Consumer Control of New Media Upsets Ad Balance According to BIGresearch's latest Simultaneous Media Usage Study of over 15,000 consumers, marketers in 2007 are
faced with the new reality of a consumer controlled communication model, with the advent of the Time Magazine selection of "you" as the Person of the Year in 2006, and "the consumer" having been
selected as the Agency of the Year by Ad Age.
Gary Drenik, President & CEO of BIGresearch, noted "The long awaited ascent of consumers as controllers of their media
environment is apparent in several findings in the study and it's also disruptive to the age old media distribution model many advertisers have relied upon."
With media
multitasking growing as consumers have less time and more media options, Joe Pilotta, VP, Research of BIGresearch, concludes that "The intermittent usage of media which occurs during simultaneous
consumption creates a serious problem for marketers who rely on exposure to media models since the anticipated exposure is being shared with many other media options and may never occur."
Simultaneous Media Consumption |
When: | % Who
Use Other Media |
Watching TV | 67.9% |
Listening to Radio | 56.4% |
Reading Newspapers
| 68.9% |
Going Online | 70.7% |
Source: BIGresearch, 2007 |
The consumers in the survey don't seem to be on the same page as
advertising expenditures. When asked which media most influence their purchase decision for various product categories, consumers' choices are rarely in line with advertisers expenditures, says the
report
Top 5 Media Influences on Consumers
Buying a Car |
Purchase Influence | Consumers Influenced | Automotive Industry Ad
Spend % |
1. Word of Mouth | 30.4% | NA |
2. TV Broadcast | 24.1% | 47.1% |
3. Read Article
| 21.3% | NA
|
4. Newspaper |
20.2% | 30.0% |
5. Magazine | 17.5% | 11.3% |
Source: Ad Age Domestic Spending by
Category (2005) and BIGresearch, 2007 |
Top 5 Media Influences on Electronics Purchases |
Purchase Influence | Consumers Influenced | Electronics/Home Furnishings Industry Ad Spend % |
1. Word of Mouth |
42.6% | NA |
2. Read Article | 34.1% | NA |
3. TV Broadcast | 32.3% |
36.2% |
4. Newspaper Inserts | 32.0% | 4.40% |
5. In-Store Promo | 27.2% | NA |
Source: (Includes) Home Furnishings, Appliances and Electronics and BIGresearch, 2007 |
Pilotta notes that "...new media
options such as online search, blogging, email, texting, video, streaming and social networks such as MySpace and Youtube have expanded the Word of Mouth universe and made traditional advertising less
relevant for many."
The report finds that 94.2% of consumers regularly or occasionally give advice about products and services they purchased, and 90.8% regularly or
occasionally seek advice about products and services before making a purchase.
For complimentary Top Line Findings, please
visit BIGresearch here.