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BizReport : Ecommerce archives : September 27, 2016

Study: Visuals important in reviews

When it comes to researching products online, reviews have become very important for consumers. But, new data from PowerReviews indicates that reviews with images attached are even more important that those.

by Kristina Knight

Merchants may want to include options that will let consumers include images with their product reviews. That's the takeaway from new PowerReviews data which found that 72% of consumers 'regularly' look for reviews that include visuals.

"Visual content, including photos and videos, has become an expected part of the path to purchase and plays a big role in building trust and influencing customer behavior. 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."

Other interesting findings from the Snapshot for ecommerce: The role of visual content in earning consumer trust and influencing purchase behavior report include:

• In the PowerReviews network, images-with-reviews have increased 70% YoY
• 81% of Millennials seek out visual reviews
• 65% say they trust user generated images more than branded images
• 72% say they're 'more likely to buy' products with image-based reviews
• 50% turn to Google for image reviews
• 40% prefer seeing image based reviews on retailer/branded sites

Tags: ecommerce, ecommerce reviews, loyalty marketing, PowerReviews, product reviews

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