SEPTEMBER 12, 2011

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Online Video: From Revolution To Evolution
In 2009, Yahoo commissioned a study that examined what they considered to be an emerging revolution in online video. They have just released findings to phase 2 of this study and have declared that the revolution is now an evolution. This evolution is happening on three fronts: video consumption habits, the sharing of video content and the video content itself. According to the study, consumption has increased significantly: 57% of respondents watched an online video in a given day, a 33% increase over 2009. In addition, although short clips still make up the majority of views, viewers are watching significantly more full length videos than they were in 2009 (26% in 2011 vs 16% in 2009). The study also found that viewers are more engaged and receptive to professionally polished videos. By understanding these changes, marketers can maximize consumer engagement by selecting the appropriate video content and sites according to their marketing strategy.
So what? A key finding of the study, and one that bodes well for Condé Nast, was that consumers react significantly more positively to ads placed next to relevant, professional online video content.
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Study: Print Is Most Popular Source For Scanning QR Codes
QR (Quick Response) Codes, the two-dimensional bar codes that, when scanned by a camera phone, link the mobile user to more information (videos, websites, email addresses, phone numbers, etc), are all the rage and appear on everything from magazines to gravestones. In fact, Condé Nast brands have used this technology quite successfully (Allure, Glamour, Golf Digest). comScore recently released findings of a study that uncover key clues about who is most likely to scan these codes, where they are most likely to do it, and why. According to the study, QR codes are most likely to be scanned at home on a printed magazine or newspaper by young, affluent males.
So what? “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”- Mark Donovan, SVP Mobile, comScore
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A Twist On The Tablet Wars: Apple Vs Amazon
With 28.7 million iPads sold worldwide to date, Apple’s lead in the tablet market looks invincible. Enter, whose tablet (expected to be launching in October 2011) can compete on price, content, and commerce, according to a recent report by Forrester. If it’s launched at the right price with enough supply, Forrester sees Amazon’s tablet easily selling 3 million to 5 million units in Q4 alone, disrupting not only Apple’s product strategy but other tablet manufacturers’ as well. Apple will maintain a strong lead in market share, but Amazon will gain ground quickly and give product strategists from media, software, retail, banking, and other firms a reason to kick app development for Android tablets into high gear.
So what? Content creators and tablet app developers take note: if Amazon sells millions of tablets, Android will play a much larger role.
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Gen X Marks The Spot
Although Millennials (16-32 year-olds) have been getting most of the press as of late, a recent eMarketer report highlights Generation X (31-46 year-olds) as a crucial consumer segment for marketers to reach as well. Representing 28% of the population, Gen Xers are: • In the prime of their earning and spending potential • Fully comfortable using both traditional and digital media • More loyal to brands than other age groups Automakers such as Volkswagen, Volvo, and Ford are already focusing their marketing dollars on this group. “Gen X is the sweet spot,” said Charlie Taylor, general manager of digital marketing at Volkswagen of America. The report suggests that marketers in other categories should follow suit, and to effectively engage with Gen X, brands need a strategy that incorporates multiple channels—including mobile, social and online video—with authentic, relevant messaging.
So what? Condé Nast delivers a higher concentration of this desirable consumer segment on MRI than all major media/publishing houses.
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Loyal Or Lazy: Instinct Drives Consumer Purchases
Much has been written about what motivates consumers to purchase certain products and brands. At the risk of oversimplification, one school of thought emphasizes passion and loyalty to brands, while another emphasizes rational consumer choices based on product attributes and pricing. Although both loyalty and rational decision making do play roles in the purchase process, they are somewhat irrelevant. Instead, this Ipsos paper suggests that human instinct is the most important element of the decision making process. Consumers make many decisions on autopilot, driven neither by emotion nor logic. Often, the prime driver of a purchase lies in sub-conscious habit, or instinct. In a way, this can be classified as laziness- we make choices that are the least tasking on our brains and bodies. The paper states that fully understanding instinct’s role in the purchase process is crucial for marketers to grasp.
So what? This is a thoughtful piece that includes some practical ways for marketers to tap into consumers' instinctual nature for effective marketing communication.
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Quick Takes
Tablet Owners Are Getting Older
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On Android, Who Wins Between Mobile Apps and Web?
According to recent Nielsen data, when it comes to time spent, apps by a mile.
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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