While marketers inherently knew that sharing content is valuable to advertisers, CNN sought to prove it. With partner Innerscope, they conducted a large scale biometric study on receiving and making recommendations in a social media context. Among other findings, it was determined that when someone consumes articles or videos on CNN.com that were recommended by a friend on Facebook, they were far more engaged than people consuming stories without a recommendation.
With a long history of studying the consumer’s path to purchase for product categories from automotive to luxury to home electronics, Time Inc. is exploring food shopping – understanding how consumers interact with different media as they traverse the purchase path. The study includes the role of mobile technology as well as market factors such as the recession and shrinking retail inventories.