In late 2023, four in five millennials living in the United States valued photos from other customers above those from brands, retailers, or influencers. In general, many consumers considered user-generated videos to be a vital source of information when researching products to buy. Almost the same percentage of Gen X consumers felt the same way about content from other customers.
Consumer attitudes on visual user-generated content among millennials in the United States in 2023
Characteristic
Share of respondents
A photo from another customer is more valuable than one from a brand, retailer, or influencer
81%
A video from another customer is more valuable than one from a brand, retailer, or influencer
77%
User-generated videos are a necessary source of information when researching products to purchase
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PowerReviews. (October 7, 2024). Consumer attitudes on visual user-generated content among millennials in the United States in 2023 [Graph]. In Statista. Retrieved November 13, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1497392/millennials-shopper-attitudes-towards-user-generated-content/
PowerReviews. "Consumer attitudes on visual user-generated content among millennials in the United States in 2023." Chart. October 7, 2024. Statista. Accessed November 13, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1497392/millennials-shopper-attitudes-towards-user-generated-content/
PowerReviews. (2024). Consumer attitudes on visual user-generated content among millennials in the United States in 2023. Statista. Statista Inc.. Accessed: November 13, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1497392/millennials-shopper-attitudes-towards-user-generated-content/
PowerReviews. "Consumer Attitudes on Visual User-generated Content among Millennials in The United States in 2023." Statista, Statista Inc., 7 Oct 2024, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1497392/millennials-shopper-attitudes-towards-user-generated-content/
PowerReviews, Consumer attitudes on visual user-generated content among millennials in the United States in 2023 Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1497392/millennials-shopper-attitudes-towards-user-generated-content/ (last visited November 13, 2024)
Consumer attitudes on visual user-generated content among millennials in the United States in 2023 [Graph], PowerReviews, October 7, 2024. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1497392/millennials-shopper-attitudes-towards-user-generated-content/
