Consumers across all generations turn to reviews to make informed purchase decisions. Baby Boomers (those born between 1946 and 1964) are no exception. Because Boomers hold a large portion of the disposable income in the US, brands and retailers can’t afford to ignore their unique needs and preferences.
Here’s an overview of how Boomers engage with reviews and how this content impacts their purchase behavior, with data points curated from our own consumer research conducted over the past two years.
Boomers Rely on Ratings and Reviews
Boomers read reviews when shopping online, in-store, or some combination of the two. Brands and retailers looking to connect with Boomers must make it a priority to collect and display plenty of this content.
Boomers Go Beyond Star Ratings
A product’s star rating provides a great overview of how shoppers feel about a product. But Boomers want to dig deeper to understand the reasons behind the ratings.
Review Volume and Recency Matter to Boomers
There are myriad factors Boomers consider when reading ratings and reviews. But recency and volume are particularly important.
Boomers Value User-Generated Visual Content
Brand-provided photos and videos have a role to play. But a growing portion of Boomers specifically seek out imagery provided by fellow shoppers. The presence of this content can positively impacts conversion among Boomers.
Boomers are Concerned with Review Authenticity
Consumers value reviews because of their authenticity. But fraudulent content is a growing concern among Boomers.
Negative Reviews are Valuable to Boomers
Negative reviews are never the goal. But Boomers seek out this content – and its presence helps them make more informed purchase decisions. What’s more, displaying negative reviews bolsters trust.
Reviews Reduce Return Rates Among Boomers
Boomers frequently return products they’ve purchased online. But if they can read ratings and reviews prior to purchase, it can significantly decrease their likelihood of doing so.
Boomers are Review Writers, Too
Many Boomers are willing to share their feedback by writing reviews. While they have many motivations for doing so, a great experience tops the list.
Are You Meeting Boomers’ Expectations?
Boomers depend on reviews to make good purchase decisions. But they engage with reviews in ways that differ from other generations. Brands and retailers looking to attract and convert Boomers must understand their expectations – and then work to meet (and exceed) them.
Are You Meeting Boomers’ Expectations?
Boomers depend on reviews to make good purchase decisions. But they engage with reviews in ways that differ from other generations. Brands and retailers looking to attract and convert Boomers must understand their expectations – and then work to meet (and exceed) them.
