I really like this site built by the Tate Liverpool, not for its aesthetic but for the incredibly powerful and emotional UGC, it underlines that UGC isn’t just the preserve of teenagers.

This project certainly demonstrates that UGC isn’t something that needs to be feared and that the content produced can often be incredibly valuable.

This initiative also highlights that emotive subjects can translate really well online, just read some of the comments.

Nielsen Online has shown that 71 percent of online shoppers agree that consumer reviews make them feel more comfortable with a product before purchase. 81 percent of online shoppers have used user generated reviews when deciding on their purchases for the festive period.

Multiple reviews for products were important for 63% of those researched, only 14 percent searched for reviews from an established source and just three percent researched using their friends.

I’m currently looking for white goods (new kitchen) and I used more customer reviews than established product review guides. This was due to the fact that I was researching the product online and with the UGC I didn’t need to register or pay for the information, never the less these reviews affected my decision making and strengthen the fact that this research cannot be over looked by any brand. With the economic pinch taking affect people will research harder for the purchases they make, providing brands that offer the best platforms and access to user generated reviews in a strong position to take share from their competitors.