Inside Info Reveals UGC Is Now Standard In Media Consumption

Interactive and user-generated media formats have now become a standard part of today’s media consumption, according to research conducted by Emap Advertising’s new research panel, The Inside.

Over half the 10,000 or so UK 15+ consumers on the panel (see Emap Advertising Launches New Consumer Insight Panel) read blogs (54%) and just under half (43%) now have their own spaces on social networking sites such as MySpace. The research showed bluetooth technology is also changing the way we disseminate mobile information, with 55% using it to share content.

However, despite the increasing popularity of creating and sharing content in the web 2.0 era, there remains a strong vein of scepticism from consumers and a lack of trust in what they experience in these environments. Only 13% of respondents trust the information they access on blogs with 61% approaching blog content with caution.

In addition, although 2006 has seen both blogging and social networking sites entering mainstream consciousness, 32% of respondents already think social networking may just be a fad and a third say they can see themselves moving onto something else in the future.

“This first wave of Inside research has provided valuable insight into consumer behaviour and highlighted interesting patterns of usage – as well as underlying concerns – about the newest new media environments,” said Marcus Rich, MD at Emap Advertising.

“These findings paint a complex picture of consumer attitudes towards emerging platforms and interactive models, which suggest a variety of challenges and opportunities for media, service providers and brands entering the interactive space.”

He added: “Our aim with this research, as with all of The Inside insight, is to share it with clients in order to plan the most effective campaigns and advise on best practise in a fast-changing, consumer-driven media environment.”

Emap: 01733 568 900 www.emap.co.uk