Wedding prep takes all forms. In fact, we saw that brides deep in wedding prep mode can be found reading content across self-improvement and sprucing up the home. But one topic that should absolutely be avoided? Haircare. It turns out that brides don’t want to touch their hair at all in the weeks leading up to the big day!

Impact: This insight improved a beauty brand’s campaign performance by 79%.

People who read streaming content are also reading up on TV displays, Wi-Fi, and home theater audio. Not only that, but they’re also reading recipe and drink content — especially cocktails. What was once just a leisurely activity is becoming an upgraded home experience for consumers, allowing them to create ambience and cozy vibes while plugging into their favorite shows.

Money Matters. People reading about emergency savings are more likely to read about stress management and reduction. People reading about managing finances for a divorce are more likely to read about child care and psychological effects of a divorce on kids. Managing money is a personal journey - and an emotional one!

Busting Stereotypes. Video game intenders are also--against stereotypes--interested in healthy food. Whether this is to sustain long playing sessions or simply a stereotype-busting reality, it’s a nice reminder that actual behavior doesn’t always follow our assumptions.

Low impact health. People reading about rheumatoid arthritis are, not surprisingly, likely to be reading about other pain conditions, as well as supplements and orthopedics to support. But they're also quite likely to be reading about gardening--it's a low impact activity that is at home and allows them to enjoy without putting undue stress on joints.