Just how many generations should you look to market to? Should you even consider marketing to more than two generations? More generations mean more audiences, which can only lead to more engagement and, eventually, more revenue and conversions. Marketing can sometimes be a very delicate thing, but managing to strike that oh-so-elusive balance could supply you with the boon so deeply coveted by many.

Please Review Carefully

To help better illustrate the point, a team from Website Builder Expert shares their tips for success in a rather comprehensive and very informative infographic. To Website Builder, there are four (4) major generations you should aim to reach:

  • Gen Z

  • Millennials

  • Gen X

  • Boomers

We’ll be looking at some of the most critical points, but if you want to view the full infographic, you can do so here. 

The first we’ll get out of the way is answering just which generation is ‘The Most Important/Critical’. Without pre-set or identified Key Performance Indicators (KPIs), this would be hard to determine. Instead, Website Builder Expert bases the question on online reviews: 95% of shoppers read online reviews before making a purchase, while ⅔ of shoppers read between 1 and 10 reviews before making a purchase.

One section talks about Gen Z and Millenials in a nutshell, noting that individuals from both groups spend around 18 minutes reading reviews before deducing. Averaged, Gen Z and Millenials make around 344 transactions per year, spending about $56.61 per transaction. On the topic of reviews, it takes an average of 181 reviews to gain trust. Likewise, the minimum star rating needed to feel confident about a business or product is 3, weighing in at 31% on Website Builder’s scale. 

For Gen X, the summative stats are a bit different – Gen X spends an average of 13 minutes reading reviews before arriving at a decision, while they’re comfortable spending $60.36 per transaction. 78% of Gen Xers made at least one purchase via digital channels, while they’re quicker to gain trust only after 116 reviews. For Gen X, 3-Star ratings inspire even more confidence than Gen Z and Millennials (32%). 

Boomers, at a glance, spend only around 10 minutes reading reviews; taking only 42 reviews to gain trust. Boomers tend to spend the most per transaction ($61.69), but also have the lowest total annual transactions at 269. Boomers are a bit more challenging to win over, requiring a star rating of at least 4 to gain trust (48%), though you can still also get by with 3-Star ratings (42%).

Lastly, each generation bracket also has a dedicated section that talks about their online shopping and review practices, which could help further guide your product positioning. Nearing the end of the infographic is also a comparative table of sorts that illustrates reasons why users leave either good or bad reviews.

The Wrap

There are a lot of useful insights here and the information presented can greatly help you refine your current approach. There are various motivations and other uncontrollable elements that drive a user’s purchase decisions, but one thing is certain – online reviews and feedback continue to play an important and even highly influential role in churning the ebb and flow of online commerce.

Sources 

https://bit.ly/3BYXeUo