MARCH 16, 2015

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Are Phablets Killing Tablets?

Largely propelled by the iPhone 6 Plus and the Samsung Galaxy Note, phablet usage grew 148% between January 2014 and January 2015 according to a new report from Flurry Analytics. The growth in phablet usage significantly outpaced growth among all other devices including smaller phones. And the data show that phablets might have replaced tablets for many consumers as usage of full-size tablets declined by 20% last year to coincide with phablets' explosive growth. Flurry reports that phablet growth is being propelled by usage in key media categories such as news & magazines, where category usage on the device grew 127% more than it did on other devices. 

So what?

Considering the needs that phablets meet: the larger screen of a tablet coupled with the portability of a phone, it is no shock that consumers have embraced them. While both the smartphone and tablet were disruptive technologies, the phablet is proving now to be disruptive of both of those as it steals share from each device. As publishers continue to move to a mobile-first mentality, they might find themselves drilling one level down to be phablet-first in the not-too-distant future.

> Click here for report
Digital Video Viewing Continues to Grow Rapidly

Video monetization platform FreeWheel and video publishing platform Ooyala have both released reports exploring digital video consumption in 2014. In 2014, video views grew by 27% compared to 2013, with video ad views growing at a slightly faster pace of 30%, due to a higher ad load in videos. By Q4 2014, tablets and smartphones accounted for a third of all video views, doubling their share over the previous year. Mobile ad impressions, on the other hand, did not grow as rapidly, mainly because of a lower ad load and a lower fill rate. Mobile phones are the device of choice for short-form video, while longer videos are more likely to be watched on bigger screens. Premium content like first-run shows and live events is at the forefront of the growth in video views. Increasingly, video views for premium content are happening via authenticated viewing (viewing that occurs after viewers enter their cable provider subscription credentials).

So what?

The unstoppable growth of digital video is good news for Condé Nast, whose premium video content continues to enjoy great success. Given the growing interest of viewers in long-form, high quality video, it will be especially interesting to see the public reception for CNE-produced shows like The New Yorker Presents, which was recently picked up by Amazon.

> Click here for reports
High Net Worth Women Actively Use Financial Services

Mintel’s report ‘High Net Worth Women’ examines the profiles of wealthy women and explains the usage of financial services by ‘High Net Worth (HNW) women’ (worth at least $1 million in investable assets) and ‘Affluent Women’ (have investable assets between $500,000 and $999,999). Demographically, HNW women are more likely to be aged 55 or older, retired or close to it, and married. Financially, they share financial decision-making with their spouse, but typically oversee daily finances and their goal is to preserve or grow their wealth. Affluent Women are younger than their HNW counterparts. They are about 39-47 years old, working full time, and are married. Unlike HNW women, Affluent Women are solely responsible for the financial decisions in the household. Affluent Women are much less likely to consult with professional financial consultants than HNW women, who rely on and consult advisors before finalizing their decisions. Both types of wealthy women are comfortable managing their wealth through digital and mobile platforms.

So what?

High Net Worth and Affluent Women are highly involved with their daily wealth management and continually seek information and advice of experts through digital media. This Mintel report highlights the needs and usage of wealthy women, and shows how this segment is an opportunity for advertisers, since historically they have not been media targets of financial service providers. Condé Nast brands reach these affluent women and, therefore, have the chance to reach this underserved group of high-value individuals.

> Click here for report
Quick Takes
Samsung Led the Smartwatch Category in 2014

Source: Smartwatch Group, Statista
Snapchat Growing Faster than Other Social Networking Platforms Among 12-24 Year Olds

Source: Edison Research / Triton Digital,
Two of Three Americans Say the Job Situation Has At Least Partially Recovered

Source: Pew Research Center
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 |

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights