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Visual and social content increase online sales
Visual and social user-generated content (UGC) play a big role in driving e-commerce sales. We wanted to explore what consumers want out of that type of content and how they are utilizing it, so we surveyed over 8,000 across six different markets.
It may come as no surprise to you that our research found that 66% of shoppers find the availability of photos from previous shoppers important when making a purchase decision. However, what may be surprising is that 75% of shoppers say that they prefer seeing customers’ photos and videos on online stores over professional imagery.
Consumers want – actually, they expect – to see visual and social UGC when they are browsing for new products. Just having written reviews doesn’t cut it anymore. Shoppers want to see it to believe it.