TurnTo Networks, a next generation customer content solutions provider, has published the findings from its new research ‘Hearing the Voice of the Consumer: UGC and the Commerce Experience‘.

The findings reveal that user-generated content (UGC) marketing tactic influences 90% of shoppers’ purchasing decisions. This survey covered 1,000 US shoppers who made an online purchase in the past 12 months.

Key findings

  • 90% shoppers reported UGC influences their decisions to make a purchase
  • 87% said that search engines influence their purchasing decisions
  • 79% shoppers stated that promotional emails affect their purchase
  • 24 % female shoppers consider UGC as the most influential marketing tool
  • 63% believe that UGC creates a more authentic shopping experience
  • 73% shoppers said UGC increases their purchasing confidence.

Jim Davidson, director of research, TurnTo Networks, said, “Shoppers today are more sophisticated and marketers must understand discounts and free shipping offers are simply tablestakes. Consumers demand a more engaging shopping experience; they’re looking to fellow shoppers to answer questions about products and share insights about purchases. This study demonstrates UGC is outpacing traditional marketing tools when it comes to increasing shopper confidence and influencing decisions. Marketers who want to connect with the consumer must find ways to incorporate UGC into each step of the customer journey – not just the product page”.

New Study Shows User-Generated Content Tops Marketing Tactics by Influencing 90 Percent of Shoppers’ Purchasing Decisions

Sharing is caring