DECEMBER 10, 2012

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Social Media Growing Rapidly, Especially on Mobile
A new report from Nielsen explores the continued growth of social media. In July 2012, US consumers spent 121 billion minutes on social media, a 37% increase from the 88 billion minutes spent in July 2011. Social networks took up 20% of the total time consumers spent online via PCs and 30% of the time they spent online via mobile. Facebook remains the leading social network in the US, with the greatest time spent and the largest number of visitors via PC, mobile apps and mobile web. Pinterest is the fastest growing network, experiencing a 1,047% year-over-year increase in PC audience, 1,689% in mobile app audience and a whopping 4,225% in mobile web audience. Attitudes toward social advertising are still evolving, but 17% of survey respondents said that they feel more connected to brands seen on social networking websites.
So what? Condé Nast’s digital properties are experiencing first-hand the trends uncovered by Nielsen, such as the increase in mobile usage and the dramatic rise of Pinterest. The report provides more insight into the drivers of social media growth and can help our brands develop their social strategies to engage with consumers and drive traffic back to the sites.
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China's Next Consumption Engine: The Affluent
China's affluent (richer than the middle class but not as wealthy as the superrich) consist of 120 million people and they have $590 billion in spending power. And their economic clout is growing fast according to a new report from the Boston Consulting Group. In the next three years, China will surpass Japan as the second-largest consumer market in the world, and the growth of the affluent will drive nearly half of that increase. The BCG estimates that China will have 280 million affluents by 2020, and they'll be spending $3.1 trillion. That spending number would represent 5% of total global spend and be larger than the total spends of countries like Germany and France.
So what? Condé Nast already has a presence in China as AD, GQ, Self and Vogue all publish there. As a company known for its global reach and appeal among the affluent, CN is well-positioned to own a part of this tremendous growth in China.
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The Power of Partnerships
A recent report from The Futures Company reasoned that partnerships are an effective way for businesses to grow in this economy. Consumers' acceptance of new possibilities, frustration that businesses fail to come up with new products that fit their lifestyle, and thirst for what is most cutting-edge are all reasons why expanding and stretching a brand makes sense for so many. Partnerships (like Nike+ and Apple for training) expand brand presence and increase a business' audience and revenue streams. A partnership that bridges gaps in consumer experience, is built with equal input and insight from each partner and is designed for the long-term rather than short will be most successful.
So what? With its successful digital properties, Condé Nast has visibly transformed itself from a magazine company into a multimedia company. However, CN is also extending its brands through partnerships like the Bon Appétit Collection for HSN. Partnerships like this should provide opportunities to not only drive revenue, but expand CN's audience and reach.
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Long-Form Video Plays Important Role in the Continued Growth of Tablet Video Consumption
The video hosting and analytics platform, Ooyala, reports that after the iPad3 was released in March 2012, tablet viewing jumped 26%, and it continues to climb since. While mobile phones are still a short-form platform, with content shorter than 10 minutes accounting for 52% of time spent watching video, tablets users increasingly watch long-form video on their devices. 71% of total time spent watching tablet video was with content longer than 10 minutes, up from only 42% a year ago. Live streaming of sports and special events is also on the rise, with desktops leading the pack. Desktop viewers tuned into live video for an average of 40 minutes in Q3 2012, followed by tablet users (19 minutes) and mobile phone users (12 minutes).
So what? Condé Nast is consistently experimenting with its digital editions and we should keep in mind the growing popularity of long-form tablet videos when we develop new content for these editions. Longer videos may increase the time spent with the brand while also presenting monetization opportunities through pre-roll and mid-roll advertisements.
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Quick Takes
Digital Content & Subscriptions, Electronics and Computers were the Heaviest Gainers on Cyber Monday
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An Average of 169 Million Americans Watch Digital Video Each Month; That Number Expected to Grow to 179 Million in 2013
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For Cell Phone Owners, the Pros Outweigh the Cons
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App and In-App Revenue Exceeds Mobile Advertising
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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