|
COLUMBUS, OH -- (MARKET WIRE) -- 09/12/2006 --September 12, 2006 -- BIGresearch's
media consumption groups clearly demonstrate an inclination toward being
"advice givers" to others on future purchases. In the latest
Simultaneous Media Survey (SIMM VIII--July, 2006) of over 15,000 people,
Opportunity-Minded and Active Explorers segments topped the list of those who
regularly or occasionally offered their opinions on what to buy and where to
buy it to family, friends and co-workers.
BIGresearch's media consumption clusters are
behavior-based and are derived by analyzing media influence, purchase
decisions, experiential time and simultaneous usage. The clusters allow for
true media consumption segmentation, which is required for increased ROI.
"Word of mouth is the hot topic in marketing and promotion these
days," said Joe Pilotta, VP of Research for BIGresearch. "The key
to understanding and impacting the word of mouth process is to find out who
the 'advice givers' are and target them before the purchase."
BIGresearch Media Consumption Clusters Ranked By %
Who Give Purchase Advice to Others:
1.
Opportunity-minded
2.
Active Explorer
3.
Ravenous
4.
Old School
5.
Persuadables
6.
New Mediacs
7. Simultaneous Readers
8. Independent
The survey revealed
that "advice givers" don't always formulate their counsel on
personal experience alone. The influence of the
media ecosystem -- where consumers live, work or take their leisure -- also
plays a critical role in molding their advice to others. Their most trusted
media sources range from word of mouth to articles to the Internet. In a
specific example, "advice givers" tended to be mostly influenced by
word of mouth, reading an article on the product, and TV/broadcast
advertisements when purchasing electronics. However, coupons, newspaper
inserts and word-of-mouth were the most influential
when purchasing groceries.
"Advice Givers" - Which of the following
media influences your purchases for…?
Electronics Grocery
1.
Word of mouth 1. Coupons
2.
Read Article on product 2. Newspaper
Inserts
3.
TV/Broadcast 3. Word of
mouth
4.
Newspaper Inserts 4. In-store promotion
5. Internet Advertising 5.
TV/Broadcast
"When
you look at the numbers, word of mouth is a powerful influence within every
consumption group; however its influence varies by product category and by
media cluster. All in all, affecting the influential media of advice givers
is a key to word of mouth ROI,” said Pilotta.
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
|
