The insight: Gen Z consumers are more likely to be influenced by online reviews than older generations, according to a CivicScience survey.
- 87% of 18- to 24-year-olds are swayed at least slightly by online reviews when purchasing a product, compared with 67% of the general population.
- Consumers ages 55 and older are the least inclined to factor online reviews into their purchase considerations, with 51% saying they play no role in their purchase decisions.