The Role and Impact of User-Generated Visual Content on Shopper Behavior

As ecommerce continues to grow, so too does the importance of visual content. After all, quality photos and videos give shoppers the confidence they need to purchase a product – without seeing it in person first.

Brand and retailer provided imagery is still important. But increasingly, consumers specifically seek out photos and videos taken by real people who have actually purchased and used a particular product.

Our latest report, based on a survey of nearly 16,000 US consumers, explores the value consumers place on user-generated photos and videos, why consumers value this content, and how its presence (or absence) impacts purchase behavior.