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.
Star Ratings Alone Aren’t Enough
A star rating is important. But for many Gen Zs, it’s not enough.
Volume and Recency are Top Considerations for Gen Z Shoppers
Gen Zs weigh many factors when reading reviews. Volume and recency top the list.
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.
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.
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.
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.
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.
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.
