Millennials leave the most critical review online, a study sponsored by Bazaarvoice has found, but by such a small margin a reasonable person might well conclude there is essentially no greater amount of "negative" reviews left by Millennials, than created by members of other generations. Overall, about 82 percent of online reviews are "positive."(click on the image for a larger view)
Baby Boomers are slightly more positive than the other generations, assigning three percent more five-star ratings to products than members of other generations tend to do.
Millennials give one percent more one-star product ratings, the lowest rating possible; the most of the three generations studies.
Millennials are "decidedly middle-of-the-road," Bazaarvoice says, creating the highest percentage (seven percent) of three-star reviews, but the fewest one-star (very negative) and five-star (very positive) product ratings.
You might argue that Millennials are the most realistic reviewers, in fact. If life is a "Bell" curve, with the great mass of instances "in the middle," and only small percentages at the very high or very low ends of the scale, in terms of product quality, then the Millennial ratings make perfect sense.
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