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Lifestyle Category Enthusiasts Viewing Habits by Device Type

As part of the POPSUGAR Insights/ulive 2014 lifestyle video study, we asked women to share which devices they typically use to watch lifestyle videos and the length of the lifestyle videos that they typically watch, then we looked at how this broke down by various lifestyle category enthusiast segments.

Consumption of Short Online Lifestyle Videos by Device Type For Category Enthusiasts

Fifty-two percent of entertainment enthusiasts watch short online lifestyle videos (less than 4 minutes) on their smartphone, followed by fashion enthusiasts (51.9%), wellness, fitness, and health enthusiasts (51.8%), and home and garden enthusiasts (50.5%).

Short online lifestyle videos are more likely to be consumed on a desktop computer by parenting enthusiasts (31.6%), wellness, fitness, and health enthusiasts (30.5%), and food enthusiasts (29.6%). Finally, short online lifestyle videos are more likely to be on a laptop computer by wellness, fitness, and health enthusiasts (41.3%), and home and garden enthusiasts (41.1%).

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Consumption of Medium Online Lifestyle Videos by Device Type For Category Enthusiasts

Medium online lifestyle videos (videos between 4-20 minutes long) are more likely to be consumed on a smartphone by parenting enthusiasts (25%), beauty enthusiasts (23.5%) and fashion enthusiasts (23.1%).

Medium-length online lifestyle videos (videos between 4 and 20 minutes) are more likely to be consumed on a desktop computer by parenting enthusiasts (39.7%), home and garden enthusiasts (37.4%), and beauty enthusiasts (36.7%), while medium-length videos are more likely to be consumed on a laptop by beauty enthusiasts (55.6%) and parenting enthusiasts (55.3%).

Consumption of Long Online Lifestyle Videos by Device Type For Category Enthusiasts

Long online lifestyle videos (20+ minutes) are more likely to be consumed on a desktop computer by parenting enthusiasts (28.4%), beauty enthusiasts (27.1%), and wellness, fitness, and health enthusiasts (26.8%). Parenting and beauty enthusiasts are also the women most likely to watch long videos on a laptop computer and gaming console, while wellness, fitness, and health enthusiasts are most likely to watch long online lifestyle videos via a streaming device like Apple TV, Roku, or Chromecast.

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