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How User-Generated Visual Content Impacts Gen Z’s Shopping Behavior

Consumers of all ages seek out photos and videos from other shoppers to inform their purchase decisions. This is especially true for Gen Z shoppers. Here, we take a closer look at how often Gen Z’ers seek out user-generated visual content, how it influences their purchase decisions, and when it’s most impactful, based on survey responses from 1,436 Gen Z consumers in the US.

The Value Gen Z’ers Place on Visual Content

Visual content from brands and retailers is still important. But Gen Z’ers specifically want to find photos and videos from other shoppers. 

How Often Gen Z’ers Seek out Visual Content From Other Customers
Always
60.75%
Regularly
31%
Occasionally
1%
Sometimes
7%
Never
0.25%
Of Gen Z’ers feel a photo from another customer is more valuable than one from a brand, retailer, or influencer.
0 %
Say a video from another customer is more valuable than one from a brand, retailer, or influencer.
0 %
Consider user-generated videos to be a necessary source of information when researching products to purchase.
0 %
*Gen Z’ers are the generation most likely to feel this way.

Why Gen Z’ers Value User-Generated Visual Content

Clearly, Gen Z’ers value user-generated visual content. But why? A few reasons rise to the top.

Top 3 Reasons Gen Z’ers Value User-Generated Photos and Videos
1.
To see what the product looks like in real life
2.
To understand product quality/performance
3.
To get a better sense of the size or sizing of the product

How User-Supplied Visual Content Influences Gen Z Shopping Behavior

The presence (or absence) of user-generated visual content impacts whether or not Gen Z’ers make a purchase. 

Of Gen Z’ers are more likely to purchase a product that has reviews that feature photos and videos in addition to text.
0 %
Won’t purchase a product if there is no user-generated visual content available for it.
0 %

Products for Which User-Generated Photos and Videos Matter Most to Gen Z’ers

Gen Z’ers value user-submitted photos and videos when shopping for many different types of products. However, there are a few that rise to the top. 

Top 5 Products for Which User-Generated Visual Content Matters Most
Clothing
93%
Shoes
85%
Health & Beauty
85%
Electronics
69%
Appliances
64%
Top 5 Products for Which User-Generated Visual Content Matters Most
Clothing
93%
Shoes
85%
Health & Beauty
85%
Electronics
69%
Appliances
64%

Where Gen Z’ers Want to Find User-Generated Visual Content

Gen Z’ers don’t want to look hard for user-generated photos and videos. Instead, they want to find this content on ecommerce websites and incorporated into other marketing initiatives. 

Where Gen Z’ers Seek User-Generated Visual Content
Product pages on a website
86%
Social media posts
58%
Product category or search pages (when comparing products and deciding which to click through to)
54%
Homepage of a website
33%
Emails sent to you promoting product
25%

This research is taken from The Role and Impact of User-Generated Visual Content on Shopper Behavior, a survey completed by 15,870 US consumers during December 2023. 

Check out the survey hub for further insights.

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