The document is a survey report from Miappi Ltd summarizing the results of their 2017 market research on attitudes towards user-generated content in digital marketing. Some of the key findings include:
- 77% of respondents said user-generated social media content has more impact on buying decisions than brand advertisements.
- 88% said reviews from friends were most important when considering a purchase.
- UGC was found to be highly persuasive across brand websites, in-store screens, marketing emails and social networks.
- Consumers are more attracted to "authentic" user content from real people than "glossy" professionally produced brand content.