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COLUMBUS, OH -- (MARKET WIRE) -- 6/22/2005 -- When it comes to new media the
18-24 year old age
group has cornered the market and complicated most marketing models
advertisers use today. When marketers wonder what happened to 18-24 year olds
usage of traditional media like TV, the answer is they are early adopters of
new media according to just released information from BIGresearch’s
newest Simultaneous Media Survey (SIMM VI) of over 14,000 consumers. New
media studied in the survey included internet, picture phones, instant
messaging, blogging, cell phones, MP3 players,
satellite radio, text messaging, TiVo/Replay TV and
web radio.
“The
18-24 year olds are digital nomads who have adopted new media more readily
than any other age group,” said Joe Pilotta, PhD, BIGresearch’s
VP of research. “Not only do they use new media more, they are influenced by
it much more than any other age group, when it comes to making purchase
decisions. Which says that they have integrated new media in their daily
lives,” said Pilotta.
Examples of new media influence on
the purchasing of products by age groups are:
Percentages who say
new media types influence purchases for specified products by age groups:
|
Media/Product
|
18-24
|
25-34
|
35-54
|
55+
|
All 18+
|
|
Internet/Apparel
|
17.2%
|
13.7%
|
14.1%
|
11.9%
|
13.8%
|
|
Internet/Car-Truck
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13.2%
|
12.0%
|
11.1%
|
7.7%
|
10.6%
|
|
Email/Electronics
|
20.7%
|
19.2%
|
21.3%
|
17.6%
|
19.8%
|
|
Picture Phones/Apparel
|
3.5%
|
2.0%
|
1.9%
|
1.9%
|
2.1%
|
|
Instant Messaging/Dining Out
|
6.2%
|
3.1%
|
2.5%
|
2.1%
|
3.0%
|
|
Blogging/Car/Truck
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3.1%
|
1.7%
|
1.4%
|
1.3%
|
1.7%
|
”The usage of new media among younger age groups creates a
marketing dilemma for marketers who are wedded to traditional media. New media has an effect on
traditional media, such as television, radio and magazines. However, its
affect is counterintuitive; users of new media are using radio, magazines and
newspapers more, while TV has suffered the overall negative effect. Some new
media have more effect on the traditional media than others, e.g. blogging, IPOD/MP3 usage, and text messaging. Marketers
and advertisers must now add new media to the media ecosystem as a whole and
not bifurcate into traditional and digital media. Bifurcation will miss the
possible synergistic effects implied by findings,” said Pilotta.
Percentage
who regularly or occasionally use the following new media by age groups:
|
New Media Usage
|
18-24
|
25-34
|
35-54
|
55+
|
|
Blogs
|
29.6%
|
21.7%
|
15.5%
|
11.4%
|
|
Instant Messaging
|
79.8%
|
68.3%
|
58.1%
|
43.1%
|
|
MP3/IPODS
|
45.3%
|
29.9%
|
17.5%
|
6.7%
|
|
Satellite Radio
|
12.2%
|
12.5%
|
9.5%
|
5.5%
|
|
Picture Phones
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30.6%
|
22.7%
|
14.1%
|
5.2%
|
|
Text Messaging
|
58.3%
|
46.1%
|
27.6%
|
8.3%
|
|
TiVo/Replay TV
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17.0%
|
21.5%
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14.6%
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8.3%
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|
Web Radio
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44.4%
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42.6%
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33.0%
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13.5%
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BIGresearch will be presenting
additional findings from the SIMM VI database along with Don Schultz of the Medill School at Northwestern University at the ARF-ESOMAR Worldwide Audience Measurement Conference
today in Montreal.
Additional information on SIMM VI may
be accessed at www.bigresearch.com.
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 10,000 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.
Contact:
Phil Rist
BIGresearch
Corporate Hill, Suite 205
100 Old Wilson Bridge Road
Worthington, Ohio 43085
(614) 846-0146
phil@bigresearch.com
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