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19 Key User-Generated Content Statistics

Backlinko Team

Written by Backlinko TeamIn collaboration with Semrush

User Generated Content Statistics – Blog post image

User-generated content (UGC) has become a powerful element in marketing initiatives, helping build authentic and trusting relationships between brands and consumers.

User-generated content comes in a wide range of formats, including reviews, Q&As, images and videos.

What’s the value of user-generated content (UGC) to brands? What are the consumer attitudes on user-generated content? Continue reading as we’ll cover answers to these questions with these recent UGC statistics.

  • Around 40% of shoppers say that user-generated content (UGC) is “extremely” or “very” important when making a purchase decision. That’s more than product comparison charts (39%) or product videos (37%) – Salsify
    Around 40% of shoppers say that UGC is “extremely” or “very” important when making a purchase decision
  • Among surveyed shoppers, 13% of respondents state they’d abandon an online purchase if there’s no user-generated content (UGC) – Salsify
  • Around 13% of Gen Z shoppers who made a purchase directly from a social media platform say that user-generated content (UGC) was the biggest influence. That’s behind influencer recommendation (32%), exclusive discount (26%) but above live shopping event (11%) – Salsify
  • The vast majority (81%) ecommerce marketers agree that visual user-generated content (UGC) is more impactful in reaching customers than professionally shot photos or influencer content – Nostro
  • Among visual types of content that generate the most customer trust according to marketers, user-generated content (UGC) ranked at the top with 33%, followed by professionally-shot content (24%) and influencer-generated content (18%) – Nostro
  • Nearly one third (28%) of ecommerce marketers believe Instagram generates the most engaging user-generated content (UGC), more than any other platform. Other top social media platforms for generating the most customer engagement include Facebook (23%), TikTok (19%), Youtube (17%), X/Twitter (10%) – Nostro
    28% of ecommerce marketers believe Instagram generates the most engaging UGC
  • Nearly half (44%) of B2B buyers agree with the statement that “peer reviews and user-generated content are playing a greater role in the purchasing decision-making process” – Winterberry Group
  • Around 82% of consumers say that they would be more likely to make a purchase from a brand which uses user-generated content (UGC) in their marketing initiatives – EnTribe
  • More than half (55%) of Gen Zers (18-29 years old) want to be featured on brand’s social media pages – EnTribe
    55% of Gen Zers (18-29 years old) want to be featured on brand’s social media pages
  • A whopping 80% of Gen Z consumers (18-29 years old) have either shared or are willing to share their purchases on social media – EnTribe
  • In a survey of enterprises, 62% of respondents said using more user-generated content (UGC) was “highly important” as a way to improve brand authenticity (overall, 91% of respondents consider UGC at least moderately important to them) – S&P Global
  • Nearly 9 out of 10 (86%) brands are convinced that leveraging user-generated content (UGC) in their paid and owned media will boost the effectiveness of their advertisements and content – Bazaarvoice
  • Around 55% of shoppers hesitate to buy a product without user-generated content (UGC) – Bazaarvoice
  • Shoppers rank reviews (78%), Q&As (77%) and photos taken by other people (69%) among most impactful types of user-generated content (UGC) for their purchase decisions – Bazaarvoice
  • Consumers cite high-quality reviews (21%), average star rating (19%) and number of reviews (13%) among the most convincing shopper content types to make a purchase – Bazaarvoice
    Most Convincing Shopper Content Types
    Shopper content type Share of shoppers
    High-quality reviews 21%
    Average star rating 19%
    Number of reviews 13%
    Details in reviews that resonate with my needs 13%
    Shopper photos 9%
    Review recency 8%
    Presence of Q&A 6%
    Brand responses to negative reviews 5%
    Shopper videos 4%
  • In the upcoming year, 67% of retailers intend to increase their investment in user-generated content (UGC) – Bazaarvoice
  • Half of the shoppers express a desire to see user-generated content on brand websites and their social media pages – Bazaarvoice
  • The survey data show that 77% of consumers are open to submitting UGC to receive a reward – Bazaarvoice
    77% of consumers are open to submitting UGC to receive a reward
  • At least 79 user-generated content platforms are currently available on the market – G2


We hope you enjoyed this list of user-generated content (UGC) statistics.

We frequently regularly update this list of statistics. Don’t hesitate to revisit this page later to find the latest data points.