Not only is user-generated content (UCG) the go-to source for 90% of shoppers making a purchase — it outranks all other forms of marketing.

This is according to “Hearing the Voice of the Consumer: UCG and the Commerce Experience,” a report from TurnTo and executed by Ipsos. the report represents responses from more than 1,000 U.S. shoppers who made an online purchase in the past 12 months.

UGC is so influential that it surpasses all other forms of marketing, including search engines (87%) and promotional emails (79%), which came in second and third. Shoppers are also willing to pay more (81%) and wait longer (81%) for products paired with UGC,…