News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study reveals generational differences when leaving online product reviews
Millennials are more likely to give negative product reviews than Gen X or Boomers, according to new research from Bazaarvoice, with the Irish being the most negative of all.
Product reviews are contributed by people of all ages, in all countries and, on the whole, they're positive (82%). However, when it comes to contributing negative reviews, one age group stands out as being more negative than most - Millennials.
According to Bazaarvoice's study of 6 million consumer online opinions in 7 countries - Australia, Canada, Germany, Mexico, New Zealand, UK and US - Millennials give more 1-star reviews than Generation X or Boomers.
According to Jason Dorsey, CEO of The Center for Generational Kinetics, "The different ways each generation engages in the online consumer conversation can be as revealing as what they are actually saying".
The most negative Millennials are to be found in Ireland, where 12% give products 1- or 2-star ratings. At the other end of the spectrum, New Zealand's Millennials are the most positive, giving products 4- or 5-star reviews 92% of the time, 10% above the global average.
"Generational segmentation provides a powerful lens to view your online brand conversations around the world. This lens is often more accurate and timely than age segmentation traditionally used by advertisers," says Dorsey. "The explanation is simple: there is more consistency and predictability by birth cohort than by arbitrary age ranges such as 18 to 25 or 26 to 34. Why are we seeing this shift? One reason: delayed adulthood."
- App Store hits 50 billion milestone, Google Play not far behind
- IBM: Mother's Day shopping goes mobile
- Service industry occupations not safe from technology
- How webrooming is taking over ecommerce
- Report: Strong digital presence key to success
- Report: SMBs falling behind in tech
- Mobile the boost loyalty programs need
- British Land: UK retail stores must adapt or die
Featured White Papers
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for...
- Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an...
- The Essential Guide to Internet Marketing
Learn the latest tips and tricks to online marketing by downloading the latest edition of our most popular ebook! Whether...
- Smarter Service: The Contact Center of the Future
Today's consumers expect better service, better products, and better communication with retailers. Without a single view of the customer across...
- 9 Reasons Why Your Email Campaign Is Failing
When you analyze your email marketing program, what is your email data telling you? Measuring your data can be difficult,...
- Deliver Extraordinary Customer Experience
Competition is fierce in today's economy and customers know this. They can easily search the Internet to find companies that...