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Home  I-News
 - Social Media - Ⅰ Vol.25
Summary
As the Internet keeps evolving, so does the information environment. These new form of information has brought many changes in our lives. One significant example would be the rise of social media which is full of UGC*. In this issue of I-News, we will explore the impact of UGC on consumer behavior.
*“User Generated Content (UGC)” refers to various kind of media content, publicly available, that are produced by end-users.
•Question 1 ：Have you reviewed user generated content (UGC) before purchasing?(single choice)
(%)
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In China, Hong Kong and Taiwan, more than 90% of the people mention that hey have reviewed UGC or reviews before purchasing a product or service.
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Korea is fourth at 89%, followed by India at 71% and Japan at 65%.
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In Korea, Taiwan and Hong Kong, more than 85% of the people have reviewed UGC information or advice regardless of age. |
•Question 2 :Where did you obtain your information before purchasing? (multiple choices)
(%)
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In China, Japan and Korea, more than 85% of respndents answered to have obtained UGC at online product purchase sites.
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In those three countries, all age groups chose customer reviews/comments as the most popular information sources.
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On the other hand, user opinions were chosen as the most popular information source by all age groups in Hong Kong.
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In all countries, more than half of the people have obtained information from customer reviews/comments and user opinions.
Choices are localized as follows;
Japan
1)amazon.com/rakuten.com, 2)kakaku.com, 3)No display, 4)mixi.jp
Korea
1)gmarket.com/auction.com/11st.co.kr, 2)danawa.com/enuri.com/dcinside.com, 3)www.kca.go.kr, 4)Twitter
India
1)ebay.in, 2)mouthshut.com, 3)consumercomplaints.in, 4)Facebook and orkut
China/Taiwan/Hong Kong
1)taobao.com and 360buy.com, 2)pconline.com and zol.com, 3)dianping.com, 4)renren.com and Kaixin001.com |
• Question 3 : On about how many separate occasions in the past three months have you read UGC review of these types about products you are considering purchasing? (single choice)
(%)
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In most countries, the average frequency of UGC review usage in the past three months is 5-9 times.
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In China, 36% of respondents answered 10-15+ times, followed by Korea at 30%, pointing that UGC review usage is more popular in these two countries compared to the others. |
• Question 4 : Have you ever consulted customer comments in online posts before purchasing the following products? (multiple choices)
(%)
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All countries, with the exception of Japan were: 1st Electronics, 2nd Computers & Software.
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Only Japan had Home Appliances as 2nd.
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Skin care and Cosmetics were also high on the list in the other countries. |
• Question 5 : How reliable do you think customer comments on online posts are? (single choice)
(%)
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In Japan and Taiwan, over 90% of the people selected 'very much' or 'on some level', pointing that the importance of UGC has become recognized.
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Aside from Japan and Korea, males tend to be more favorable on the reliability of customer comments in comparison to female.
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Only India had some people answer 'Not sure'. This maybe due to the face that the awareness of UGC is not as high as in other countries.
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In China, Japan and Taiwan, more than 90% of the people in the 25-34 age group answered that they relied on customer comments. |
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