AUGUST 05, 2013

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Mobile/Tablets
Mobile Browsing Continues Its Rapid Growth
Tablets have only been around for three years, but according to Adobe’s State of Mobile benchmark report, they now drive more web traffic than phones. Analyzing mobile usage statistics from more than 1,500 websites and digital magazine apps worldwide, Adobe found that tablet adoption is most rapid in Western countries like the US and UK, while in Asian countries like China and Japan users still prefer to browse via smartphones. Consumers’ preference for tablets versus smartphones is also determined by the type of site they are visiting – retail, auto and travel sites get the most tablet traffic, while media & entertainment and telecom sites are more frequently visited from phones. Adobe also highlights the steady growth in magazine digital edition readership – from August 2012 to February 2013, there was a 200% increase in readers. Mobile video consumption is also on the rise, with mobile video views tripling year over year and currently accounting for over 10% of total digital video views.
So what? The growing mobile audience provides opportunities for both publishers and advertisers. As Adobe points out, tablet users in particular are often early adopters who tend to spend more money and consume more media content. The fact that those users can be abundantly found on Condé Nast’s sites and digital editions can be leveraged to create new, engaging content and ad experiences.
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Fashion/Beauty
Beauty Shoppers Research Products on Retailer and Magazine Websites
While in-store sampling, browsing and purchasing still own a major role in the beauty shopping process, digital is continuing to grow in importance according to a new report from M/A/R/C Research. Nearly two out of three females report researching beauty products online. Like other categories, they most often use search engines to conduct their research. They are also using retailer websites (30%), brand websites (23%) and magazine websites (20%) to continue their research. When learning about new products, traditional retail tactics like free samples (70%) and in-store coupons (45%) hold the most influence over beauty buyers, but magazine reviews and recommendations are also considered important in the path to purchase as 29% of women said those influence them.
So what? Researching expert opinions and consumer reviews online is a critical step for beauty shoppers’ product education before they purchase in-store. Many Condé Nast brands are in a great position to serve beauty buyers during this process as they offer a unique blend. They have the credibility and influence inherent to magazines and the availability and accessibility of websites with product reviews just a few clicks away.
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Video
TV Viewing Behavior in a Digital World
Research company Ovum has recently released the results of a survey conducted among consumers in the US, UK, Germany and Brazil to understand their TV viewing behaviors. The study found that quality remains the strongest driver of audience engagement – 65% of respondents identified the visual and audio experience as a key driver of enjoyment, and 66% watch ads if both the editorial and advertising content are engaging and provide a high-quality experience. When it comes to content discovery, most consumers are still finding new shows through trailers and channel surfing, but social media is gaining traction as a discovery tool among young viewers. Multi-platform delivery of TV content is also becoming increasingly important for content discovery and engagement. 14% of survey respondents tried out new shows on computers, tablets or smartphones, and 30% viewed shows they were already fans of on these devices. Digital devices are also used to complement the TV experience, especially in mass media events. For example, while watching the Olympics, 63% of consumers with computers, tablets or smartphones used them as a second screen to look up other scores or event information.
So what? While the Ovum study focuses on TV consumption, its findings are relevant for all content creators as they highlight the value of high-quality content for both engagement and monetization. Although most consumers do not see themselves as big fans of advertisements, they are happy to engage with them if they are enticing and are presented within an outstanding content environment. In a digital world, this also means that the technological experience should be flawless on all types of devices.
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Culture
The Luxury Handbag: Status Symbol, Fashion Statement, or a Way to Ward Off Homewreckers?
Researchers from the University of Minnesota recently published the results of a study that found women use luxury products as a way to further display relationship status. In a series of five experiments with 649 women that varied in age and relationship status, it was found that not only do women use luxury products to help signify the fact that they are in a relationship, but other women are more likely to perceive a woman that conspicuously consumes luxury to have a more devoted partner. Some examples of the researchers' findings: -In one experiment, women were asked to imagine another couple at a party in which the woman was wearing luxury products. The women in this experiment assumed that the man had paid for more than half of the woman's products (58%), signaling his devotion. -In other experiments, when women in committed relationships were threatened by other suitors for their partner, they exhibited a greater desire to own expensive products and were more likely to spend more of their own money to win an actual luxury shopping spree.
So what? Individuals can have a host of motivations as to why they purchase luxury items: a way to exhibit status, the better quality of the goods or as a way to reward one's self, are just a few examples. You can now add to 'protect one's turf' to that list. It's a new, but unique take on conspicuous consumption, and one that has shown some validity based on the experiments conducted.
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Quick Takes
Driven by Smartphones & Tablets, Americans' Time Spent with Internet Has Doubled in Past Three Years
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An Average of $350 Spent on Back-to-School; College Kids Will Spend Over $600
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Samsung Shipped 22 Million More Smartphones in Second Quarter of 2013 than in Q2 2012; Apple Shipped Just an Additional 5 Million iPhones
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More E-Mails Opened Between 4-5 PM EST Than Any Other Time of the Day
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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

Contributors:
Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights