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: , , , , , , ,


RecordedandDrawn_VideoInk_300x250

Gunpowder & Sky Set to Develop Animated Series ‘Drawn...

 
Seeso_Logo_VideoInk_300x250

Seeso Announces Seven New Series Set for Summer Slate

 
Joel McHale Yahoo NewFronts

NewFronts in Rearview Tell Us Don’t Believe the Hype

 
Vimeo

Vimeo Acquires OTT Platform VHX

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
DCNF2016_VideoInk_300x250

The Newfronts Have Deviated from Original Mission, Marking Weird...

 
Meg DeAngelis

How Meg DeAngelis’ ‘It’s a Girl Thing’...

 
AlecShankman_VideoInk_300x250

Digital Dealmakers: Alec Shankman – Shaping the Then, and...

 
Digital video industry news today

News to Know: theAmplify Acquired, Hulu Orders...

 
Allen_Debevoise_300x250_VideoInk

Power Sixer: Allen DeBevoise Continues to Push Third Wave of Media

 
Webby Awards took place last night!

Five Branded Content Takeaways From the Webby Winners

 
YouTube Money

YouTube Cries Uncle: Videos Will Earn Revenue While Content ID...

 
Jonathan Skogmo, Jukin Media

Power Sixer: Meet Jonathan Skogmo, Jukin Media’s King of...

 
DreamWorks Animation

Controlling Interest in AwesomenessTV in NBCUniversal’s...

 
Wet Hot American Summer Netflix

Netflix Orders More ‘Wet Hot American Summer’

 
Judy McGrath Astronauts Wanted

Power Sixer: Meet Judy McGrath, Astronauts Wanted’s Lead...

 
Amina_Canter_VideoInk_300x250

Digital Dealmaker Amina Canter Is Bringing Traditional Chops to...

 
Studio71 Paramount

Digital Influencer Features Make the Majors with...

 
JC_Cangilla_VideoInk_300x250

Who’s the Man Behind Newform Digital’s Many Deals?...

 
Machinima hired James Glasscock as SVP of Strategy and Business Development

Questions & Answers with 2016 Digital Dealmaker James Glasscock

 
Univision Creator Network

Univision Creator Network Now Has Beauty and Fashion Vertical

 
Flula Borg

YouTube Music Star Flula Borg Signs with Studio71

 
Susanne Daniels

Power Sixer: Meet Susanne Daniels, the Force Behind YouTube Originals

 
JimmyMaymann

Power Sixer: Meet AOL’s Global Kingpin Jimmy Maymann

 
Dealmakers2016_600x250

Introducing the 2016 Digital Dealmakers

 
kendall_rhodes01

Dealmakers 2016: Kendall Rhodes from Untitled Entertainment

 
PowerSixer2016

Introducing the 2016 Power Sixers!

 
FilmStruck

Turner Teams with Criterion for FilmStruck SVOD Service...

 
Jason Goldberg STX Entertainment

STX Taps ‘Punk’d’ Creator Jason Goldberg to...

 
oculus for consumers

How quickly will online video transition to VR?

 
Bret Easton Ellis Fullscreen

‘American Psycho’ Author Bret Easton Ellis Signs Up...

 
Netflix_new

Netflix Begins Production on ‘Okja,’ Sparks...

 
walkinthewoods3-xlarge

Amazon Signs Multi-Year Output Deal with Broad Green Pictures

 
DollarsMoving_VideoInk_300x250

Why Getting TV Dollars to Go Online Is Easier Than You Think

 
INTX_300x250_VideoInk

Why Disruption Is the New Best Friend of the Online Video and TV...

 
Tyler James Williams RePlay New Form Digital Go90

Ex-‘Everybody Hates Chris’ Star Talks Going Mobile...

 
All Def Digital

All Def Digital Launches In-House Creative Agency Targeting...

 
Facebook Live Cafe Latte Tastemade 2

Because It’s Facebook, Stupid: Why Facebook Live is...

 
TrevorStevens_VideoInk_300x250

‘Rock Steady Row’ Feature Gets Picked Up By SUPERGRAVITY

 
Bryan Cranston, Eric Berger, Kate Bosworth and Dennis Quaid at Crackle’s upfront presentation held at the New York City Center on April 20, 2016.

Crackle Unveils Originals Slate, ‘Break-Free’ and...

 
NathanBrown_VideoInk_300x250

Nathan Brown Lands at Discovery Digital Networks