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COLUMBUS, OH -- (MARKET WIRE) -- 08/10/2006 -- BIGresearch's latest Simultaneous Media Survey (SIMM VIII)
shows that media multitasking, the simultaneous consumption of different
media, continues to be the norm according to over 15,000 respondents.
These multi-taskers
cross all forms of media usage, both traditional and new. For example almost
70% of web users say they watch TV occasionally to regularly while they surf.
Of newspaper readers, nearly 65% say they watch TV occasionally to regularly
while they read and 51% of radio listeners occasionally to regularly read the
newspaper while listening.
"When you add new media to the mix, such as satellite radio, blogging, and instant messaging, consumers have more
media options than ever vying for their attention," said Phil Rist, VP
of Strategic Initiatives for BIGresearch. "They're quickly growing
accustomed to using more than one media option at once, so the world of
traditional media is becoming even more fragmented."
It's clear new media usage is on the rise when
compared with results from the SIMM VII survey conducted back in March of
this year. This trend could be contributing to increased multitasking.
Mon.-Sun. Media Usage SIMM VII SIMM VIII
Satellite Radio
8.9% 12.5%
Web Radio
13.4% 15.6%
Instant Messaging
33.9% 35.7%
Blogging 8.4% 12.8%
Video Gaming
35.6% 36.0%
The impact of new
media becomes more apparent when looking at the types of websites survey
respondents visited most for fun and entertainment. Yahoo.com topped the list
at 10.4%, followed by Pogo.com at 5.5% and MySpace.com at 3.8%. iTunes.com
led the way for music/video downloads (7.6%) followed by Yahoo.com (3.9%) and
LimeWire.com (2.8%).
Top
5 Fun/Entertainment Websites Top 5 Music/Video Download Websites
Yahoo.com 10.4% iTunes.com 7.6%
Pogo.com 5.5% Yahoo.com 3.9%
MySpace.com 3.8% LimeWire.com 2.8%
MSN.com 3.0% YouTube.com 1.3%
IGN.com 2.9% AOL.com 1.2%
"Consumer tendency
toward media multitasking makes effective marketing and advertising an
entirely new challenge," said Rist. "Suddenly, a 'once captive' TV audience
has now defined itself as a 'moving target'. The good news is there are
abundant opportunities to create synergies between old and new media. Our
SIMM methodology and software helps marketers leverage media consumption
behavior based on specific consumer clusters to positively impact advertising
ROI.".
Additional information on
SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking
on Complimentary Top Line Findings.
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. The syndicated Consumer Intentions
and Actions Survey (CIA) 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. www.bigresearch.com.
Contact:
Phil Rist
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
phil@bigresearch.com
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