Positive online reviews impact American consumers' purchase decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 14, 2022, 9:21 AM GMT+0

A survey by TELUS International revealed that 65% of Americans expect at least a part of their customer journey to be automated.

When it comes to making purchases, Americans of all ages consult online reviews before buying a product. At 92%, Baby Boomers are the most influenced by positive reviews, followed by millennials (91%).

Across generations, Americans who criticise a company do so because of a poor customer experience (CX). At 78% and 77% respectively, millennials and Gen Z are influenced by social media ads, while purchasing.

Millennials (71%) are likely to recommend a brand if it uses AI to enhance CX. Most customers, across generations, expect brands to deliver excellent customer service after they make a purchase. 75% of consumers are likely to submit a review, post on social media or other platforms from a positive CX.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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