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Deep Dive

How Men Engage with User-Submitted Photos and Videos

Increasingly, consumers seek out photos and videos from other customers when making purchase decisions. Male shoppers are no exception.

Here’s a snapshot at how men leverage user-generated visual content during the purchase journey, how it influences their purchase behavior, and for which product categories it’s particularly important, based on survey responses from 1,605 US men.

Men’s Dependence on Visual Content

Men seek out visual content – including photos and videos – when weighing their purchase options. Increasingly, they seek out photos and videos from other customers of products being used in real life.

How Often Men Look for Photos and Videos From Other Shoppers
Always
46%
Regularly
37.5%
Occasionally
3%
Sometimes
13%
Never
0.5%
Of men feel a photo of a product from a customer is more valuable than one provided by a brand, retailer, or influencer.
0 %
Agree that a video from a customer is more valuable than one provided by a brand/retailer or an influencer.
0 %
Consider user-submitted videos to be necessary sources of information when researching products.
0 %

Why Men Value User-Submitted Photos and Videos

There are a number of reasons why men value user-generated photos and videos. A few rise to the top. 

Top 3 Reasons Men Value User-Generated Photos and Videos
1. To see what the product looks like in real life
3. To understand product quality/performance
2. It’s more authentic and “real” than standard brand-created imagery

How User-Submitted Photos and Videos Influence Men’s Purchase Decisions

The presence (or absence) of user-generated visual content has an impact on men’s purchase behavior.

Of men are more likely to purchase a product that has reviews that feature photos and videos in addition to written text.
0 %
Of men won’t purchase a product if there is no imagery available from people who have previously purchased it.
0 %

When Men Value User-Generated Visual Content Most

Men seek out photos and videos from other shoppers when shopping for products across many categories. However, this content is particularly impactful for certain products. 

Top Product Categories for User-Generated Visual Content, According to Men
Electronics
84%
Appliances
72%
Clothing
77%
Shoes
67%
Computers
66%

Where Men Want to Find User-Generated Photos and Videos

Men want to find user-generated photos and videos on product pages and elsewhere on ecommerce sites – as well as incorporated into other marketing initiatives. 

Where Men 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)
56%
Homepage of a website
38%
Emails sent to you promoting product
24%
Social media posts
46%

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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