Get Started
Deep Dive

The Importance of Q&A Among Gen X Shoppers

The Q&A portion of product pages has become an essential resource for online shoppers of all ages. Gen X’ers are no exception. Here, we examine how Gen X’ers are engaging with Q&A, why they value this content, and how a lack of Q&A can negatively impact trust and purchase behavior, based on a survey of 4,415 Gen X’ers in the United States.

How Often Gen X’ers Read Q&A

Does Gen X prefer Q&A or ratings and reviews? As it turns out, most X’ers read both.

Gen X’ers Read Q&A Often
Always
28%
Regularly
46%
Sometimes
22%
Occasionally
3%
Never
1%
Of Gen X’ers read Q&A in addition to ratings and reviews.
0 %

Why Gen X’ers Read Q&A

Gen X’ers read Q&A for a variety of reasons. But at the end of the day, they want to learn as much as they can about the products they’re considering.

Top 3 Reasons Gen X’ers Read Q&A
1. To better understand how the product performs:
78%
2. To see if the product fits your own personal need:
69%
3. It’s more specific than a typical customer product review:
55%
Top 3 Topics Gen X’ers Look for in Q&A
1. Product quality:
81%
2. Product experience:
73%
3. Overall service/experience when buying the product:
64%

How Often Gen X Shoppers Ask and Answer Questions Via Q&A

Gen X’ers read Q&A to learn more about products. They also use Q&A as a means to ask questions and answer those left by other shoppers.

Of Gen X’ers have left a question in the Q&A section of a product page.
0 %
Expect to receive an answer within four hours.
0 %
Have left an answer in the Q&A section of a product page.
0 %

How a Lack of Q&A Impacts Gen X’s Purchase Behavior

There’s a 177.2% lift in conversion among shoppers who engage with Q&A on the product page. But if there’s no Q&A present, it can negatively impact Gen X’s purchase behavior.

Of Gen X’ers are more suspicious of the quality of a brand or product if there’s no Q&A section on the product page.
0 %
Are less likely to purchase a product if the product page doesn’t have a Q&A section.
0 %

Gen X’s Perception of Different Answer Sources

A question posed via Q&A can be answered by a variety of different sources. Gen X pays attention to who is answering questions – and they especially value responses from verified.

Of Gen X’ers pay attention to who is providing an answer via Q&A.
0 %
Answer Sources Most Valued by Gen X’ers
Verified buyers who already bought the product:
92%
The brand or retailer that is selling the product:
47%
Other consumers (not verified as having bought the product):
21%

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

Check out the survey hub for further insights.

Back to Hub