Visual Commerce 2017: How Image Recognition and Augmentation Are Changing Retail - eMarketer
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eMarketer Report

Visual Commerce 2017: How Image Recognition and Augmentation Are Changing Retail

Preview from eMarketer PRO

Executive Summary

Ecommerce is increasingly conducted using images, videos and augmented reality. This trend partly results from changing consumer behavior on mobile—where users prefer visual communication and visual media platforms—and improvements in computer vision driven by artificial intelligence.

  • US adults will spend an average of 3 hours 14 minutes on their mobile phones in 2017, eMarketer estimates. The devices’ small screens, powerful cameras and shorter sessions favor visual media—which is also the fastest growing media.
  • The deep-learning technologies that enable computer vision have advanced quickly in recent years. Several companies have helped in this effort, but Google and Facebook in particular pushed it forward with their decision to open-source some of their technology.
  • Deep-learning technologies let ecommerce sites interpret and group images, which makes for better product recommendations and searching products via pictures. Image and visual search also make finding similar or related products easier.
  • Augmented reality leans on similar technology and has been successfully applied in ecommerce to reduce uncertainty in purchases, even in this early stage of the technology.

"Around three-quarters of US internet users regularly or always search for visual content prior to making a purchase; only 3% never do."

Visual Commerce Emerges from the Mobile Revolution

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Image Recognition and AI Are Evolving Rapidly

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Commerce Becomes More Visual

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Computer Vision Revolutionizes Product Search and Discovery

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17 charts are included in the full report:

Visual Commerce 2017: How Image Recognition and Augmentation Are Changing Retail

Frequency with Which US Internet Users Search for Visual Content Prior to a Making a Purchase, Sep 2016 (% of respondents)

Visual Commerce Emerges from the Mobile Revolution

Average Time Spent per Day with Major Media by US Adults, 2017 (hrs:mins)

Images Drive Communication on Mobile

Importance of the Camera Function on a Mobile Device According to Millennial Smartphone Users in North America and the UK, by Age, Aug 2016 (% of respondents)

Social Media Users in Spain, the UK and the US Who Would Share Photos Featuring Their Favorite Brands on Social Media, by Gender, April 2016 (% of respondents in each group)

Average Time Spent per Day with Video by US Adults, by Device, 2014-2019 (hrs:mins)

Growth of Visual Platforms Outpaces Others

US Social Network User Growth, by Platform, 2016-2021 (% change)

US Social Media Users Who Have Bought Products/Services After Seeing Ads on Select Social Media Platforms, Nov 2014-Nov 2016 (% of respondents)

Commerce Becomes More Visual

Frequency with Which US Internet Users Search for Visual Content Prior to a Making a Purchase, Sep 2016 (% of respondents)

Number of Photos that US Digital Buyers Prefer to See When Shopping on a Retail Site/App, Sep 2016 (% of respondents)

US Digital Buyers Who Are More Likely to Make a Purchase After Viewing a Product Video, Sep 2016 (% of respondents)

Which Images Are Effective?

Digital Shopping Behavior of US Millennial Digital Buyers, Feb 2016 (% of respondents)

Computer Vision Revolutionizes Product Search and Discovery

Most Important Factor When Shopping for Gifts on a Retail Site According to US Internet Users, Sep 2016 (% of respondents)

Visual Search

Attitudes Toward Select Digital Retail Services Among US Internet Users, May 2016 (% of respondents)

Google Shopping Adapts with Image Recognition

Google Ad Benchmarks in North America: Product Listing Ad (PLA) and Text Ad Spending Growth, Q1 2015-Q1 2017 (% change vs. same period of prior year among campaigns analyzed by Merkle)

Augmented Reality

Frequency with Which US Snapchat Users Engage with Snapchat Ads, by Format, March 2017 (% of respondents)

Product Categories for Which US Internet Users Would Like to Shop via Augmented Reality, Aug 2016 (% of respondents)

Ways in Which US Internet Users Would Prefer Brands/Advertisers to Use Virtual Reality (VR), Aug 2016 (% of respondents)

Interviews included in the full report:

Home Depot Lets Customers Steer Its Visual Commerce Strategy

Interview conducted on May 1, 2017

For Neiman Marcus, In-Store Technology Must Solve a Problem for the Customer

Interview conducted on August 31, 2016

Use of Augmented Reality, Image Search Boost Likelihood of Online Home Product Purchases

Interview conducted on October 5, 2016

Augmented Reality Boosts the In-Store Experience When It’s Approachable and Fun

Interview conducted on August 9, 2016

How Home Brands Like PBteen Increase Time Spent on Product Pages

Interview conducted on April 12, 2017

Interview conducted on April 4, 2017

Interview conducted on April 12, 2017

Interview conducted on May 8, 2017

Interview conducted on April 12, 2017

Interview conducted on May 8, 2017

Interview conducted on May 9, 2017

Interview conducted on April 12, 2017

Interview conducted on April 3, 2017

Interview conducted on May 3, 2017

Interview conducted on May 3, 2017

Interview conducted on March 6, 2017

Interview conducted on May 1, 2017

Interview conducted on May 2, 2017

Interview conducted on May 1, 2017