Mobile applications are becoming an important part of a woman's daily media experience, especially those that allow women to engage more deeply with the lifestyle video content. As part of the POPSUGAR Insights/ulive 2014 lifestyle video study, we asked women to share if they've ever downloaded a mobile application that allows them to watch lifestyle videos.
Overall, 40% of women have downloaded an app that lets them enjoy their favorite lifestyle videos. Younger women, including those 18 to 24 (46%) and 25 to 34 (45%), are more likely to have downloaded an application, while women over the age of 35 are less likely to have downloaded an application.
Among specific lifestyle category enthusiasts, women who shared that they are very interested in fashion (50%) and beauty (49%) were more likely to have downloaded an application, while women who are very interested in home content (39%) were slightly less likely to have downloaded an application.
One half of moderate (women who stream between 90 and 239 minutes of lifestyle video per month) and avid lifestyle video consumers (women who stream 240+ minutes of lifestyle video per month) have downloaded an app that allows them to stream lifestyle video.