Women Replace Traditional Media with Short-form, Online Video Content

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Total Beauty Media Group Uncovers Video Consumption Trends Among Women in Insights Report: What Women Watch

New insights from Total Beauty Media Group, the leading digital publisher of holistic health and beauty content, show that women are increasingly replacing traditional media with online video. The majority of women report accessing short-form video content via web sources, and increasingly access mobile video content while on the go.

The insights revealed today in What Women Watch, the third in a series of Total Beauty Media Group intelligence reports, provide marketers with a better understanding of the digital landscape and how video affects the ways women are making brand choices online.

"We've been producing award-winning online video content for years, and paying close attention to how women consume content" says Beth Mayall-Traglia, Editor-in-Chief, TotalBeauty.com. " In delivering new video programming, like our ‘Week in Beauty’ web series launched last year, we provide women quick beauty and lifestyle news bites they can access at home or on the go.”

What Women Watch examines trends in women’s online video consumption and viewing habits as they encounter branded video online, revealing 87% of women watch online video daily -- especially millennials and women with incomes below $25,000, who are more likely to substitute online video for cable television and going to the movies. The report shows that more than two thirds of women were unwilling to pay for video content they watch online.

Also in the report, Total Beauty Media Group explores key patterns in when and where women are accessing video content online, including the technology affecting video consumption. Further, the report explores behavioral distinctions between the millennial and young boomer generations.

Based on the analysis, the paper concludes by providing brand marketers recommendations for leveraging video content to intercept female consumers online.

What Women Watch is currently available for download at WhatWomenWatch.com.

Founded in 2007, Total Beauty Media Group operates TotalBeauty.com, home of the largest database of independent, unbiased beauty product reviews for women. TotalBeauty.com features hundreds of thousands of user-generated reviews, spanning more than 45,000 products, including most known prestige, mass-market, salon and spa products. In addition, the site publishes daily editorial coverage of beauty news and trends, including TotalBeauty.com TV – its immense library of beauty how-to videos.

Total Beauty Media Group’s portfolio of digital beauty, health and lifestyle media properties includes: TotalBeauty.com, BeautyRiot.com, LimeLife.com and ModernMan.com. Total Beauty Media Group is backed by USVP and Wallington Investments and based in Santa Monica, Calif. For more information about Total Beauty Media Group, visit TotalBeautyMedia.com.

Ethelbert Williams
310.399.7400 x107

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