SEPTEMBER 09, 2013

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MPA Factbook 2013/2014: Magazines Continue To Influence and Inspire
The Association of Magazine Media has released its newest factbook. In addition to presenting compelling statistics about consumption compared to other media, the MPA highlights the influence that magazines' editorial content and advertisements continue to hold over readers. New findings from the annual factbook exhibit the close, enduring relationship consumers have with magazine brands: -Magazine media has a vast reach. The top 25 print magazines reach more adults (+48%) and teens (+193%) than the top 25 regularly scheduled primetime television programs. This is especially true of adults with an annual household income over $75k. -Influential and inspiring, magazines over-index compared to other media on key attitudinal metrics: “I pay attention to or notice ads,” “Ads fit well with the content,” “Is a way to learn about new products,” “Inspires me in my own life,” and “Ads help me make purchase decisions.” -Magazine readers are more likely to purchase items online than non-readers. 45% of magazine readers made an online purchase compared to 26% of non-readers. -As tablet ownership has increased, so has digital magazine readership. Magazine download rates increased 170% in the past year, from 8.04 million downloads in Q1 2012 to 21.72 million downloads in Q1 2013.
So what? A great resource for staff at Condé Nast, this report is a valuable guide that succinctly demonstrates the continued reach and advertising effectiveness of magazines. A myriad of statistics included in this factbook can be incorporated into presentations and sales decks to delight, argue, inspire, and awe advertising clients and strategic partners.
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Demographics
The Evolution of the American Household
The composition of the American household has changed considerably over the past 40 years, according to a new US Census report. Between 1970 and 2012, the share of people living alone rose from 17% of households to 27% of households. More of those living on their own are now under 65 – they account for 64% of one-person households, up from 54% four decades ago. At the same time, the share of households comprised of the so-called “nuclear family” has been cut in half – families with married couples with children under 18 has declined from 40% of households to 20%. As the existence of the nuclear family has declined, the presence of single-parent households has increased. Approximately 28% of children in the US live with one parent – one in 10 Asian children, one in five White (non-Hispanic) children, one in three Hispanic children, and one in two Black children.
So what? The ever-changing American household should be noted by marketers, whose efforts often focus on the household-level. Family units no longer have a uniform and predictable structure, and marketers need to devise plans and messaging that will appeal to the various household configurations that are becoming prominent in today’s society.
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International
Bain: China Set to Surpass U.S. in E-Commerce
Chinese online shoppers have increased their spend by an average of 70% a year over the past three years. That increase is more than fivefold the average yearly e-commerce growth in the United States. And while the U.S. had a head start in e-commerce, 2013 is the year in which China will surpass the U.S. according to a recently released report from Bain & Company. China's lead is only expected to grow as Bain projects annual e-commerce growth to be 32% there until 2015, as compared to 13% in the U.S. There are a number of factors leading to the explosive growth in China and a survey of 1,300 online shoppers by the consultancy uncovered some of the more important ones: -Chinese shoppers are bargain hunters. Half of them say price is the top reason to shop online. -Many Chinese consumers go online to purchase products overseas to address concerns about health and genuineness. For example, 7% of all skincare and cosmetics items are purchased from outside of China. -As smartphones continue to gain penetration (50% of consumers in the larger cities now have one), their users have grown heavily reliant on the device to shop. Three out of four upper-income smartphone owners browse or make purchases on the device, and 60% of all smartphone owners do the same.
So what? China continues to meet the potential that has long been forecasted. With a large segment of its population demonstrating upward mobility, it continues to grow its consumer class. The unique blend of having people enter the digital and consumer space at the same time encourages those two markets to thrive in tandem. For many retailers, digital might present an opportunity to take part in the growth happening in the world's largest country.
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Video
The New Habits of Today’s Video Consumers
In a deep dive into the behavior of TV and video consumers around the world, the Ericsson ConsumerLab identified several viewing habits that became commonplace in recent years, including: -Place-Shifted Viewing: The ability to pause DVRs and online video allows people to break up the viewing of a single piece of content and watch it over time, sometimes using different devices. For example, they could watch the first 10 minutes of an episode on their tablet during lunch time and finish the episode on their TV in the evening. -Multitasking: Owners of smartphones and tablets are highly likely to multitask on a second screen while watching video. The most common activities are reading email and browsing the web to kill time or find out more information about the video content. One in four viewers surveyed have used a second screen to watch two or more programs at the same time. -Social TV: Across countries and age groups, viewers are increasingly using apps or browse the internet to find out more about the content they are viewing or to discuss with those in their network.
So what? Although it does not offer a completely new perspective, the research from Ericcson ConsumerLab reaffirms many of the recent insights about television and video that we have seen. Gone are the days when families would sit together in the living room, giving their TV their undivided attention. Video viewing is now an activity that happens throughout the day, many times in a non-continuous fashion and with a variety of distractions. This presents an opportunity for more publishers to be part of the video market, but also forces those publishers to create content that rises above the clutter.
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Quick Takes
Madonna Earned More than Any Other Celebrity in the Last Year
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iPhone & iPad Usage Heaviest During Primetime
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Australia and the U.S. Are the Most Expensive Countries to Attend College
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Nearly Half of Americans Are Opposed to U.S. Military Airstrikes Against Syria
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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