In a previous post, I examined how often consumers gave feedback directly to more than 140 companies. The post raised questions about why some industries seem to have different feedback patterns than others. So I went back to the data in the report How Consumers Give Feedback to Companies and looked at this same data by consumer age groups.
A few observations from the data:
- 35 to 44 year-olds are the most likely to give direct feedback to companies and the level of feedback drops for both older and younger consumers
- 18 to 24 year-olds are the least likely to give direct feedback to companies, but they give the most balanced feedback across good and bad experiences
- Companies that serve 30 to 50 year-olds are the most likely to get feedback directly from their customers
- All age groups are more likely to give negative feedback than positive feedback
The bottom line: You need to find other ways to hear from younger consumers and to account for the negative bias in feedback