Another day, another study of Millennials. Or so it seems. And this one, produced by Crowdtap and Ipsos, shows that in general, Millennials are more likely to trust user-generated content (UGC) than other types of media, also tending to find UGC more memorable. The results echo similar findings from other research which has shown this lean towards UGC to be more prevalent among younger than older generations.
Specifically, when it comes to trustworthiness, Millennials (defined in this study as being born between 1977 and 1995) are most apt to trust product/brand conversations with friends and family (74%) followed by peer reviews (68%). From the “other media” list, professional and industry reviews make an appearance, with 64% of Millennials trusting this information. This is just the latest study to show that consumer reviews tend to be as trusted – if not more trusted – than expert reviews. Read the rest at MarketingCharts.