The results of new research by marketing startup Crowdtap and the global research companyIpsos shed new light on how the connected generation gets its news. When it comes to trust, it turns out, millennials almost always choose their peers over professionals.

User-generated content (UGC) is media created by your peers. It includes status updates, blog posts and restaurant reviews — any content from non-professionals without any real motivation besides adding an opinion to the sea of already existing opinions. In a more logical world, it isn't the type of content we'd trust over a professional's review.

Ipsos' study, however, reveals that millennials trust UGC just as much as professional reviews. UGC is also 20% more influential when it comes to purchasing and 35% more memorable than other types of media. You can chalk that up to the fact that millennials spend five hours per day with UGC.

And some of them probably make professionals their peers for double trust power! : )

Or vice versa. This is why their peers get hired to use social media on behalf of brands.

True.  Gary Oldman is selling me my next HTC One.

Do people trust Gary Oldman? I've seen him play enough bad guys to not want to trust him.

He's a very talented actor and I trust/appreciate the vendor who gets that I get it.  The minute I saw him in the spot, I thought "Yes!"

Now, everybody, get out of my head.

Haha, oh you!

I do love that he says in the commercial "it does not matter what I say". Truth!