MARCH 09, 2015

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Demographics
The Pursuit of Happiness – Creating Meaningful Brand Experiences for Millennials

What makes Millennials happy? ZenithOptimedia’s Pursuit of Happiness Study attempted to answer that question by surveying 6,000 Millennials across 10 countries. This study provides insights on Millennials regarding everything from their personal expectations, achievements, goals and relationships to their expectations for brands. This study also looks at how the social construction of happiness is changing and how brands play a part in the pursuit of happiness. Millennials came of age in times of economic uncertainty so they don’t take happiness for granted. They prefer to spend their money on experiences and they share these experiences both online and off. Millennials like brands that are generally useful. They are attracted to brands that offer them value and quality. They’re into showrooming – examining merchandise at a retailer and buying online at a lower price. That being said, Millennials don’t want to sacrifice quality for price so they will pay for brand names.

So what?

This study validates a lot of what we already know about Millennials especially that they are the first generation to value experiences over goods. But that does not mean brands do not matter to Millennials. In fact brand marketing remains as important as ever when trying to gain favor among Millennials, as it provides a singular, straight-from-the-source voice broadcast to a group that uses a variety of platforms and messages when forming their preferences.

> Click here for report
Retail/Shopping/Commerce
CIA White Paper: Fashion and Retail Attitudes and Shopping Behaviors

This new report from Condé Nast’s Consumer Intelligence & Analytics group summarizes key trends in consumers' attitudes about fashion and their shopping behaviors. The report outlines how key consumer groups (e.g. Millennials, Boomers, etc.) are shopping, delves into apparel trends (such as ‘athleisure’), and shares e-commerce, m-commerce and in-store shopping statistics. Below are examples of some of the insights included in the report.

• While still trailing desktop, mobile purchases are becoming more commonplace. One in ten have bought fashion goods using a smartphone. Two in ten have purchased clothing on a tablet.
• Fitness-Fashion Flirtation: Consumers are buying more fitness attire or gym-inspired apparel to wear every day. More than one quarter (29%) of women say they have purchased fitness apparel in the past 12 months.
• Millennials love to (window) shop, but are reluctant to buy. 58% of consumers ages 18 to 33 put themselves in the “love to shop” category, compared to 40% of adults overall.

So what?

This paper reviews the shopping trends of consumers, shopping habits by device and outlines important segments’ buying behaviors. These insights can be used to inform business development, strategic planning and content creation across a range of segments.  

> Click here for report
Digital
Online Buzz is Indicative of Movies’ Box Office Success

Online buzz is a strong predictor of how successful a film will be on its opening weekend, according to a new study published in the Journal of Advertising Research. The study, conducted by NYU researchers, found that the more people expressed online their intention to watch a movie in the three weeks prior to its release, the more successful that movie was in the box office. In fact, online buzz was a much stronger indicator of success than the actors’ star power. The researchers also explored the factors that impact online buzz, and found that higher-budget movies tended to generate more buzz – either because of their high profile or because of an increased spend on advertising. Action and horror movies, as well as sequels, were also associated with greater buzz. The study suggests that studio executives should track online buzz ahead of a film’s release and adjust their marketing plans accordingly to increase the likelihood of success.

So what?

The relationship between online buzz and a product’s success likely extends far beyond the film industry. The study highlights the benefits of social listening in understanding consumers’ state of mind and developing marketing initiatives that help drive sentiment in the right direction.

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Quick Takes
Samsung Sold More than One-Fifth of the World's Mobile Phones in 2014; Apple and Microsoft Each Had 10% Market Share
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Source: Gartner
Based on Census Data, the Majority of All Children Will Be Minorities in 2020; The Majority of All Americans Will Be Minorities in 2044
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Source: United States Census Bureau
Younger Americans More Likely to Prefer Tea to Coffee
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Source: YouGov, Statista
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