DECEMBER 19, 2011

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Condé Nast Exclusive
Super Singles and Condé Nast
The U.S. Census Bureau reports that the median age of first marriage is at an all-time high. Last year, the median age at first marriage for women was 26.1 and 28.2 for men. Delaying marriage, has increasingly become a choice for many singles as they have added more value to career goals, cultural influences and non-traditional family structures. Condé Nast's Research & Insights team has termed this group of adults that have never been married and are not engaged as Super Singles, and there are 53 Million of them in the United States. These Super Singles are habitual consumers of both magazines and web, and are attractive to advertisers as they are more likely to purchase upscale goods and services. The group's spending power has grown +22% faster than the spending power of married adults in the past 10 years.
So what? Super Singles are more likely to gravitate to Condé Nast’s print and digital brands than those of other major publishers. In this presentation, authored by CN Research & Insights, there are compelling illustrations of the growth of CN's Super Singles audience, data on which individual brands overindex the most among Super Singles, as well as a profile of Super Singles and the companies buying media against them. The deck is a useful tool to understand the habits of this growing segment of the population, and display our competitive advantage within it.
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Media
Magnetic Content and the Cloud: Top Trends for 2012
eMarketer has released the Top Digital Trends for 2012. CNtelligence will highlight some of the more interesting ones including Magnetic Content and the Cloud. • Although this is not a new concept, advertisers are increasingly investing in creating content destinations in order to attract (not distract) audiences. This idea gave birth to the term ‘magnetic content.’ Magnetic content is meant to build engagement and loyalty that traditional advertising cannot. 2012 will be unique as marketers will increasingly use social media as an outlet for their magnetic content. Macy’s recently released a video series titled ‘Wendy’, a contemporary version of Peter Pan, on Facebook and YouTube (www.facebook.com/WendyTheSeries). • In 2011, Apple, Amazon and Google all released cloud based music services. 2012 may be the year where consumer adoption of cloud-based tech reaches the tipping point. While 50% of people stream music online, popular services have restrictions on how much consumers can customize their experience. Cloud based systems allow users to access their library (regardless of location) and play what they want, when they want for a fee. The key question is- which model can straddle the demands of the consumer and the music industry and still turn a profit?
So what? The magnetic content model may be an effective way to advertise in the digital editions. Ad exposure on tablets is opt-in, as consumers can choose whether or not to stop and view an ad. The environment already attracts a highly engaged audience and advertisers should consider how to retain them via compelling content.
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Technology
Tablets: A Lean Back Device
New research from Google confirms the tablet’s role as an entertainment device. Many tablet owners also own PCs and smart phones. When they first acquire the tablet, many of the leisure activities performed on the other devices quickly migrate to the tablet. These include reading, gaming and accessing social networks. Tablet owners still accomplish most work tasks on the laptop. Smart phones are the preferred device when outside of the home. While tablets generally don’t leave the home, they are accessed in almost every room.
So what? Google’s findings underscore that consumer motivations differ across devices. Media companies should consider tailoring the reader’s experience to the device.
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Retail/Shopping/Commerce
The Smartphone’s Role in Shopping
In a recent webinar, comScore provided an update on the use of smartphones during the shopping process. comScore reported that two out of every three smartphone owners have made their phone part of the shopping process to either research or make purchases– the top reported activity was users taking a picture of a product in a store as part of their research process. comScore also reported two out of every five smartphone users have made a purchase on their smartphones. QR codes also continue to gain prevalence – one of every five smartphone owners used a QR code in the past month, and the majority of all QR codes were scanned from Print – 52%.
So what? Smartphones will continue to become a more integral part of the shopping experience as they gain market share and capabilities. The most successful retailers will find ways to leverage smartphones to drive both sales in-store and on the device. Condé Nast’s brands have long been viewed as a resource for consumers and they should have an opportunity to grow, as both a content provider and a place for advertisers, in this space. Apps that allow consumers to shop for the best price, like Amazon's Price Check, will be in high demand for consumers.
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Quick Takes
44 Billion Fewer Pieces of Mail Delivered in 2011 Versus Four Years Ago
Year // Pieces of Mail (billions) 2005 // 211.7 2007 // 212.2 2009 // 177.0 2011 // 168.0
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The United States’ Most Traffic Congested Metro Areas
1. Washington D.C. 2. Chicago 3. Los Angeles 4. Houston 5. New York-Newark 6. San Francisco-Oakland 7. Boston 8. Dallas-Fort Worth-Arlington 9. Seattle 10. Atlanta
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Most Popular Android Apps by Age
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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