About 51 percent of Millennials (born between roughly 1977 and 1995, by some estimates) say that recommendations from strangers through user-generated content on a company website are most likely to influence their opinion when making a purchase, compared to 49 percent who say that recommendations from friends and family is most influential, according to Bazaarvoice.
In contrast, Boomers (born between roughly 1946 and 1964, by some estimates) are almost twice as likely to favor recommendations from friends and family over user-generated content.
Some 66 percent of "Boomer" respondents say friends and family are influential when consumers are weighing purchases, compared to 34 percent who say recommendations from people they don't know are favored. Millennial Trust in UGC High
Some 66 percent of "Boomer" respondents say friends and family are influential when consumers are weighing purchases, compared to 34 percent who say recommendations from people they don't know are favored. Millennial Trust in UGC High
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