onlinemediadaily reporting: Marketers that are trying to connect with millennials ages 18 to 34
to promote products and services related to love and Valentine's Day
might want
to consider tapping social influencers who produce user-generated
content (UGC). This generation trusts people rather than brands, and
values the
opinions of like-minded strangers as much as people they know, according
to a new study scheduled for release Monday titled "Talking to
Strangers."
Strangers appear to have the most influence when it
comes to making a purchase. About 51% of millennials are more likely
influenced by UGC produced and posted by strangers, compared with
recommendations from friends, family and colleagues, but only 34% of
boomers
agree.
In fact, 84% of millennials report that UGC from
strangers has some influence on what they buy. That's because 65% of
millennials
believe UGC offers a more honest and genuine view online, and 86%
believe the content represents a good indicator of the quality of a
brand, service
or products.
Millennials question the motives of companies that
collect customer opinions. The study finds 71% of millennials say
companies
care about customer opinions simply because they impact how other
consumers will view the brand, rather than truly caring what their
customers
think.
Seventy-three percent of millennials believe other
consumers care more about their opinions than companies do; that's why
they continue
to share their opinions online. They view companies that include
customer feedback on their Web sites as honest, at 66%, and credible, at
53%.
Millennials won't complete top purchases without UGC -- big-ticket
items like major electronics, 44%, and cars, 40%, as well as hotel
stays, 39%,
insurance policies, 30%, and travel to specific destinations, 32%.
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