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BIGResearch Highlights Purchase Influencers
Word of mouth has a bigger impact on purchase decisions than any (other) medium, according to the Simultaneous Media Usage Survey (SIMM VII) from US agency BIGresearch. However, the influence of other media varies widely according to the age and ethnicity of the purchaser, and the product being purchased.
The survey asked more than 15,000 respondents detailed questions about the influence of various media on their purchase decisions. Overall, the top ten influencers are said to be as follows.- Word of mouth
- TV
- Coupons
- Newspaper inserts
- Read article
- Direct mail
- Magazines
- In-store promotion
- Cable TV
- Internet advertising.
For electronic purchases, the Internet and email advertising have more influence, while coupons and direct mail drop from the top ten:- Word of mouth
- Read article
- TV
- Newspaper inserts
- Magazines
- Internet
- In-store promotion
- Email advertising
- Cable TV
- Newspaper.
The age of respondents also has an impact. For 18 to 24-year-olds buying electronic products, newspapers and newspaper inserts drop from the list while coupons and direct mail reappear. The top ten influencers are as follows.- Word of mouth
- TV
- Magazine
- Internet
- Read article
- In-store promotion
- Cable TV
- Coupons
- Email advertising
- Direct mail.
Joe Pilotta, VP of Research at BIGresearch, says: 'In a customer centric media plan, the influence of media to make a purchase becomes a key component to determining allocations to the various options. As marketers refine their focus on consumers, media planning will require more insights on how consumers behave and less on gross audience estimates.'
The company is online at www.bigresearch.com , and the BIGresearch blog - a chance to share ideas about the issues raised by the company's research - is at http://whencustomerstalk.blogspot.com.
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