Infographic: 27% of Gen Zers Say They Always Write a Product Review After Making a Purchase

And 37% say they do it most of the time

And for Gen Z, word-of-mouth recommendations are key. Getty Images
Headshot of Sammy Nickalls

It may seem like a hassle to write a recommendation after buying a product online, but not for Gen Z. In fact, according to new research from tech company Social Media Link, over 60 percent of Gen Zers say they leave a review often, if not every time.

Maybe that’s because Gen Z values recommendations from friends and family above all else, followed closely by online reviews. Only 18 percent say they look to celebrities for recommendations, so with this generation, big stars won’t cut it—but five stars will.

“This data is a wake-up call for marketers who want to reach Gen Z shoppers,” said Susan French, CEO and co-founder, Social Media Link. “Hiring big-name celebrities and launching traditional branded advertising will not influence them. The more effective way to reach them is by taking a back seat and exploring solutions that encourage peer-to-peer advocacy and authentic product review generation at scale.”

This story first appeared in the April 8, 2019, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.