Study reveals importance of UGC to Millennials

Bazaarvoice‘s research found that Millennials are reluctant to make a purchase without first having access to user-generated content. The demographic, in their 20s and 30s, will have more purchasing power than any other by 2017, so retailers must heed their needs.

Over half (51%) trust user-generated content more than information presented on a company website (16%) or news articles about a company (14%). Advertising is trusted by even less (6%).

In fact, user-generated content on a company website is more likely to influence a Millennial shopper’s opinion than the advice of family and friends (49%).

“Millennials have grown up in a world where word of mouth is shared and found just as easily on a blog or in a product review as it is around the water cooler or at a dinner party,” said Brett Hurt, founder and chief executive of Bazaarvoice.

“The result is that this generation expects to have access to opinions from people like them no matter where they are or how they shop. Brands that don’t understand and embrace this shift are making a huge mistake as this generation becomes a dominant economic force.”

So what is it about user-generated content that so appeals to Millennials? According to Bazaarvoice’s research almost two-thirds (65%) feel it is a more trustworthy source of information than any other online and 86% believe it gives a better idea of a brand or retailer’s quality of service and products.

So important is user-generated content that some Millennials won’t complete a purchase of some items unless it’s available. The top purchases that Millennials won’t make without some sort of user-generated content include major electronics (44%), cars (40%) and hotel accommodation (39%).

Bazaarvoice’s report, “Talking to Strangers: Millennials Trust People over Brands”, along with a high-resolution infographic and details of a webinar to be held on 2 February, 2012, can be viewed online.