User-Generated Content is king when it comes to influencing a buyer.
Results from a recent study show most shoppers (90 percent) report UGC influences their decisions to make a purchase, outranking all other forms of marketing, including search engines (87 percent) and promotional emails (79 percent), which came in second and third. Notably, shoppers are also willing to pay more (81 percent) and wait longer (81 percent) for products paired with UGC.
The study, “Hearing the Voice of the Consumer: UGC and the Commerce Experience,” was developed by TurnTo and executed by Ipsos. Additional findings include:
- Nearly a quarter of female shoppers (24 percent) consider UGC to be the most influential marketing tool.
- Shoppers under 30 report a greater influence of UGC in purchasing decisions versus older respondents. Of those aged 18-29, 97 percent report UGC has an extreme influence.
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