Commentary
Blogs, IM's and PicPhones Influence African American and Hispanic Purchases More Than Whites
- by Jack Loechner , Staff Writer @mp_research, August 22, 2005
According to BIGresearch's 2005 Simultaneous Media Survey (SIMM VI), African Americans and Hispanic consumers are adopting new media as an influence on their purchases. A higher percentage of African Americans and Hispanics than Whites say new media, such as blogging, instant messaging, and picture phones have an influence on their purchase decisions for Home Improvement, Grocery, Telecom, and Apparel, among other categories.
Joe Pilotta, PhD, V.P. Research for BIGresearch, said "The mobility of many new media options appears to suit the multitasking lifestyles of African Americans and Hispanics more than Whites. These media represent an extension of word of mouth and pose a serious challenge that marketers will have to deal with."
Percent Of Respondents Who Feel Select New Media Have A Significant Influence On Purchases | |||
| African Americans | Hispanics | Whites |
Home Improvement Purchases |
|
|
|
Picture Phone | 2.6% | 4.2% | 1.4% |
Instant Messaging | 3.3% | 5.1% | 1.5% |
Blogging | 2.4% | 3.8% | 1.5% |
Grocery Purchases |
|
|
|
Picture Phone | 3.7% | 4.7% | 1.5% |
Instant Messaging | 3.5% | 6.1% | 2.4% |
Blogging | 3.6% | 4.4% | 1.8% |
Telecom Purchases |
|
|
|
Picture Phone | 5.4% | 5.2% | 2.4% |
Instant Messaging | 5.2% | 5.6% | 2.4% |
Blogging | 4.6% | 4.7% | 2.0% |
Apparel/Clothing Purchases |
|
|
|
Picture Phone | 3.4% | 4.5% | 1.3% |
Instant Messaging | 4.2% | 5.2% | 1.8% |
Blogging | 3.5% | 4.1% | 1.7% |
Source: BIGresearch, June 2005 | |||
"In any media plan, influence needs to be factored in to improve advertising ROI. The early adoption of new consumer-controlled media as a purchase driver by African Americans and Hispanics will disrupt traditional media plans as it shifts even more power to consumers from marketers," said Pilotta.
To learn more about this study, go here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.