How do the Generations Rate?
Posted On June 26, 2012
Baby Boomers give the most positive online ratings, Gen Xers the most negative ones, and Millennials fall in the middle, according to a Bazaarvoice study of 6 million online opinions. A majority of all generations are now online and all participate in reviewing and rating products on web sites. In fact, 82% of all online reviews and ratings are positive, according to the study.
Baby Boomers now make up the largest group of online reviewers at 45%. They are also the most likely to give the highest (5-star) ratings to products. Not surprisingly, Gen Xers tend to be the harshest critics and are the most likely to give the lowest (1-star) ratings. Millennials are decidedly middle-of-the-road, giving the most 3-star ratings but the fewest 1- or 5-star ratings.
The differences in the groups’ rating tendencies are slight, ranging from about 3-7% in each case. But they do suggest generational differences in approaches to online rating and reviewing, which are now key referral sources for almost any product, whether sold online or off.