Lifestyle information from YouTube influencers: some consumption patterns

Purpose Despite lifestyle information needs being an important part of our daily lives, little is known about the role common sources. Whilst magazines and television are traditional providers content, including for fashion, makeup, fitness cookery, they have been partly replaced by content-creating online influencers. Design/methodology/approach To investigate this new resource, article analyses comments on videos 223 UK female influencers YouTube possible viewing patterns. Findings Three quarters written during week video published, consistent with consumed browsing function, rather than treated as resource to be searched when needed. Commenting multiple occurred often, suggesting that many viewers not loyal a single influencer. Thus, seem primarily support active scanning searching specific information. Typical can therefore expect accumulate ideas knowledge potential future use in addition gaining timely suggestions near routine decision-making. Practical implications Public-facing professionals, health professionals counsellors may consider recommending selected or help concerns. Originality/value This first large scale study resource.