MARCH 14, 2011

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Condé Nast Exclusive
iPad: New Medium, New Needs?
Without question, the iPad and other touchscreen tablet and smart mobile devices have rapidly changed the consumer tech landscape. Rachel Swanson, Director of Consumer Research & Insights and Scott McDonald, SVP Research & Insights, wrote a piece in this month’s Quirk’s Magazine that provides a best practices check list to researchers who are trying to measure and stay ahead of the ever changing landscape of tablet usage, behaviors, perceptions and effectiveness. Their guidelines are based on hundreds of in-person interviews and quantitative “in-app” surveys that took place over several months.
So what? Condé Nast has taken an early lead in developing methods for studying iPad use and users. Techniques are evolving quickly and further work in 2011 will build upon work reported here with even more sophisticated methodologies and tools.
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Media
Facebook Taking On Netflix? Social Media As A Commerce Channel
Recent news that Facebook will begin renting and selling movies is proof that social media is moving beyond conversation and into commerce. Friend recommendations and reviews are already huge drivers of commerce, and Facebook can give that a boost by helpfully pointing out the stuff your friends like and you might want to buy. Movies may just be the beginning. A recent study by Booz & Co. suggests that consumers will transact commerce inside social networks— selecting products, adding their selections to shopping carts, and completing purchases through payment with credit cards and points. As they do so, the era of social commerce will truly begin.
So what? Up until now, it has been difficult to monetize social media. This may help solve that riddle and also indicate an important marketing channel for companies like Condé Nast.
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eMarketer: 7 Suggestions For Stimulating Online Video Engagement
Audience engagement is essential for all advertising platforms today, but none more so than online video. “If you want your propaganda to work, get people to engage with it.” —Troy Young, president of SAY Media (formerly VideoEgg), in Mediaweek, March 2010. eMarketer has 7 key suggestions in this space ranging from how to measure online video engagement to how to best utilize it for optimal results.
So what? As Condé Nast brands continue to move to digital platforms, we will increasingly be playing in the online video space.
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Lifestyle/Luxury
The Future Of Leisure Travel: Empowerment, Control, Freedom and Flexibility
In a recent analysis, Iconoculture has identified a key trend in the travel industry: automation. Online bookings and virtual check-ins are nothing new, but a recent wave of industry innovations is creating a highly customized and virtually human-free travel experience, as well as opening up new channels for interaction, from start to finish. From mobile guest check-ins to e-concierges to iPad-controlled amenities, gadget-happy travel itineraries are heading toward increasingly automated systems that combine reliability, novelty, convenience and exclusivity.
So what? According to the 2010 Mendelsohn Affluent Study, affluent Americans spent more on travel ($89 billion) than any other passion, activity, or interest measured. Since these consumers are in the Condé Nast sweet spot and the target for some of our brand extensions, it is essential to closely follow trends in their behavior.
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Technology
Yankelovich: Technology Changes The Way We Think
According to a recent article by Yankelovich, technology doesn’t just give people a new way of doing things; it gives people a new way of thinking. The biggest impact of technology is the change it creates in people’s perceptions. Certainly, technology expands access, speed and productivity, but it has much more far-­reaching effects. The digital revolution is changing how people conceptualize the possibilities available to them in their lives.
So what? For better or for worse, our customers continue to expect higher levels of interaction with media and advertising.
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Study: Organic Search Trumps Search Ads
According to a recent eye tracking study by user experience research firm User Centric, most search users overlook search ads. The study showed organic search results were viewed 100% of the time, with participants spending an average of 14.7 and 10.7 seconds looking at organic search results on Google and Bing, respectively. However, only 28% of participants looked at paid search ads on Google, and just 21% did the same on Bing—spending around 1 second viewing all ads combined on each search engine.
So what? Search Engine Optimization (SEO) is more essential than ever. Users have learned to overlook search ads, and they will continue to ignore such ads as they become even more search-savvy over time.
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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