Impact of user-generated content on product returns in the U.S. 2023

Questions and answers is the user-generated content that is most likely to decrease product returns in the United States in 2023, as 72 percent of survey respondents reported that they would be less likely to return items bought online if they could read Q&A from previous customers prior to purchasing. Image and video followed with 69 percent of respondents, then ratings and reviews with 66 percent.

UGC shopping influence

In the United States, user-generated content (UGC) significantly influences Gen Z consumers, shaping their preferences and purchasing behavior. When buying fashion items, almost all Gen Z consumers look for ratings and product reviews for clothing and footwear. Visual UGC, such as images and videos, plays an increasingly crucial role in the online shopping experience. In 2022, 41 percent of surveyed U.S. consumers reported always seeking visual UGC when shopping for shoes online, with an additional 28 percent doing so regularly.

From decision-making to business success

UGC plays a crucial role in the decision-making process of consumers, especially in online shopping. A survey found that shoppers primarily seek value for money in UGC, with fewer than 10 percent of respondents prioritizing accurate sizing information. UGC significantly impacts business success. In 2023, interactions with visual UGC boosted revenue per visitor by 190 percent. Reviews also contribute notably to growth, being the second-highest driver of increased revenue per visitor.