New Percentage Regular Weekly Usage Media Growth (SIMM VIII 7/06) ----- ---------- -------------------- TiVo/Replay TV 88.1% 17.3% Satellite Radio (XM-Sirius) 79.9% 7.0% IPOD/MP3 Player 72.1% 15.6% Blogs 63.2% 6.7% Picture/Video Phone 59.2% 9.8% Text Messaging on Cell Phone 58.8% 15.5% PDA 14.0% 6.6% Traditional Media ----------------- Magazines -11.7% 55.4% Newspaper -7.1% 61.1% Radio -5.7% 68.2% TV -5.2% 89.5%As more consumers adopt new media usage, marketers need to understand the impact it will have on their ad plans, and develop new plans to reach the emerging connected consumer. "What should be apparent to marketers is that the mobile, intermittent and attentive lifestyle is a fact and connectivity is key to this lifestyle," said Joe Pilotta, VP of Research for BIGresearch. "Content is a value-add, but not the prerequisite." TiVo's growth shows primarily that people want to be present with their entertainment, by making time reversible. This application can also be seen in a new SIMM VIII media usage option; the downloading of video/television content, which is regularly used at 12.7%. The other technologies are fluctuating, creating multiple virtualization. Determining the synergies of multiple virtualization is key to effecting marketing and return on investment. "The growth of the new technology, except for TiVo, is critical for marketers and ROI analysis to ascertain the value of the growth of the networks they wish to market. The keys to assessing the growth of new technology are the synergistic influence of purchase decisions enabled by the new technology," said Pilotta. Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings. To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com About BIGresearch BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Study (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.
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