Online Searchers are Spreading the
Word, According to BIGresearch
Internet Investigators
More Likely to Give Advice
COLUMBUS, OH – (MARKET WIRE) – 6/25/08 – Consumers who regularly do their
homework online before making product purchases in a store are a wealth of
information and like to share their findings, according to an analysis of
BIGresearch’s (http://www.bigresearch.com)
most recent Simultaneous Media Survey (SIMM 11, Dec. 07) of 15,727 participants.
Almost half (47%) give advice on a regular basis to others about products and
services they’ve purchased, compared to 29.4% of all adults who say the same.
Do you
give advice to others about products/services you have purchased?
Regularly All
Search Online Adults
Regularly 47.0% 29.4%
Occasionally 49.8% 63.4%
Never 3.2% 7.2%
Source: BIGresearch, SIMM 11 (Dec 07)
“Consumers who research products online appear to be more knowledgeable and
eager to share information,” said Gary Drenik, President of BIGresearch.
“Because they are likely to tell a friend about their experience, they become a
building block for viral marketing efforts.”
Identifying online researchers as a valuable target raises a couple key
questions including who are they and what are they planning to buy?
According to the analysis, they tend to be younger than all adults with an
average age of 43.2 (v. 44.8 for all adults). They report a higher average
household income of $65,500 (v. $56,811) and a higher percentage (32.2%) hold a
professional/managerial position at their place of work (v. 25.5%).
Online researchers are also planning to buy big ticket items at a higher rate
than all adults. Since they want to make educated purchase decisions and share
search results with others, they become not only a potential customer but an
influencer of others to purchase.
Planned Big Dollar Purchases (Top 3)
Regularly
All
Search Online Adults
Vacation 25.6% 21.4%
TV 23.3% 17.8%
Computer 22.9% 16.7%
Source:
BIGresearch, SIMM 11 (Dec 07)
So how
much stock should marketers place in word of mouth influencing purchases?
According to the analysis, almost half (49%) of all adults say word of mouth
influences where they eat out, 42.6% say it influences electronic purchases and
38% say groceries, making it a viable media option to consider.
For additional complimentary data and charts, please click here:
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 7,500 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