SEPTEMBER 19, 2011

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Retail/Shopping/Commerce
The Retail Renaissance
A recent report by trendwatching.com claims that although the traditional retail industry faces some serious challenges (e-commerce, financial crisis, environmental impact, etc), smart retailers are defying gloom and doom scenarios by creating new “real world” formats, technologies, capabilities and products that are now delighting retail customers around the world. The report suggests that shopping in the physical world satisfies deep rooted needs for human contact, instant status gratification, shared experiences, and storytelling that online shopping cannot offer.
So what? Although e-commerce claims most of our attention, reports like this remind us that physical experiences still have a place in our hearts, and in our wallets.
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Condé Nast Exclusive
Google+ Dissected
The Condé Nast Consumer Business Development team has crafted a taut summary of Google+, its features, competition, and opportunities. Google+ offers all of the things people love about the internet; the ability to aggregate, consume and share content as well as the ability to connect with people. None of these functionalities are new but Google+ is the first service that combines them all into one place. The deck suggests Google+’s quarry is more than Facebook, it includes Skype and Twitter as well.
So what? Google has a successful track record at creating products that consumers love. If they are successful here then content creators must consider strategies to distribute and monetize content through the Google+ environment.
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Change and Opportunity in the Men’s Fashion Business
Sharp changes in demographics, economics, technology and media are all converging to create major changes in the men’s fashion business. These changes are creating opportunities for designers, retailers and publishers alike. Two recent developments at Conde -- GQ’s partnership with Park and Bond and Details' partnership with Mr. Porter –are examples of publishers taking advantage of these changes.
So what? The men’s fashion business is still in the early stages of becoming digital. Online shopping, digital content and digital advertising still lag behind other industries (women’s fashion, consumer electronics). CN’s expertise can be a valuable resource to clients, helping them build a digital business.
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Media
Social Media’s Relentless Growth And Influence on American Consumers
A recent Nielsen report examined the state of the state of social media and uncovered some interesting findings. For example: • Today, nearly 4 in 5 active internet users visit social networks and blogs. • Close to 40 percent of social media users access social media content from their mobile phone. • Internet users over the age of 55 are driving the growth of social networking through the mobile internet. • Although a larger number of women view online video on social networks and blogs, men are the heaviest online video users overall streaming more videos and watching them longer. • Tumblr is an emerging player in social media, nearly tripling its audience from a year ago.
So what? Most smart marketers know they have to be on Facebook or Twitter, they just don’t really know why. Reports like this can help.
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Communication
Online Negative Reviews Have Major Influence on Purchase Decisions
According to a recent study by Cone, online reviews (positive or negative) can make or break the purchase of a product. Positive information has a strong influence on decision making, with 87% of consumers agreeing a favorable review has confirmed their decision to purchase a product. But, negative information is gaining traction and is now just as powerful in tipping the scales against a recommended purchase. According to the study, 80% of consumers have changed their minds about purchasing a recommended product or service based solely on negative information they found online. This is up from just 67% of consumers who said the same in 2010.
So what? This study highlights the importance of monitoring social media to protect brands against trash talk.
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Quick Takes
Top 20 Android Apps in the US: Women Like Facebook, Men Like Maps and Mail
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Top 10 Most Visited Daily Deals Sites
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CHART OF THE WEEK: Tumblr.com’s Impressive Growth
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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