DECEMBER 15, 2014

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Condé Nast Exclusive
Condé Nast Study Profiles Mobile Audience Behaviors

In an effort to better understand the types of content that mobile audiences most often consume on their devices, Condé Nast recently partnered with Symphony Research to conduct a segmentation study. The segments profiled within the attached report include audiences that are interested in: entertainment, shopping, food, news & politics, travel, beauty & fashion and technology content. The analysis was also able to identify behavioral trends among the different mobile segments throughout the day.

Enthusiasts of beauty & fashion content spend the most time on their mobile devices, followed by those who engage with technology and food content. Usage of social media apps peaks at night across all groups – but there are some differences in nighttime activity. Reading on the Kindle app or news/information sites is popular among news & politics, technology and food groups. The travel group likes to enjoy music apps like Pandora late at night. Video/movie apps, such as Netflix and Hulu, experience heaviest usage on weekend nights among the entertainment, travel and food groups. 

So what?

While there are many similarities in mobile behavior among the segments, there are also differences across the groups that publishers and marketers should take into consideration. Understanding the differences between audiences who are heavily engaged with different content genres on their mobile devices can provide direction on how best to grow audiences, develop effective marketing messages and inform content optimization strategies on these devices.

> Click here for report
Video
Time-Shifted and Digital Video Are Taking Share from Traditional TV Viewing

Nielsen’s Q3 Total Audience Report (formerly the Cross-Platform Report) reveals the evolution of TV viewing landscape. Nielsen found that the number of hours spent watching a television screen every day is flat compared to a year before, while the number of hours spent with digital video is up more than 50%. Although televisions still account for the majority of time spent with video, the ways people are consuming content on this screen is changing dramatically. In just two years, the amount of time U.S. adults spend with live TV has decreased by 6%, while time spent with time-shifted TV increased by 25%. Time spent with alternative screens such as computers (+3%) and smartphones (+75%) has also been on the rise. As viewers are watching more online video, they become more likely to subscribe to video-on-demand services like Netflix and Hulu. 40% of U.S. households now have a subscription, up from 35% the year before. Asian-Americans are especially fond of these services, as 54% of households subscribe to at least one video-on-demand service.

Nielsen

So what?

Just like in the print industry, TV consumption is changing with the growing penetration of new devices and technologies. Consumers want to control their content experience, and media companies need to adapt to consumer expectation by facilitating a seamless distribution and discovery of content.

> Click here for report
Culture
New Census Bureau Statistics Show How Young Adults Today Compare With Previous Generations

Utilizing decennial census statistics and information from its American Community Survey, the Census Bureau has produced a report that provides a unique view of our changing nation. In order to highlight these exciting new data, the Census Bureau released Young Adults: Then and Now. This mapping tool illustrates the changing characteristics of generations, specifically 18-34 year olds, across the last three decades. Comparing the generations, there are a number of differences among them at similar life stages. The most meaningful difference is the larger percentage of 18-34 year olds who are now foreign-born and multilingual. In fact, all states have higher proportions of foreign-born young adults than 30 years ago. Current day millennials also are more educated than young adults in 1980 and they are less likely than previous generations to be married. In a more sobering comparison, more young adults are now living in poverty and fewer are employed when compared to 1980. Finally, contrary to popular belief, young adults today are just as dependent on cars for to get to work as they were in 1980.

So what?

The differences and similarities between generations examined within these data reflect long term demographic and societal changes which can impact our business. Information on economic, housing and social topics, such as commuting, educational attainment and home value are available down to the block group level. 

> Click here for report
Quick Takes
Mobile Ad Revenue Set to Reach $28 Billion Next Year; Google and Facebook to Account for More than Half of Market Share
182498

Source: eMarketer
The Average Middle Class Brings in $48,882 and Spends $44,632; Expenditures on Home Internet, Cell Phones and Health Insurance Have Risen the Most in Recent Years
Bls_consumer_expenditure

Source: Bureau of Labor Statistics Consumer Expenditure Survey, The Wall Street Journal
Ebola Virus and Ice Bucket Challenge Were Most Discussed Topics on Facebook in U.S. in 2014
Top10_topics_us

Source: Facebook
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