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 an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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