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BizReport : Ecommerce : September 13, 2013

'Visual generation' demands more visual technology for shopping experience

The 18-34 demographic are part of a new and growing generation driven by imagery. According to research conducted by web data firm WeSEE, 40% of consumers age 35 and under have used a mobile device to take a photograph of a product in-store that they want to purchase when they get home.

by Helen Leggatt

According to WeSEE co-founder, Adrian Moxley, "retailers must move outside of purely text-based descriptions of items to help shoppers find what they're looking for".

WeSEE concludes that this new 'visual generation' embrace and use the latest shopping technologies, and they want more visual technology incorporated for in-store, online and mobile shopping. For example:

- 45% would like the ability to photograph and item with a mobile device and be linked directly to a site to purchase it;

- 32% would like to be able to upload an product image and be shown similar items;

- 33% would like information on where to purchase outfits worn by celebrities on the High Street;

- Viewing the shape and style of a product, rather than a text description, is considered 'important' or 'critically important' by 65%.

wesee.jpg"Younger generations of shoppers are much more visual in the way they use the web and are very mobilized particularly when it comes to shopping and sharing purchase ideas with friends," says Moxley. "There are countless ways in which visual technology can be integrated into the purchase journey, for instance 'drag, drop and shop' and the incorporation of digital imagery into the purchase journey creates a sophisticated, multi-layered visual, social shopping experience."

Image via Shutterstock

Tags: demographic, mobile, search, shopping, trends, UK, visual

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