User-generated Content Beyond the Web

• By 2013, nearly 155 million US Internet users will consume some form of user-created content, up from almost 116 million in 2008. (eMarketer, 2009)

• The number of user-generated content creators will reach 114.5 million in 2013, up from 82.5 million in 2008. That will translate to 51.8% of US Internet users in 2013, up from 42.8% in 2008. (eMarketer, 2009)

• Over half (51.0%) of consumers are using the Internet before making a purchase in shops, educating themselves on the best deals available. (Verdict Research, May 2009)

• According to Forrester, nearly 45% of European Internet users say that in the past three months they have researched a product online and then bought it in a shop. (Forrester, March 2009)

• Online consumers are becoming precision shoppers. For every $1 spent online, $5.77 is influenced in store. (Macy’s CEO, 2009)

• 64% of Social Researchers (those who refer to user-generated content when shopping) research products online more than half the time, no matter where they ultimately buy the product (store, Web, catalog, etc.). (eTailing Group, June 2007)

• 90% of those surveyed say they have a better overall shopping experience when they research products online before shopping in-store. (Harris Interactive, October 2007)

• 92.5% of adults said they regularly or occasionally research products online before buying them in a store. (BIGresearch, March 2007)

• More than three-quarters of review users in nearly every category reported that the review had a significant influence on their purchase, with hotels ranking the highest (87%). (comScore/The Kelsey Group, October 2007)

• 97% of those surveyed who said they made a purchase based on an online review said they found the review to have been accurate. (comScore/The Kelsey Group, October 2007)

• Consumers who shop online for digital cameras and TVs spend 10% more on in-store purchases than consumers who do not search online. (ChannelForce for Yahoo Search Marketing, July 2007)