FEBRUARY 03, 2014

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Half of American Adults Now Own a Tablet or E-Reader
In its latest report on Americans' readership of books, the Pew Research Center reports that 42% of adults (18+) own a tablet and 32% own an e-reader. A total of 50% of all adults own at least one of the devices. Spurred by the holiday gift-giving season, tablet ownership grew by 24% between September and January. As more people acquire tablets and e-readers, the e-reading public continues to grow as well - 28% of all adults surveyed read an e-book last year (up from 17% in 2011 and 23% in 2012). However, access to e-books does not mean readers are completely eschewing print. In fact, more people read a print book in 2013 than did in 2012. Tablet ownership continues to skew toward the young, educated and affluent. Those under 50 are significantly more likely than those over 50 to own a tablet, as well as college graduates and those with a household income of more than $75,000.
So what? April of this year will mark just the fourth anniversary of the release of the first iPad. Usage behaviors for tablets and e-readers are still being formed as the early adopters react to better technology and more features, and new users learn the ins and outs of their new toys. While this survey did not specifically ask about magazine readership, the findings in regards to usage around books should be encouraging. Of all adult readers, just 4% said they read an e-book last year without reading a print book. That suggests that print and digital readership are not cannibalizing each other and might actually be complementary.
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Social Media
Is Facebook’s Demise Near? Probably Not, but The Debate Continues
Facebook will lose 80% of its user base by 2017, or so at least claims a new study from Princeton University. The Princeton researchers based their prediction on the number of times people searched for the word “Facebook” on Google, and applied an epidemiological model used to study the rapid spread of disease. They explained that ideas – like diseases - spread infectiously between people before eventually dying out, and Facebook’s search trends reflect a similar pattern. The Google Trends service shows that Facebook searches peaked in December 2012 and have since exhibited a downward trend. Extrapolating their model into the future predicts rapid decline in Facebook activity in the next few years. One of the key limitations of the study is that it assumes Google searches are highly correlated with actual site visitation, when in reality, users access the site in a variety of ways, such as the increasingly popular mobile app. Facebook itself highlighted the study’s flaws by applying a similar methodology to the search term “Princeton” and projecting that Princeton will have only half its current enrollment by 2018, and by 2021 it will have no students at all.
So what? Reports of Facebook’s demise are probably greatly exaggerated. On its January 29 earnings call, Facebook reported a 22% year-over-year growth in overall daily active users (DAUs), and a 29% YoY increase in mobile DAUs. Facebook remains a significant driver of traffic to Condé Nast sites, and we should be confident in our continued development of a strong Facebook presence going forward.
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Yahoo: Elements to Making Online Video a Daily Habit
Digital video viewing has skyrocketed in the past two years: 61% of consumers watch video daily across devices, which is double the percentage that watched two years ago, according to a new report by Yahoo. Yahoo researched why online video is a daily habit and found three key attributes of digital video that contribute to the consumer viewing behavior: CONTENT – The content of the videos appeal to consumers’ emotions, as content creates connections, inspires and allows consumers to express themselves. This is the most important element to developing a daily online video viewing habit. • 43% on consumers say a wide variety of videos get them to return to a video site daily. • Production quality of the content is important, as 80% of consumers expect TV quality from curated online clips. ACCESS – The ability for consumers to watch when and where they prefer. • 85% of laptop owners have watched digital video on them, 65% of smartphone owners have watched on their device and 51% of tablet owners have watched on that device. DISCOVERY – How they find what to watch, which is primarily through social connections and curated video aggregators. Their mode of discovery has inherent meaning, as they get ideas and personalized recommendations from people they know or technology that knows what they like. • 78% found online videos to watch through social media, 72% found videos through browsing, 62% found them intentionally (through search or video aggregator) and 18% found videos through ads.
So what? Consumers watch digital videos daily because they can be easily accessed across platforms, there is a wealth of them, and they offer a way to discover new, personalized content and meaning. Condé Nast brands and advertisers increasing their footprint in the digital video space should strive to attract viewers by providing content that is easily accessed and imparts significance and meaning through curation and personal narrative.
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Trust in Media Shows Little Growth in 2013
The Edelman Trust Barometer is an annual survey of public trust in several economic and political sectors, conducted in 27 countries across the world. The 2014 Barometer, which ranges from 0 to 100, shows the largest ever gap between trust in business and government since Edelman began the study in 2001. This can be attributed to a continued destruction of trust in government that began in 2011, and a steady rise in belief in business since 2008. The Technology industry continues to lead with a trust level of 79% among the informed public, while Media is trailing behind with a trust level of 51%. While Media's trust level is higher than the 43% reported in 2009, its levels hadn’t changed significantly from the 2013 Barometer, and nearly 80 percent of countries reported trusting media less over the last year. Online was ranked as the most trusted source of information, followed by newspapers and television. Newspapers lead television slightly for general information, while television is perceived as more trusted for breaking news.
So what? The general low trust in media highlights the value of the audience perception of Condé Nast brands as reliable, high-quality sources of information and inspiration. These attributes will continue to differentiate us in a highly competitive and fragmented market.
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Quick Takes
Bangkok Now Most Visited International City
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One of Every $10 Global Ad Dollars Spent in the First Three Quarters of 2013 Were Spent in Magazines
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Pro Football is America's Favorite Sport by a Wide Margin
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Network Radio Commercials Reach Nearly Seven in 10 Americans Every Week
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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