Deep Dive

How User-Generated Visual Content Shapes Millennials’ Shopping Behavior

These days, nearly all consumers seek out visual content from their fellow shoppers before making a purchase decision. Millennials are especially fond of this content. Here, we zoom in on Millennials’ perceptions of user-generated visual content, how it impacts their purchase decisions, and when it’s especially important, based on survey responses from 8,817 Millennial consumers in the US.