Three-quarters of consumers are inspired to purchase products and services after consuming visual content online, according to a new study published by tech enterprise ViSenze.
The 2017 Visual Commerce Report: Retail surveyed more than 1,000 people in the US to determine the influence of content including videos, images and infographics. The motivation to undertake the study arose following the recent rise of visual searches and the pivot towards creative clips on social media and other online platforms.
Key findings from the study include the fact that the majority of consumers now prefer to use online outlets to buy items rather than visiting a physical store, which is one of the main reasons why visual content is becoming so crucial to driving awareness and conversions in the digital space. 75% said they were inspired to buy after watching a video or seeing an arresting image.
However, brands need to revitalise the cycle between item discovery and purchase. 52% of respondents said that they often find it challenging to actually find the products they want to purchase online. There is potential for proactive brands to make an impression with the right content as more than two-thirds are willing to see recommendations if their first-choice product is unavailable.
Marketers should better deploy visually focused platforms, such as Instagram and Pinterest, because 44% of consumers now use social media at least five times a day. One-third say their buying journey begins on social every month. Brands could, for example, use buyable pins on Pinterest to facilitate direct commerce.
“Social media as well as the increasing amount of visual content available online influences consumer purchase behaviour more every day,” ViSenze CEO and Co-Founder Oliver Tan said. “Our Visual Commerce Report: Retail confirmed for us that retailers must revamp the way their products are discovered online in order to streamline the path to purchase.”
He added: “We have watched as the demand for visual search has grown, and ensuring that every product can be found, referenced, and understood based on visual attributes is the only way to capitalise on these moments of inspiration happening at any time during the customer journey.”