Skincare Buyers Love Online Video (Study)

/ Jul 17, 2013

bizofbeautygurus

Skin-care buyers are more likely to watch videos online and on mobile devices when compared to the general population, according to new research findings released by the IAB (Interactive Advertising Bureau) and Prosper Insights.

The report, which attempted to measure how active “frequent skin-care and suntan lotion buyers” are on computers and mobile devices, found that 49% of skin-care buyers “regularly” watch online video content, compared to 22% of the general population. In addition, 37% of skin-care buyers regularly watch mobile video, versus 12% of the general population.

IABbeautyreport1

Granted, this appears to measure how often this consumer group watches video content in general on digital platforms. But if you combine this with some of the other data in the report — like how skincare buyers are more likely than the average US adult to research (61% vs. 42%) and purchase products (50% vs. 29%) online, or how “skincare enthusiasts” love entertainment apps (72% vs. 56%) — then it stands to reason that this group is likely to watch a decent amount of beauty-related content on the web.

Skincare enthusiasts are also more receptive to video ads, with 30% “regularly” watching pre-rolls compared to 10% of average adults.

Which, if anything, reinforces how big of a business beauty content creators and advertisers have the potential to command online, especially on sites like YouTube.

Tags: , , , , , , ,


Let's Play Live The Documentary

Rooster Teeth Sets Premiere for ‘Let’s Play Live:...

 
Halel

How Viewbix Is Solving the Viewability Problem

 
Hand of God Amazon

Amazon Brings Down ‘Hand of God’ for Binge-Viewing...

 
Viroolmoney

Virool Scores In Series A as Programmatic Heats Up -UPDATED

 
Beasts of No Nation Key Art Cropped Netflix

Awards Season Gears Up, Netflix Releases New ‘Beasts of No...

 
Tidal

Tidal Drops Pay Wall to Let Fans Sample its Live Stream Series

 
Elemental Technologies Logo

Amazon Acquires Elemental Technologies for $500M

 
NetflixAmazon

New Seasons All-Around as Netflix and Amazon Renew Originals

 
Alliance for Open Media

Media Tech Giants incl. Amazon, Google, Microsoft and Netflix...

 
Cognito_Newsletter_Tiles_InsightsPremier_300x250

Millennials Represent a Moving Target for Online Video Stakeholders

 
Maria_Bamford

Maria Bamford’s ‘Lady Dynamite’ Taps All-Star...

 
AOL + Millennial Media

Behind AOL’s Purchase of Millennial Media

 
streamy

Meet This Year’s Audience Choice Streamy Award Nominees

 
plays

How Plays.TV is Streamlining Video Content Creation For eSports Pros

 
Bublcam

How Fast is Virtual Reality Growing? Bublcam Gives 360-Degree View

 
VelocityLogo

Two Hit AOL Digital Series Headed To TV with Velocity

 
CharlesKing_Macro

Macro’s Multicultral Content Mission Attracts Apple...

 
Fullscreen_PollyAuritt_KatyChen_300x250

EXCLUSIVE: Fullscreen Replaces Michael Goldfine in...

 
BravestWarriros

Web Series Wednesday – Channel Frederator and Cartoon Hangover

 
Hulu Logo

Hulu Adds Commercial-Free Subscription Option

 
ViddseeLogo

Asian Short-Film Platform Viddsee Launches Android App

 
funnyordie

Funny Or Die Adds Editor-In-Chief, Appoints President of Digital...

 
spotxchange2

SpotXChange Rebrands as SpotX Reflecting a Big Change...

 
Tom Furukawa

Zefr Hires Tom Furukawa as Head of Product

 
rsz_1citizenmars_keyart

“Citizen Mars” Shows The Human Side of Wannabe Astronauts

 
StarzRoku

Starz Play Comes to Roku

 
NFLonCBS

CBS Sports Will Stream Regular Season NFL Games For The First Time

 
ImanCrosson

Iman Crosson On His Future In Feature Films

 
AllRecipeslogo

AllRecipes Revamps with Social Video Front and Center

 
Netflix_new

Netflix Coming to Vodafone Spain

 
Unikrn

Ashton Kutcher Places Bet on Esports Gambling Platform Unikrn

 
Mobcrush

Mobile Game Streaming Platform Mobcrush Secures $11M in Series A...

 
AmazonInstant

Amazon Adds Video Downloads for iOS and Android

 
Defy Media

Defy Media Signs with WME

 
The Young Turks are now on AOL On

The Young Turks Turn To Crowd-Sourcing To Expand Coverage

 
Disney XD Logo Photo

Disney XD and Maker Studios Launch Talent and Content Incubator

 
Los Angeles Clippers Logo

Clippers Owner Says He Wants Streaming Instead of Cable Deal

 
appcoach

Chinese Mobile Ad Firm Sets Sights on a Fully-Funded Global Expansion

 
kanvask

AOL Digs In On Visual Messaging with Kanvas Labs

 
StarMaker American Idol

StarMaker and DanceOn Team for Talent Search