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.
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.
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.
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.
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.
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.