Tuesday, August 23, 2011

User-Generated Content Participation

Rating a product purchased sees the greatest participation among social activities (70%) though liking and sharing exceed 40% penetration. This follows closely in line with the prior question though it appears to have legs with 42% of respondents having shared with others regarding product. Elevated interest in liking is logical given the 75% penetration among EG100 sites. The real question is, can “liking” achieve the same status as product ratings have today?

Certainly there is a distinct possibility as the tool has had limited time to resonate with shoppers and its presence on 36% of the EG100 sites is not nearly universal across retail sites.

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