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In the early stages of the decision-making process, guangzhou office furniture provider consumers look for inspiration. It is the brand’s role to provide such inspiration via content, so brands need to be where consumers are.
Traditional social networks such as Facebook and Twitter are cited by 39% of consumers for inspiring purchases, according to data from PricewaterhouseCoopers’ Total Retail 2017 report. Individual retailer websites are cited by 37%, followed by price-comparison websites with 35% and multi-brand websites with 32%. Visual social networks, such as Instagram, Snapchat, Pinterest and YouTube, came in fifth per the PwC report.
In research by ViSenze titled “Visual Commerce Report Retail,” Facebook was ranked first among social media users for being the primary platform to inspire a buying decision at 32%. Pinterest was second at 16%, followed by Instagramnatn12% and Snap chat at 2%. Thirty-eight percent of social media users cited no platform for inspiring purchases. The research did not account for other platforms, including Twitter.
Social media greatly impacts purchasing decisions as seen above, and one-third of all online purchases originate on social platforms each month. “Social media, as well as the increasing amount of visual content available online, influences consumer purchase behavior more every day,” said Oliver Tan, CEO and co-founder of ViSenze.
The ViSenze research found that three-quarters of consumers are inspired to purchase by image and video content online, and almost half of consumers watch video content on retailers’ websites while shopping. This highlights the increasing importance of video format and how it is becoming a significant opportunity to connect with consumers.
Google has been tracking a steady rise in visual searchers via Google images and YouTube for product-related information. Product images are the most used shopping feature, according to consumers who search and shop on their smartphones a minimum of one time per week.
Google’s research agrees with China conference desk manufacturer ViSenze that video is a top format to inspire consumers. According to Google research, more than 50% of Internet users look for videos related to a product or service before visiting a store.