% Who Use Other Media When: Watching TV 67.9% Listening to Radio 56.4% Reading Newspapers 68.9% Going Online 70.7%As more marketers seek to make media expenditures accountable to the bottom line growth of their company, the consumers in the survey don't seem to be on the same page as advertising expenditures. When asked which media most influence their purchase decision for various product categories, consumers' choices are rarely in line with advertisers expenditures.
Top 5 Media Influences:
% of Measured Media Spending by
Consumers Buying a Car Automotive Industry*
1. Word of Mouth 30.4% NA
2. TV Broadcast 24.1% 47.1%
3. Read Article 21.3% NA
4. Newspaper 20.2% 30.0%
5. Magazine 17.5% 11.3%
% of Measured Media Spending by
Electronics Purchases Electronics/Home Furnishings Industry**
1. Word of Mouth 42.6% NA
2. Read Article 34.1% NA
3. TV Broadcast 32.3% 36.2%
4. Newspapers Inserts 32.0% 4.40%
5. In-Store Promo 27.2% NA
* Source: Ad Age Domestic Spending by Category (2005)
** Includes Home Furnishings, Appliances and Electronics
"Word of Mouth marketing is one of the most talked about options for
marketers. The new digital options make it easier to give and receive
options on products and services and it's no longer confined to one to one
conversations. New media options such as online search, blogging, email,
texting, video, streaming and social networks such as MySpace and Youtube
have expanded the Word of Mouth universe and made traditional advertising
less relevant for many," said Pilotta. For example, 94.2% of consumers
regularly or occasionally give advice about products and services they
purchased and 90.8% regularly or occasionally seek advice about products
and services before making a purchase.
BIGresearch's 9th SIMM Study provides marketers an opportunity to better
understand consumers and their media consumption habits which can help them
transition their marketing models to a consumer centric consumption model
in order to increase ROI of campaigns in a competitive economy.
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.
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.
Contact Information: Contact: Phil Rist BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146 Email Contact