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Study: User-generated content influences most purchase decisions
Not only is user-generated content (UCG) the go-to source for 90% of shoppers making a purchase — it outranks all other forms of marketing. This is according to “Hearing the Voice of the Consumer: UCG and the Commerce Experience,” a report from TurnTo and executed by Ipsos. the report represents responses from more than 1,000 U.S. shoppers who made an online purchase in the past 12 months.