According to the BIGresearch Simultaneous Media Usage Survey, mobile users who actively search for information, such as news, sports and TV/videos, are more likely than general consumers to conduct regular product research online. Active Searchers Search For Information About: All Adults 18+Those who:View News On CellView Sports On CellView TV/Video On Cell Automobiles/Trucks 9.1% 16.2% 18.7% 18.7% Clothing/Shoes 25.5% 37.3% 36.4% 40.1% Financial Information/Services 10.4% 17.4% 19.1% 18.7% Medical Information 16.3% 22.7% 23.4% 23.9% Comparative Shopping 28.2% 40.8% 38.3% 40.5% Source: BIGresearch, March 2011 Active Mobile Users (those who regularly or occasionally view News, Sports, or Video/TV on a cell phone) are more likely than Adults 18+ to regularly search online for information about automobiles/trucks, clothing/shoes and general comparison shopping. Frequency of Searching (% of Total Respondents; Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits.) All Adults 18+Those Who:View News On CellView Sports On CellView TV/Video On CellAutomobile/Trucks Regularly 9.1% 16.2% 18.7% 18.7% Occasionally 50.8% 57.7% 58.2% 57.3% Never 40.1% 26.2% 23.1% 24.0% Total 100.0% 100.0% 100.0% 100.0% Regularly/Occasionally 59.9% 73.8% 76.9% 76.0% Clothing/Shoes Regularly 25.5% 37.3% 36.4% 40.1% Occasionally 53.0% 51.5% 53.0% 50.5% Never 21.4% 11.2% 10.7% 9.4% Total 100.0% 100.0% 100.0% 100.0% Regularly/Occasionally 78.6% 88.8% 89.3% 90.6% Financial Information/Services Regularly 10.4% 17.4% 19.1% 18.7% Occasionally 39.7% 49.7% 50.9% 50.5% Never 49.9% 32.9% 30.0% 30.9% Total 100.0% 100.0% 100.0% 100.0% Regularly/Occasionally 50.1% 67.1% 70.0% 69.1% Source: BIGresearch, March 2011 More Active Mobile Users could be searching for auto information because more of these consumers plan to purchase a vehicle in the next six months. Specifically, 23.3% of those viewing Sports, 22.4% of those viewing TV/Video and 20.1% of those viewing News on their mobile phones indicate they plan to buy/lease a car/truck in the near future, compared to 12.4% of Adults 18+. Just over half of Adults 18+ (56.6%) indicate they regularly or occasionally watch video commercials while waiting for video content to load. However, Active Mobile Users are much more likely to watch these ads. 76.0% who view TV/Videos, 74.7% in search of Sports, and 71.3% who view News on a cell phone regularly/occasionally watch pre-roll advertisements. Sponsored links are also more likely to influence Active Mobile Users. On a 5-point influence scale, sponsored links rate a 2.6 for mobile Sports and Video viewers, compared to a 2.2 among Adults 18+. When it comes to sharing online research findings, nearly 97% of all Active Mobile Users say they give advice about products and services, and word of mouth (face-to-face) is the most prominent means: Method Of Communicating With Others About A Service, Product Or Brand After Searching :Those whoCommunicationAll Adults 18+View News On CellView Sports On CellView TV/Video On Cell Face-to-Face 65.7% 68.8% 66.1% 68.0% Email 52.4% 59.6% 59.1% 60.0% Cell Phone 36.8% 55.4% 56.6% 58.5% Telephone (Landline) 32.2% 29.5% 28.9% 29.1% Text Messaging 24.3% 42.0% 41.9% 45.5% Source: BIGresearch, March 2011 Seek Advice From Others Before Buying ( Frequency Adults 18+ (24,754)Those who:Reg/Occ View News on CellReg/Occ View Sports on CellReg/Occ View Video/TV on Cell Regularly 18.5% 26.3% 27.9% 29.3% Occasionally 72.5% 67.8% 66.0% 64.8% Never 9.1% 5.9% 6.1% 6.0% Total 100.0% 100.0% 100.0% 100.0% Regularly/Occasionally 90 9% 94 1% 93 9% 94 0% Give Advice To Others About Products Or Services Purchased Regularly 28.9% 42.5% 43.0% 46.1% Occasionally 65.3% 54.7% 53.6% 50.9% Never 5.8% 2.8% 3.4% 3.0% Total 100.0% 100.0% 100.0% 100.0% Regularly/Occasionally 94.2% 97.2% 96.6% 97.0% Source: BIGresearch, March 2011 (Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits) This analysis of consumer behavior provides marketers and advertisers with media consumption insights for more effective media allocation. Margin of error is +/- 0.9% at a 99% confidence level. For additional information and a complimentary report, please visit BIGresearch here.