MAY 20, 2013

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Entertainment Media: Money Doesn't Buy Time (Spent)
The fact that entertainment (and media) consumption is in the midst of a seismic shift is not news. However, a new report from Nielsen gleans fresh insights about the shift. The report segments entertainment consumers by how much money they spend on the category. It found that compared to high spenders on entertainment, low spenders devote an additional 1.5 hours per week reading print magazines, newspapers and books and an additional 1.3 hours per week watching mobile video. However, it is the high spenders (who devote less time to entertainment media) driving revenue for content providers. For example, high spenders are responsible for 70% of the dollars spent in the magazine, book and newspaper category. High entertainment spenders are more likely to be diverse, female and have a higher household income than low entertainment spenders.
So what? As Condé Nast continues to broaden the reach of each of its brands across platforms, those responsible for promoting content should be armed with the best information possible on the medium they are publishing on. The target consumer for a magazine subscription often looks different than a heavy consumer of digital video content.
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Online Video is Becoming an Essential Part of the Online News Experience
A new study from AP and Deloitte finds high consumer demand for online video news. Consumers from three European countries (UK, Germany, Spain) were surveyed about their attitudes regarding news consumption, and they indicated that video enhances the online news experience by bringing the text to life and making it easier to follow. While the PC and laptop are still the most commonly used way to access video news online, tablet owners were found to be the most enthusiastic viewers of video news. Online video was also found to increase user engagement with the content – consumers spend more time on a news site when they use video than when they do not, and report that video allows them to explore the story in more depth. Video is especially important for attracting younger age groups -- 16-24 year olds tend to be the least engaged with news and spend the least time consuming it, but they are the heaviest users of online video news. Video is essential for driving them to a news site and they are more likely to click on a story that they know contains video.
So what? While the study focuses on online news, its findings are valuable for any online content provider. A video-rich online experience offers opportunities for bringing a story alive and engaging users in a way that goes beyond the text. Condé Nast’s growing focus on video holds great promise for attracting new fans and retaining loyal users.
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Shoppers Who Use Mobile More, Buy More In-Store
A recent study by Google and M/A/R/C Research demonstrates how mobile is changing the in-store retail experience for the better. About eight in 10 smartphone owners have used their smartphone while shopping in-store. The study found that frequent mobile shoppers, defined as consumers who use their smartphone in-store once a week or more often, spend 25% more in-store than people who only use a mobile phone occasionally to shop in-store. The smartphone is providing instant information; one in three consumers used their smartphones to seek information instead of asking store employees. Attentive to their screens, almost half of smartphone shoppers are using their smartphone for over 15 minutes while in-store. When it comes to using their smartphone for shopping, 65% prefer mobile websites compared to 35% who prefer to use apps.
So what? As the use of mobile phones to gain in-store information spreads, Condé Nast and advertisers should strive to meet consumers' mobile needs for information and recommendations. Products like Allure’s Beauty Product Finder might help consumers gather personalized product information while they are browsing store aisles.
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Millenials' Leisure Time Largely Spent At Home With a Screen
A recent study by Mintel analyzed how the largest generation spends their leisure time. After growing up with the Internet, Millenials (now 25% of the population) tend to prefer spending their free time in front of a screen, including browsing the internet, TV, video games, and social media. The desire to be constantly connected means they usually have their smartphone handy to multitask while having fun: they are 23% more likely than all respondents to use their smartphones to multi-task during leisure time. Given their levels of employment and preference for online entertainment, it’s not surprising that Millenials also tend to spend less on entertainment than the average American. Data from 2011 indicates that Millenials spent $716 less than the average American on their annual entertainment. Those under 35 spent on average $1,413 compared to $2,129 by the total population.
So what? As Condé Nast’s enhances its digital presence, both by the way of digital editions and improved site & video offerings, it is effectively responding to Millenials' consumption preferences. Advertisers should feel confident that these offerings from CN provide them a way to connect with younger consumers in addition to the older generations that have traditionally relied heavily on print during their leisure time.
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Quick Takes
Sally Hansen is the Most Applied Nail Polish at Home; OPI is Most Applied at Salons
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eMarketer Projects Mobile Video Ad Spend to Reach Nearly $1 Billion Next Year
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Recent Hispanic High School Grads More Likely to be Enrolled in College than General Population
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Facebook Has Greater Reach, but Pinterest Drives More Retail Engagement
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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