{"id":29171,"date":"2023-04-05T12:47:07","date_gmt":"2023-04-05T17:47:07","guid":{"rendered":"https:\/\/www.powerreviews.com\/?p=29171"},"modified":"2023-05-17T16:59:53","modified_gmt":"2023-05-17T21:59:53","slug":"what-millennials-want-from-reviews","status":"publish","type":"post","link":"https:\/\/www.powerreviews.com\/what-millennials-want-from-reviews\/","title":{"rendered":"What Millennials Want from Reviews \u2013 and How it Shapes Their Shopping"},"content":{"rendered":"
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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.\u00a0<\/span><\/p>\n

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.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Ratings and Reviews are a Must for Millennials\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Millennials turn to reviews whether they\u2019re 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.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of online shoppers read reviews at least sometimes. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials specifically seek out websites with reviews. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials read reviews while shopping in brick-and-mortar stores. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials are less likely to buy a product if there are no reviews available for it. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: The Power of Reviews: 2023<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Millennials Go Beyond the Star Rating <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A star rating is a great starting point. But Millennials want to dig deeper to understand the <\/span>why<\/span><\/i> behind the ratings.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials always go beyond the basics to read the actual content of reviews.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\tMillennials Are Less Likely to Purchase a Product with Star Ratings Alone\n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Are you more or less likely to purchase a product if it only has star ratings, not written reviews?<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tLess likely\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t59%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tMore likely\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t12%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tThe same\t\t\t<\/span>\n\t\t\n\t\t
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Source: Key Information Shoppers Look for in Product Reviews<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Review Volume and Recency are Key Considerations for Millennials\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Millennials consider myriad factors when reading reviews. Volume and recency top the list.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Volume<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
are more likely to buy a product with 1,000 reviews than one with 100 reviews (assuming the average star ratings are identical). <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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of Millenials say that volume is especially important when considering a new or unknown product.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Recency\n<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millenials would explore alternative products if the one they originally considered only had reviews that were three months or older.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
would explore alternative products if all reviews for the product they were considering were a year or older.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: The Power of Review Volume & Recency<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Millennials Value Visual Content in Reviews<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\tHow Often Millennials Seek out Visual Content Within Reviews \n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tAlways\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t35%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tRegularly\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t39%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tSometimes\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t24%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tNever\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t2%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials are more likely to buy a product that has reviews that include photos and videos. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Sources: Key Information Shoppers Look for in Product Reviews<\/a>, How Visual UGC Became Fundamental<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Millennials are Concerned with Review Authenticity <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Millennials value and trust feedback from other shoppers like them. But fraudulent content is a growing concern.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials are concerned with fake reviews. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
indicate their concern has grown in the past five years. <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: How Fake Reviews Destroy Consumer Trust<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Negative Reviews Fuel Smart Purchase Decisions and Bolster Trust \n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennials seek out 1-star reviews.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
are suspicious of products with a perfect average star rating.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\tIdeal Average Star Rating, According to Millennials \n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t5 stars\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t6%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t4.5-4.99 stars\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t43%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t4.0-4.49 stars\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t43%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t3.51-3.99 stars\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t7%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tUnder 3.5 stars\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t1%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: Key Information Shoppers Look for in Product Reviews<\/a>, How Fake Reviews Destroy Consumer Trust<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Reviews Can Curtail Return Rates \n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\tFrequency of Merchandise Returns Among Millennials \n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tAlways\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t2%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tRegularly\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t4%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tSometimes\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t82%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tNever\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t12%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
of Millennial shoppers are less likely to return a product if they read ratings and reviews prior to purchase.<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: Why Do Shoppers Return Purchases<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Millennials are Happy to Contribute Reviews\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\tReview Submission Frequency<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tMultiple times per month\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t60%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tOnce per month\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t17%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tOnce every 1-3 months\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t11%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tOnce every 4-6 months\t\t\t<\/span>\n\t\t\n\t\t
\n\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t4%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tOnce every 7-12 months\t\t\t<\/span>\n\t\t\n\t\t
\n\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t1%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tLess than once per year\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t6%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tI never provide ratings and reviews (unless I receive a free sample)\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t1%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\tTop Motivations for Writing Reviews\n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tA positive experience\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t91%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tReceiving free product samples\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t86%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tA negative experience\t\t\t<\/span>\n\t\t\n\t\t
\n\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t77%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tIncentives (reward points, discounts, etc.)\t\t\t<\/span>\n\t\t\n\t\t
\n\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t76%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tHelping and guiding others\t\t\t<\/span>\n\t\t\n\t\t
\n\t\t\t
\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t73%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: What Motivates Shoppers to Write Reviews in 2023?\n<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\" <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Are You Positioned for Success with Millennial Shoppers? \n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Millennials engage with reviews in ways that are different from any other generation. Brands and retailers can\u2019t afford to ignore their unique needs, habits, and preferences. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\tLearn More<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\" <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t

Are You Positioned for Success with Millennial Shoppers? \n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t

Millennial engage with reviews in ways that are different from any other generation. Brands and retailers can\u2019t afford to ignore their unique needs, habits, and preferences.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\tLearn More<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Here\u2019s a snapshot of how Millennial shoppers consume reviews and how this content (or a lack thereof) impacts their purchase behavior, curated from our research from the past two years. <\/p>\n","protected":false},"author":12,"featured_media":29172,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[7806],"tags":[],"yst_prominent_words":[526,812,1762,197],"acf":[],"featured_image_src":"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2023\/04\/genm-infographic-header-300x169.png","_links":{"self":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts\/29171"}],"collection":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/comments?post=29171"}],"version-history":[{"count":0,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts\/29171\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/media\/29172"}],"wp:attachment":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/media?parent=29171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/categories?post=29171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/tags?post=29171"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/yst_prominent_words?post=29171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}