BIGresearch’s SIMM 11: New Media
Continues to Grow in Influence to Purchase
New Media Further
Fragments the Influence of Traditional Media, Even More Among Minorities
COLUMBUS,
OH – (MARKET WIRE) – 2/20/08 – Advertisers who are trying to increase their ROI
would be well advised to pay more attention to what their customers say
influence their purchases and, in particular, the new media options which are
growing the fastest, according to BIGresearch’s (http://www.bigresearch.com)
Simultaneous Media Survey (SIMM 11, Dec. 07).
While traditional media still rank on top, many are declining in influence and
some are showing double digit losses over the previous year; whereas, many new
media options are showing double digit growth. For example, when compared to
SIMM 9 (Dec. 06), Instant Messaging and Blogging experienced double digit growth
for purchase influence of electronics at 22% and 21.5%, respectively.
Conversely, Broadcast TV and Cable showed a decline of 13.9% and 14.4%.
“It’s no longer enough for marketers to advertise only a slogan or warm fuzzy
feeling. Top line sales growth and bottom line increases are where it’s at in
today’s highly competitive no growth market,” said Gary Drenik, President of
BIGresearch. “Marketers need to better understand the changing dynamics of the
consumer media market and develop new marketing plans that integrate new media
to replace the erosion of traditional media for influence to purchase. Marketers
who can’t tap new media options for their influence to purchase will suffer a
decline in advertising ROI,” said Drenik.
Not only is influence of new media growing, it is much more influential among
minority groups. Influence of new media is higher for Hispanics and African
Americans across all new media forms compared to all adults. Alternatively,
influence of new media for Caucasians is lower than the general market for all
types.
Percent of Media
Influence on Electronics and Year over Year Growth
| New Media |
All Adults 18+ |
Y Over Y Growth* | HISPANICS 18+ |
AFRICAN AMERICANS 18+ |
CAUCASIANS 18+ |
| Instant Messaging (Computer) | 7.5% | 22.0% | 11.3% | 14.1% | 5.1% |
| Blogging | 6.1% | 21.5% | 9.2% | 7.8% | 4.8% |
| Web Radio | 6.2% | 14.4% | 9.2% | 11.2% | 4.2% |
| Email Advertising | 21.5% | 9.2% | 24.7% | 24.4% | 20.3% |
| Internet Advertising | 22.4% | -1.4% | 25.8% | 26.4% | 20.6% |
| Satellite Radio | 8.4% | -6.9% | 9.9% | 13.2% | 6.7% |
| Video on Cell Phone | 6.9% | -10.6% | 8.6% | 14.6% | 4.4% |
| Traditional Media | |||||
| Product Placement | 13.9% | 10.2% | 19.2% | 16.7% | 12.2% |
| Direct Mail | 22.5% | 4.6% | 30.0% | 29.7% | 19.9% |
| Coupons | 23.1% | 1.6% | 25.5% | 23.4% | 21.9% |
| Yellow Pages | 7.9% | 1.5% | 8.8% | 10.5% | 6.9% |
| Radio | 19.7% | 0.8% | 26.1% | 30.3% | 15.7% |
| Read Article on Product | 34.3% | 0.6% | 30.8% | 28.4% | 36.7% |
| Instore Promotion | 27.4% | 0.5% | 28.8% | 28.6% | 26.9% |
| Word of Mouth | 42.6% | 0.0% | 42.0% | 38.3% | 44.1% |
| Outdoor Billboards | 6.7% | -0.9% | 10.4% | 10.9% | 4.8% |
| Newspaper | 21.8% | -1.2% | 22.1% | 24.8% | 21.1% |
| Magazines | 24.7% | -3.7% | 28.8% | 25.8% | 23.6% |
| Newspaper Inserts | 30.5% | -4.5% | 28.0% | 27.0% | 32.1% |
| TV/Broadcast | 27.9% | -13.9% | 31.3% | 32.7% | 26.6% |
| Cable | 18.9% | -14.4% | 22.8% | 23.1% | 17.5% |
*Year over year growth for All Adults (SIMM 9 – Dec 06 vs. SIMM 11 – Dec 07)
Source: BIGresearch, SIMM 11
Further analysis
comparing new media influence to purchase with traditional is available by
clicking:
http://info.bigresearch.com/.
About BIGresearch
BIGresearch is a
consumer intelligence firm providing analysis of behavior in areas of products
and services, retail, financial services, automotive, and media. BIGresearch’s
syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge
their consumption across media, products and services. Marketers can use SIMM to
develop the types of consumer-centric marketing plans required to increase
advertisers’ ROI. The SIMM monitors more than 15,000 consumers twice each year.
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.
http://www.bigresearch.com
Contact:
Chrissy Wissinger
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
chrissy@bigresearch.com