JANUARY 12, 2015

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Magazine Ads Remain Strong Purchase Influencers

In a new report about print and digital magazines, Mintel demonstrates that magazines remain an influential source for purchase consideration and an important channel where consumers learn about new products and services. 70% of U.S. consumers reported reading a print or digital edition magazine or visiting a magazine website in the past month.

  • One in five consumers who have read a magazine in the past month report having purchased a product they saw in a magazine. Among those who made a purchase after seeing something in a magazine, 13% bought a product that was discussed in an article and 11% bought a product that was shown in an ad. 
  • When asked specifically about native ads and display ads, the majority of magazine website visitors and magazine readers reported some positive sentiments or behaviors related to the ads. Among total magazine readers or web visitors, 73% had some positive sentiment toward native ads and 66% were positive toward display ads. Positive sentiments in this case included agreeing that they performed any of the following actions: clicked on ads, bought products seen in ads, read headlines or looked at photos in ads, became interested in products advertised, or seeing native ads as being an interesting part of the content. 
  • Younger magazine readers and web visitors 18-44 were most positive to native ads and display ads: about 80% of 18-34 year old magazine readers and web visitors were positive toward native ads and about three in four were positive toward display ads.
So what?

Magazines remain a valuable place where consumers learn about new products and get inspired to purchase products featured within the pages. Whether products are featured in editorial content or advertising, both are equally influential in purchase decisions. And while native advertising was initially met with some skepticism, it has proven to be a legitimate revenue stream that consumers, especially younger consumers, have embraced.

> Click here for report
Luxury Shoppers Can Fit A Number of Profiles

Not all luxury buyers are alike, say Epsilon and the Luxury Institute in a new study that segments shoppers into four profiles:

  • The Aspirational shopper, who desires to own luxury pieces but does not have the means to do so outside of outlets, discounts and low-ticket items like cosmetics.
  • The Moments of Wealth shopper, who saves up and makes one-off purchases over a long span of time. 
  • The Dressed for the Part shopper, who purchases luxury items to give off the impression of a luxury lifestyle, but does not have the financial resources to be a true luxury buyer. 
  • The True Luxe shopper has the means to purchase luxury items throughout the year. While the definition of the True Luxe shopper consists of the financial profile one would expect from a luxury buyer (income of $125-250K and a net worth over $500K), Epsilon's segmentation exercise identified groups within the True Luxe shopper profile that might not always first come to mind when thinking about luxury. For instance, Epsilon found that Asian and Middle-Eastern men are more likely than the average population to be True Luxe shoppers.
So what?

This study reminds us that segmentation is one of the best ways to get an accurate picture of our audience. Condé Nast has valuable first-party, syndicated and survey data that allow us to gain insight into our audience segments. Those insights can be leveraged to both create engaging content that caters to each segment and to help further tailor marketing solutions that hone in on the specific segments most important to our advertisers.

> Click here for report
Pew Research Center Looks Back at Its Most Interesting Findings of 2014

After publishing more than 150 reports on topics ranging from demographics and media to religion and public opinion, Pew Research Center recapped 2014 with 14 facts illustrating major shifts in politics, society, habits and families. While each of these facts are compelling, three of them are notably important to publishers, marketers and content providers.

  • The income gap between the educated and less educated has never been wider. Today’s less educated Millennials, those with only a high school diploma, earn 62% of what a typical college graduate earns. When Baby Boomers were of the same age back in 1979, they earned 77% of what a college graduate made.
  • Marriage rates continue to decline and the share of Americans who have never been married is at an all-time high. Furthermore, those that are marrying are delaying marriage until later in life (the median age for first marriage is now 27 for women and 29 for men).
  • U.S. communication habits continue to shift: Americans are more attached than ever to their cellphones and the internet. Those surveyed by Pew said they’d have a harder time giving up the internet or cellphones than the television.
So what?

Members of Condé Nast audiences led a number of the audience trends that Pew reported on this year. In fact, all CN properties over-index against the above-referenced demographics/behaviors according to the latest MRI and comScore reports. Unlike many other publishers, Condé Nast can boast reach and influence among an audience that is more important than ever: the educated and affluent.

> Click here for report
Quick Takes
Emails Read on Desktop Are More Likely to be Clicked On

Source: MailChimp
LVMH Leads the European Luxury Firms; Richemont and Kering Rank Second and Third in Sales

Source: The Economist
Instagram's Audience Surpassed Twitter's During the Final Quarter of 2014

Source: Business Insider
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