FEBRUARY 02, 2015

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Condé Nast Consumer Intelligence & Analytics Tool: Condé Cognition

Condé Cognition is a knowledge bank that houses insightful research reports, articles about consumer behavior and industry best practices under one roof. The database is managed by the Consumer Intelligence & Analytics team and covers over 50 categories. Condé Cognition's archive of nearly 2,000 items is easily searchable and includes consumer statistics for sales and marketing materials, data benchmarks and guidance for research and surveys. In order to gain access to Condé Cognition or if you have any more questions about the database please contact Robyn_Hightower@condenast.com.


Affluent Americans are Active Sports Fans

America's passion for sports was on display again last night as 114.4 million people tuned in to Super Bowl XLIX, making it the biggest audience to watch a television program in U.S. history. And that passion about sports is even more amplified among America's affluents. According to a recent white paper co-authored by Ipsos MediaCT and ESPN, seven of 10 affluent Americans (HHI: $100K+) watched last year's Super Bowl. Three of five affluents attended a sporting event last year and half consider themselves sports fans. This coveted group not only watches from the stands, but the majority of them are participants in sports or exercise activity. With participation comes the need for gearing up. Year-over-year spending on sports equipment is up and the vast majority of affluent households purchased active wear or athletic apparel last year. 


So what?

These high-spending, often hard to reach affluent Americans control 74% of American wealth and are continually engaged with Condé Nast properties. According to the latest Ipsos Affluent Doublebase 2014 Study, more than half of CN readers/visitors are sports fans. There are expected pockets of higher concentrations of sports fans with brands such as Golf Digest and GQ, but affluent female readers of Brides, Glamour and SELF are all more likely than the average affluent female population to consider themselves sports fans as well.

> Click here for report
Pew Research Center: Millennials Will Overtake Boomers this Year

According to updated Census Bureau projections, 2015 is the year when Millennials will finally outnumber Baby Boomers and become America's largest generation. Millennials (who are currently between the ages of 18-34 as defined by Pew) are set to reach 75.3 million, narrowly surpassing Baby Boomers (51-69). Gen X, which is sandwiched between the Boomers and Millennials and reflects a period when Americans were having fewer children, will include 66 million Americans this year. Immigration is set to add more people to the Millennial generation than the other generations and Pew projects the Millennials to hit their peak in size of 81 million in 2036.


So what?

There has been no shortage of literature on the size and importance of Millennial consumers, but this update from Pew represents quite a milestone. Furthermore, Millennials are entering their prime spending years. They will continue to be sought after by advertisers across a range of categories. If an advertiser seeks affluent Millennials, there are few options better than Condé Nast. According to comScore, Condé Nast Digital reaches more affluent Millennials online than any other lifestyle property.

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How Digital Has Transformed the Path to Purchase, and What It Means for Retailers

The advent of digital, and especially mobile, fundamentally altered the traditional path to purchase by allowing consumers to easily obtain information about products and make purchases, wherever and whenever they want. In an article published in the Journal of Advertising Research, comScore explores some of these changes and their implications for marketers. It particularly focuses on the impact of smartphones, and highlights the fact that mobile is responsible for 60% of the time spent on retail websites, but just 12% of all digital spending on retail. comScore recommends that retailers alter their organizational structure to eliminate the silos that have prevented some retailers from presenting a seamless experience across channels and leverage their ability to communicate with omni-channel shoppers to support purchase decisions both in-store and online. Additionally, retailers need to leverage analytics and testing to better understand consumer behaviors and link online exposure to in-store buying.

So what?

Through their work with Condé Nast, retailers have multiple ways to support the omni-channel path to purchase. First, they are able to advertise across digital and print to reach consumers in various locations, times and state-of-mind. Additionally, they have the opportunity to leverage our deep understanding of our readers’ interests and behaviors to tailor better experiences to them.

> Click here for report
Quick Takes
comScore: Smartphones Used More Than Other Devices in the Morning; PC Used Most Often During Daytime and Tablet in the Evening

Source: comScore
Facebook Generated $9 in Revenue Per User in the U.S. & Canada During Final Quarter of 2014

Source: Facebook
Apple Significantly Closed the Global Smartphone Gap with Samsung During the Past Year

Source: IDC
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