JANUARY 23, 2012

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The Facts about QR Codes
A recent Chadwick Martin Bailey study found that while only one out of five internet users are familiar with the terms Quick Response or QR code, over 80% had seen one. Half of respondents with smartphones indicated they had used QR codes in the past, and pointed to curiosity about what the code would do and to get more information about the company, product, deal, event, etc. as the main reason for scanning codes. Consumers are mostly likely to scan QR codes in magazines and newspapers, followed by packages and websites. Respondents indicated they want access to discounts/coupons, information about products/services, and exclusive content when they scan QR codes.
So what? While QR codes have become a significant part of the advertising plan for a number of marketers, this report indicates that consumers’ familiarity with the technology is still in its infancy. An opportunity remains to make QR codes more effective, and Condé Nast can help marketers in that process. Many CN magazines have had measured success using QR codes. Allure’s annual August Free Stuff Issue amassed 578,000 mobile engagements using tag scans in 2011, with iPad readers scanning an amazing average of 5.4 QR codes per issue. Evidence suggests that Vanity Fair readers are tuned into QR codes as well; MRI-Starch reports that VF readers are more active with QR codes than readers of other magazines within its competitive set.
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Social Login Acceptance Grows
Site registration data can aid in developing custom experiences and offers for different consumer groups. However, most consumers avoid the registration process when possible. A new study by Janrain and Blue Research shows that social login (allowing users to login to sites with their Facebook or Twitter accounts) is gaining acceptance amongst consumers. If asked to register, 41% of respondents stated they would prefer to use a social login while 35% stated they would prefer to create a new account. This represents a 13% increase in the social-login-preferred group when compared to a 2010 Janrain study.
So what? CN Brands should consider implementing Facebook or Twitter registration plugins to grow the registered user database. Registration data can aid in the development of custom experiences which can increase site engagement and/or customer acquisition.
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L2 Ranks Top Prestige Brands Based on Mobile Aptitude
L2’s latest report looks at how prestige brands (across beauty, fashion, retail, jewelry and hospitality categories) are embracing mobile platforms. This report names Sephora as a mobile leader, as the retailer offers a mobile site, a mobile app and an iPad app. The different tools are designed to direct consumers to retail locations, enhance the in-store experience as well as provide compelling and interactive content.
So what? While L2 doesn’t measure the quality of the apps and mobile sites examined, the paper provides a useful checklist of mobile innovations. It also highlights several marketers that may benefit from partnering with Condé Nast to develop mobile content.
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Family Vacations Remain a Worthwhile Investment for the Affluent
A recent trend report from Iconoculture reports on affluent families and their belief that family vacations are an important experience and worth the investment. Iconoculture notes a Luxury Institute report that found travel to be the top luxury category in which the wealthy are planning to spend more. A growing number of luxury travel family websites, such as Poshbrood.com, have emerged to assist affluent families in the planning process. Iconoculture reports that 9% of luxury consumers control 42% of the total category spend. Experiences that are authentic, provide memories, and strengthen family ties will continue to be important regardless of the cost.
So what? This report from Iconoculture echoes other findings published about affluents during the current recession. While wealthy consumers may voice concern about the economy and seek greater value in their purchases and experiences, they still continue to spend in categories which they rate important. Travel marketers might find it necessary to reshape their message to affluents to promote family experiences, but should find that a market remains for their services.
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Quick Takes
Top Mobile Activities
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Amongst Smartphone Owners, Time Spent with Mobile Apps Surpasses Web-Browsing
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Time Spent on Media in 2011
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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

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