Online Reviews: Do Different Age Groups Use Them Differently?

By July 8, 2014 November 13th, 2020 Online Reviews

age groups

We all know that Millennial’s are far more tech savvy than previous generations. But does this age discrepancy play a role in how online reviews pertain to us?

In a study conducted by TrustPilot included in the “Trust Economy Report”, we find that:

– 16 to 24-year-olds (Millennial’s) are most influenced by online reviews, with 44% stating they were willing to spend at least 25% more money with a business that they had read a positive review about.34171657_s

– This same age group is also most likely to write a negative review to ensure that “other people don’t get burned”.

– 29% of 16 to 24-year-olds are more likely to purchase from a company after reading a negative review that was successfully resolved by the affected company.32933438_s

Note: The younger your target audience, the higher potential rewards may be reaped from online reviews. But be aware that there is a greater chance of a backlash if you make a mistake and don’t seem to be making any attempts at resolving it.

The Golden Years


Which Wallet?


Power to the People

Online review communities’ most vocal age group is:

16-24-year-olds, 66.70% of which have written an online review.

The second most prolific reviewers are:
55+, 61.40% of which have written an online review.

Note: Never mind internet demographics – young or old, consumers are embracing the power of writing online reviews, so don’t get left behind.

According to a study we conducted back in May:

-The desire to give feedback for negative experiences is 17% higher than for positive experiences

-Customers prefer to give feedback privately by a factor of 3x more than writing a review on Yelp or Google

-18-34 year olds are twice more likely to write a review on Yelp or Google than older generations

Key Takeaways:

– Young markets may be the most swayed by online reviews – but they can also be among the most critical.
– The over 55s market presents a real opportunity for marketers; they’re more likely to leave positive feedback and spend more money than other age groups.

– All age groups are embracing the power of online reviews – and so should businesses.

via TrustPilot.

View full infographic here.