Life Events Precipitate Purchase Behaviors
According to BIGresearch, for consumers 18 years or older, life events such as having a baby, getting married or divorced and retiring can have an impact on consumers' purchasing behavior. Understanding the behavior shift, plus the media that these consumers say influence their purchases, can be a key element in marketing planning
|
Top 5 Planned Purchases for Consumers Experiencing Life Events:( |
||
|
Children starting college |
Expecting a baby |
Getting married |
|
Vacation |
Furniture |
Furniture |
|
Computer |
Vacation |
Vacation |
|
Furniture |
Computer |
Computer |
|
Home Improvement |
Car/Truck |
TV |
|
Car/Truck |
TV |
Home Appliances( |
|
|
||
|
Getting divorced/separated |
Retiring |
|
|
Vacation |
Vacation |
|
|
Furniture |
Computer |
|
|
Computer |
Furniture |
|
|
TV |
Home Improvement |
|
|
Digital Camera |
Home Appliances |
|
|
Source: BIGresearch, November 2006 |
||
Joe Pilotta, VP of Research for BIGresearch, says "Life events are transitions which lead to reconfiguring one's environment. Transitions heighten the level of media consumption and disposition to buy for the purpose of stabilizing the change..."
The survey also found that media influence on product purchasing is extremely high for those consumers across all major product areas. When it comes to which media influence consumers anticipating a life event, it all depends on the event, with the exception of good old word of mouth.
|
Top 5 Media Influences for Consumers Getting Married or Children Starting College (By Product Categories) |
||
|
Getting Married |
||
|
Electronics |
Home Improvements |
Car / Truck Purchase |
|
Word of Mouth |
Word of Mouth |
Word of Mouth |
|
Internet Advertising |
TV/Broadcast |
TV/Broadcast |
|
Read Article |
Newspaper |
Newspaper |
|
TV/Broadcast |
Read Article |
Magazines |
|
Magazines |
Magazines |
Internet Advertising |
|
|
||
|
Children Starting College |
||
|
Electronics |
Home Improvements |
Car / Truck Purchase |
|
Word of Mouth |
Word of Mouth |
Word of Mouth |
|
TV/Broadcast |
TV/Broadcast |
TV/Broadcast |
|
Read Article |
Newspaper Inserts |
Newspaper |
|
Internet Advertising |
Magazines |
Read Article |
|
Newspaper Inserts |
Cable |
Cable |
|
Source: BIGresearch, November 2006 |
||
Additional top Line Findings on SIMM and other BIGresearch, can be found here.
JACK LOECHNER
Center for Media Research
Recent Research Brief Articles
-
Shopping Sight Unseen May 24, 6:15 a.m.
According to Shopzilla, from a monthly e-commerce research initiative to track key shopping trends, 29% of ...
-
Black And White And Read All Over May 23, 6:15 a.m.
The vast majority of U.S. adults read newspaper media content across a range of technology platforms, ...
-
Innovate Or Die May 22, 6:15 a.m.
Innovation is not working out the way many companies expected. Rather than offering “the next big thing,” innovations ...
-
One For The Money, Two For The... May 21, 6:15 a.m.
According to a new survey by PunchTab, 81% of moms will engage more with a brand ...
-
SMBs Bullish(er) For 2013 May 20, 6:15 a.m.
According to the recent Business Confidence Survey by Insperity, small business owners are showing a willingness ...
-
Optimize Format For Effective Multi-Media Viewing May 17, 6:15 a.m.
According to a new report from Brand Perfect, considering global publishing for a digital generation, sales ...
-
High Entertainment Spenders Account For 70% Of Home Entertainment May 16, 6:15 a.m.
According to Nielsen’s U.S. Entertainment Consumer Report, consumers in households earning an average annual income of ...
-
Travel Pumps The U.S. Economy May 15, 6:15 a.m.
According to a recent report from Roger Dow, President of the U.S. Travel Association, on how ...
-
Smartphones and Tablets, Though Mobile, Require Separate Ad Approach May 14, 6:15 a.m.
According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers ...
-
U.S. Still Largest Digital Out-of-Home Market; China Chases May 13, 6:14 a.m.
According to a new report from PQ Media, the Global Digital Out-of-Home Media Forecast 2013-17, global ...
Be the first to comment on "Life Events Precipitate Purchase Behaviors"
Leave a Comment