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Women Look to Digital Content to Fuel Trend Discovery

Inspiration and awareness of popular trends can come from any number of influential sources these days. 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 share where they typically first discover trends in specific categories.

For beauty, 48% of women typically discover popular trends via digital content (including websites, social media, blogs, and mobile applications), ranking it first among sources in popularity. After digital content, TV (26%), print magazines or newspapers (18%), and friends and family (7%) follow as sources of discovery. For fashion, 49% of women said they typically discover popular trends via digital content, followed by TV (24%), print magazines or newspapers (20%), and friends and family (8%).

For fitness, 54% of women said that they typically discover trends via digital content, followed by TV (19%), magazines or newspapers (15%), and friends and family (11%). For food and cooking, 54% of women said they discover trends via digital content, followed by TV (26%), friends and family (11%), and magazines or newspapers (8%). Finally, for technology, 57% of women discover trends via digital content, followed by TV (22%), friends or family (13%), and magazines or newspapers (7%).

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Within the digital content definition for each category, content websites ranked highest individually as a source of discovery, followed by social media, blogs, and finally mobile applications.

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