The Value of Visual Content, In General
Today, all shoppers look for visual content before making a purchase at least occasionally. Notably, 60% always seek out visual content, which is up from 50% in 2021.
Not surprisingly, younger shoppers are more likely than their older counterparts to always seek out visual content prior to making a purchase. 68% of Gen Z’ers always seek out visual content prior to making a purchase, compared to 44% of Boomers.
In addition, men (63%) are slightly more likely than women (59%) to always seek out visual content prior to making a purchase.
Importance of User-Generated Visual Content
Photos and videos provided by a brand or retailer are still important. But increasingly, consumers specifically seek out imagery from those who have already purchased and used a given product.
Today, 99.9% of consumers seek out photos and videos from other customers prior to making a purchase. Nearly half always do so, up from 37% in 2021.
Gen Z is the group most likely to indicate they always seek out photos and videos from other shoppers before making a purchase. 61% do so always, compared to 29% of Boomers.
The Types of Photos Shoppers Value Most
Most consumers seek out photos submitted by other customers. In fact, they often value this type of photo above any other.
Nearly eight in 10 shoppers say a photo from another customer is most valuable when contemplating a purchase. Younger shoppers are slightly more likely to feel this way than their older counterparts.
The Types of Videos Consumers Value Most
User-generated videos allow shoppers to see products being used by real customers in real life. This content is powerful. In fact, many shoppers consider it essential.
Overall, 70% of shoppers consider user-generated videos to be necessary sources of information when researching a product prior to purchase. Gen Z’ers (81%) and Millennials (72%) are even more likely to feel this way.
In fact, nearly three-quarters (74%) of shoppers feel that a video of a product supplied by another customer is more valuable than videos provided by brands, retailers, and influencers. Millennials are the generation most likely to feel this way.
Section Summary: User-Generated Visual Content is Essential
Consumers depend on imagery to make confident purchase decisions. Increasingly, they specifically seek out photos and videos from other customers. In fact, many prefer consumer-generated photos and videos from customers above visual content from other sources.
If you’re not already, now’s the time to start collecting photos and videos from your customers. Then, be sure to prominently showcase this content so it’s easy for shoppers to find and browse. Doing so will positively impact purchase likelihood, a topic we cover in more detail here.
