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Gen X and Reviews: A Primer for Brands and Retailers

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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. 

of online shoppers read reviews at least sometimes.
0 %
of Gen X specifically seeks out websites with reviews.
0 %
of Gen X consumers read reviews while shopping in brick-and-mortar stores.
0 %
of Gen X is less likely to buy a product if there are no reviews available for it.
0 %
Sources: The Power of Reviews: 2023, The Power of Review Volume & Recency

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. 

of Gen X always goes beyond the basics to read the actual content of reviews.
0 %
Portion of Gen X Shoppers Are Less Likely to Purchase a Product with Star Ratings Alone
Are you more or less likely to purchase a product if it only has star ratings, not written reviews?
Less likely
53%
More likely
12%
The same
35%
Source: Key Information Shoppers Look for in Product Reviews

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. 

Volume
are more likely to buy a product with 1,000 reviews than one with 100 reviews (assuming the average star ratings are identical).
0 %
of Gen X say that volume is especially important when considering a new or unknown product.
0 %
Recency
of Gen X would explore alternative products if the one they originally considered only had reviews that were three months or older.
0 %
would explore alternative products if all reviews for the product they were considering were a year or older.
0 %
Source: The Power of Review Volume & Recency

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. 

How Often Gen Xs Seek out Visual Content Within Reviews
Always
20%
Regularly
35%
Sometimes
39%
Never
6%
of Gen X are more likely to buy a product that has reviews that include photos and videos.
0 %
Sources: Key Information Shoppers Look for in Product Reviews, How Visual UGC Became Fundamental

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. 

of Gen X is concerned with fake reviews.
0 %
indicate their concern has grown in the past five years.
0 %
Source: How Fake Reviews Destroy Consumer Trust

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. 

of Gen X seeks out 1-star reviews.
0 %
are suspicious of products with a perfect average star rating.
0 %
Ideal Average Star Rating, According to Gen X
5 stars
6%
4.5-4.99 stars
44%
4.0-4.49 stars
42%
3.51-3.99 stars
7%
Under 3.5 stars
1%
Sources: Key Information Shoppers Look for in Product Reviews, How Fake Reviews Destroy Consumer Trust

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. 

Frequency of Merchandise Returns Among Gen X
Always
1%
Regularly
2%
Sometimes
84%
Never
13%
of Gen X shoppers are less likely to return a product if they read ratings and reviews prior to purchase.
0 %
Source: Why Do Shoppers Return Purchases

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. 

Review Submission Frequency
Multiple times per month
59%
Once per month
19%
Once every 1-3 months
11%
Once every 4-6 months
3%
Once every 7-12 months
1%
Less than once per year
6%
I never provide ratings and reviews (unless I receive a free sample)
1%
Top Motivations for Writing Reviews
A positive experience
92%
Receiving free product samples
86%
A negative experience
78%
Incentives (reward points, discounts, etc.)
75%
Helping and guiding others
70%
Source: What Motivates Shoppers to Write Reviews in 2023?

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. 

Learn More

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. 

Learn More

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