Irish Millennials – those between the ages of 18 and 34 – contribute the most critical product ratings online compared to all other countries analysed by Bazaar Voice. While Irish Millennials rate 78pc of the products they purchase favourably, they give the highest percentage of very negative ratings.
According to the study, in Ireland 12pc of Millennials give products one or two-star ratings, representing the highest amount of negative reviews per country.
In Australia, Millennials have more positive sentiment towards products and services compared to Baby Boomers (ages 47 to 65) and Generation X (ages 35 to 65). Australian Millennials give 89pc of products four or five-star ratings while boomers give 84pc of products four or five stars.
In New Zealand, Millennials are the happiest with their product choices and when they assign ratings to products or services they buy they give 92pc of these purchases a four or five-star rating.
Worldwide, an average of 82pc of all product ratings are positive so Kiwis beat the trend significantly.
In Germany, Millennials contribute 2pc more four and five-star reviews and 2pc fewer one and two-star reviews compared to Generation X.
In France, Generation X is the least positive, with only 73pc of products receiving four or five-star ratings.
By comparison, French Baby Boomers rate 87pc of products very positively and Millennials rate 83pc of products very positively.
Boomers contribute the most online, Generation X less positive
According to the Bazaar Voice study, when you look at consumers between the ages of 18 to 65, Baby Boomers make up the largest age group (42pc).
Millennials and Gen X make up 34pc and 24pc respectively.
As the largest generational group, boomers contribute 45pc of the total online product opinions.
“The different ways each generation engages in the online consumer conversation can be as revealing as what they are actually saying,” explained Jason Dorsey, CEO of the Centre for Generational Kinetics.
“The index highlights how the same technology can lead to a different type of consumer interaction.
“It’s no surprise that Baby Boomers create more online content. Not only are Baby Boomers more experienced consumers but they also think writing in script is a lost art among the young.
“I couldn’t agree more, but who needs proper grammar when you have emoticons?”
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