How do social media and user generated content influence the shopping decisions of millennials? 51% of millennials say that recommendations from strangers through user-generated content on a company website is most likely to influence their opinion when making a purchase. According to fresh research done by Bazaarvoice (infographic, pdf), 49% say that recommendations from friends and family is most influential. 44% of millennials wouldn’t buy major electronics without the uses of user generated content, for cars this is 40% and for hotels it’s 39%. 84% of Millennials report that user-generated content (UGC) has at least some influence on what they buy, compared to 70% of Boomers. When looking for opinions about products to buy, Millennials are more than three times as likely as Boomers to turn to social channels like Facebook and Twitter.
The majority of millennials believe that other consumers care more about their opinions than companies do – and that’s why they continue to share their opinions online.
- 71 % of Millennials continue to share opinions because they feel other consumers value those opinions.
- 64% of Millennials continue to share opinions because they feel other consumers value those opinions.
- 87 % of Millennials believe that companies shouldn’t edit customer feedback by correcting spelling or grammar errors – intact feedback is more helpful to other consumers.