FEBRUARY 14, 2011

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Lifestyle/Luxury
Luxury Shoppers Are Back- At Full Price
Luxury retailers say sales are increasing for indulgences such as jewelry and handbags, and customers are paying full price again. As recession-era discounting ends, and luxury merchants demand returns, high-end sales are expected to increase 7% this year over last, compared to 3.5% for total retail sales.
So what? More luxury shoppers + happy luxury retailers = Condé Nast growth.
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Media
Will People Pay For Original Online Content? A Recent AOL Study Says YES
According to a recent Data & Management Council study commissioned by AOL, consumers are willing to pay for online content and accept online advertising, as long as certain specific criteria are met: trust, exclusivity, quality, authenticity, relevance.
So what? Good news: these criteria are core to Condé Nast websites.
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Web Video Advertising To Grow 55% Annually - Faster Than Any Other Ad Format Online
Online-video used to be the workplace escape. But with the explosion of broadband in homes and people becoming more comfortable watching video on Internet- connected TV sets and gaming consoles, more online video viewing is taking place at home during the weekend. As a result, a recent Deutsche Bank report says that online-video advertising spending looks to be significantly growing again in 2011, even after an impressive 40% growth from 2009 to 2010.
So what? As distribution barriers fall, Condé Nast has an excellent opportunity to take advantage of online video growth.
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Condé Nast Exclusive
Condé Nast Readers Are More "App-Happy"
The explosive growth in cell/mobile apps and mobile advertising aimed at smart phone users are now being tracked by national syndicated research companies. Extensive data are available on the attitudes of Americans towards their phones/devices and what they do with them, including attitudes toward mobile advertising. Dan Jennings, Senior Research and Insights Manager, recently unearthed a new mobile/cell attitudes segmentation in MRI Doublebase 2010, released last month.
So what? Condé Nast leads all major media houses in reaching the two most active mobile user segments in the study (“Mobile App-Happy” and “Mobile Ad & App-Happy” U.S. adults).
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Industry Viewpoints
Social Media Riddle: Why Are Wikipedia Contributors Mostly Male?
According to a recent NY Times piece, men dominate the number of contributors to Wikipedia, the online “free encyclopedia that anyone can edit” (87% men vs. 13% women). Susan C. Herring, a professor of information science and linguistics at Indiana University, has been studying digital communication for 20 years and has some interesting theories as to why this gender gap exists.
So what? As we create our own online social communities, we must ensure that the tones and environments match our desired audiences. What can we learn from online communities that skew heavily male or female?
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Technology
eMarketer: 110 Million Americans Will Have A Smart Phone By 2015
Most mobile owners in the US still have only a feature phone, but eMarketer predicts smartphone ownership will rise from 31% of the mobile population this year to 43% by 2015. Nearly 110 million Americans will have a smartphone by the end of that year.
So what? With the market trending decisively toward smartphones and tablets, both in the US and globally, Condé Nast must keep pace by constantly maximizing the rich experiences that smart devices can provide.
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Communication
Is Online Social Media An Accurate Reflection of The Offline World?
Social media is the rage right now in marketing circles. One area of particular interest is the opportunity for marketers to “listen” to unstructured conversation based on the data that are now available via scraping of social media sites. According to the Keller Fay Group, however, 90% of all brand related word of mouth takes place offline. This begs the question: do online data accurately reflect offline behavior? A recent study conducted by Wharton and the Marketing Science Institute says NO.
So what? For marketers and researchers who are searching for the truth about what people are saying about products, services, and brands so that smart decisions can be made, we need to take a holistic view and listen to ALL the voices of consumers, both those that are expressed online and those that take place offline.
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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