DECEMBER 09, 2013

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Understanding Beauty Consumers' Online Shopping Behaviors
A new report from Google Insights based on a survey by Millward Brown reveals some of the habits of online shoppers in the beauty category. According to Google's study, two of three online beauty shoppers read product specifications and two-thirds also check prices. The next most common practice is reading reviews (51%). Ads also play a role for online beauty shoppers, as 41% report learning more about beauty products after seeing online beauty ads. The online path to purchase for beauty products is an important one as nearly half of beauty shoppers start the process unsure of which brand to buy and 43% visit five or more sites during the process.
So what? Condé Nast sites are a great resource for consumers to find out about new products and decide which to purchase. As nearly half of consumers do not have a specific product in mind when they start shopping, there is an opportunity for Condé Nast's beauty-oriented websites to influence consumers all along that purchase funnel.
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Video Ad Viewership Continues to Rise
Although video views dropped slightly in the third quarter of 2013, video ads saw an increase over the previous quarter, according to the Freewheel Quarterly Video Monetization Report. In fact, in Q3 2013 video monetization reached an inflection point, with nearly one ad being viewed for every video view. Long-form ad views showed the strongest growth, up 56% year over year, fueled by greater availability of scripted drama online and an increased focus on streaming apps for live sports. Ad views in short-form content also enjoyed healthy growth of 30% year over year, driven by short news clips that are being monetized through both owned-and-operated and syndicated properties. Another source for ad viewing growth is the continued rise in ad loads, especially for long-form content, where viewers are now exposed to 11.6 ads per video view, versus 9.1 a year ago. Additionally, more short-form videos now feature a pre-roll ad. The good news for publishers and advertisers alike is that although viewers are now seeing more ads every time they watch a video, ad completion rates have remained steady across all content durations, with 78% of ads in short-form and 90% of ads in long-form being completed.
So what? By the end of this year, Condé Nast Entertainment will mark its 500-millionth video view on our seven digital channels. The constant increase in video monetization opportunities and consumers’ tolerance for them paints a promising picture for the upcoming year.
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Record Breaking Online Sales Throughout Thanksgiving Weekend
While many reports suggest that brick-and-mortar shopping on Thanksgiving weekend was flat or down, the Adobe Digital Index – based on an examination of 3 billion visits to retail websites over the weekend – reports that e-commerce set a record of $7.4 billion for the five days from Thanksgiving through Cyber Monday, up 26% over 2012. Cyber Monday sales amounted to a record high of $2.29 billion, up 16% from last year. Overall, online sales accounted for 10% of retailers’ total holiday sales and 42% of Monday’s sales. Mobile played a big role on Thanksgiving weekend, contributing 24% to e-commerce sales, but on Cyber Monday consumers seemed more comfortable shopping from their computers, with mobile’s share declining to 18%. Shopping patterns also changed dramatically over the weekend – Black Friday online sales peaked between 10am to 11am EST, whereas Cyber Monday sales spiked between 8pm and 9pm EST, when consumers were back home by their computers.
So what? The Thanksgiving weekend results highlight once again the shift from in-store purchases to e-commerce. As more consumers are shopping online, retailers need to reach them wherever they are and draw them to their web offerings. Condé Nast’s digital properties provide them with effective ways to do so.
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Affluent Asian Shoppers Value Brand Names and Celebrity Opinions
According to a new report from PricewaterhouseCoopers, affluent Asian shoppers are some of the most brand-influenced consumers in the world. In a region of many knock-offs, quality trumps price for affluent shoppers in developing Asian countries (e.g. China, India, Malaysia, Indonesia). One in three affluent Asian shoppers say quality is their top reason to buy, while less than one in five agree price is the main driver to purchase. This runs opposite to developed countries (shoppers living in the US, Netherlands, Singapore), where more than one-third shopped by price and only one in four purchased based on quality. Peer feedback and celebrity endorsements of brands are also very influential among Asian shoppers, who want input about what brands to wear, where to shop, and find style trendsetters. Asian affluents are almost twice as likely as those in developed countries to seek peer feedback prior to purchase (47% versus 24%, respectively).
So what? As newly affluent, brand names are important to Asian consumers and they are interested in learning about products from celebrities and friends. As an advertising tool, magazines are an efficient way to build brand awareness and present celebrity endorsements to this emerging consumer class.
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Quick Takes
Dove & Geico Own The Two Most Shared Video Ads of 2013
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Smartphone Prices to Drop Everywhere But in North America
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Cable TV Companies Struggle to Hold Onto Subscribers
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What Happens During the Average Minute on the Internet? Amazon Makes $118,000 in Revenue and 350,000 Tweets are Shared
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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 |

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