User generated content plays significant role in purchase decisions, reveals survey

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5th March 2021 02:26 - Retail

User generated content on social media plays significant role in purchase decisions: A consumer survey polling shoppers from the UK, US, Canada, France and Australia has found that user-generated content is incredibly valuable for influencing sales, when viewed on social media platforms.

The consumer survey by eMarketer looked at the impact of customer photos on social media platforms, finding that 62% of respondents are more likely to make a purchase if they are presented with customer photos and video of the product or garment first.

Asked what it was about UGC that would prompt them to buy a product, almost a quarter (24%) said that seeing videos and pictures from customers may 'highlight something that wasn’t obvious', while 21% said they like to see a product 'in action' before they commit to buying. Around one in six (17%) said they feel more confident that the reviews are accurate after viewing real product photos, with the same percentage saying it is easier to see the quality of a product (17%). Other reasons given included that it's easier to see the size/fit or colour of a product (11%) or easier to see the material of a product (7%),

Consumers were also asked about the different platforms which influence their purchase decisions, with Facebook topping the table as the most influential (25.3%), followed by YouTube (20.6%) and Instagram (17.4%). Pinterest (5%), TikTok (4.1%), Snapchat (2%) and Twitter (2.4%) also had some influence, according to the findings.

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