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The Role of Q&A in Boomers’ Path to Purchase

Boomers shopping online often have questions that stand in the way of a purchase. Increasingly, they’re turning to Q&A to get answers. Below, we zoom in on how Boomers are interacting with Q&A, why they seek out this content, and how a lack of Q&A can impact trust and purchase decisions, based on a survey of 1,202 Boomers in the US.

How Often Boomers Read Q&A

Boomers frequently consult Q&A in addition to ratings and reviews.

Boomers Read Q&A Often
Always
28%
Regularly
46%
Sometimes
20%
Occasionally
5%
Never
1%
Of Boomers read Q&A in addition to ratings and reviews.
0 %

Why Boomers Read Q&A

Boomers read Q&A so they can make more informed purchase decisions.

Top 3 Reasons Boomers Read Q&A
*Respondents could select all that apply.
1. To better understand how the product performs:
78%
2. To see if the product fits your own personal need:
66%
3.It’s more specific than a typical customer product review:
48%
Top 3 Topics Consumers Look for in Q&A
*Respondents could select all that apply.
Product quality:
78%
Product experience:
69%
Overall service/experience when buying the product:
65%

How Often Boomers Ask and Answer Questions Via Q&A

Most Boomers read Q&A. Many also use the Q&A portion of product pages to ask their own questions and answer queries left by others.

Of Boomers have left a question in the Q&A portion of a product page.
0 %
Expect to receive a response within four hours.
0 %
Have left an answer in the Q&A portion of a product page.
0 %

How a Lack of Q&A Impacts Boomers’ Purchase Behavior

We know there’s more than a 177% lift in conversion among shoppers who engage with Q&A on product pages. A lack of Q&A can have the opposite effect.

Of Boomers are more suspicious of the quality of a product/brand if there is no Q&A section on the product page.
0 %
Are less likely to purchase a product if there’s no Q&A section on the product page.
0 %

Boomers’ Views of Different Answer Sources

When a shopper submits a question via Q&A, it may be answered by any number of sources. Boomers pay attention to who is answering – and they value responses from verified buyers above all other answer sources.

Of Boomers pay attention to the small print detailing who provided an answer via Q&A.
0 %
Top 3 Topics Consumers Look for in Q&A
*Respondents could select all that apply.
Verified buyers who already bought the product:
92%
The brand or retailer that is selling the product:
42%
Other consumers (not verified as having bought the product):
15%

This research is taken from the How Q&A Boosts Shoppers’ Confidence and Conversion Rates report, a survey completed by 15,870 US consumers during December 2023. 

Check out the survey hub for further insights.

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