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COLUMBUS, OH -- (MARKET WIRE) – 8/2/2007 –
Consumer centricity, increasing ROI, and engagement
are the buzz words marketers are using to increase the effectiveness of
reaching the increasingly elusive consumer. However, consumers aren’t
standing still and they continue to multitask their
media and are relying on new media more for making purchase decisions,
according to BIGresearch’s (http://www.bigresearch.com)
just released Simultaneous Media Survey (SIMM 10) of 15,439 consumers.
“The consumer continues to be a moving target and marketers who employ
outdated media models will find it difficult to achieve increased ROI for
their marketing dollars,” said Gary Drenik, President & CEO of
BIGresearch. “The key for advertisers will be the integration or holistic
allocation of new media with traditional based upon their customers media
consumption. For example, many marketers recognize the value of Internet
search but it’s also important to understand which of the traditional media
can be used to trigger online search for their consumer target,” said Drenik.
Top 10 Media that Trigger an Online Search (Adults 18+)
51.6% Magazine
47.7% Read an Article
44.2% TV / Broadcast
41.3% Newspaper
35.6% Cable TV
35.3% Face-to-Face Communication
33.8% Coupons
30.3% Email Advertising
29.3% Direct Mail
28.2% Radio
The influence
media has in purchasing products such as electronics also demonstrates the
growing reliance of new media by consumers as 23.7% of consumers said
Internet advertising influenced their electronics purchase decisions and
22.9% said email.
Top 10 Media Influence for
Electronics (Adults 18+)
45.1% Word of Mouth
37.8% Read Article on Product
29.0% Magazines
28.9% Newspaper Inserts
28.8% In-store Promotion
28.6% TV/Broadcast
23.7% Internet Advertising
22.9% Email Advertising
22.6% Coupons
20.9% Cable
The
multitasking of media usage creates additional challenges as consumers
continue to indicate consistent levels of multitasking in SIMM 10 compared to
SIMM 9 (Dec 06).
For a recap, please go to http://www.bigresearch.com
and click on Complimentary Top Line Findings.
“The rapid rise of video game usage across all day-parts while traditional
media growth is generally flat or off offers an entirely new option for advertisers which wasn’t available a few years ago,” said
Drenik.
To see video game usage vs. traditional media for SIMM 10 and SIMM 9, please
go to http://www.bigresearch.com and
click on Complimentary Top Line Findings.
About BIGresearch
BIGresearch is a market intelligence firm providing analysis of consumer
behavior in areas of 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. They also conduct the Consumer
Intentions and Actions Survey (CIA) which monitors the pulse of more than
7,000 consumers each month.
BIGresearch's methodology provides
the most accurate consumer information in the industry with a margin of error
of +/- 1
percent.
Contact:
Phil Rist
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio
43085
(614) 846-0146
phil@bigresearch.com
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