PowerReviews Finds that 88 Percent of Consumers Seek Visual Content Prior to Purchase

User Generated Photos and Video are Increasing at a Faster Rate
than Ever Before

CHICAGO–(BUSINESS WIRE)–#PowerReviews–PowerReviews, a leading provider of ratings, reviews and
question-and-answer technology to more than 1,000 global brands and
retailers, today released a new whitepaper titled “Snapshot
for ecommerce: The role of visual content in earning consumer trust and
influencing purchase behavior,
” which details the rise and influence
of user-generated photos and videos. Within the PowerReviews network
reviews submitted with images have increased 70 percent year over year,
and the ratio of images to reviews has increased 90 percent year over

“Visual content, including photos and videos, has become an expected
part of the path to purchase and plays a big role in building trust and
influencing customer behavior. There is no question that visual content
is changing the way consumers research, browse and make purchases,” said Matt
, chief executive officer, PowerReviews.
“By better understanding how consumers want to interact with visual
content while shopping, retailers and brands can develop strategies and
tactics to better attract and convert shoppers by leveraging photos and

PowerReviews conducted a survey of more than 1,000 American consumers.
Key findings include:

  • There is Growing Demand for Visual Content – Shoppers want all
    available information prior to making a purchase. PowerReviews found
    that 72 percent of consumers say they regularly or always seek out
    visual content prior to purchase. This trend is even more apparent
    with Millennials, with more than 81 percent of consumers age 18-29
    seeking out visual content.
  • The Influence of User-Generated Visual Content – Consumers are
    seeking visual content submitted by other consumers. Sixty-five
    percent of shoppers are more likely to trust products that have
    user-generated photos or videos in their reviews. Nearly three
    quarters (72 percent) of shoppers say they are more likely to buy a
    product that has reviews that feature photos and video in addition to
    text. This trend is more prominent in millennials, with 84 percent of
    consumers age 18-29 reporting that they’re more likely to buy a
    product that has reviews that feature photos and videos.
  • Searching for Visual Content – Most consumers start looking for
    visual content on Google (50 percent) followed by Amazon (26 percent),
    and finally a brand or retailer’s website (13 percent). However, 40
    percent of consumers prefer to see visual content on the retailer or
    brand site, compared with 29 percent on Amazon and 26 percent on a
    third-party review site. So while it is clear that consumers are
    starting their search on Google or Amazon, they prefer to find photos
    and video directly on a brand or retailer’s site.

As consumers share more photos and videos than ever before, visual
content is becoming an expected part of the path to purchase. Retailers
and brands must seek innovative ways to collect and display more
user-generated images and videos in order to capture shopper interest
and increase purchase likelihood.

To read the full whitepaper please visit, powerreviews.com/visual.

About PowerReviews

PowerReviews works with more than 1,000 global brands and retailers to
increase conversion and improve products and the customer experience
with ratings and reviews and Q&A software. PowerReviews unifies and
amplifies the voice of the consumer throughout their journey, across all
channels to help consumers make better purchase decisions and to help
businesses drive conversion and improve products and services. Ratings
and reviews solutions from PowerReviews are essential for consumers as
they search and shop online and in-store, driving traffic on more than
5,000 websites, creating actionable insights to improve products and
services, increasing conversion, and growing online site-wide sales up
to 17 percent. The PowerReviews Syndication Network reaches 1,200
retailers and more than 700 million in-market shoppers every month,
giving retailers and brands the power to reach shoppers wherever they
are. For more information, visit www.powerreviews.com.


Jenna Nichols