A recent user survey by Fittkau & Maaß Consulting points out that “user-generated content” plays an increasingly significant part in buying decisions. There is a growing number of places on the internet where shoppers can read other users’ ratings of brands, products, and services.

According to the survey, 88% of internet users read these reviews now and then, and almost every one out of four is an active reader (23%), reading reviews at least once a week.

They put more trust in other users’ experience than into the marketing messages of companies. Sales and marketing workers should take this into account during their next campaign, the consultants recommend in their press release.

Related news

• Bazaarvoice serves its 100 billionth piece of user-generated content
• New Bazaarvoice technology helps retailers make the most of their user-generated content
• [Editorial] Was ist besser: User-generated Content oder Testberichte von Profis?
• Apropos User-generated Content: neues Soziales Netzwerk für Produkttester
• Comet adds consumer-generated product information service
• Half of German web users don’t want personalized ads