Older Consumers Are The Most Likely To Recommend

In a previous post, we examined the companies that consumers were most and least likely to recommend. Now let’s look at how likely consumers of different ages are to recommend companies to their friends and family. Our analysis covers 12 industries.

Here are a few observations about the data:

  • In just about every industry, 55 to 74 year-olds are the most likely to recommend companies to friends and relatives. The notable exceptions: 65- to 74-year olds aren’t as prepared to chat-up hotels and 55- to 64-year-old aren’t shouting about Internet Service Providers.
  • 25- to 34-year olds were one of the two least likely age groups to recommend companies in every industry.
  • Six industries have double-digit age gaps: Insurance firms (17%), Internet service providers (17%), Airlines (13%), Health Plans (13%), Hotels (12%), and Wireless Carriers (11%).

The bottom line: Don’t underestimate word of mouth with 50 and 60 year-olds.

Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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