FEBRUARY 11, 2013

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The New Online Luxury Shopper Expects Luxurious Digital Experiences
Forrester’s Luxury Retailer’s Guide for Agile Commerce provides a profile of the online luxury shopper, who is socially active online, expects a superior mobile experience, and is an avid user of tablets to inform online and offline shopping decisions. The average age of the US online luxury shopper is 37, seven years younger than the average online shopper. However, luxury brands have not risen to the challenge posed by this new digitally-savvy consumer, and many brands are still struggling with their online presence. Forrester recommends that brands combine content, commerce and community to deliver a superior and immersive digital experience. Luxury brands also need to build a mobile strategy for both the mobile phone and the tablet, to accommodate shoppers’ expectations and needs on each of those platforms.
So what? Luxury shoppers often turn to Condé Nast’s brands for inspiration and guidance. Understanding the profile and expectations of the new breed of online luxury shoppers will help us create the right content and experiences for them and support luxury brands as they try to reach them on our digital properties.
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LGBT Households Visit Stores More Often, Spend More than the U.S. Average
According to data from Nielsen, same-sex partnered households make 173 shopping trips per year, 24 more than the average for all US households. Same-sex households spent an average of $4 more per trip and $1,753 more over the course of the year than the average household. Male same-sex households are heavier shoppers than female same-sex households. Male households made an average of 182 trips and spent $8,943 versus females who made an average of 163 trips and spent $8,322.
So what? Condé Nast has long been known for its diverse and desirable audiences. CN's audiences range across a number of demographics that more often than not have higher discretionary income and are heavier consumers than their counterparts.
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Industry Viewpoints
Content Marketing is the Top Digital Priority for 2013
Content marketing is the big emerging digital trend for 2013, named as a top priority by 39% of US and European marketers in a new report from Adobe and Econsultancy. The surveyed marketers viewed content marketing as an opportunity to reach and engage consumers through immersive content without interrupting them with more explicit advertising. The most exciting digital opportunity according to those marketers was mobile optimization and the ability to present both content and advertising in compelling and effective ways across a variety of mobile devices. Marketers are also excited about the use of data about consumer interests and behaviors for targeting and personalization. As social media – last year’s top priority – is becoming a part of the normal course of business, marketers’ excitement about it has waned somewhat, but they continue to acknowledge its importance for driving customer engagement.
So what? Condé Nast has a long legacy of collaborations with marketers to create innovative and compelling advertising programs. As new trends emerge and marketers’ priorities change, CN can continue helping marketers achieve their goals by leveraging our many relevant assets: from our deep understanding of content creation, to our tablet editions and mobile-optimized sites, to our newly developed audience targeting capabilities.
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Is America Suffering from Facebook Fatigue?
There is no denying Facebook's place within mainstream American culture despite celebrating just its ninth birthday last week. According to the Pew Research Center, two out of three online American adults use the site. However, with the site becoming such a significant part of daily media consumption for so many, are people growing weary of Facebook? According to new research from Pew, nine times as many Facebook users plan to spend less time on the site in 2013 than those who plan to spend more. That disparity is even higher among young adults.
So what? Facebook's audience issue is an enviable one. The social media site has built an enormous audience that is highly engaged -- the challenge now is to maintain it. It will be interesting to see the tactics Facebook employs to address that issue.
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Quick Takes
Top Super Bowl XLVII Commercials in Social Media
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National Retail Federation Projects Retail Sales to Grow 3.4% in 2013
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Unexpected Delivery Costs The Top Reason For Abandoning Online Shopping Cart
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More People Aware Of and Use PayPal than other Digital Wallets
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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 | philip_paparella@condenast.com

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