Communicators are wise to incorporate consumer-generated media into the marketing mix, as a survey conducted by the American Marketing Associate and Opinion Research Corporation found that most adults prefer companies that market via consumer-generated media versus traditional, "professional" platforms. Among the findings:
- 68% feel it's more consumer-friendly;
- 56% feel it's more creative;
- 55% feel it's more innovative; and,
- Only 10% feel it's less trustworthy.