retailers must meet these expectations in order to attract and convert Gen X shoppers.
Are You Giving Gen X Shoppers What They Want?
When it comes to reviews, Gen X has high expectations. Brands and retailers must meet these expectations in order to attract and convert Gen X shoppers.
