SEPTEMBER 15, 2014

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Nielsen Cross-Platform Report: Americans Continue to Add to Their Media Time

Nielsen's second quarter cross-platform report demonstrates that media consumption has yet to reach a saturation point as Americans continue to add time to their media days. However, there are interesting variations within different segments of the media public. Compared to last year, the average millennial's media consumption has grown by 4%. Among those of all ages, the average smartphone user is using apps and web for an additional 11 hours each month and the average computer internet user is browsing for nearly three more hours. Digital video continues to show explosive growth at the expense of television as Americans are watching four more hours of internet video each month and four fewer hours of television. Growth for digital video has been the greatest among those over 35 as they further warm to the idea of consuming video content on their computers and tablets.  


So what?

Media consumption continues to become increasingly convenient as more Americans have access to a range of screens and devices, and the host of media options offered on them. While television still accounts for the most of media consumption, digital will continue to disrupt video distribution. As digital video gains broader appeal beyond its younger core audience, the scope of advertisers willing to allocate significant budget to digital video should also expand.

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One in Five Fashion Brands Does Not Have a Mobile-Optimized Site

A recent study by the IAB reveals that many fashion retail brands have not caught up to mobile usage trends just yet. Analyzing the WWD top 100 fashion brands, the IAB found that the sites of 20% of those brands are not designed to fit well and function correctly on smartphone-sized screens. The list includes apparel (e.g. American Apparel, Fruit of the Loom), technology (e.g. Casio, Seiko) and high-fashion brands (e.g. Versace, DKNY). Even among brands with mobile-optimized sites, many are lagging behind on key mobile features like mobile-optimized search, tap-to-call, and store locator, and only 37% have responsive design. Four brands were defined as mobile leaders with robust mobile offerings: Tiffany & Co., Victoria’s Secret, Pink and The North Face. These brands not only facilitate mobile shopping through a variety of phone-friendly features, they also have mobile apps that can help drive recurring, engaging relationships with fans and frequent shoppers. The IAB stresses the necessity of having a strong mobile presence to connect directly with consumers.

So what?

Many fashion brands are not as mobile-savvy as their customers, and they risk losing sales and visibility in the digital marketplace. One way to overcome this challenge is to partner with publishers like Condé Nast, who have gained valuable experience in mobile optimization in the past few years.

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Social Media
Social Shares: The Most Engaging Social Networks, Publishers, and Article Sentiments

Digital publishing company Contently and social analytics company BuzzSumo studied the one million most-shared articles (totaling 2.6 billion shares) from the first half of 2014. Their analysis identified the publishers and types of content sentiment (e.g. positive, negative, neutral) that were most often shared and where the sharing was done. While the four largest social media networks are currently Facebook, LinkedIn, Pinterest, and Twitter, the top four platforms that had the most shares were in order: Facebook, Twitter, Google+ and Pinterest. Facebook was by far the network that generated the most shares as Facebook comprised 82% of the total shares in this analysis, while Twitter (9%), Google+ (4%), and Pinterest (3%) were far behind. Besides size and level of sharing activity, social networks also differed by the emotional tone of the articles that were most shared. Pinterest and LinkedIn were the most positive channels and, overall, articles featured on these sites that had a positive tone were shared more often than neutral or negative articles. Twitter and Google+ were the most even-keeled social networks, and social shares on Facebook tended to have a neutral or negative tint. When it came to top shared publisher by social network, the most shared publisher on Facebook and Pinterest was BuzzFeed, Mashable dominates Twitter and LinkedIn, and MSN leads on Google+. News publishers, like CNN and the New York Times, were more likely to have negative articles shared than sites like BuzzFeed and Mashable.


So what?

This analysis indicates that publishers are wise to leverage social media time to encourage sharing and drive site traffic. While the first step is to have a strong presence on Facebook, it is also important to understand the nuances of what encourages sharing. BuzzFeed has more shares than any other publisher according to this analysis and the majority of those articles have a neutral sentiment. 

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Family in Flux: JWT Introduces Contemporary Families

Just one in five American households are traditional nuclear families (comprised of a mother, father, and children in the home), compared to two in five in 1970. Conventional ideas about gender roles, marriage, and family continue to change. Two in three American men 18-34 agree that being a good parent is one of the most important things they can aspire to, which is significantly more than the 39% that agreed with the statement in 1997. More men are also opting to stay home, while their partners work. There are now two million stay-at-home dads, twice as many as there were in 1989. In addition to changes to heterosexual households, same-sex households have also come forward in the past decade. There was an 80% increase in same-sex households between 2000 and 2010 in the United States. Besides reassessing the role of men at home and same-sex marriage, adults are also reevaluating the importance and costs of having children and more are deciding to remain childless. Child-free couples are forecasted to grow 183% worldwide between 1980 and 2020. About one in five American women will never have children, which is twice as many as a generation ago.

So what?

The definition of an American family has changed more in the past two decades than the century before. How consumers define "family" is becoming more inclusive due to shifting gender roles between husbands and wives at home, the rise of same-sex families, multi-generational households, individuals putting off parenthood or forgoing it altogether, and treating pets as children. With these changes come opportunities for new products and offerings designed for emerging family structures and roles, for instance products created for stay-at-home dads, same-sex weddings, and spoiled pooches.

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Quick Takes
Gen Z (18-24) Spends Nearly 9% of Their Income Online

Source: Forrester, U.S. Census Bureau, Business Insider
Through the End of July, Nearly 650 Million Magazines Had Been Sold in China this Year

Source: National Bureau of Statistics of China, Statista
Apple & Samsung Continue to Gain U.S. Market Share at the Expense of Other Smartphone Manufacturers

Source: comScore
CBS Has the Oldest Viewers on Broadcast -- Median Age for Network is 58.7

The median age for all of television is 44.4.


Source: MoffettNathanson Research, HocusFocus
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