FEBRUARY 21, 2012

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Despite Being Hardest Hit, Young Adults Remain Optimistic During Recession
A study from Pew finds that a plurality of all groups think that young adults (18-34) are having the toughest time in today’s economy. Most government economic data tend to support this view. The employment gap between young and all working-age adults is 15 percentage points – the widest in recorded history. Despite those numbers, young adults remain optimistic. Pew finds that nine-in-ten say they have enough money now or expect they will in the future, while just 9% don’t think they will ever have enough to live the life they want; conversely, 28% of older respondents (35+) were pessimistic about having enough money in the future.
So what? This young generation, which is often called the Millenials, continues to be an interesting group to try to understand. Despite the challenges they face in this economy – not enough jobs, mounting student loans, etc. – young adults remain optimistic that they will be able to achieve their life goals. Marketers are challenged to promote the aspirations of this group, while balancing the reality of their current socioeconomic place. Condé Nast’s portfolio of brands which balance aspiration and reality can help them effectively navigate the process.
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#1 Shopping Tool: The Mobile Device
Mobile phones continue to change the way consumers collect information on products and make purchase decisions. A new study by the Pew Research Center finds that 52% of consumers have used a phone for research while in-store in the last 30 days. Surprisingly, most in-store product research entails verbal communication. 38% of mobile phone owners called a friend from a store to ask for advice, while 33% used it to research a product online while in a store. The numbers are more dramatic for younger consumers. 63% of 18 to 29 year olds have used their mobile device to access information. Again, calling a friend is the preferred method with 49% engaging, while 41% have used the internet for research.
So what? Mobile technology has proven to be a disruptive force in retail and this will soon extend to other categories. Condé Nast should continue to create new mobile experiences, perhaps even mobile shopping experiences, and integrate mobile with existing products in order to satisfy consumer demands for mobile content.
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Brand Websites Lead to Loyalty, Sales
Visitors to CPG brand websites spend 37% more on the brand than non-visitors in a retail environment, according to a new study from Accenture, comScore, and dunnhumbyUSA. Website visitors also had more purchase occasions, making 35% more retail purchase trips for the brand. The study also examined the website attributes most closely correlated with a higher brand purchase index. A compelling brand value message, fresh content, an engaging online experience, and well designed site navigation were the four most important attributes to drive purchase index.
So what? A positive website experience may not be the first step to purchase for all consumers, but certainly has a positive effect on those who visit, when done right. This study should help further cement the case for QR codes. Condé Nast should encourage advertisers to use QR codes to provide a seamless transition from magazine to brand website, and ultimately to increased retail engagement.
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Monetizing News in the Digital Era
A new Pew Study highlights the news industry’s struggle to adopt a successful digital business and to remain relevant to advertisers in the digital era. Although digital ad revenue is growing in general, the report suggests that the news industry is not doing enough to maintain pace with changes in digital media. The study analyzed all forms of digital advertising across 22 news sites including nytimes.com, huffingtonpost.com, cnn.com, wsj.com and abcnews.com. Some of the findings include: • House ads represent the largest percentage of ads across the sites. • The financial industry represents a disproportional amount of display advertising (for cable news sites, finance represents 9% of TV spend but 26% of online spend). • News sites are not monetizing video content (1.3% of ad units are video units). • News sites are not using behavioral targeting technologies.
So what? As Condé Nast’s digital products mature, it’s important to make sure they maintain pace with industry offerings and their advertising base remains as diverse as our magazines’.
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Quick Takes
Nearly Three-of-Four Females 18-34 Would Like Coupons Sent to Phone While in Stores
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ESPN Charges the Highest Monthly Subscriber Fee Among Cable Networks
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The Outlook for Big Ticket Items in 2012 Looks Slightly More Optimistic Than 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