Our study for Cloudinary was highlighted in a recent article, with 1669 participants from Germany, the UK and the US taking part in October 2020. The goal of the study was to better understand the role of user-generated content in marketing, and the impact it has on purchasing decisions. The study also addressed how the pandemic has impacted UGC usage, and which kinds are the most impactful.

Another finding highlighted within “Photos drive purchase decisions: roughly half of the respondents (53% in Germany, 49% in UK and 55% in the US) ranked photos as being the most helpful content for researching purchases.” Additionally the study found that younger consumers are at a higher chance of creating UGC.

Read more at Yahoo! Finance.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.