MARCH 24, 2014

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Social Media
What Drives Retweets on Twitter?
Twitter set out to understand what drives retweets, by analyzing over 2 million tweets sent by verified users in the United States in the areas of government, music, news, sports and TV, over the course of a month. The analysis identified which features within a tweet have the greatest impact on average retweets. Overall, photos were found to be the most effective, averaging a 35% boost in retweets across the five areas examined, followed by videos, which averaged a 28% increase. Other features also had a meaningful impact: tweets with quotes (+19%), tweets with numbers (+17%) and tweets with hashtags (+16%). The results varied by industry: while photos were most effective for news, government/politics, and sports, quotes gave TV tweets the greatest boost, and videos had the biggest impact on music tweets.
So what? Retweets are an important way to amplify content on Twitter. Twitter’s findings help not only optimize single tweets, but also suggests ways that brands can inspire consumers to amplify their brand story on the Twitter platform.
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Affluents Are Ready to Spend, Invest and Seek Financial Media to Help
“Money on Their Minds” is Ipsos’ latest "Affluents" report and it highlights some of the current trends in how Affluents think about, spend and invest their money. One in three Affluents (HHI of $100k+) keep up with financial news -- 38% through business/finance TV content and about one in four through business or financial publications. When thinking about their investment approach in the coming year, Affluents are becoming less conservative and more focused on growth investment plans. The report indicates that Affluents are focusing on their long term savings, including retirement, college savings funds and real estate investments, more than last year. Affluents with a “more aggressive” mindset outnumber investors who plan to be "less aggressive" by a two-to-one margin.
So what? Affluents are often the early adopters of many trends. If that holds true and is coupled with an overall continued economic rebound, there might some very positive momentum in the financial services category. Although Condé Nast brands are not endemic to financial services, there certainly is a place for financial service ads within them. We cater to Affluents who may not be exposed to business media on a regular basis.
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Millennials Watch Significantly Less Television than Adults 35+
According to Nielsen, the average 25-34 year old spends 22 hours less each month than the average 35-49 year old watching traditional television, and the average 18-24 year old watches 17 fewer hours than the 25-34 year old. So where do 18-34 year olds spend that extra media time? Some of it is being spent with their smartphones -- 18-34 year olds spend five hours more each month than 35-49 year olds using apps and the web on their devices. Some of that free time is also being used to watch video on the internet -- 18-34 year olds spend four more hours each month watching video on the internet compared to 35-49 year olds. Finally, 18-34 year olds spend far more time in front of a gaming console than older media users. Respectively, 18-24 year olds and 25-34 year olds spend 18 hours and 12 hours on gaming consoles each month.
So what? Television still holds the lion's share of every demographic's media day. And as digitally engaged as they are, this remains true for Millennials as well. However, there is a noted shift taking place that is drawing viewers away from traditional television - a shift that Condé Nast has been in front of by providing content to engage viewers across a multitude of platforms.
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Direct Visitors to News Sites are More Engaged and Loyal
News organizations work hard to drive traffic to their sites from social networks and search results, but it is hard to build a lasting relationship with these audiences, according to the Pew Research Center. Pew analyzed three months of comScore data on traffic to 26 popular news sites and found that direct visitors — those who type in the site’s URL or have it bookmarked — spend three times as long on the site (4:36 minutes) compared to visitors from Facebook (1:41) and search (1:42). They also return to the site more often, visiting 10.9 times a month vs. 2.9 times for those who arrive from Facebook and 3.1 times for those who arrive from search. These levels of engagement reflect, to a certain degree, the different user behaviors connected to each path. News consumers who come to a site directly are likely to already have some connection with the brand, whereas those who come from search tend to be looking for a particular content or topic and care less about the source of the story. On social networks, content discovery tends to be random and incidental, and is again less reliant on an existing relationship with a brand. Pew found that most people come to news sites using just a single method, suggesting that converting social and search visitors to dedicated readers is a challenge that most news sites have yet been unable to tackle.
So what? Pew’s findings are consistent with what we see on Condé Nast sites. While search and social networks play an important role in exposing our brands’ content to a wide audience, we need to identify new opportunities to engage these users and develop strategies to convert them into loyal, returning visitors.
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Quick Takes
The Second Screen is Becoming Primary Screen: 16 Million Adults Online, But Not on PC
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Samsung Owns 30% of US Smart TV Market; LG Has Also Gained Significant Ground in Past Year
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iPhone Owners Are Least Likely Smartphone Owners to Replace Their Device with Another Brand
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Domestically and Abroad, Men Are More Optimistic About the Economy than Women
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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