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For Gen Z, Word of Mouth is Even Louder

Gen Z

Gen Z is not simply a continuation of Millennials. Find out how this generation differs from those before it.

When it comes to consumer habits, Gen Z is not simply a continuation of Millennials. Behaviors are different. Expectations are different. Attitudes are different. And use and embrace of word of mouth are different.

Fundamentally, Gen Z — at least at this time — relies more on word of mouth, in both its offline and online forms, more than any other generation.

Drawn from Chatter Matters: the 2018 Word of Mouth Report and The State of Gen Z 2018, here are eight new Gen Z statistics that demonstrate how vital word of mouth is to this emerging generation, according to Talk Triggers’ Jay Baer and Daniel Lemin.

48% of Gen Z has made a second-person word of mouth recommendation. — “Second-person” word of mouth is when an individual makes a recommendation not because of their personal experience, but because a friend or family member told them something positive about the product, service, brand, or company. Millennials: 41% Gen X 38% Boomers 38%

30% of Gen Z has made an overheard word-of-mouth recommendation. — “Overheard” word of mouth is when an individual makes a recommendation not because of their personal experience, but because they were listening when someone they didn’t know praised the product, service, brand, or company. Millennials 23% Gen X 16% Boomers 13%

86% of Gen Z reads reviews before making a first-time purchase. — Reviews are increasingly important for all buyers, but Gen Z consults online opinions extensively, and more so than any other generation.

68% of Gen Z reads 3 or more reviews before making a first-time purchase. — Gen Z is not satisfied glancing at one review and making a buy.

Instagram is the most popular way for Gen Z to follow brands. — Among Gen Z, 41% follow brands on Instagram, with a smaller percentage checking in on companies via Twitter and elsewhere.

52% of Gen Z brand followers are connected to at least 3 brands on Instagram. — Among members of Gen Z who do follow brands on Instagram, 52% of them follow at least three.

Gen Z trust YouTube ads more than any other type of ad. — This includes radio, print, television, social media ads, and beyond. YouTube ads — often featuring influencers — are the most trusted form of advertising among Gen Z.