Gen Z leave more online reviews than any previous generation, according to new figures.
Eight in 10 Gen Z adults say they leave reviews – with three in ten of them (28%) leaving an online review at least once a week. The group is 6x more likely to leave reviews on a weekly basis than Baby Boomers (4%), and 4x more likely than Gen X (6%).
The consumer research, commissioned by Trustpilot, indicates that the younger generations have higher customer service standards. Although the research found that Gen Z report being more likely to be critical than other generations, with 36% saying they are the most forgiving generation when it comes to customer service, meaning brands that engage with feedback can win back their trust.
For Gen Z, negative customer reviews impact their trust in a brand more than anything else – with this generation more than twice as likely to lose trust in a brand with negative online reviews than one with an unethical code of conduct (37% vs 14%).
The figures suggest that Gen Z and the sheer amount of reviews they leave may be wielding a disproportionate influence when it comes to online reviews. The research showed that 93% of all Brits say reviews impact their purchasing decisions, but Gen Z leave more reviews than other generations.
A massive 96% of the population say they read reviews before making a purchase, with this part of the process being particularly important for Gen Z. For this group, online reviews are the second most important factor in making a purchase decision, only behind product quality (42% vs 43% respectively) and ahead of price (39%).
Kate Delaney, VP of marketing at Trustpilot, said: “Reviews are an essential part of the modern buying experience – but not all consumers use reviews in the same way. Reviews are evolving from simple feedback gathering to a two-way conversation between consumers and companies.
It’s vital for businesses to consider how they can win each generation’s trust and loyalty – especially when every age group is leaving and reading reviews at a considerable level. While Gen Z may be sharing the most feedback on their experiences, their counterparts in other age groups are listening, and vice versa.
“For businesses, raising the bar to meet the rising expectations of Gen Z isn’t just about winning over younger consumers, it’s about delivering the best possible customer service for all consumers.”
