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.