APRIL 01, 2013

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In-store Remains Primary Channel for Beauty Purchases
Mintel’s recent Beauty Online report found that the vast majority of consumers are shopping for beauty products in-store, rather than online. Products that have frequent usage and high household penetration like shampoo and conditioner, body lotion, and body wash are most likely to be bought in-store. Almost nine out of 10 consumers purchased shampoo or conditioner in-store, and about seven out of 10 reported buying lotion and body wash. As these products are frequently used and replaced, consumers may find it more convenient to buy in-store and not wait for them to ship. The beauty products most purchased online were facial skincare (10%), fragrance (8%), and makeup (8%), which are all products that tend to be more expensive. Due to their price, these products may be more of an investment, so consumers could be researching them online more than other products prior to purchasing. Additionally, Mintel found that affluent consumers were more likely to purchase beauty products online.
So what? Consumers are primarily purchasing beauty products in-store, but for premium products they are also going online to do research and get advice prior to investment. Condé Nast is in a great position to influence consumers’ purchase decisions along every step of the purchase journey. CN should continue to raise consumer awareness of products through advertising, but also by providing expert product knowledge through magazine editors online and in print.
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The Ways Content is Consumed Across Screens
Consumers today are growing reliant on multiple devices for their day-to-day life. A new study from Microsoft Advertising Consumer Insights explores the practice of multi-screening – using more than one screen at a time, and identifies four distinct behavior types: - 68% of consumers engage in Content Grazing, which is the most common multi-screening activity. It occurs when consumers use two screens simultaneously to access unrelated content, a habit that tends to serve as a form of entertainment and a way to overcome boredom. - 57% of consumers engage in Investigative Spider-Webbing, which is the viewing of related content on two or more devices at the same time. It is often driven by curiosity and a desire to learn more. - 39% of consumers engage in Social Spider-Webbing, which is focused on sharing and connecting with others while engaging in an activity on another screen. - 46% of consumers engage in Quantum: sequential, intent-based activities that have users start on one screen and complete on another. Efficiency and productivity are the main reasons people engage in this type of behavior.
So what? Magazine reading used to be a concentrated activity, but as consumer behaviors change we’re increasingly finding that content is consumed in tandem with other activities. Understanding the different cross-screen behaviors can help Condé Nast reach consumers where and when content is most relevant to them.
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Condé Nast Exclusive
Reader Submission: Notes from SXSW
The Media Group's Raman Kia attended the SXSW Interactive Festival and put together a Glossi (attached) to recap the event. Raman captured three key themes from SXSW: 1) Effective storytelling is paramount in the age of tablet and transmedia. Tablet consumers prefer images to headlines and prefer landscape to portrait. 2) Spreadable media is the replacement for viral media. Spreadable media is content that was designed from its inception to be shared. 3) Intention is the most important factor in promoting to audiences across social media. Intention marketing -- the way people search for information and discuss brands online helps create a database of intentions that marketers and advertisers can leverage to more effectively promote to them.
So what? SXSW often sets the agenda for future innovation in interactive technology. These notes provide fresh insights on how Condé Nast brands might best connect with readers and site visitors, and how to best serve our advertising clients.
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Industry Viewpoints
A Guide to Neuroscience for Market Research
Nobel Prize winning neuroscientist Eric Kandel has said that "We have learned more about the brain in the last five years than in all of the rest of human history combined," so it is no surprise that advertisers and publishers are beginning to more heavily rely (with success) on insights gleaned from neuroscience to optimize their messages and content. A new report in Admap provides a comprehensive overview of the different neuroscience research methods: - Neurometrics directly measure brain activity and use techniques like electroencephalography (EEG) and functional magnetic resonance imaging (fMRI). These methods are expensive and have some data interpretation challenges, but effectively measure emotional engagement and attention on a moment-by-moment level. - Biometrics measure physiological reaction to stimulus -- such as heart rate, sweat and eye movement. Popular biometric methods include eye-tracking, facial decoding, and the use of heart monitors. Biometric methods are far more affordable than neurometric methods and have a quicker field and turnaround time, but are less sensitive to cause and effect than brain measures. - Psychometric methods capture rapid and instinctive responses to stimulus to predict behavior. These tests are easier to execute and scale the results. They are often a good way for researchers and companies that are hesitant about neuroscience research to transition into it. However, they lack the rich data one would get from neurometric or biometric tests.
So what? Major advertisers have embraced these tests to optimize their ads. Anheuser Busch used biometric testing with Innerscope Research to optimize its commercials before run of its first global Budweiser campaign. While these methods often bear more of a financial and time commitment than traditional research methods, they are quickly proving to be a valuable tool for anyone with optimization responsibilities.
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Quick Takes
Think Coffee in NY is Expensive? A Starbucks Grande Latte Will Cost You More in 16 Other Cities
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Nearly Half of All Adults and 70% of Millennials Support Same-Sex Marriage
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Companies in Major US Industries are Spending About 9-13% of Company Revenue on Marketing; 2-4% of Revenue Allocated for Digital Marketing
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China Becomes Second Largest Movie Market, but Still Just One-Quarter the Size of US/Canada
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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