NOVEMBER 19, 2012

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Adobe: Print Magazines Preferred for Viewing Ads
A recent study commissioned by Adobe of 1,000 general population US adults and 250 marketing decision makers set to deconstruct how consumers and marketers view advertising, and where the similarities and differences lie. When asked about where they preferred to look at an ad, both consumers and marketers overwhelmingly pointed to print magazines over television, web, and other media. Nearly half of consumers (45%) said they most preferred to look at an ad in their favorite print magazine as compared to 23% who said they most preferred to see an ad in their favorite TV show or the 11% who said they preferred to see one on their favorite website. To a surprising degree, marketers were also very positive about magazines, as 55% said print magazines were their preferred medium for ads. The results of the study were not as encouraging for online advertising, as consumers (68%) were far more likely to call online ads annoying than marketers (48%).
So what? Adobe's study is another piece of research in support of the effective nature of consumer opt-in for print advertising. Consumers continue to point to the print ad experience as a favorable one, as it does not feel interruptive and invasive like other media. Along with the compelling content within our magazines and distinct profile of our audiences, the opt-in nature of the ad experience is one of main reasons why marketers should feel confident in their choice to advertise within the pages of Condé Nast magazines.
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Tablet Owners are Interested in In-App Advertising
Surveying tablet owners about their digital behavior, GfK MRI found that 56% are interested in advertising appearing within at least one category of apps on their device. Men (61%) and young consumers (66%) were particularly interested in in-app advertising. Magazine apps were one of the categories garnering the greatest interest (25%), especially among Millennials (ages 18-35, 31%) and Generation Xers (ages 35-47, 28%). Other leading app categories were shopping and retail (30%), local information (28%), weather (28%), and cooking/recipes (25%).
So what? This study provides further evidence of the strength of magazine apps and digital editions as advertising platforms. The interest in in-app ads is likely to increase attention to and interactions with ads, helping magazines lure in brands that are shifting their advertising budgets to tablets.
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The Continuing Rapid Growth of Mobile
In a recent webinar, comScore discussed the accelerated growth of mobile usage and consumption. In September 2012, smartphone penetration surpassed 50% share of US mobile population, with 119 million Americans aged 13 and older owning a smartphone. Multiple device ownership is becoming the norm as 35.5% of all US smartphone users also own other connected devices, such as tablets (25.5%), e-readers (11.9%) and portable gaming devices (4.5%). It comes as no surprise then that in June 2012, 12% of total web traffic came from a mobile device, an 81% increase over the same period last year. 9% of total e-commerce dollars are now spent via mobile, and the average mobile user spends 12:47 hours a month with social media apps and 6:43 hours with entertainment apps.
So what? The increasing role of mobile in retail, combined with the expanding presence of magazines on digital platforms, gives Condé Nast an opportunity to play a bigger role further down the purchase funnel. Tools like the Lucky Shopper app and Allure Beauty Product Finder can help customers make purchase decisions and enjoy exclusive promotions.
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2012 Deloitte Annual Holiday Survey
Deloitte published its annual holiday survey last week. Following a study of more than 5,000 consumers, the firm was able to report that consumer opinion of the economy is becoming more optimistic. Compared to last year, fewer consumers feel the US is in a recession and more feel the country is recovering. In turn, more consumers plan to spend more or the same this holiday season, while fewer plan to spend less as compared to last year. Social media and smartphones will also play an expanded role this holiday season. More than two out of three smartphone users plan to use their device as part of their holiday shopping process. Smartphone users most often plan to use their device to get store locations, check/compare prices and find product information.
So what? The iPhone and other smartphone technology is still relatively nascent (the iPhone debuted just 5 years ago), but the devices have already entrenched themselves in path to purchase. That relationship is magnified during the holidays as retailers find new ways to promote on smartphones. One of last year's most interesting innovations was Amazon's PriceCheck app. The app allowed users to buy products they had showroomed in other stores from Amazon at a 5% discount by scanning the item's barcode. With five weeks left before Christmas, it will be interesting to see how the traditional retailers respond this year.
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Quick Takes
Google, Yahoo!, Microsoft, Facebook & AOL Own Nearly Two-Thirds of All Digital Revenue in 2012
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Advertising Worldwide for Telecom and Auto Grew in First Half the Most Over Last Year
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Social Network Adoption has Consistently Grown Among Adults of All Ages
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Free Apps are More Likely to Access User Information than Paid Apps
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 |

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights