The Consumer Content Report: Influence in the Digital Age

In today’s connected world, where people are constantly confronted with a myriad of content competing for their attention, what content and sources do consumers seek out, trust, and find influential?

We surveyed 2,000 adults in the US, UK, and Australia, examining the content being created and shared online, and what influences consumers’ purchasing decisions most.

Key Findings for Marketers Include:

• 86% of consumers say authenticity is important when deciding what brands they like and support
• More than half (57%) of consumers think that less than half of brands create content that resonates as authentic
• 60% of consumers say content from friends or family influences their purchase decisions, while just 23% say content from celebrities and influencers are impactful
• 57% of Millennials have made travel plans based on an image or video they saw a friend post on social media
• 56% of Millennials have decided to eat at a restaurant because of a friend’s post on social media