Percentage of Shoppers Relying on User Generated Content to make Purchase Decisions

The Age Factor: How Generational Differences Shape Reliance on User Generated Content in Shopper Path to Purchase

freddie.benjaminShopper Path To Purchase

Data Highlights

  • Higher Engagement Among Younger Shoppers: The data indicates that younger age groups are more inclined to rely on UGC, with those in the 25-34 age group leading at 51%, followed closely by the 18-20 age group at 50%.

  • Declining Reliance with Age: There is a noticeable trend where reliance on UGC declines with age. After the age of 34, each successive age group shows a lower percentage of shoppers relying on UGC.

  • Significant Drop in Older Age Groups: The most substantial decrease is observed in the 45-54 age group, where reliance on UGC drops to 32%, and continues to decline to 18% in the 65+ age group.

  • Less than a Quarter of Older Shoppers Rely on UGC: Shoppers aged 55 and above are less likely to use UGC in making purchase decisions, with only 24% of the 55-64 age group and 18% of those 65 and older relying on UGC.


When it comes to shopping in the digital age, the voice of the customer has never been more critical. User Generated Content (UGC), which includes reviews, comments, and photos shared by shoppers, has become a cornerstone of the modern path to purchase. But who is tuning into this content the most? Our latest insight brief dives into how age influences the likelihood of shoppers to consider UGC in their buying journey.

Understanding the Youthful Bias
The Power of Youth

Data shows that the younger the shopper, the more likely they are to let UGC guide their purchasing decisions. A striking half of those between 18 and 20 years old rely on UGC. The trend barely wanes in the 25-34 age bracket, where just over one in every two individuals—51%, to be precise—turn to UGC.

Engagement Drops with Age

As we look at older age groups, engagement with UGC noticeably dips. Only 46% of those aged 35-44 look to UGC, suggesting the beginning of a downward trend.

The Middle-Aged Shift
A Notable Decline

Shoppers in the 45-54 age group, reliance on UGC takes a more significant tumble to 32%. This marks a substantial shift in how mid-life shoppers engage with online shopping content.

The Over-55 Outlook

The shift becomes even more pronounced past the age of 55. Under a quarter of these shoppers—24% for those between 55 and 64, and a mere 18% for those 65 and older—consider UGC in their buying decisions.

Insights and Opportunities

The data paints a clear picture: younger shoppers, particularly those under 35, are the main audience for UGC. They not only consume this content but allow it to influence their purchase decisions significantly. This trend diminishes progressively with age, presenting a unique challenge for brands targeting older demographics.

For retailers and brands, this insight is invaluable. Targeting UGC strategies towards younger audiences could yield higher engagement and conversion rates. For older shoppers, alternative approaches might be necessary. Understanding these generational preferences can shape more effective marketing strategies, ensuring that every shopper finds the guidance they need, in a format that resonates with them.

This tailored approach isn't just a nice-to-have; it's a strategic imperative in a marketplace that values the personalized touch. Retailers and brands that heed these generational trends will be better positioned to connect with their audience and harness the full power of user-generated content.

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