JANUARY 26, 2015

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Digital
Google: High Frequency Visitors More Valuable to Advertisers

In partnership with Ad Age, Google conducted research to better understand how consumers engage with brand websites. Google's analysis segmented consumers into three categories:

  1. Hyper-Engagers -- engage with brands online at a high frequency (once per week or more). Hyper-Engagers represent 63% of consumers.
  2. Engagers -- engage with brands online, but less than once per week. Engagers represent 28% of consumers.
  3. Traditionalist -- tend to avoid engagement with brands online. Traditionalists represent 9% of consumers

Not surprisingly, Google's research found that Hyper-Engagers are significantly more likely to purchase products online and use online advertising to help them make their purchase decisions.

Google_advertising

So what?

While Google's segmentation scheme detailed here is somewhat crude, it does provide a very useful template on how publishers might think about their audiences. Visitors who come back to sites at a high frequency are more likely to purchase products and interact with advertisers at a higher rate as well. These findings provide further support for web publishers planning audience segmentation strategies that set higher advertising values on visitors that visit at a high frequency and spend a great deal of time with sites.

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Retail/Shopping/Commerce
IBM: Shoppers More Willing to Trade Personal Information for Better Personalization

According to a new report by IBM about e-commerce, 43% of U.S. consumers prefer shopping online rather than in-store. A greater desire to shop online has also correlated with greater acceptance in sharing some personal information with retailers. Compared to last year, shoppers are more willing to share information about their social handles, location and mobile contact method with trusted retailers. 28% are willing to share their location information with retailers, 38% will share their social handle and 42% are willing to provide their mobile number for retailer texts. Consumers are also asking for increased personalization as 48% want messages geared towards them when shopping via a retailer’s online store.

So what?

More online consumers are realizing the benefits of trading personal information for better experiences from retailers, by way of better deals or greater personalization. While this survey focused on retail experiences, an assumption can be made that consumers will continue to seek better personalization across all of their digital experiences. Condé Nast is well-situated to use its rich data sets to further personalize editorial and advertiser content for site visitors.

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Culture
Americans' Life Outlook Best in Seven Years

When considering your well-being, are you thriving, struggling or suffering? According to the most recent Gallup-Healthways Well Being index, the majority (54%) of Americans are thriving, 42% are struggling and just under 4% are suffering. This represents the best outlook since 2008 when Gallup and Healthways began tracking American life evaluations. This index, based on Americans' ratings of both current and future situations, is strongly linked to income and age. While the current situation rating held steady, the driver behind the recent rise has all to do with the future, which is perceived to be bright. Americans by and large are optimistic about the future. A higher percentage of women are “thriving,” but men’s year-over-year ratings improved more than women’s. Other subgroups showing improved outlooks include Hispanics, middle-aged Americans, those living in the East and South and more affluent Americans (income of $120K+). 

So what?

On a macro level, this is certainly very good news. Increases in overall optimism about personal finances and the U.S. economy typically means more bullishness among advertisers. MRI also tracks consumer confidence independent of Gallup. MRI's survey not only substantiates that economic optimism has improved during the last year, but has grown even more among Condé Nast consumers.

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Quick Takes
Google Gains Market Share of Social Logins at the Expense of Facebook
Aggregate-trends-q414__1_

Source: Janrain
Spotify Has 60 Million Users, But Only One-Quarter Pay for a Subscription
Spotify

Source: Spotify, Statista
60% of Last Year's Super Bowl Commercials Contained a Call to Action #Hashtag
Social-media-element

Source: Kantar Media
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