Its Time to Invest in User-generated Content Marketing

On December 5th, 2007 , comScore and the Kelsey Group released a study measuring the effect of online consumer-generated reviews on offline purchases. Findings showed that user-generated content is fast becoming a very influential source for driving purchase decisions. Highlights of the report include:

1. 1 in 4 internet users consulted an online consumer-generated review before making a purchase
2. 75% of users who consulted a review indicated that it had a significant impact on their decision to purchase
3. Majority indicated that consumer-generated reviews had more influence than professionally-generated reviews
4. Not only are users consulting reviews, but they also indicate that they are willing to spend more for a product/service if highly rated by fellow users.

While this report comes from the consumer market, it absolutely has application within the IT market where purchases are made in a group setting and are highly peer-driven. Whether it is reviews, forums, blogs, or wikis, users no longer rely on only vendors and publishers to find all of the information they need. If you have been hesitant to participate or market within this environment, these findings should give you confidence in the opportunity that exists. Now is the time to make the commitment to user-generated content. Your customers are already there.

New-Loong will help you plan your Web2.0 site, contact us.