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.

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