It seems as if millennials have avoided traditional media ever since they learned how to read.
The results of new research by marketing startup Crowdtap and the global research company Ipsos shed new light on how the connected generation gets its news. When it comes to trust, it turns out, millennials almost always choose their peers over professionals.
User-generated content (UGC) is media created by your peers. It includes status updates, blog posts and restaurant reviews — any content from non-professionals without any real motivation besides adding an opinion to the sea of already existing opinions. In a more logical world, it isn't the type of content we'd trust over a professional's review.
Ipsos' study, however, reveals that millennials trust UGC just as much as professional reviews. UGC is also 20% more influential when it comes to purchasing and 35% more memorable than other types of media. You can chalk that up to the fact that millennials spend five hours per day with UGC.
Click here to view an infographic that gives the visual breakdown of how much time millennials are spending with UGC, where they're getting it and how it's affecting the media landscape.
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