Positive experience fuels brand advocacy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 29, 2021, 2:25 PM UTC

PowerReviews surveyed over 10,000 consumers across four generations to understand their psychology and motivations behind product reviews.

Nine out of 10 customers share a product rating and review if they get a positive brand/product experience. In contrast, more than three-quarters of customers share their experience if they receive negative experience from the brand.

Younger consumers share reviews more actively than older demographics. For instance, around 56% of Gen Z consumers submit reviews more than once per month compared to 47% of Boomers. A majority of consumers post a review within the first week of receiving a product. One-third of customers further said they would leave a product review after their first use.

Around 86% of respondents mentioned free samples as a crucial motivational factor for reviews. Another 76% of consumers reported incentives as a motivational factor.

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