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What Gen Z Shoppers Want From Reviews – And How This Content Shapes Purchase Behavior

what-gen-z-shoppers-want-from-reviews-–-and-how-this-content-shapes-purchase-behavior

Ratings and reviews have become a key part of the purchase journey for consumers of all ages. But Generation Z shoppers – defined as those born between 1997 and 2013 – interact with this content in ways that differ from previous generations.  

Here’s a snapshot of how Gen Z shoppers consume reviews and how this content (or a lack thereof) impacts their purchase behavior, curated from our research from the past two years. 

For Young Shoppers Ratings and Reviews are a Must

Gen Z shoppers rely on reviews, whether they’re shopping online, in-store, or some combination of the two. Failing to collect and display this content is a sure way to lose Gen Z shoppers. 

0 %

of online shoppers read reviews at least sometimes.

0 %

of Gen Z seek out websites with reviews.

0 %

of Gen Z shoppers read reviews while shopping in-store.

0 %

are less likely to buy a product if there are no reviews.

Star Ratings Alone Aren’t Enough

A star rating is important. But for many Gen Zs, it’s not enough.

0 %

of Gen Zs always go beyond the basics to read the content of reviews.

Gen Z Shoppers 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?

Volume and Recency are Top Considerations for Gen Z Shoppers

Gen Zs weigh many factors when reading reviews. Volume and recency top the list. 

0 %

are more likely to buy a product with 1,000 reviews than one with 100 reviews (assuming the average star ratings are identical).

0 %

of Gen Z say that volume is especially important when considering a new or unknown product.

0 %

of Gen Z 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.

Visual Content is a Valued Component of Reviews

Increasingly, young shoppers seek out visual content from others who have already purchased and used a given product. For many, the presence (or absence) of this content within reviews has a significant impact on purchase behavior. 

How Often Gen Zs Seek out Visual Content Within Reviews

0 %

of Gen Zs are more likely to buy a product that has reviews that include photos and videos.

Authenticity is a Growing Concern Among Gen Z

Gen Z shoppers trust feedback from other shoppers like them. But fraudulent content is top of mind. 

0 %

of Gen Z are concerned with fake reviews.

0 %

indicate their concern has grown in the past five years.

Perfect Reviews are Too Good to be True

For Gen Z shoppers, negative reviews are a tool that helps fuel informed purchase decisions. And for many, the lack of negative content raises red flags. 

0 %

of Gen Z seek out 1-star reviews.

0 %

are suspicious of products with a perfect average star rating.

Ideal Average Star Rating, According to Gen Z

Reviews Have the Power to Positively Impact Return Rates

Gen Z shoppers are no strangers to returning merchandise purchased online. The good news? The presence of ratings and reviews can dramatically reduce returns among these young shoppers.

Frequency of Merchandise Returns Among Gen Z

0 %

Of Gen Z shoppers are less likely to return a product if they read ratings and reviews prior to purchase.

Gen Z Shoppers are Prolific Review Writers

In addition to reading reviews, Gen Z shoppers often write their own content. They do so for a number of reasons.

Review Submission Frequency

I never provide ratings and reviews (unless I receive a free sample)

Top Motivations for Writing Reviews

Receiving free product samples

Helping and guiding others

Incentives (reward points, discounts, etc.)

Are you Meeting the Expectations of Gen Z Shoppers?

Gen Z shoppers are coming of age, and their purchasing power will only continue to grow. Brands and retailers need to take account of their unique needs, habits, and preferences. 

Are you Meeting the Expectations of Gen Z Shoppers?

Gen Z shoppers are coming of age, and their purchasing power will only continue to grow. Brands and retailers need to take account of their unique needs, habits, and preferences. 

Special thanks to our friends at PowerReviews for their insights on this topic.
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