11 Gen Z Statistics on Word of Mouth

Gen Z (ages 13 to 22, as of 2018) is the first truly
wired generation.

Constant connectivity to their friends and a multitude of
information sources give this demographic group an extraordinary
array of options when making choices.

Word of mouth is a key driver of buying among all generations.
In fact, 50% of all
Americans say they would choose word of mouth if they had to pick
just one source of purchase information
.

However, research reports from our team at
Convince & Convert Consulting
 and from the Center for Generational Kinetics find
that word of mouth is even more powerful when Gen Z decides what to
buy.

Note that we help companies
create new customers with word of mouth
. The Center for
Generational Kinetics helps companies capitalize on the business
ramifications of generational differences.

Drawn from Chatter Matters: the 2018 Word of
Mouth Report
and The State of Gen Z
2018
, here are 11 new Gen Z statistics that demonstrate how
vital word of mouth is to this emerging generation.

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.

48% of Gen Z has made
such a recommendation
, compared to 41% of Millennials, and 38%
of Gen X and Boomers.

48% of Gen Z has made a second-person word of mouth
recommendation

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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.

30% of Gen Z has made
such a recommendation
, compared to 23% of Millennials, 16% of
Gen X, and 13% of Boomers.

30% of Gen Z has made an overheard word-of-mouth
recommendation

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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.

86% of Gen Z reads reviews before making a first-time
purchase

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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.

68% of Gen Z reads 3 or more reviews before making a first-time
purchase

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21% of Gen Z females read 9 or more reviews before making a
first-time purchase

This embrace of reviews is made even more interesting
considering that 11% of Gen Z
males
read 9 or more reviews before making a first-time
buy.

21% of Gen Z females read 9 or more reviews before making a
first-time purchase

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Gen Z + Millennials are 99% more likely to rely on online reviews
and social media when choosing a restaurant

These younger diners
almost never make a restaurant selection
without checking
reviews and social media chatter. Compared to Gen X + Boomers, the
Gen Z + Millennial cohorts are 99% more likely to use those sources
of information.

Gen Z + Millennials are 99% more likely to rely on online
reviews and social media when choosing a restaurant

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Instagram is 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.

Instagram is most popular way for Gen Z to follow brands

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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
.

52% of Gen Z brand followers are connected to at least 3 brands
on Instagram

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Gen Z females more likely to follow brands on Instagram

48% of
Gen Z women
follow brands on Instagram, compared to 36% of Gen
Z males.

Gen Z females more likely to follow brands on Instagram

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46% of Gen Z follows more than 10 influencers in social media

Gen Z trusts each other, and they trust influencers in their
generation who have disproportionate audience, expertise, or
experience. Nearly half of Gen
Z follows more than 10 influencers
in social media today.

46% of Gen Z follows more than 10 influencers in social
media

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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
.

Gen Z trust YouTube ads more than any other type of ad

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These statistics and other research on Gen Z show that
this generation 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.

Consequently, if your company sells to young consumers,
you simply MUST have a successful word of mouth strategy. If you
don’t,
perhaps we can help
?

The post
How Gen Z Uses Word of Mouth [11 Statistics]
appeared first on
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.

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