The Generational Divide: Why 68-Year-Olds Leave More Google Reviews Than Millennials

The uncomfortable truth: if you're waiting for Gen Z to leave you a Google review, you'll be waiting a very long time.

But here's what the data actually shows — and it'll change how you think about asking for reviews altogether.

The Surprising Data

So, the numbers don't lie. Google reviews skew heavily towards the over-60 demographic. We're talking about a meaningful difference here — not marginal, but structural. People aged 65+ are nearly four times more likely to leave a Google review than someone aged 18-34.

Put simply, the demographic writing your reviews isn't your youngest customers. It's your most experienced ones.

Now, that might sound counterintuitive. We live in a world where younger people are supposedly more online, more willing to share, more vocal about everything. And yet — the actual behaviour tells a different story entirely. The reality is that leaving a Google review requires something that older generations have in abundance and younger ones often lack: deliberation.

Why Older Customers Leave More Reviews

There are three things happening here:

Time and intention. A 68-year-old who's just had a brilliant experience at your dental practice doesn't scroll past it five minutes later. They sit with it. They think, "I should leave a review." And then they actually do it — because they've got the time and they see the value in contributing. They're not in a rush. They're not distracted by seventeen other notifications.

They trust institutions more. Older demographics grew up in a world where personal recommendations meant something. A review is a personal recommendation. It carries weight. A 70-year-old understands that if they say your restaurant is good, other people will trust them, because reviews were always about personal credibility. Younger audiences are more cynical about reviews — they know they're gamed, they know they're sometimes fake, so why bother?

They appreciate being asked. This is the subtle one, but it matters. Someone who's been a customer of a local business for a decade likes being asked for their opinion. It feels like recognition. It feels like they matter to you. For a younger customer, an ask for a review can feel like a transaction — like you're trying to extract something from them.

And here's the thing — they're right. But the difference is that older customers are okay with that transaction because they see the broader value in it.

How This Changes Your Request Strategy

So what do we do with this information? The answer is: you segment your asks by age bracket. And you ask differently depending on who you're talking to.

Over 60s: In-person and intentional. This group responds best to face-to-face requests. After a service is delivered, if you're present, ask them directly. Hand them a physical card — yes, an actual card — with your Google review link or a QR code. Keep the language simple and warm. Say something like: "We'd really appreciate if you could leave a quick review on Google — it helps other people find us and know what we're all about." They will do it.

30-50s: SMS follow-up with specificity. This demographic is more likely to engage with a review request if it comes through a channel they're already checking. SMS works. But make it count. Reference the specific service they just received. Keep the tone professional but not stiff. A message like "Hi Sarah, thanks so much for today's appointment — would you mind leaving a quick review on Google? It means a lot and helps us serve people better" lands better than a generic ask.

Under 30s: Quick, app-based, casual. Forget the card. Forget the formal tone. If you're asking this group, do it right after the experience — like, immediately. Keep it to one sentence. Make it feel like you're mates asking a favour, not a business asking for a favour. "Hey, would be mega if you could chuck a review on Google?" works better than any formal request.

Vertical Variations

Now, here's where it gets interesting — because the strategy shifts depending on what business you're running.

Dental practice. Your patient base skews older. You're probably seeing a lot of people over 55. For you, the in-person ask with the physical card is gold. Your front desk should be trained to hand out review cards the way restaurants hand out mints. This is low-hanging fruit.

Coffee shop. Your customer base is probably younger and more transient. You're not building long-term relationships the same way. SMS follow-up doesn't make sense here. But you can have a simple QR code on your receipt and a casual ask on your till. Keep it visible and easy. The younger customers who notice it will engage.

Gym. Mixed demographic, but you've got leverage — people are there regularly. For your older members, ask in person. For younger ones, use your app or in-app messaging if you've got it. For the middle group, try both channels.

The Implications

Here's what this really means: if you've been using a one-size-fits-all approach to review requests, you're leaving money on the table. Not just money — genuine, authentic reviews from real customers.

The businesses that'll win in local SEO aren't the ones begging everyone for reviews. They're the ones who understand that different people respond to different nudges. They're asking their 70-year-old customer face-to-face with a card. They're texting their 40-year-old customer with specificity. They're using an app notification for their 25-year-old customer.

For what it's worth, this also means you should stop beating yourself up if you're not getting reviews from younger customers. The opportunity isn't there yet — not because younger people don't appreciate your service, but because the behaviour pattern isn't established. Focus on the demographics that are already predisposed to leave reviews, do that brilliantly, and you'll build the authentic profile that actually matters.

What's your customer mix looking like? Are you segmenting your review asks at all, or still using the same message for everyone? Drop a comment below — I'm curious what's working for your business.