B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- share of consumers perceiving ugc as most authentic advertising for all consumers (2025)
60% of all consumers perceive UGC as the most authentic form of advertising.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
eMarketer
Primary
Tier C
https://www.mcfaddengavender.com/how-ugc-user-generated-content-is-driving-better-results-in-ads-rig… ↗
Source Article
How UGC (User Generated Content) Is Driving Better Results in Ads Right Now - McFadden/Gavender | Marketing Industry Insights
User-generated content (UGC) refers to content created by everyday users, distinct from content posted by brands, agencies, or paid partners. According to eMarketer, 70% of Gen Z consumers consider UGC a significant factor in their purchasing decisions, while 60% of all consumers perceive UGC as the…
Original Research
eMarketer
· Original study ↗
Methodology
Cited from eMarketer research; methodology not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
all consumers: 60% share of consumers perceiving ugc as most authentic advertising. Source: eMarketer (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-ugc-most-authentic-advertising
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumers-ugc-most-authentic-advertising" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- share of consumers perceiving ugc as most authentic advertising for all consumers<br><small>Source: eMarketer (2025) · <a href="https://lighthousedata.io/data/consumers-ugc-most-authentic-advertising" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.