By now, ratings and reviews have become a must-have for shoppers of all ages. But Millennial consumers (those born between 1981 and 1996) are particularly avid review readers and writers.
Below is a snapshot of how Millennials engage with reviews and how the presence (or absence) of this content impacts their purchase behavior, curated from our consumer research from the past two years.
Ratings and Reviews are a Must for Millennials
Millennials turn to reviews whether they’re shopping online, in a physical store, or some combination of the two. Collecting and displaying this content is a must for any brand or retailer looking to connect with Millennials.
0 %
of online shoppers read reviews at least sometimes.
0 %
of Millennials specifically seek out websites with reviews.
0 %
of Millennials read reviews while shopping in brick-and-mortar stores.
0 %
of Millennials are less likely to buy a product if there are no reviews available for it.
Millennials Go Beyond the Star Rating
A star rating is a great starting point. But Millennials want to dig deeper to understand the why behind the ratings.
0 %
of Millennials always go beyond the basics to read the actual content of reviews.
Millennials 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?
Review Volume and Recency are Key Considerations for Millennials
Millennials consider myriad 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 Millenials say that volume is especially important when considering a new or unknown product.
0 %
of Millenials 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.
Millennials Value Visual Content in Reviews
A large portion of Millennial shoppers seek out photos and videos from other consumers who have already purchased and used a given product. For many, the presence (or absence) of this content within reviews can make or break a sale.
How Often Gen Zs Seek out Visual Content Within Reviews
0 %
of Millennials are more likely to buy a product that has reviews that include photos and videos.
Millennials are Concerned with Review Authenticity
Millennials value and trust feedback from other shoppers like them. But fraudulent content is a growing concern.
0 %
of Millennials are concerned with fake reviews.
0 %
indicate their concern has grown in the past five years.
Negative Reviews Fuel Smart Purchase Decisions and Bolster Trust
Negative reviews are never the aim. But for Millenials, negative reviews are an important tool that helps them make informed purchase decisions. And a lack of negative reviews raises suspicions.
0 %
of Millennials seek out 1-star reviews.
0 %
are suspicious of products with a perfect average star rating.
Ideal Average Star Rating, According to Millennials
Reviews Can Curtail Return Rates
Millennials return their fair share of merchandise purchased online. However, the presence of ratings and reviews can dramatically reduce return rates among this generation of shoppers.
Frequency of Merchandise Returns Among Millennials
0 %
of Millennial shoppers are less likely to return a product if they read ratings and reviews prior to purchase.
Millennials are Happy to Contribute Reviews
Millennials value reviews written by others. Many are happy to submit their own reviews, too. There are myriad factors that motivate them to do so.
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
Are You Positioned for Success with Millennial Shoppers?
Millennial engage with reviews in ways that are different from any other generation. Brands and retailers can’t afford to ignore their unique needs, habits, and preferences.
Are You Positioned for Success with Millennial Shoppers?
Millennial engage with reviews in ways that are different from any other generation. Brands and retailers can’t afford to ignore their unique needs, habits, and preferences.
