MARCH 21, 2011

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comScore: Maybe The Web Isn’t Dead Afterall
Consumers are increasingly turning to their mobile devices for many other uses beyond just talking, texting, or emailing – they are consuming content. They can do this through either apps or browsers. As noted in a previous issue of CNtelligence ("Recent Industry Report Supports Chris Anderson’s Claim: The Web Is In Fact On Its Death Bed"), most people will be experiencing the Internet not through a browser, but through some form of packaged, closed platform (mobile apps, etc). According to a recent comScore report, however, in 2010, 36% of mobile using Americans used a browser- a 9 point increase over 2009, and 34% used apps- an 8 point increase over 2010. This suggests that browser use is not necessarily on the decline. In fact, the study reports that 82% of app users also use browsers and 78% of browser users also use apps. The future of mobile may very well consist of apps and browsers living in harmony.
So what? As the mobile market continues to evolve at a rapid pace, companies like Condé Nast must keep a close eye on how consumers access their content.
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Using Photo-Sharing To Strengthen Brand Engagement
Consumers are increasingly sharing photos via social networks and mobile apps, and marketers are looking to capitalize on this trend. Brands such as Starbucks, Lipton, NPR, the L.A. Lakers, Madison Square Garden (MSG), and the San Diego Chargers have partnered with photo-sharing specialists like Instagram or Picplz to build brand awareness, encourage consumers to interact with them, and in some cases directly increase sales. According to January 2011 data from Pixable, women are significantly more active photo-sharers than men, and most photo-sharing takes place on weekends.
So what? Photo-sharing programs could further strengthen connections between Condé Nast brands and consumers. This article can help us understand who, how, and when consumers are participating in the trend in order to maximize benefits.
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How To Turn Unhappy Customers Into Brand Advocates
According to The Retail Consumer Report, commissioned by RightNow and conducted by Harris Interactive in January 2011, retailers have an opportunity to turn negative reviews on social media sites to positive outcomes by simply responding to the complaints. The study found that of those respondents who received responses to their negative reviews, 33% turned around and posted positive reviews, 34% deleted their original negative reviews, and 18% became a loyal customer and bought more.
So what? Condé Nast should closely monitor what consumers are saying about our brands in social media and respond swiftly and appropriately to any negative comments or reviews.
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Finding Your Brand’s Signature Brain Moments
According to NeuroFocus, a neuromarketing research firm, the human brain experiences unique moments that generate the highest levels of brain engagement when consuming some products, brands or ads. Neurofocus calls these moments “Neurological Iconic Signatures” (NIS), and claims that they are critical to the enjoyment of a product/brand/ad and to its retention in memory. The company claims that identifying NIS for particular brands or products and emphasizing those experiences in ads will result in more effective advertising (higher engagement and purchase intent). For example, a recent Neurofocus study showed that the NIS for consuming a particular brand of chips were opening the bag and licking one’s fingers after the snack was finished. The brand was therefore advised to emphasize these moments in all their marketing and advertising to maximize effectiveness.
So what? In 2005, Condé Nast conducted the industry's first neuroscience-based research on advertising. Companies like Neurofocus demonstrate the ongoing relevance of research that tries to figure out what consumers really think and feel.
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Condé Nast Exclusive
February 2011 Condé Nast Mobile Devices Report
Paul White, Eileen Chan, and Nayna Pundalik from Consumer Marketing have shared a report that shows traffic across each of our websites coming from mobile browsing devices, based on Omniture data. The iPhone, iPad and iTouch remain the top 3 devices by far, accounting for over 86% of the total traffic on our sites from mobile devices. Android smartphones have gained some traction, but so far have not made a significant dent in Apple’s lead.
So what? Although it is important that we create mobile content that is compatible with all types of devices, it is important to know that Apple is the dominant brand for Condé Nast audiences and will most likely continue to dominate at least in the near term.
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Has Technology Changed The Way We Shop?
As noted in last week’s CNtelligence issue (see “Yankelovich: Technology Changes The Way We Think”), technology is changing our expectations and behaviors in profound ways across all aspects of our lives, from consuming media to socializing to shopping; it’s even changing the way we think. eMarketer has written a report that focuses on how technology has affected the way consumers shop and accordingly how marketers should strategize to maximize sales. eMarketer claims that while shopper marketing originally focused on consumer decisions in the physical store environment, it should now be viewed through a wider lens due to the pervasiveness of digital media and technology in consumers’ lives. These days, consumers consult a variety of digital sources, including coupon, rating and review sites, price comparison sites, social media sites and mobile apps at each shopping stage. A good shopper marketing strategy takes all of these online and offline influences into account.
So what? Condé Nast frequently influences consumer behavior. But studies like this suggest that we now have a lot more company.
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Gaining Speed: Gen Y Firmly In The Driver’s Seat
According to a new study by Deloitte, Gen Y consumers (ages 19-31) are central to the growth of the auto industry. More than 75 million strong, comprising 20 percent of the U.S. population, independent and tech-savvy, engaged and demanding — Generation Y is a new breed of consumer. By 2012, Gen Y will account for 40 percent of the car buying population, and according to Deloitte’s Gen Y survey participants, 54 percent say they anticipate replacing their current vehicle over the next two years. The study points to technology as a key generational differentiator. For baby boomers, technology is largely utilitarian and defined by safety features, whereas Gen Y views technology as a more personal feature. They see their cars as personal technology cocoons, and expect so-called ‘cockpit technology,’ where they can continue to run their lives uninterrupted, from messaging to music to the latest smart phone apps, 24/7.
So what? According to MRI, Condé Nast readers are 35% more likely than the national population to deliver Gen Y consumers who are likely to buy or lease a vehicle in the next 12 months; outranking all other major media/publishing houses.
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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 |

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