Women feel pressured by time constraints to keep up their healthy lifestyles. While women may not be exercising every day, they are constantly looking for ways to improve or further integrate healthy living practices into their daily lives. As part of the POPSUGAR Insights 2014 Healthy Living Report, we wanted to explore the devices women prefer to use when consuming healthy living content online.
Overall, 45% of women consider their laptop or desktop computer to be their preferred device for consuming healthy-living-related content. Next, women prefer their smartphone (32%), followed by their tablet computer (16%). When segmented by age, millennial women (aged 18-34) were more likely to prefer their laptop/desktop (46%) and smartphone (33%) while women between the ages of 35 and 40 were more likely to prefer their tablet (23%). Parents almost equally preferred their laptop/desktop (37%) or smartphone (36%) while students overwhelmingly preferred their laptop/desktop (51%).
In terms of the actual content, women get their information and inspiration from a variety of sources, including social media sites like Facebook and Pinterest. They use smartphones primarily in a supporting role, using apps to help support their activities like exercising or meal preparation.
In general, women feel that messaging on the topic of healthy living is everywhere, and they specifically cited resources like content sites, blogs, video sites, and other resources as places they discover healthy living content; however, women over and over again mentioned that they felt there was a lack of topical information available on mobile and even less content with a local focus. Apps like Pinterest, Flipboard, and others that allow them to organize their content were cited, but no apps focused exclusively on healthy living content were mentioned, meaning that an opportunity exists for brands to step into this void and provide the inspiration and expertise women seek.