A week ahead of their Digital Content NewFronts presentations to advertisers, two women’s lifestyle programmers have announced the results of a study that looks into their target demo’s viewing habits.
Commissioned by media company Popsugar and Scripps Networks Interactive-owned video brand Ulive, the study focused on U.S. women aged 18-49 — what they like to watch and how content impacts their purchasing behavior.
One of the factors Popsugar took away from the study is that women want more content that is “positive” and funny, so they plan to invest in more humorous content, according to a rep.
Of the 524 women surveyed by Ipsos OTX, 66% said they seek more information, including info about brands, after watching lifestyle videos.
More than half (54%) of women watch lifestyle videos to learn more about products and brands, and 50% of avid lifestyle-video consumers (those who stream 4+ hours of lifestyle content a month) have visited a site or brick and mortar store to purchase the product they saw advertised in a lifestyle video.
The study also shows that 49% of women want to see more videos that provide “how-to instructions” on cooking, exercise or beauty tips, which the companies say means videos are replacing in-person instruction.
For example, 54% of women would rather watch a video on how to apply makeup than get their makeup done in a department store, and 53% of women would rather exercise at home via video than at the gym with a personal trainer.
Image of: Handy Ma’am on Ulive