JULY 01, 2013

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Young Americans Still Drawn to Print Media
Despite their heavy use of digital technology, Americans ages 16 to 29 still value traditional media, according to a new report from the Pew Research Center. The report explored the reading habits of young Americans and found that 82% read at least one book in any format over the past year, with 75% reading at least one book in print, 25% reading at least one e-book, and 14% listening to at least one audiobook. On average, these young readers consumed 13 books in a year. While the common perception is that young Americans deliberately eschew print for digital, Pew found that they are actually more likely to read a print book than their elders – only 64% of adults ages 30 and older say they have read at least one print book in the past year. It should be noted, however, that some of the reading by young Americans may not be voluntary. Pew research published in October 2012 found that younger respondents are more likely to read for work or school or to research topics of interest to them, while older respondents are generally more likely to read for pleasure, or to keep up with current events.
So what? Although the study focused on books and did not examine magazine readership, its findings suggest that print still plays an important role in the lives of young Americans, whose media consumption spans both traditional and digital sources. Condé Nast’s strong presence in both spheres allows it to reach these young readers wherever they are.
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As Overall Media Consumption Increases So Does Digital Video Viewing
Proving once again that media consumption is not a zero-sum game, Americans increased their time spent with both television and digital video in the first quarter of 2013. According to Nielsen, American consumers on average spent an additional 3 hours watching television and an additional 3 hours and 24 minutes watching digital video each month, as compared to the same period last year. On average, Americans are now watching nearly 14 hours of digital video each month. Digital video consumption skews highest among adults 18-24 -- they watch nearly 22 hours of digital video each month.
So what? Media consumption can be considered a balancing act, but consumers have proven effective at finding ways to add more to their plates. However, it is worth noting that younger people spend a lot more time with digital video and a lot less time with television than their older counterparts. As these consumers grow older, will they change to be more tv-centric like their parents and grandparents or will they maintain their current media habits that come with an additional focus on digital video? If the latter is true, digital video platforms like those produced by Condé Nast Entertainment will prove to be an incredibly effective way to reach the masses.
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The Different Ways Consumers Discover Websites
Organic search remains the primary way consumers find websites, according to a study conducted by Forrester. Surveying over 30,000 US internet users, Forrester found that the majority (54%) still discovered websites through organic search in 2012, but that was down from 61% in 2010. Social networks have gained notable popularity, with one in three using it as a discovery tool, up from 18% in 2010. The other top discovery methods include: 28% of users found websites through links from other sites, 25% through emails from companies, 18% from magazines or newspapers, and 18% from paid search results. Forrester identified a strong generational divide within some of these discovery methods. Social networks are dominated by younger users – 50% of Gen Z (ages 18-23) and 43% of Gen Y (ages 24-32) use them to find websites. Offline channels, on the other hand, skew older – 28% of the Golden Generation (ages 68+) and 24% of Older Boomers (ages 57-67) found websites through a magazine or a newspaper, compared to only 12% of Gen Z.
So what? While most consumers still find websites through search, social networks are quickly catching up as a go-to discovery resource, especially among younger generations. This trend is evident on Condé Nast's sites, where social is responsible for a growing share of referrals, and in some cases even overshadows search.
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Millward Brown: Valuations for Top Brands Increase in 2013
Millward Brown recently published their annual list of 100 most valuable brands. Their brand value index score is based on multiple variables including: corporate earnings, financial value, and consumer attitudes-based brand contribution. Their study found that the aggregate value of these brands in 2013 has increased by 7% over 2012, as compared to last year when the assessment was flat. Millward Brown attributes a declining recessionary mindset as a top contributing factor to the growth, as consumers are spending more on the brands they connect with. The categories that have exhibited the most growth over last year include beer (+36% brand value percent change), global banks (+23%), apparel (+21%), retail (+17%), personal care (+11%), and luxury (+6%). The individual brands that showed the most growth represented a wide range of industries. Prada, Brahma (a Brazilian beer), Zara, Calvin Klein, Tencent (a media company in China), Samsung, Gucci, Visa, The Home Depot and Disney all cracked the top 10 brands with most significant growth. The majority of these brands share similar characteristics: they offer great value, harness technology, are meaningfully different, have personality, and provide a great branded experience.
So what? It's an encouraging sign that the world's top brands have weathered the recession and are now in a place to grow. Many of the categories and brands that Condé Nast has long advertising relationships with highlight this report as success stories.
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Quick Takes
Television Viewers More Likely to Multitask with Tablet Rather than Smartphone
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Though iPad Still King, Android Devices Have Matched Apple's Penetration
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Newspaper Digital Subscription Prices Cover a Wide Range
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Europeans More Likely than Americans to Use Traditional Media to Get News
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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