BIGresearch’s SIMM 11: Who Is
Influenced by Sponsored Links?
Latest Analysis
Provides Profile of Those Influenced When Searching for Products Online
COLUMBUS, OH – (MARKET WIRE) – 3/5/08 – Advertisers are allocating more dollars
to sponsored links and understanding who is influenced by them has become a
requirement for effective allocation. A new analysis of BIGresearch’s (http://www.bigresearch.com)
Simultaneous Media Survey (SIMM 11) provides clarity on who uses sponsored links
and their influence to purchase. 15,727 respondents participated in the latest
SIMM survey and 1 in 10 (9%) said they are influenced or greatly influenced by
sponsored links when searching for products/services on the Internet.
When compared to all adults 18+,
those who are influenced by sponsored links tend to be younger, with an average
age of 40.7 (vs. 44.8) with slightly lower incomes ($53,901 vs. $56,811) and
7.7% are students (vs. 6.1%). Those who are influenced also tend to be
White/Caucasian (62.6%), while 22.1% are Hispanic, 19.5% are African
American/Black and 3.8% are Asian.
Additionally, in the
next six months, more adults influenced are anticipating life events and
planning more major purchases than all adults.
Life Events within Next 6 Months
--------------------------------
Consumers Influenced All
by Sponsored Links Adults 18+
-------------------- ----------
Yourself / your child starting college 12.3% 6.1%
Getting married 7.0% 3.5%
Expecting a baby 5.3% 3.0%
Retiring 3.9% 2.1%
Getting separated/divorced 3.7% 1.9%
Source: BIGresearch, SIMM 11
Planning Major Purchases within Next 6 Months
---------------------------------------------
Consumers Influenced All
by Sponsored Links Adults 18+
-------------------- ----------
Computer 27.3% 16.7%
TV 25.7% 17.8%
Furniture 23.5% 15.8%
Vacation Travel 23.4% 21.4%
Car/Truck 23.1% 13.1%
Home Appliances 19.3% 11.7%
Digital Camera 17.6% 11.3%
Major Home Improvement or Repair 14.8% 11.8%
Jewelry/Watch 14.6% 7.5%
DVD/VCR 12.8% 7.9%
Stereo Equipment 11.3% 5.8%
House 10.8% 5.7%
RV/Boat 4.7% 1.7%
Source: BIGresearch, SIMM 11
|
“Consumers who are influenced by sponsored links appear to be on a mission due
to some event in their lives. As a result, they are self-directed when using
media, which is why they prefer digital media options that allow them to get the
information they want when they want it,” said Gary Drenik, President of
BIGresearch. “Advertisers looking to reach people in the market to buy should
look at this consumer segment as an important part of their ad mix."
Top 5 Areas for Online Searches (Regularly/Occasionally)
--------------------------------------------------------
Consumers Influenced All
by Sponsored Links Adults 18+
-------------------- ----------
Maps/Directions 91.9% 91.2%
Clothing/Shoes 85.6% 71.2%
Product Information/ 85.5% 75.0%
Comparative Shopping (Non-Auto)
Travel 84.4% 77.2%
Movies 84.2% 71.0%
Source: BIGresearch, SIMM 11
|
Those
influenced by sponsored links are most likely to be triggered by Magazines to
start an online search (52.7%). Coupons (50.8%) and TV Broadcasts (47.5%) round
out the top three.
Further analysis 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.
BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of
more than 7,000 consumers monthly.
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
