MARCH 17, 2014

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Mobile/Tablets
40% of Online Adults Start an Activity on One Device and Finish on Another
As multi-device ownership is now the norm, switching between those devices throughout the day is becoming increasingly common. New research from GfK and Facebook found that 60% of online adults in the US and UK use at least two devices every day, and more than 40% sometimes start an activity on one device and finish it on another. Each device plays a different role in users’ lives – the smartphone is the go-to device used for communications and social activity, the tablet is the entertainment hub often used at home, and the PC is the productivity tool dedicated to tasks like work and managing finances. Because smartphones are with users wherever they go, users often start an activity on their smartphones and then move to the bigger screen. This switching behavior is driven mostly by comfort and convenience, but also by additional considerations, including the urgency and length of the task, security and privacy concerns, and the level of detail required. While switching can happen anywhere, it is most common at home, when all devices are within easy reach.
So what? As people constantly move between devices, it is important for content providers to offer relative ease in switching devices while mid-read or mid-stream. Advancements that allow consumers to "pick up where they left off" regardless of device should help build customer satisfaction and engagement.
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Demographics
Millennials Less Likely to Identify With Traditional Institutions
The Pew Research Center published new research earlier this month on the makeup of Millennials (now 18-33). Pew's survey found that half of Millennials consider themselves politically independent, compared to about two in five Gen Xers and Baby Boomers. Millennials are also less likely to claim a religious affiliation -- 29% of Millennials are religiously unaffiliated compared to 21% of Gen Xers and 16% of Boomers. While they lack an attachment to institutions they make up for it in social connections. Four out of five Millennials are on Facebook and the median user has 250 friends -- 50 more than Gen Xers on the site. Millennials also continue to put off marriage. Just 26% of the segment is married as compared to older generations -- 36% of Gen Xers were married when they were 18-32.
So what? Millennials have made themselves a hard read. Because they are less likely to align themselves with traditional institutions, marketers often find it tougher to profile and target them as efficiently as older generations.
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Men Learn About Grooming Products Through Ads and Friends
Advertising is a top influencer for men to become aware of grooming products, according to Defy Media's 'Brand New Man' report. Nearly two in five men, who had purchased a new grooming product in the past three months, reported they became aware of the product by viewing an ad. Speaking to the power of advertising, that stat is similar to the percentage of purchasers who said recommendations from friends and family influenced their awareness of products. Advertising is important to the purchase decision: among those who use grooming products, 31% agreed that they bought a grooming product because they liked the brand’s ads. Through ads, men can connect with brands in a very real way. Half of men surveyed agreed that they bought a product because they liked the history or story of the company.
So what? Although consumers often bemoan the presence of advertisements in various forms of media, men who completed this survey acknowledged ads' ability to make them aware of grooming products. Since many men are still relatively naive when it comes to grooming, ads may play an even larger role in that influence process than in more traditional categories where brand awareness and loyalty might have already been cemented.
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Digital
Women and Men Exhibit Different Digital Behaviors
In today’s digital world, women and men alike are embracing technology and making it a part of their daily lives. However, they do not always interact with and react to technology the same way. A Nielsen study highlights areas where these differences are apparent, such as digital advertising. Men tend to place more trust in branded websites and ads in a wide variety of media (TV, newspapers, magazines and the radio), and they are also more likely to take actions on the ads they see. While both men and women like humorous and aspirational ads, men prefer high-energy ads with cars, sports or sexual themes, while women like sentimental ads with real-life situations and family-oriented themes. Social media provides another example of different gender behaviors. Women are more likely than men to use social media for staying in touch with family and friends, for entertainment purposes, as a source of information, and as a creative outlet for blogging and sharing photos. Men are more likely to use social media for business reasons and for dating.
So what? Many Condé Nast brands create content primarily for the readership of one gender. And while some of Nielsen's findings may seem obvious or stereotypical, they do reinforce that it is OK for content providers and advertisers to sometimes be predictable in how they engage audiences.
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Quick Takes
IDC Projects Tablets to Outsell PCs Next Year
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Sports Dominates Social TV; Half of Tweets About Television in 2013 were About Sports Events
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Hong Kong is the Most Expensive City to Rent A Luxury Apartment
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The Overwhelming Majority of Target Shoppers Have Not Stopped Shopping at Store Because of Data Breach, but Nearly 15% Now Pay Only in Cash
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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