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How User-Generated Visual Content Influences Gen X Shopping Behavior

Brand- and retailer-supplied imagery is no longer enough to satisfy Gen X shoppers. Instead, many seek out photos and videos from other customers who have purchased and used a given product. Let’s take a closer look at how Gen X feels about user-generated visual content, how it shapes their purchase behavior, and when it’s particularly important, based on survey responses from 4,415 Gen X consumers in the US.

Gen X’s Increasing Dependence on User-Generated Visual Content

These days, Gen X’ers frequently seek out visual content from other shoppers. 

How Often Gen X'ers Seek Out Visual Content From Other Customers
Always
40%
Regularly
42%
Occasionally
3%
Sometimes
14.5%
Never
0.5%
Of Gen X’ers value photos from other customers above those from brands, retailers, or influencers.
0 %
Say a video from another customer is more valuable than one from a brand, retailer, or influencer.
0 %
Believe user-generated videos are a necessary source of information when considering different products.
0 %

Why Gen X’ers Seek Out User-Generated Photos and Videos

Why do Gen X’ers look for photos and videos from other customers? While there are many reasons, a few rise to the top.

Top 3 Reasons Gen X’ers Value User-Generated Visual Content
1. To see what the product looks like in real life
85%
2. To understand product quality/performance
72%
3. To get a better sense of the size or sizing of the product
65%

How User-Submitted Visual Content Influences Gen X’s Purchase Behavior

Gen X’ers seek out user-generated visual content. The presence of this content positively impacts purchase behavior.

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

Products Which User-Generated Visual Content Matters Most to Gen X’ers

Gen X’ers seek out user-generated photos and videos when shopping for all sorts of products. However, a few categories rise to the top.

Top Categories for Which Gen X’ers Value User-Generated Visual Content
Clothing
85%
Shoes
70%
Health & Beauty
69%
Electronics
67%
Appliances
64%

Where Gen X’ers Want to See User-Supplied Photos and Videos

Gen X’ers want to find user-generated photos and videos on product pages, throughout ecommerce websites, and incorporated into other marketing initiatives.

Where Gen X’ers Seek out User-Generated Visual Content
Product pages on a website
82%
Product category or search pages (when comparing products and deciding which to click through to)
53%
Social media posts
47%
Homepage of a website
39%
Emails sent to you promoting product
24%

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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