In line with online commerce activities shifting from PCs/laptops to mobiles, online reviewing has now transitioned into a mobile-first activity. But as today’s chart shows, PCs/laptops still remain important and there are also some crucial age-based trends to note.

It’s now 26% of digital consumers who are posting reviews via mobile, having surpassed PCs/laptops in the last quarter for this activity. The growing role of mobile for online reviewing has been driven by the more vocal and mobile-centric younger consumers.

Nevertheless, it’s these younger cohorts who are the least likely to use reviews in their purchasing considerations. In contrast, older consumers see more value in them, despite being less inclined to post reviews themselves. As such, younger users emerge as the disproportionately more powerful brand advocates with a stronger influence over the buying behaviors of consumers more broadly.

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Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

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