SXSW: Millennials Trust User-Generated Content 50% More Than Traditional Media

User-generated content makes up 30 percent of millennials media time, and they trust it 35 percent more than other sources.



New research on millennials and user generated content was revealed at SXSW’s 4th Annual Social Media Advertising Consortium (SMAC) Influencers Brunch on Sunday. The study was conducted by Crowdtap and Ipsos Media CT in conjunction with SMAC.

The findings provide marketers with insights into millennials’ media habits and how to access them. This generation will soon have record-breaking purchasing power and the study confirms that millennials are most influenced by user-generated content.

As a whole, millennials spend a whopping 18 hours per day consuming different media across several devices. User-generated content makes up 30 percent of that time (5.4 hours), second only to traditional media like print, television and radio at 33 percent. But millennials trust information found in user-generated content 50 percent more than information from traditional media sources and find user-generated content 35 percent more memorable than other sources.

How do brands fit into this peer created future? Seventy-one percent of millennials engage in social media activity, making social media the group’s preferred type of digital media, a trusted channel to deliver brand messages and a more memorable experience. This combination provides a unique opportunity for marketers to leverage and influence user-generated contented, empowering consumers to tell a brand’s story.

The survey was comprised nearly 1,000 adult men and women aged 18 to 36. Download Crowdtap’s research paper Social Influence: Marketing’s New Frontier for a full report on the Ipsos study findings.

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