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Who do you recommend?
That is a naive question. One thing I rarely think about before asking, whether being referred to a restaurant server or posting online in a Facebook group. The answers we receive will form our own opinions, adjust our preferences, and strengthen our decisions. When we ask others for their recommendations or respond to our own preferences, we do so from a place of trust: trust between people, rather than trust in advertising, spokespersons or trademark.
Millennials are leading the way in recommender-to-person communication. 77% of millennials have recommended a product or service to someone else in the past month.
Millennials are 50 percent more likely to recommend a product or service than the average American. #ChatterMatters Click to post a Tweet
This data point doesn't shock me, but tracking does. Millennials are 50 percent more likely to recommend a product or service by word of mouth than the average American. What did you say?
Millennials make more recommendations to date than any other demographic group. Word of mouth recommendation is a common practice of the generation that can be called the “Google Generation”. Millennials quickly learn the answer to any question that lies right out of the search box — and a recommendation for almost anything is almost like a text message or a Facebook post.
This is just a finding from our word of mouth reports, Small problems . In the report, we looked at the importance of word of mouth across variables, such as gender, age, and online versus offline. Although word of mouth affects everyone, it does not work equally or equally.
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Word of mouth happens so often on Facebook that engineers recently optimized the posting option to make it easier to request and respond to suggestions.
Every day, millennials make recommendations on social media posts, Foursquare, and Google Reviews. Millennials save lists of favorite products on their phones and create “guided tours” for friends to visit their favorite cities.
I have some Notes saved on my iPhone ready to fire when the opportunity arises. Favorite clothing brand for toddlers? (What's your price tag?) Willamette Valley wineries not to be missed? (How far do you want to drive?) A weekend in Austin, Texas? (Do you want banh tet or baguette?) The best cheese from Trader Joe's? (Try Jalapeño & Honey Chèvre.)
Why are millennials more inclined to recommend products and services by word of mouth than any other American demographic? Simply put: millennials are in the process of making major life decisions.
The current American millennial generation is somewhere between 18 and 38 years old. They are always faced with major life decisions, and I don't mean “Where can I find the best gluten-free ice cream cones?” and “Which Cross Match box should I join?” Think of all the things you did for the first time between 18 and 38:
- First time living independently
- Make a decision and decide which company to work for
- Deciding where to live
- Deciding to rent versus buy (home, movies, and even clothes!)
- Buy car
- Date and get married
- Start a family
- Become a parent and raise your kids
Overall, millennials feel more comfortable with group thinking and more open to feedback. I expect that coming generations (Generation Z) will naturally be inclined to give and receive recommendations for products and services, as their own needs require informed decisions.
Millennials and Gen Zers are so interested in helping, making money, and building trust, that they're also more likely to recommend a product or service based on what they've heard from others, rather than experience. their own. Passive word of mouth, even as it is identified (“I heard, I read…”) is fascinating.
When do you find yourself asking for a suggestion or responding to a suggestion? Try to capture the moment when you have a need to respond with a passive answer (not based on your own experience) and understand the different motivations for responding with active or passive word-of-mouth recommendations. motion. I found myself doing both in the same answer, mixing “I heard” or “A friend said” with “I like this best.”
Myself for a millennium, I tested my own recommendations in just one day — the way I came up with and asked for them myself.
On Facebook alone, I made (at least) six recommendations in one day. I introduced my family photographer, my children's preschool and my acupuncturist to a new mom in our local community group. With a pregnant friend, I recommended vitamins to help eliminate nausea during my first trimester. In a social media group, I shared which portable lamp I liked best and weighed in on the Hello Fresh vs. Blue Apron vs. Freshly debate that was raging on my News Feed.
Ordered lunch the same day, I chose the salad with grilled goat cheese and boiled pear. The response from my server was immediate: a nod emphatically validating my choice. He would certainly compliment my selection as one of his favorites on the menu. Word of mouth is too deeply ingrained in society; it came even when we didn't explicitly ask for a recommendation.
Chatter Matters is an exclusive word of mouth report produced by Convince & Convert Consulting and research firm Audience Audit. It examines the word-of-mouth attitudes of 1,001 randomly selected Americans. The margin of error is approximately +/- 3.1%. Chatter Matters is a companion piece to Jay Baer and Daniel Lemin's new book, Chat Triggers: The Complete Guide to Creating Customers with Word of Mouth . It will be released by Penguin Portfolio on October 3.
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