MARCH 04, 2013

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Mobile Devices Gaining in Minutes and E-Commerce
Consumers are increasingly spreading their attention across multiple digital devices. As we continue into the post-PC digital world, smartphone and tablet platforms are gaining share of digital media consumption and e-commerce. Nearly one in every three digital media minutes are now spent on smartphones and tablets, according to a new report by comScore. In the fourth quarter of 2012, m-commerce transactions (from both smartphones and tablets) represented approximately 11% of corresponding e-commerce spending – a notable percentage to monitor in 2013. Unsurprisingly, the increasing use of mobile devices, including smartphones, tablets and digital music players has also increased consumer demand for digital content downloads, contributing to a 26% lift in 2012. Digital Content & Subscriptions, a category predominantly composed of digital content downloads such as music, movies, TV shows, magazines, and e-books, was one of the fast growing retail e-commerce product categories in 2012, the second year in a row to claim that distinction.
So what? Consumers are turning to their smartphone and tablet devices for their entertainment and retail needs. As they are spending more time on these devices and relying on them to research products, purchase products, or get inspired, there is a great opportunity for brands to reach consumers and educate them on these highly personal, engaging devices. Condé Nast and CN’s client advertisers should take advantage of consumers’ increasing time and reliance on these devices by giving them curated content, educating them about brands, and help them navigate the path to purchase.
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Showrooming Drives Both Online and In-Store Purchases
Showrooming – the practice of checking out products in stores before buying them for less online – has been a major source of concern for retailers in recent years. A new study from Ipsos and the IAB finds that showrooming may also have an upside: shoppers who used their mobile device in the store are more likely to make a purchase, with 42% of purchasers buying the product in a physical store. In-store mobile users were also much more likely to make unplanned purchases in the store while shopping. The Ipsos study focused on consumer electronics, and found that 31% of shoppers used their mobile device for showrooming, and more than half of those intended to buy the product in the store. The most popular types of research were checking prices, reading reviews, and looking up product features. Price is the top driver of online purchases, while convenience and the ability to see and try the products are the top reasons for in-store purchases.
So what? Many of Condé Nast’s brands provide readers with valuable information to support their research and discovery of products. With shoppers increasingly turning to their mobile devices for on-the-spot guidance and advice, we need to make sure that this information is easily searchable and readily available for them in a format that is optimized for mobile consumption.
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Age, Gender and Race Differences in Social Media Usage
Two out of three internet users use social networking sites, with women (71%) more likely than men (62%) to do so, finds a survey by the Pew Research Center. As could be expected, younger people dominate social networks, with 83% of adults ages 18-29 using them, compared to 77% of ages 30-49, 52% of ages 50-64, and 32% of ages 65+. The Pew survey reveals interesting demographic differences between users of various social networks. Facebook is the most popular social networking site, with a user profile similar to the overall population of social media users. Twitter and Instagram are especially popular among young black users, while Pinterest is a favorite among white women age 18-49. Tumblr was the least popular site of the ones reviewed by Pew, but was stronger among users ages 18-29 and Hispanics.
So what? The social media portfolio of Condé Nast’s brands include all the social networks reviewed by Pew, and we often find that different networks require a different editorial approach. Understanding the audiences of each network can help us tailor our content to them, to help build brand perception and drive more traffic to our sites.
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Nail Polish Purchasers Turn to Magazines, Internet for Information
Nearly one-quarter of females interested in special effect nail polish have sought information about them on social media sites. Nearly two out of five interested in quick dry polish use magazines to help make their decisions. And 23% of those interested in kits with the newest/latest nail colors have used blogs to find out more. A new report from Mintel captures these insights and more about nail care users. Overall, magazine articles are more useful than all but friends/family and in-store beauty counters when providing info for nail care users. Celebrity endorsements and company websites are among the least impactful information sources for females.
So what? There might be an opportunity for Condé Nast to further leverage its digital beauty assets -- both brand sites and social media -- to efficiently promote newer product forms. However, this report from Mintel should also be used as a reminder of the power of print. Magazines are still more trusted than TV and digital as an information source for nail care.
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Quick Takes
Twitter Users Thought Jennifer Lawrence and Bradley Cooper were Best Dressed on the Red Carpet
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Young People Have Made Progress in Paying Down Their Debt
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Viewers of Live Online Video Three Times as Likely to Abandon Content Before it Starts than VOD Viewers
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Worldwide Tablet Shipments were Up +78% in 2012, Smartphones Up +46%
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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