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How Women Leverage User-Generated Visual Content

For female shoppers, user-generated visual content has become an essential tool. Here’s a closer look at how often women turn to user-generated visual content, how it impacts their purchase behavior, and when it matters most, based on survey responses from 14,027 women in the US.

Women’s Reliance on Visual Content

Women depend on photos and videos when making purchase decisions. But increasingly, they specifically seek out content from other customers who have actually purchased and used a given product.

How Frequently Women Look for Visual Content From Other Shoppers
Always
48.5%
Regularly
38%
Occasionally
2%
Sometimes
11%
Never
0.5%
Of women say that a photo of a product from another customer is more valuable than one provided by a brand/retailer or an influencer.
0 %
Feel a video from a customer is more valuable than one from a brand/retailer or an influencer.
0 %
Feel user-submitted videos are necessary sources of information when researching products to purchase.
0 %

Why Women Value Photos and Videos from Other Customers

Women value user-generated visual content for a number of reasons. A few rise to the top.

Top 3 Reasons Women Value User-Generated Photos and Videos
1. To see what the product looks like in real life
86%
3. To understand product quality/performance
71%
2. It’s more authentic and “real” than standard brand-created imagery
67%

How User-Submitted Visual Content Impacts Women’s Purchase Behavior

The presence (or absence) of user-generated visual content impacts whether or not women will follow through with a purchase.

Of women are more likely to buy a product if it has reviews that feature photos and videos in addition to text.
0 %
Of women won’t purchase an item if there is no user-generated imagery available for it.
0 %

When User-Generated Visual Content Matters Most to Women

Women value user-submitted photos and videos across many product categories. However, there are a few that rise to the top.

Top Product Categories for User-Generated Visual Content, According to Female Shoppers
Clothing
90%
Health & Beauty
78%
Shoes
77%
Electronics
67%
Appliances
64%

Where Women Want to Find Photos and Videos from Other Customers

Women want to find user-generated photos and videos on product pages, throughout the ecommerce website, and in other marketing initiatives.

Where Women Seek out User-Generated Visual Content
Product pages on a website
84%
Product category or search pages (when comparing products and deciding which to click through to)
54%
Social media posts
52%
Homepage of a website
36%
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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