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.
Boomers read reviews when shopping online, in-store, or some combination of the two. Brands and retailers looking to connect with Boomers must make it a priority to collect and display plenty of this content.
0 %
of online shoppers read reviews at least sometimes.
0 %
of Boomers specifically seeks out websites with reviews.
0 %
of Boomers read reviews while shopping in physical store locations.
0 %
of Boomers are less likely to buy a product if there are no reviews available for it.
A product’s star rating provides a great overview of how shoppers feel about a product. But Boomers want to dig deeper to understand the reasons behind the ratings.
0 %
of Boomers always go beyond the basics to read the actual content of reviews.
Portion of Boomers Who 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?
There are myriad factors Boomers consider when reading ratings and reviews. But recency and volume are particularly important.
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are more likely to buy a product with 1,000 reviews than one with 100 reviews (assuming the average star ratings are identical).
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say that volume is especially important when considering a new or unknown product.
0 %
of Boomers 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.
Brand-provided photos and videos have a role to play. But a growing portion of Boomers specifically seek out imagery provided by fellow shoppers. The presence of this content can positively impacts conversion among Boomers.
How Often Boomers Seek out Visual Content Within Reviews
0 %
of Boomers are more likely to buy a product that has reviews that include photos and videos.
Consumers value reviews because of their authenticity. But fraudulent content is a growing concern among Boomers.
0 %
of Boomers are concerned with fake reviews.
0 %
say their concern with fake reviews has increased in the past 5 years.
Negative reviews are never the goal. But Boomers seek out this content – and its presence helps them make more informed purchase decisions. What’s more, displaying negative reviews bolsters trust.
0 %
of Boomers seek out 1-star reviews.
0 %
are suspicious of products with a perfect average star rating.
Ideal Average Star Rating, According to Gen X
Boomers frequently return products they’ve purchased online. But if they can read ratings and reviews prior to purchase, it can significantly decrease their likelihood of doing so.
Frequency of Merchandise Returns Among Boomers
0 %
of Boomers are less likely to return a product if they read ratings and reviews prior to purchase.
Many Boomers are willing to share their feedback by writing reviews. While they have many motivations for doing so, a great experience tops the list.
Review Submission Frequency
I never provide ratings and reviews (unless I receive a free sample)
Top Motivations for Writing Reviews
Receiving free product samples
Incentives (reward points, discounts, etc.)
Helping and guiding others
Boomers depend on reviews to make good purchase decisions. But they engage with reviews in ways that differ from other generations. Brands and retailers looking to attract and convert Boomers must understand their expectations – and then work to meet (and exceed) them.
Boomers depend on reviews to make good purchase decisions. But they engage with reviews in ways that differ from other generations. Brands and retailers looking to attract and convert Boomers must understand their expectations – and then work to meet (and exceed) them.
