Customers have gotten extra skeptical of manufacturers and entrepreneurs as positive because the solar rises—not solely of the slick messaging many see as supposed to “trick” them into purchases, however even of the photographs that manufacturers current of the merchandise themselves. New analysis from PowerReviews emphasizes the rising worth shoppers place on user-generated pictures and movies, why shoppers worth one of these content material—and the way its presence, or absence, on product element pages impacts buy conduct.
The agency’s 2024 Function and Impression of Consumer-Generated Visible Content material on Shopper Habits report, that includes insights from practically 16,000 US shoppers, affirms that whereas model and retailer-provided imagery is necessary, shoppers particularly seek for pictures and movies taken by individuals who have bought and used a product.
Customers don’t simply choose user-generated visible content material—it’s change into a necessity
Almost all of those hundreds of shoppers stated they search for different buyer pictures and movies earlier than committing to a purchase order at the least a number of the time. Sixty % all the time seek for visible UGC, up 10 share factors from 2021 (50 %) and 20 factors from 2016 (40 %).
Gen Z is main the visible UGC cost: This technology is the most definitely to hunt out pictures and movies shared by different shoppers. Over 60 % of Gen Z accomplish that all the time, in comparison with 29 % of Child Boomers.
Customers could make assured, knowledgeable buying selections with these set expectations for a product. Moreover, the authenticity of user-generated visible content material boosts customers’ belief in a model or retailer.
“Client belief is unlocked not on the level of buy however within the journey to it. Manufacturers and retailers want to include visible UGC on their product element pages (PDPs),” stated Steve Sivitter, CEO of 1WorldSync, father or mother firm of PowerReviews, in a information launch. “Consumer-generated visible content material isn’t only a pattern; it’s a elementary shift in how shoppers make assured, knowledgeable buy selections. By embracing visible UGC and constructing belief with customers, manufacturers and retailers enhance gross sales and thrive within the age of the empowered shopper.”
Different key findings within the report embody:
- Consumer-generated visible content material considerably impacts buy intent: 91 % of shoppers say they’re extra doubtless to purchase a product with evaluations that includes pictures and movies together with textual content—a six share level improve from 2021 (85 %) and 19-point improve from 2016 (72 %).
- The absence of visible UGC stops a sale in its tracks: Almost 1 / 4 (23 %) of customers received’t buy a product if it lacks buyer pictures or movies. This share is even greater (36 %) amongst Gen Z customers.
- Comfort is essential: Customers don’t wish to look arduous for visible UGC. Most (84 %) shoppers wish to see user-generated pictures and movies included on PDPs.
Obtain the total report right here.
The 2024 Function and Impression of Consumer-Generated Visible Content material on Shopper Habits report relies on a survey accomplished by 15,870 U.S. shoppers throughout December 2023.
