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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.

Millennials’ Reliance on User-Generated Visual Content

Visual content from brands and retailers is still important. But today, Millennials specifically seek out photos and videos from other shoppers. 

How Often Millennials Seek out Visual Content From Other Customers
Always
53%
Regularly
36%
Occasionally
2%
Sometimes
8.75%
Never
0.25%
Of Millennials 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 %
*Millennials are the generation most likely to feel this way.
Consider user-generated videos to be a necessary source of information when researching products to purchase.
0 %

Why Millennials Seek Out User-Generated Visual Content

There are many reasons why Millennials value user-generated visual content. A few rise to the top.

Top 3 Reasons Millennials Value User-Generated Photos and Videos
1. To see what the product looks like in real life
93%
2. To understand product quality/performance
73%
3. To get a better sense of the size or sizing of the product

How User-Submitted Visual Content Impacts Millennials’ Purchase Decisions

The presence of user-generated visual content positively influences purchase behavior. On the other hand, a lack of this content is enough to deter some Millennials. 

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

Categories for Which User-Generated Visual Content Matters Most to Millennials

User-generated visual content is important across a wide range of product categories. But for Millennials, a few categories rise to the top.

Products for Which User-Generated Visual Content is Particularly Important to Millennials
Clothing
91%
Shoes
81%
Health & Beauty
79%
Electronics
70%
Appliances
65%

Where Millennials Want to Find User-Generated Photos and Videos

Millennials want to find user-generated visual content on product pages, throughout ecommerce websites, and infused into other marketing initiatives.

Where Millennials Seek out User-Generated Visual Content
Product pages on a website
86%
Social media posts
55%
Product category or search pages (when comparing products and deciding which to click through to)
54%
Homepage of a website
35%
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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