It’s well-established that ratings and reviews are widely consulted and have a significant impact on consumer purchase decisions. A new study from TurnTo affirms this and provides some additional color and nuance for the discussion.
Called “Hearing the Voice of the Consumer” and conducted by Ipsos, the study involved 1,070 US consumers who had bought something online in the past 12 months. User-generated content (UGC) is defined here to include ratings, reviews, photos, videos, social posts and Q&A participation. The most common forms were reviews and ratings, however, with 71 percent and 69 percent of survey respondents saying they’ve submitted those types of UGC.
Online ratings and reviews are a form of word of mouth, which is the most trusted source consumers consult before buying. Indeed, 90 percent of survey respondents said UGC had at least some influence over their online purchases. Roughly 53 percent rated it “extremely influential” or “very influential,” a higher percentage than for any other category. After UGC, search engines had the greatest influence over purchases.
UGC helps increase consumer confidence