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BIGresearch Releases Newest
Findings from Latest Simultaneous Media
Usage Survey
Media Saturated
Consumers Are Multitasking More Than Ever –
Major Impact Seen on Media Usage
COLUMBUS, OH –
(INTERNET WIRE) – 4/23/2003 - Consumers, faced with busy
lifestyles, are
increasingly relying on simultaneous media usage as their best option
for keeping informed
and entertained according to the latest Simultaneous Media
Survey (SIMM) from
BIGresearch. Over 68% of consumers say they regularly or
occasionally
simultaneously use various forms of media as they strive to find enough
time to read, listen,
watch, or surf all the options available. The survey was the third
simultaneous media
study conducted by BIGresearch.
It was conducted between
March 25 to April 22,
2003 among the more than 60 million on-line subscribers
Regularly surveyed by
BIGresearch. The current study
was composed of responses
From 12,320
individuals that were sorted and coded to fit the 2000 Census for 14 age
And sex cells. The
study is the work of Dr. Joe Pilotta of BIGresearch and Dr. Don
Schultz of Agora,
Inc.
“Today’s competitive
but slow growing markets are forcing more marketers to do
more with less. And when it comes to
marketing/advertising, more executives
expect higher returns
on their expenditures.
Unfortunately, the outdated media
planning models
developed for a mass marketing economy populated with few
media options no
longer work in today’s world.
As a result, most marketing
programs fail, and
the average return on investment is about 1.5%,” said Dr. Joe
Pilotta, VP Research
of BIGresearch and one of the study’s authors.
“Understanding
simultaneous media usage will help marketers to understand the
potential erosion of
impact an advertisement may have as a result of the
intermittent
engagements that various consumer groups have with a particular
medium at any point
in time. SIMM usage, when not
understood, creates much
of the ‘slippage’ in
marketing campaigns, which adversely affects return on
investment,” said
Pilotta.
The study looked at
simultaneous media usage across all major media: radio, TV,
newspapers, magazines,
and direct mail in combination across all age groups.
Some select findings
are:
Percentage who Regularly* Engage in Simultaneous Media Usage by
Gender and Age
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Male
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Female
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18-24
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25-34
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35-44
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45-54
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55-64
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65+
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When you read the newspaper, do you
simultaneously…
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Listen to the radio?
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13.8%
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13.5%
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15.6%
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14.6%
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12.7%
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13.7%
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11.9%
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13.5%
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Watch TV?
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21.4%
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26.1%
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18.8%
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24.0%
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25.7%
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26.3%
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25.4%
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21.1%
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Go online?
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7.9%
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6.3%
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8.5%
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8.5%
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6.7%
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7.4%
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6.3%
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5.2%
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When you listen to the radio, do you
simultaneously…
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Read the newspaper?
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10.4%
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10.1%
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8.5%
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10.9%
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10.1%
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10.5%
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9.8%
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11.0%
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Watch TV?
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7.4%
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7.2%
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6.7%
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8.5%
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8.7%
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7.8%
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4.7%
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5.9%
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Go online?
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16.2%
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17.4%
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20.0%
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20.0%
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18.0%
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17.3%
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13.3%
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11.5%
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Read magazines?
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5.9%
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6.6%
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9.4%
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8.0%
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6.2%
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5.4%
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4.7%
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4.3%
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Read the mail?
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8.3%
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9.5%
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10.7%
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10.7%
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8.0%
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8.7%
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6.9%
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8.5%
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When you watch TV, do you simultaneously...
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Listen to the radio?
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3.6%
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2.4%
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4.2%
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4.6%
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3.7%
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2.4%
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0.9%
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1.7%
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Go online?
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23.8%
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29.1%
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23.8%
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29.0%
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28.5%
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29.1%
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26.4%
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20.8%
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Read magazines?
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5.4%
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7.3%
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7.2%
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8.1%
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6.7%
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6.3%
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5.6%
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4.3%
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Read the newspaper?
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8.2%
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10.1%
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6.9%
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10.1%
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9.3%
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10.4%
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10.2%
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7.8%
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Read the mail?
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9.8%
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12.6%
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11.5%
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12.8%
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11.5%
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11.2%
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11.4%
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9.0%
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* Regularly means routinely or as a set
pattern
Source: BIGresearch, SIMM 2003
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Most marketers intuitively know that simultaneous media usage
occurs. However,
this ongoing study quantifies the level at which it is happening and
provides a tool for understanding the increasing complexity of the media
marketplace”, said Dr. Don
Schultz, one of the studies authors. “Marketers’ focus today on the
return on their
media investments is seriously hampered by the current media
measurement tools.
Since each medium is measured discretely and in isolation, media
planners are at a
major disadvantage when they try to incorporate simultaneous media
usage into their planning systems.
It is the synergy and interaction between and among the media
that marketers must understand today,” Schultz said. “Present media planning tools
may not just be inaccurate, given these simultaneous media studies,
they may be downright wrong.
Media planners must understand the ‘real world’ of media, as it
exists today, not the way it was forty or more years ago when our
present media
planning concepts were developed. It is critical for marketers and
media to
understand simultaneous media usage and exposure to determine what
they are
actually receiving from their media expenditures,” Schultz
concluded.
The Simultaneous Media Study is conducted twice each
year and contains
demographic, lifestyle, retail shopping behavior, and
media usage information.
The study is available on a CD-ROM and comes with
proprietary Excel based
software for data mining. Complimentary top line findings are available at: www.bigresearch.com
“In a time where return on
investment is the mantra of the corporate world,
SIMM is the first stop on the
way to achieving a relevant return on those media investments” Pilotta
concluded.
About BIGresearch:
BIGresearch is a consumer
market intelligence firm that provides unique
consumer insights that are
gathered online utilizing very large sample sizes. BIGresearch’s syndicated Consumer Intentions and Actions
survey monitors
the pulse of more than 7,000
consumers each month to identify opportunities
in a fragmented and changing
marketplace. BIGresearch’s
methodology
provides the most accurate
consumer information in the industry at a
confidence level of +/-
1%.
About Agora Inc.:
Don Schultz is President of Agora, Inc. a global consulting
firm headquartered
in Evanston, Illinois.
The "father of integrated marketing", Schultz is currently
Professor Emeritus-in-Service in the Integrated Marketing
Communications
Department at Northwestern University. Schultz is the author of 13 books
and hundreds of articles on marketing communication, branding
and marketing
metrics. Schultz
teaches, consults and conducts seminars around the world.
He can be reached at dschultz@lulu.acns.nwu.edu
Contact: BIGresearch
Phil Rist
Phone: 614-846-0146
Fax: 614-846-0156
E-Mail: phil@bigresearch.com
Website: www.bigresearch.com
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