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BizReport : Blogs & Content archives : September 27, 2016

Research reveals power of user-generated images in reviews

User-generated visual content is now an expected part of the path to purchase, according to new research from PowerReviews, building trust and influencing consumer behavior.

by Helen Leggatt

PowerReviews' new whitepaper, 'Snapshot for ecommerce: The role of visual content in earning consumers trust and influencing purchase behavior', reveals that, within the PowerReviews network of more than 1,000 global brands and retailers, reviews submitted with images have increased 70% YoY. Furthermore, the ratio of images to reviews has increased 90% YoY.

Nearly three-quarters (72%) of the 1,000 U.S. consumers surveyed by PowerReviews for the whitepaper said they "regularly" or "always" look for visual content before making a purchase. Among Millennials, this rises to 81%.

And, it's not just any old visual content - consumers want user-generated images. Two-thirds (65%) said they were more likely to trust products that have user-generated photos or videos in reviews and 72% said they were more likely to purchase a product that featured such content in a review.

"There is no question that visual content is changing the way consumers research, browse and make purchases," said Matt Moog, chief executive officer, PowerReviews. "By better understanding how consumers want to interact with visual content while shopping, retailers and brands can develop strategies and tactics to better attract and convert shoppers by leveraging photos and videos."

Tags: consumer behavior, reviews, visual content

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