Women seek out and value lifestyle videos for two main reasons—to be entertained and to be inspired— according to new research undertaken by Scripps Networks Interactive’s ulive video network and POPSUGAR (conducted by conducted by Ipsos OTX.) Among the key findings of the study, which focused on U.S. women ages 18-49, was that a large majority of women prefer to view lifestyle video that entertains them (74%),helps them learn (71%), and inspires them to try something new (60%).
Underscoring the value of such research, Lisa Choi Owens, chief operating officer of ulive said, “Understanding what our audience emotionally connects to helps us know what to create for them and how and where to program that content to maximize relevance.” And, not surprisingly, the research revealed that women have clearly defined views of what they’d like to see in the lifestyle video they consume. The study shows that 49% of women want to see more videos that provide “how-to instructions” on how to accomplish the task, cook the meal, get the look or learn the exercise. Women also want more personalization, including content that is based on their interests (46%), that is short and of high quality (30%).
“We’re learning how our current audience segments feel about our existing content categories, as well as the new ones we’re expanding into,” said Choi Owens. “That emotional connection is even further deepened by the quality and authenticity of our content.”
Authenticity is, in fact, among the qualities that female video consumers specifically value. Women strongly prefer high-quality video that is authentic, concise and positive in tone. Significantly, the most avid lifestyle video consumers seek video content that is fun to watch (59%), authentic and real (48%), and features hosts that are passionate about the topic (38%).
Rob McLoughlin, vice president of POPSUGAR Insights found respondents’ desire for positive content among the most interesting findings of the research. “With the large amount of negative and salacious commentary found on the web, women increasingly seek funny, profound and inspirational videos that are compelling and entertaining,” said McLoughlin.
The good news for media and other brands alike is that women are open to hearing from brands and take action when relevant brands are appropriately presented in their favorite lifestyle video content. In fact, 54% of women watch lifestyle videos to learn more about products and brands, and 50% of avid lifestyle video consumers (women who stream 240+ minutes 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.