FEBRUARY 22, 2011

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Study: Site Registrations Are “Out” and Social Sign-Ons Are “In”
Online user registration is an invaluable tool for marketers. Aside from enabling companies to collect crucial user information for targeting purposes, registered users are the most valuable: loyal, engaged, more likely to buy products and spread good word of mouth. According to recent study by Janrain and Blue Research, the majority of consumers are turned off by traditional registration methods. On the other hand, most consumers said they believe companies should offer the ability to sign in using an existing social network or email account (“social sign-on”) as they were more likely to return to a site that automatically recognizes their identity.
So what? How can Condé Nast reap the benefits of site registration while making life better for the user? Give them the ability to sign in using an existing social identity.
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Online Video Continues To Grow
According to eMarketer, video viewership through an Internet connection is growing rapidly, regardless of the device on which it is seen. The TV set remains the leader by far, but smartphones, tablets, gaming consoles, and computers are growing as well.
So what? Good news: this trend opens the door to a multitude of channels on which Condé Nast can distribute its content.
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eMarketer To Advertisers: Keep It Simple on Smartphones & Jazz It Up On Tablets
According to many recent studies, consumer attitudes differ considerably among users of various mobile devices. Smartphone owners are more likely to be on the go and task-oriented, while tablet owners are more likely to be at leisure and entertainment-focused. Therefore, ads that take advantage of the full features of the tablets, like video, 360-degree views, striking photos and interactivity—appeal most to tablet users. While ads that are simpler and more utilitarian, such as discounts and coupons, resonate more with smartphone users.
So what? Mobile strategies cannot follow a “one size fits all” approach. It is crucial to create content that plays to the preferences of consumers on different devices.
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From Conversation to Conversion: How Premium Fashion Brands Are Maximizing Social Media ROI
After a slow start, high-end fashion brands are now embracing social media. Certain industry observers believe that luxury consumers are particularly open to directly buying products via their social networks as well as discussing them.
So what? Online communities that cater to luxury consumers should include ecommerce capabilities that provide opportunities for members to both discuss and buy products.
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Condé Nast Exclusive
Condé Nast Media Group/Morpheus Study: Luxury Consumers Spend More Time Online and Less Time In Stores
According to a recent study conducted by Synovate and commissioned by CNMG & Morpheus, luxury consumers are highly engaged, hyper-online users who rely heavily on the Internet when researching for high-end products and therefore spend less time in store.
So what? According to Josh Stinchcomb, Vice President of Digital Sales at CNMG, “These results suggest that luxury brands will want to focus attention on both ecommerce and online branding strategies in order to take advantage of their customers’ behavior.”
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Most Magazine Titles Are Priced Lower In Digital Format Than In Print
According to an analysis compiled by Condé Nast Consumer Marketing - Digital Platforms, 34 out of 40 consumer magazine titles are priced either the same or less in digital format than in print. When examining different platforms, the Barnes & Noble Nook was 20% more expensive than Apple’s iPad/iPhone for average price per copy, current issue.
So what? It is crucial for Condé Nast to understand how apps are currently priced across the entire landscape in order to come up with optimal monetization strategies.
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How Influential Are You?
New companies have emerged (Klout, PeerIndex, Twitalizer) that feed data from Twitter, LinkedIn, and Facebook into algorithms that generate scores representing a user’s influence. Individuals, as well as brands can be measured. For example, President Obama has a Klout score of 90 and Justin Bieber has a score of 100. Vogue Magazine has a Klout score of 69 compared to Instyle’s score of 45. Aside from giving individuals bragging rights, the primary goal from a business prospective is to help companies find, reach, and engage influencers of their brands.
So what? Condé Nast can cleverly utilize these services to both demonstrate influence to advertisers and drive positive word of mouth about its brands.
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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