Advancing communications measurement and evaluation

Statistic of the Month: User Generated Content

Authenticity. It’s a word we hear often in marketing and PR, but how important is it to audiences? According to a recent study by Stackla, it’s extremely important to consumers. Their 2017 Consumer Content Report: Influence in the Digital Age had a number of interesting findings that could be useful as you plan your 2018 content strategy, particularly if you are considering any elements of user-generated content.

  • Authenticity is important to all age groups surveyed—overall, 86 percent of surveyed consumers said it was a factor in the brands they support.
  • However, it is most important to Millennials. Ninety percent of Millennials said it is important, while of the baby boomers surveyed, 80 percent said it is important; and 85 percent of Gen X felt authenticity is important.
  • So, what kind of content resonates as authentic to consumers? The survey found that content created by other users rang true, while brand-created content was less so. In fact, 30 percent of Millennials report “unfollowing” a brand because of inauthentic content.
  • Celebrities aren’t that influential, according to the survey. Only 23 percent of respondents said that they had made a purchasing decision influenced by a celebrity, while the recommendations of friends and family members ranked highest, at 70 percent.

 

The Measurement Standard

The Measurement Standard

The Measurement Standard (TMS) is the definitive monthly newsletter dedicated to advancing media measurement and evaluation as a vital business and communication tool.TMS is published by CARMA, a global provider of measurement services.
The Measurement Standard
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