Impact on user-generated content such as customer reviews and ratings according to online shoppers in the United Sates as of March 2017

UGC content impact on online shoppers in the U.S. 2017 This statistic gives information on the ways in which user-generated content such as customer reviews and ratings impact online shoppers in the United Sates as of March 2017. During the survey period, 30 percent of respondents strongly agreed that user-generated content strongly increased their purchasing confidence.
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Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree
Increases my purchasing confidence30%43%22%3%2%
Improves customer feedback30%41%25%3%2%
Is more interesting than content created by the brand26%39%29%4%2%
Creates a more authentic shopping experience24%43%28%3%2%
Encourages me to engage with a brand19%42%32%6%2%
Helps me identify trending products16%32%40%9%3%
Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree
Increases my purchasing confidence30%43%22%3%2%
Improves customer feedback30%41%25%3%2%
Is more interesting than content created by the brand26%39%29%4%2%
Creates a more authentic shopping experience24%43%28%3%2%
Encourages me to engage with a brand19%42%32%6%2%
Helps me identify trending products16%32%40%9%3%
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Description Source More information
This statistic gives information on the ways in which user-generated content such as customer reviews and ratings impact online shoppers in the United Sates as of March 2017. During the survey period, 30 percent of respondents strongly agreed that user-generated content strongly increased their purchasing confidence.
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Release date
June 2017
Region
United States
Survey time period
March 2017
Number of respondents
1,070 respondents
Age group
18 years and older
Special properties
who made an online purchase in the past 12 months
Method of interview
Online survey
Supplementary notes
For this survey, user-generated content (UGC) was defined as any ratings, reviews, product photos, product videos or other commentary written by the consumer or other shoppers about products they are considering buying or have bought. This content is submitted to, posted on or viewed on a company’s website.
Values may not add up to 100 percent due to rounding.

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