JULY 29, 2013

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Hispanics Increasingly Turn to English Media for News
A new report from the Pew Hispanic Center found that 82% of Hispanics consumed news media in English in 2012 -- a modest gain from six years ago when tracking began (78%). However, the more compelling statistic is that 68% now consume news in Spanish: a significant decline from the 78% that did six years ago. Furthermore, one out of three Hispanics now get their news exclusively in English, an increase from 22% in 2006. Conversely, the number of Hispanics receiving their news in Spanish only has dropped to 18% from 22% in 2006. Half of all Hispanics consume news in both English and Spanish. Pew cites two reasons to explain the change in media behavior. Hispanics who have been in the U.S. now have a better command of English and the Hispanic population in America now consists of fewer immigrants and more U.S. born adults.
So what? This study focuses on media, but also serves as another indicator of the further social acculturation happening among Hispanics. While the group still holds many native preferences (evidenced by the two-thirds that still consume at least some news media in Spanish), their habits are slowly becoming more reflective of the rest of the population. With 50 million people in the population and a projected spending power of $1.5 trillion in 2015, most American brands cannot afford to ignore the Hispanic population.
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What Women Want When Choosing Brands
A study by Fleishman-Hillard and Hearst Magazines explored the lifestyles and marketplace impact of women aged 21-69 in five countries (US, China, France, Germany, UK). The study found that women around the world tended to be in control of day-to-day purchasing and partnered in big-ticket and financial decisions. They feel increasingly overwhelmed by all the product choices available to them these days, and consequently often default to simpler decision rules of buying least expensive options. Besides price, they highly value brand reliability and trust, along with customer service. But while brand considerations play an important role in the purchase process, most women say that they are willing to consider a number of brands in the furnishing, vacation, jewelry, household appliance and fashion categories. When choosing a brand, women seek out multiple sources of information, including customer reviews, friends and family, expert reviews and the media.
So what? Women’s openness to new brands means that brands need to continually communicate with customers and differentiate themselves to overcome the “choice overwhelm." Through Condé Nast, brands can convey and help distinguish their message to women of different age groups across a variety of platforms, ensuring that they have the information they need to make their purchase decision.
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Where America Shops: Department Stores
Cash registers at department stores rang to the tune of $65.5 billion in 2012, and a report from Mintel projects the category to grow by roughly $1 billion each year over the next five to $70.5 billion in 2017. Growth will result from a mix of increased post-recession consumer confidence, innovations in-store, and increased online and mobile shopping. Mintel reports that Kohl's, JCPenney and Macy's have the biggest footprint among consumers as the majority of them have shopped at each of those stores. Nordstrom (19% of all consumers shopped there) and Bloomingdale’s (9%) are the most popular upscale stores. Affluent consumers with a household income of $150K+ most often shop at Macy's (63%), Kohl's (57%), JCPenney (40%), Nordstrom (33%) and Sears (33%). Among affluent consumers, women’s clothing, men’s clothing, and accessories (handbags, belts, scarves, etc.) are the top products purchased at upscale department stores, while children’s clothing, bed and bath linens, and home décor are purchased more at the more mainstream stores (like Sears, JCPenney, and Kohl’s).
So what? This report provides some insight into how affluent consumers use department stores. They are just as likely to walk through the doors of some of the mainstream stores as lower income consumers, but are often shopping different aisles. Unlike the mainstream stores, which can promote to a range of consumers for a range of products, the high-end stores like Nordstrom, Bloomingdale's and Neiman Marcus are more reliant on the affluent consumer -- a consumer they can effectively reach on Condé Nast's platforms.
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Social Media Users Just As Likely to Share About Entertainment As About Themselves
Share-happy social media users are equally likely to share content about entertainment as they are about their friends and themselves, according to Edelman’s newly released Global Entertainment report. Among consumers in the US, Brazil, China, Germany, India, Korea, Turkey and UK, three out of four report sharing information about themselves, friends, and entertainment on social media. Positive interactions drive shares as consumers are four times as likely to share a positive experience rather than a negative one. And when it comes to entertainment, a recommendation from a friend or family member is more influential than advertisements or professional reviews.
So what? Readers have long used their printed magazines to share -- tearing out articles or passing along issues. Similarly, sharing is an important feature of digital content, indicating both engagement and remarkability. Publishers with entertainment content that is useful, popular and fun should provide ways for consumers to easily share. The social sharing tools on brand sites and new technologies being introduced like My GQ within GQ's digital edition help consumers seamlessly share content and act as brand ambassadors.
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Quick Takes
For the Second Straight Month, Condé Nast Digital is Among the Top 50 U.S. Web Properties
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America's Top 200 Advertisers Spent More in Magazines than on the Internet in 2012
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Total Time Spent on Facebook on Smartphones Has Doubled in the Past Year
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Consumers Hold Higher Opinions for Virgin America, JetBlue and Southwest than for Delta, American and United
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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