OCTOBER 28, 2013

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For Connected Americans, Multi-Platform Now the Majority
In April of this year for the first time ever, more than half of the U.S. digital audience connected using both a desktop and mobile device in the same month, according to comScore. In the most recent month of reporting (July), the multi-platform audience made up 54% of the entire connected population while those connecting only through desktop comprised 40% of the population and those exclusively using mobile were 6%. However, when measured by total time spent on digital rather than reach, mobile owns a much larger piece of the pie. In June, 39% of all time spent with digital was on smartphones and 12% was spent on tablets; 49% of time spent was on desktop. While it may be somewhat of a "chicken or egg" debate -- do mobile-optimized platforms draw larger mobile audiences or do mobile users inherently flock to certain sites, the fact is that many major sites count the majority of their visitors as multi-platform users. For instance, Google, Facebook, and Amazon all have more multi-platform users than desktop-only users.
So what? The mobile transition that's been gaining steam for a while has reached a major milestone. And sites that have mobile-optimized, as the majority of Condé Nast sites have, are well-equipped to maintain their audiences and perhaps even gain incremental audience through multi-platform traffic.
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Online Video Continues to Rise
The share of American adults uploading video online has expanded rapidly from 14% in 2009 to 31% in 2013, according to recent findings from the Pew Research Center. The percentage of US internet users watching or downloading online videos has also grown in the past four years, from 69% to 78%. The most widely viewed types of online video include comedy, educational, how-to, and music. Online video watchers with higher education levels are more likely to watch news, political, and educational videos. The increasing popularity of social networking sites and the proliferation of mobile phones have helped spur the growing online video culture. 71% of adults who post videos online and 58% of adults who watch online videos do so on social networking sites. Of adult mobile phone owners, 41% use their phone to watch video, 40% use it to record video, and 20% use it to post video online. At the intersection of social and mobile are apps like Vine, which 12% of phone owners use to watch videos and 6% use to post videos.
So what? As they are viewing and creating more digital videos, consumers are coming to expect video to be part of their daily routine of media consumption. Condé Nast’s increasingly growing presence in the online video space allows it to serve consumers’ needs and expand the reach of our brands to new audiences.
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Large Internet Penetration Gaps Remain Between Developed and Undeveloped Countries
The International Telecommunications Union (ITU), a UN agency, released its latest annual report, charting the global levels of internet connectivity. The ITU estimates that 250 million people came online over the last year, and almost 40% of the world’s population will be using the Internet by the end of 2013. This connectivity is propelled by mobile adoption as there will be 6.8 billion mobile-cellular subscriptions by the end of this year, almost as many as there are people on the planet. The report pays special attention to “digital natives” – young people ages 15-24, who have five or more years of experience using the internet. In 2012, there were 363 million digital natives in the world, but they are not distributed equally between countries. Developed, high-income countries like Iceland, New Zealand, South Korea and the United States have the highest proportions of digital natives among their population. Most developing countries lag far behind – in many African and Middle Eastern countries, less than 5% of youth are digital natives. However, the ITU projects that within the next five years, the digital native population in the developing countries will more than double.
So what? Digital natives are a driving force behind internet adoption. As more of the world goes online, the appetite for digital content will continue to grow. Condé Nast already has an impressive global presence, and should be looking for further opportunities to reach the emerging digital audience around the world.
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Millennials Download More Purchased and Free Apps Than Other Generations
When it comes to mobile apps, age has proven to be an effective indicator of engagement according to a new study by Mintel. In addition to having a higher level of smartphone adoption than other generations, Millennials are also more receptive to apps and more likely to download both free and paid apps than other age groups. Not surprisingly, free app download rates far exceed paid app rates. In the past month, 84% of all mobile app users downloaded a free app, compared to 32% who paid for one. Among Millennials, younger ones 18-24 are downloading more than their older 25-34 year old counterparts. Retention of downloaded apps is another matter; although Millennial app users download many apps, they also delete about 45% of the new apps they download each month. When it comes to preferences, male users are most likely to download apps that help them learn about TV programs to watch or find live entertainment while female users prefer apps when seeking ideas and inspiration about fashion, home improvement, dining, and leisure activities.
So what? To grow mobile app awareness and downloads, Millennials are a key target for marketers. They are the heaviest users of free and paid apps, actively seek and sample new apps, and passionately recommend the apps they like. Given the crowded app market and the ease of app deletion, apps that have staying power must stand out in terms of content and function, but also have elements that encourage repeat visitation, social sharing, and retention.
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Quick Takes
Women Feel Least Attractive On Mondays and Weekends
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Buoyed By Its Recent Acquisition of Video Ad Platform Adap.tv, AOL Was Able to Serve More Video Ads in September than Any Other Property
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Men More Likely than Women To Date Online; 25-34 Year Olds Twice as Likely As Average Population to Be Online Dating
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Instagram's Popularity Increases Among Teens as Facebook's Falls
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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