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The Growing Importance of Q&A for Millennial Shoppers

When Millennials are shopping online, they often have questions. Increasingly, they’re turning to Q&A to get answers. Here, we take a closer look at how often Millennials engage with Q&A, why they value this content, and how the presence (or absence of Q&A) impacts their purchase decisions, based on survey responses from 8,817 Millennial consumers in the US.

How Often Millennials Read Q&A

For Millennials, Q&A and ratings and reviews are a match made in heaven. Most Millennials read both.

Millennials Read Q&A Often
Always
33%
Regularly
41%
Sometimes
21%
Occasionally
4%
Never
1%
Of Millennials read Q&A in addition to ratings and reviews.
0 %

Why Millennials Read Q&A

Millennials are seeking out product information that goes beyond the product description.

Top 3 Reasons Millennials Read Q&A

*Respondents could select all that apply.

1. To better understand how the product performs:
80%
2. To see if the product fits your own personal need:
70%
3. It’s more specific than a typical customer product review:
57%
Top 3 Topics Millennials Look for in Q&A

*Respondents could select all that apply.

1. Product quality:
85%
2. Product experience:
77%
3. Overall service/experience when buying the product:
64%

How Often Millennials Ask and Answer Questions Via Q&A

Millennials frequently read Q&A. Many also use the Q&A portion of the product page to ask questions and answer questions left by other shoppers. 

Of Millennials have left a question in the Q&A section 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 Negatively Impacts Millennials’ Behavior

An analysis found that there’s a 177.2% lift in conversion among shoppers who engage with Q&A on the product page. Conversely, when there’s no Q&A present, it can negatively impact Millennials’ purchase behavior.

Of Millennials feel more suspicious about the quality of a product or brand if the product page doesn’t have a Q&A section.
0 %
Are less likely to purchase a product if the product page doesn’t have a Q&A section.
0 %

Millennials’ Views on Various Answer Sources

A question submitted through Q&A can be answered by a number of different sources. Millennials pay attention to these sources – and they value responses from verified buyers above all others.

Of Millennials pay attention to the small print detailing who provided an answer via Q&A.
0 %
Answer Sources Most Valued by Millennials

*Respondents could select all that apply.

1. Verified buyers who already bought the product:
93%
2. The brand or retailer that is selling the product:
53%
3. Other consumers (not verified as having bought the product):
23%

This research is taken from 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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