Home » Growing Trends in E-Commerce in 2010: 360 Degree Product Views

Growing Trends in E-Commerce in 2010: 360 Degree Product Views

Posted: Friday, April 09, 2010

by Mark Azo
WebRotate 360 LLC

Adobe just published an interesting survey of their Scene7 customers world-wide. If you are not familiar with Scene7, it is a great platform offered by Adobe to help companies create and manage rich media content on their e-commerce websites. Targeting large clients such as Sears and Macy's their price entry is steep with an yearly charge of around 30 thousand dollars for publishing and managing online rich media catalogs.

The survey data was gathered from November 9, 2009 to January 15, 2010. It covers a variety of industries across major markets: North America, Asia-Pacific, Western/Eastern Europe, Middle East, Africa, and Latin America. It is a 60 page document that goes into great details evaluating how companies plan to adopt latest developments in digital media in 2010 with a general focus on Interactive Rich Media, Social Media, Mobile Features and Personalization. Total of 546 companies have provided their feedback.

Here is what we found most interesting:

Adoption of 360 product views is still very low. Only 7% of all responders have implemented this feature to date. Though, unsurprisingly, its planned adoption growth in 2010 is highest across all 21 rich media features evaluated. 22% of all responders plan to implement 360 product images in 2010. This is a 200% increase! Combined with 3-D visualization that shows second fastest growing adoption rate (9% adopted vs 23% planned) and product tours (13% adopted vs 23% planed) it is undoubtedly an impressive development. Well established functionality such as Quick Looks/Rollover views and Alternative Images show marginal adoption growth with 20% adopted vs 21% planned and 17% adopted vs 18% planned respectively.
Product tours (combinations of guided spin, zoom imagery, videos or animations with copy) is ranked highest in effectiveness across all rated rich media features.
27% more responders said that 360 product spin capability is a most effective feature to drive conversion/sales comparing to similar survey in 2009.
70% of survey participants in North America have less that 10 million in annual sales with quarter of all responders being interactive/advertising agencies.

It is great to see companies embracing interactive rich media, and while e-commerce is still in its infancy (Forrester research says only 8% of all sales will be done online in 2014), the trend is clear.

Resources:

Discover professional grade samples of 360 product views and 360 degree product photography at WebRotate360.com.

Find a full copy of the survey here

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