Edited and produced by BIGresearch for the
Media
Center at the American
Press Institute...committed to building a better informed society in
a connected world.
Content for this briefing is based on
BIGresearch's semi-annual Simultaneous Media Usage
(SIMMTM) knowledgebase.
The
simple question
What do we know, and how do we know it?
It’s a simple question. Most anyone between
the ages of
eight and 80 will tell you they watch
television, they read newspapers, they listen to the radio,
they navigate the Internet, they use their cell phones, and
they learn from the screens around them. They do many of these
things at the same time.
The answer to the simple question is
increasingly
complex in the age of access.
Here’s the paradox of our time: the more we
know, the more uncertain we are about the future. Traditional
market research mostly adds to the clutter of an
unquantifiable world. Consider a study by a major research
company that provided these stunning statistics: when asked if
they thought life was better than ever, 82 percent of the
respondents answered “yes.” |
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| | |
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When
asked if they thought life was worse than ever, 82 percent of the
respondents said “yes.”
“Yes” covers a lot of ground.
The
Media
Center
and
BIGresearch have joined forces to make sense from “yes”. The
Simultaneous Media Usage Survey brings clarity and insight to
real-time data on media usage. Talk to us about how we can provide
meaningful answers to the simple question.
Dale
Peskin and Andrew Nachison
The
Media
Center
March
2004
Talking Points
:
·
Going online top
simultaneous medium for radio listeners.
·
Newspapers best
companion for television watchers.
·
What’s the online user
doing when waiting to download? Not what you think.
·
Are Internet and cell
phone usage becoming the new word of mouth?
·
Simultaneous usage
continues to grow. Multitasking a new way of life.
Simultaneous media usage (SIMM)
continues to grow…October ’03 BIGresearch SIMM survey shows over
70% of consumers, at one time or another, use media
simultaneously. Here
are some ways consumers multitask when using various
media.
When listening,
57.3% simultaneously go online, 46.9% read newspaper and 17.7% watch
TV…SIMM usage poses challenge for media companies and
marketers…who’s paying attention to what? 51.2% of radio listening
multitaskers say they pay more attention to one medium more than the
other…these same people put stock in what friends say, 77% of them
said word of mouth is important or very important in influencing
their purchase decisions.
Newspapers are a TV watcher’s
best friend as 74.2% of people who watch TV regularly or
occasionally read the newspaper…66.2% say they go online and that
documentaries are the preferred TV programming for those who watch
TV and go online simultaneously. Documentaries lend
themselves to listening, perfect for the simultaneous media using TV
watchers…Movies are the preferred programming for people who read
newspapers and also watching TV (64.3%) followed by police detective
shows (56%) and situation comedies (51.5%.) For those who wonder what
happened to the 18-34 year old television viewer whose decline
caused Nielsen much heat from the networks this past fall…SIMM also
shows some decline - 18-24 year olds (down 8.8%) and 25-34 year olds
(down 12.2%)…What are they doing instead of watching TV while
online? They are
playing video games.
Listening activities seem
most agreeable to newspaper readers as 52.4% say they watch TV and
49.6% say they listen to the radio when reading the newspaper. Likewise, more women (52.4%)
than men (49.6%) prefer reading the newspaper and listening to the
radio simultaneously…In addition, 60.6% television watchers and
newspaper readers say television is an important or very important
influence on their purchase
decision.
Ever
wonder what people do when waiting to download something
online? How about
listening to a favorite tune or talk radio as 52.1% say they
simultaneously listen to the radio…an even greater number (61.8%)
say they watch TV…20.2% are reading the newspaper. Radio is also an influential
medium for online users as 56.2% say its important or very important
influence on purchase decisions.
What’s new in word of mouth? How about cell phones and
the Internet. Cell
phones place much more influence by word of mouth when it comes to
making purchase decisions.
80% consider it important or very important versus 72.5% of
all consumers…cell phone users also spend much more time each day
online (internet, email, IM), 4 hours versus 3 hours for
all.
|
The Media
Center at the American Press
Institute
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Reston, Virginia 20191
703-620-3611 • 703-620-5814 • anachison@americanpressinstitute.org |
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Bridge, Suite 205, Worthington, Ohio 43085
614-846-0146 • 614-846-0156 • info@bigresearch.com |
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