Since I've been on the subject of consumer-generated content since my last post on The Top Ten CGC
Contests I thought I'd share with you some new research on the subject.
PMA, Promotional Marketing Association, released last week the results of an online survey that they sent to their members in order to get a snapshot of their perceptions on user-generated content (UGC). Of the 3,003 members that they emailed, they received 107 responses, a 3.6% response rate, in which 2/3 of the responses came from agencies and the remaining 1/3 from brands. Here's what they found:
- 70% of respondents have used UGC as part of an integrated campaign
- 82% are considering incorporating UGC in a future campaign
- 47% say sell through of UGC elements is "somewhat difficult". However, 18% described it as "easy".
- "Target engagement" was cited as the single biggest factor (40%) that drives the decision to incorporate UGC elements, while 21% believe UGC provides insight into brand perception.
- More than half (53%) felt that UGC has "some" impact on consumer purchase decisions. 22% of respondents weren't sure of the impact; 13% felt it has "significant" impact; 11% felt it had none.
- Respondents were evenly split between those who indicated that their companies have made no progress or fair progress (33% and 31%, respectively) towards coming up with useful metrics for UGC. However, most (62%) feel that they will make "some progress" in the next six months.
- 59% feel that their use of UGC will increase over the next six months, while nearly 38% felt it would stay the same. Just under 4% expect it to decrease.
Since I started this blog earlier this year I've been highlighting many of the contests that have been incorporating UGC and each time I write a Top Ten List I'm not sure if the trend will continue to go up or if it's hit its peak. So in reviewing this research I'd have to surmise that if 70% have used UGC, 80% are considering using it for a future promotion and 59% feel their use will increase, then the trend will definitely continue on it's upward path.
Here's a few more other thoughts that came to mind on these results. I'm a bit curious to know who makes up the 18% that say that UGC is easy to sell in. Is it agencies or brands or both? Also if they deemed their campaign a success then I would assume that they will have an easier time selling in the next one, however those that aren't sure of the results I'd guess would most likely will have an even harder time.
Lastly, since over half of the respondents are hopeful that they will be "getting their arms around the metrics issues" as Rob Fields from PMA says, it would be wonderful if we could all learn from their experience and experimentation. So, I look to those marketers and agencies that are incorporating UGC to share with us what worked for them as well as what didn't. If you'd like, you can view the online survey results here.
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