FEBRUARY 23, 2015

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Overall App Usage Peaks at 8 P.M.

Localytics, an analytics and marketing platform for mobile and web apps, has published a report analyzing app usage behaviors throughout the day. The analysis found that usage of all kinds of apps picks up steam after work and peak usage happens at 8 P.M. However, the type of app most often being used is reflective of the time of day. News, travel and weather apps all reach peak usage in the morning between 7-8 A.M. Finance apps reach their peak in the late morning and music apps are used consistently throughout the workday. Entertainment and social apps reach their peak usage during primetime.


So what?

As exemplified by the data collected by Localytics, online publishers now have the tools to daypart plan the way television programmers have for decades. Some of our brands are experimenting with this very concept. Glamour.com has used data from Omniture and Parse.ly to implement editorial and social strategies based on the types of content visitors are seeking at different times throughout the day. Glamour found that celebrity news during midday and stories on sex and dating in the evening performed better than when posted at other times. More information on how Glamour.com optimized its strategy by daypart can be found here. http://digiday.com/publishers/glamour-cracking-mobile-code/

> Click here for report
Men, Boomers and Hispanics Helping Drive Personal Care

Beauty (or personal care) is not a category traditionally associated with men, however Mintel reports that males are active and engaged in personal beauty care in its latest category report. While more women than men shop for beauty and personal care products in stores (96% versus 88%), men in the category are spending more. Men spent $107 on personal beauty care products in the last 3 months – $12 more than women. Also driving the market are older Millennials, anti-aging-focused Boomers and Hispanics, whose population will grow to more than 60 million within the next five years. While it’s true that the vast majority of beauty and personal care shopping is in-store, online (especially mobile) provides an added opportunity. Mintel forecasts that shoppers already comfortable with online will be shifting more of their spending online and the continued proliferation of smartphones provides access to potential shoppers. 

So what?

Shopping for personal care and beauty products can become either mundane for buyers replenishing staples or overwhelming for the undecided who may be looking for something new. As publishers, marketers and content providers that reach a number of the segments growing more important to personal care and beauty brands, we can assist by facilitating buzz and helping to create innovative, fun ways to promote products.

> Click here for report
Food & Drink
Millennials More Willing to Put Money Where Their Mouth Is

In a new study, “We are what we eat: Healthy eating trends around the world,” Nielsen finds that many global consumers feel overweight and are increasingly desiring healthy foods to help them get fit. Fresh, natural, and minimally-processed foods are all becoming more important to consumers. Consumers are also seeking foods that are high in fiber (36% think it’s important), protein (32%), whole grains (30%), calcium-fortified (30%), or have vitamins (30%) and minerals (29%) to promote good health. Nearly nine in 10 consumers are willing to pay more for healthier foods. Health-centric Millennials and (still-at-home) Gen Z are most willing to pay a premium for healthy foods than older generations. When it comes to paying a premium for healthy foods, 31% of Gen Z (those under 20) and 29% of Millennials (aged 21-34) agree that they would spend more compared to 26% of Gen X (aged 35-49), 23% of Boomers (aged 50-64), and 15% of Seniors aged 65+.

So what?

Although (or maybe because) much of the world’s population is overweight, more consumers are recognizing the importance of eating better and are willing to pay a premium for healthy foods. We can help advertisers leverage this emerging trend by creating native content around healthy recipes and food choices.

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Quick Takes
Marketers Continue to Gain Optimism About Economy

Source: Duke University’s Fuqua School of Business CMO Survey
Yahoo Gained Desktop Search Share in January; Google Slipped Slightly

Source: comScore
Jimmy Fallon's Tonight Show Commands the Largest Late Night Millennial Audience

Source: The Wall Street Journal
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