B
Evidence Grade B
Graded
under review
Safe to Cite
Current
90%
90% -- user generated content influence for US consumers (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
90%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
1,070
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
95
Source Trust
50
Citation Chain
20
Independence
30
Methodology
45
Freshness
86
Source
TurnTo
Primary
Tier A
https://60minuteworkday.com/2023/08/09/reviews-other-ugc-more-influential-for-consumers-than-search-… ↗
Source Article
Reviews & other UGC more influential for consumers than search engines & ads [Study] -
After ratings and reviews, search engines had the greatest influence on buying behavior.
It’s well-established that ratings and reviews are widely consulted and have a significant impact on consumer purchase decisions. A new study from TurnTo affirms this and provides some additional color and nuanc…
Original Research
TurnTo
· Original study ↗
Methodology
Study conducted by Ipsos involving 1,070 US consumers who had bought something online in the past 12 months.
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
US consumers: 90% user generated content influence. Source: TurnTo (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ugc-influence-on-purchases
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ugc-influence-on-purchases" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- user generated content influence for US consumers<br><small>Source: TurnTo (2026) · <a href="https://lighthousedata.io/data/ugc-influence-on-purchases" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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