80% of consumers are more influenced by word of mouth and user reviews than influencers
A survey of consumers aged 18 and over finds that consumer trust in influencers continues to decline, while user-generated content (UGC), such as customer reviews, has an increasing positive effect. I was.
The State of UGC 2023 | EnTribe Infographic
New EnTribe Survey Reveals User-Generated Content Impacts
https://www.globenewswire.com/news-release/2023/06/06/2682877/0/en/New-EnTribe-Survey-Reveals-User-Generated-Content-Impacts-Consumer-Purchases-More-Than- Social-Media-Influencers.html
New Report Suggests that Consumers Are Far More Swayed by UGC than Influencers [Infographic] | Social Media Today
https://www.socialmediatoday.com/news/report-consumers-more-swayed-ugc-influencers/652253/
This is what EnTribe , which provides the UGC platform, showed.
According to Entribe, 81% of consumers surveyed said that when a brand hires an influencer, their buying behavior will change or even be negatively affected. 86% of consumers see influencer posts, but 51% ignore them. And 29% rather disliked influencer posts and considered them untrustworthy.
On the other hand, 86% of consumers said that they perceived 'UGC to be reliable.' 90% of consumers prefer UGC, up 5 percentage points from the 2022 survey. 83% say they are more likely to buy from brands that share real user content.
62% had never purchased a celebrity-promoted product, and 40% of those who purchased “influencer-endorsed” were disappointed. In fact, for 80% of people, recommendations from friends and acquaintances rather than influencers influence purchase behavior, and 90% of consumers actually purchased products based on recommendations from friends and acquaintances. It is said that there is
80% of consumers aged 18 to 29, known as Generation Z, said they would share their purchases on social media. 55% of Gen Z consumers said they want to be featured by brands on social media, twice as many as older generations. The SNS that influence the purchase behavior of Generation Z were mainly TikTok and Instagram.
Related Posts:
in Note, Posted by logc_nt