8 Media Consumption Clusters Discovered From Analysis of
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"Each of the
clusters were developed from a factor analysis of these 3 unique media
consumption characteristics: 1. Experiential Time, the consumption of media
by day parts, 2. Simultaneity, the multitasking/overlapping of media
consumption, and 3. Media Influence, the influence various medias have on purchase
decisions by product categories. The clusters contain only media consumption
data and are void of any demographic or geographic inputs," said Block. "Most advertising
ROI models only represent a scorecard of the past. We have developed a
methodology and software that can be a planning tool, a communications tool,
an intervention tool, and a predictive tool to help marketers' better effect
the ROI of their campaigns," said Joe Pilotta, Ph.D., V.P. Research
BIGresearch. "For example if advertisers were targeting consumers who
shop at department stores for shoes, it is important to note that 65% of this
group falls into 2 media clusters -- the Opportunity Minded or the
Independents. Each group has unique media consumption behaviors. Opportunity
Minded are more responsive to new medias such as email and internet while
Independents are more likely to prefer satellite radio, web radio, blogging
and video games," said Pilotta. The eight media
consumption clusters are: 1.
Old School - High
mass media (TV, magazines, newspaper) influence and low in search media
(online). Average overall media consumption and simultaneous usage. 2.
Active Explorers - High
promotion (inserts, coupons, direct) and search media influence. Average media consumption. 3.
New Mediacs - Low
mass media and promotional media influence.
High electronics media consumption.
Low print consumption. 4.
Simultaneous Readers - Average
overall media influence. High network simultaneous usage. High print consumption. 5.
Independents - Average
search media influence. Low media
consumption. 6.
Ravenous - High
overall media influence. High network,
print and electronic consumption. 7.
Persuadables - High
mass and search media influence. Average promotional media influence. 8. On Wednesday March 22 at
the ARF National Conference, BIGresearch's Joe Pilotta will be presenting how
the clusters can be integrated in the media planning process to increase
advertising ROI. The session is titled The Engagement Transformation. 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 Survey (SIMM) monitors more than 15,000 consumers twice each year to
identify opportunities in a fragmented and changing marketplace including the
media. BIGresearch's methodology
provides the most accurate consumer information in the industry with a margin
of error of +/- 1
percent. Complimentary findings are available at: www.bigresearch.com. Martin Block is a Professor in the
Integrated Marketing Communications Division of the Don Schultz is currently Professor
Emeritus-in-Service in the Integrated Marketing Communications Division of
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