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4 in 10 Women Use Digital Content To Fuel Participation In Cultural Trends

It can be very emotionally satisfying to participate in a cultural trend. From weighing in on the debate over the dress to getting drenched via the ice bucket challenge, we were curious how women chose to participate in trends via digital content. As part of the POPSUGAR Insights Content, Commerce, and Culture study, we surveyed over 1,500 women between the ages of 18-44 and asked them to provide the details on how they use social media and digital content to engage with trends.

Overall, 39% of women said that they participated by consuming digital content, specifically an article, related to the trend. Over 38% of women said that they participated by commenting or liking a photo or video on a social post related to the specific trend, one-third of women said they watched a video related to the trend online, and 32% said they viewed a photo gallery related to the trend. Thirty-two percent of women said that they specifically watched a video related to the trend on YouTube (11% said they posted their own video related to the trend on YouTube). Pinterest ranked among the top responses, with 24% of women saying they had commented, "liked," or shared a photo related to the trend on Pinterest.

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