November 05, 2013 08:00 ET

Women More Vain in Person Than Online, Reveals New Survey Finds Women Are More Comfortable Going Makeup-Free in a Virtual Setting

PALO ALTO, CA--(Marketwired - Nov 5, 2013) - With video call users expected to surpass 380 million by 2015, all-in-one messenger service tapped Google Consumer Surveys to assess women's comfort level when it comes to video calling -- would you take a video call without any makeup? 

The new survey reveals that women are becoming more comfortable interacting in a virtual setting makeup free than they are in real life. Results indicate women who regularly video chat* are almost three times more likely to go makeup-free on a video call than women going about their day-to-day activities** (going to work, running to the store or going on a date).

A deeper look at the results also indicates:

  • Comfortable on camera: Four out of five women* would take a video call without makeup, while only one out of five women would be okay going to work au natural**
  • Must wear makeup in public: One in three women say they wouldn't go to the store, go to work or go on a date without any makeup**
  • Seniors are more shy: 55-64 year-old women are twice as likely to wear makeup on a video call than 18-24 year olds*

"When you are so accustomed to communicating over phone calls, texts and emails, introducing a new line of face-to-face communication can definitely take some getting used to," shares Brandi Kolmer, imo's marketing lead. "We are headed to a place where daily video calls are a common means of communication, and this study further shows that women are becoming more confident on camera: who would have thought the days of ignoring a video call request because you weren't fully done up could actually be a thing of the past?"

While most now view video calling as a casual, daily way to converse with family and friends, Brandi and the imo team know there is some work to do make newcomers feel comfortable on-screen. Here are a few tips that can make a difference to your appearance -- whether you're a first-time video caller, have a last-minute interview or been asked out on a first "virtual" date:

  • Turn on the light: Don't chat in the dark. Be sure you're facing the light, whether it's a window in front of you or a lamp next to your screen.
  • Screen height: Elongate your neck by positioning the screen above you, so you don't end up with tired-looking eyes or a double chin.
  • Show those pearly whites: Smiling into the camera sets a more inviting tone for the call.
  • Background noise: Is there a stack of ugly books or a distracting NSYNC poster behind you? Remember, they can see everything so minimize the space if you need to.
  • Tone it down: Shiny jewelry and bright patterns can look messy on screen -- you want your caller to focus on what you're saying, not what you're wearing.

Survey Methodology
*This survey was conducted by Google Consumer Surveys, Oct. 10, 2013, to Oct. 19, 2013, and based on 600 online responses. Sample: National adult women population who regularly video chat.
**This survey was conducted by Google Consumer Surveys, Oct. 10, 2013, to Oct. 15, 2013, and based on 400 online responses. Sample: National women adult population.

For complete methodology, please contact Katherine Walters at

For more information on Google Consumer Surveys and their statistical validity, please see

About imo
imo is a communication and social discovery platform that connects you to your friends and introduces you to new people and topics you care about. Free on the Web, Android, iPhone and iPad, imo has more than nine million mobile downloads and 750,000 unique daily visitors delivering an average of 20 million messages per day. imo supports both private and group chat with the ability to share multimedia files and photos with groups, send voice messages and text IMs, conduct quick chat history searches and hold simultaneous sessions allowing users to seamlessly switch between desktop, mobile and tablet devices without losing conversations.

Contact Information

  • Media Contact:
    Katherine Walters
    SHIFT Communications
    Email Contact