Brand-Initiated, User-Generated Content Shows Potential

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A new study from WPP Group’s Mediaedge:cia illustrates the huge potential of brand-initiated, user-generated content for marketers: Twenty percent of young broadband users worldwide have already engaged in some form of it and another 30 percent say they plan to in the future. But while some brands can benefit from the technique, the study concludes it’s not for everyone.

The study was commissioned by MEC and conducted by U.K.-based market research firm Brainjuicer, which polled more than 11,000 Internet-enabled adults between the ages of 16 and 25 across four continents: North America, Latin America, Asia Pacific and Europe.

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