Consumers continue to multitask their media and are relying on new media more for making purchase decisions, according to BIGresearch's 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"The consumer continues to be a moving target and marketers who employ outdated media models will find it difficult to achieve increased ROI for their marketing dollars," said Gary Drenik, BIGresearch CEO. "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."
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
