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An infographic by Crowdtap and Ipsos showed how much millennials (individuals born in the 1980s or later) use and trust user-generated content (UGC).
Here are some interesting facts:
- Millennials trust UGC 50% more than other media. This doesn’t surprise us in the least, and we’ll explore why below.
- More millennials trust peer reviews (68%) than professional reviews (64%!).Think Wikipedia vs Encyclopædia Britannica. Just because something is ‘professional’ doesn’t mean it’s accurate.
- UGC influences millennials’ purchasing decisions 20% more than other media. After all, would you still readily buy something after reading a bad review?...
User generated content may be just the ticket when you have a marketing campaign targeting Millennials.