| Strongly agree | Somewhat agree | Neither agree nor disagree | Somewhat disagree | Strongly disagree | |
|---|---|---|---|---|---|
| Increases my purchasing confidence | 30% | 43% | 22% | 3% | 2% |
| Improves customer feedback | 30% | 41% | 25% | 3% | 2% |
| Is more interesting than content created by the brand | 26% | 39% | 29% | 4% | 2% |
| Creates a more authentic shopping experience | 24% | 43% | 28% | 3% | 2% |
| Encourages me to engage with a brand | 19% | 42% | 32% | 6% | 2% |
| Helps me identify trending products | 16% | 32% | 40% | 9% | 3% |
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.
