The only way for people to keep up with the deluge of media options is to multitask – and that’s just what has happened, according to BIGresearch’s 11th Simultaneous Media Survey (SIMM 11), which found the level of simultaneous media usage has increased from SIMM 10 (July ’07).
Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up anywhere from 1% to 35%, depending on the medium, BIG research found.
“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” said Gary Drenik, president of BIGresearch. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media.”
TV’s influence on consumers to purchase products has declined, whereas those of new media options – such as web radio, satellite radio, instant messaging and blogging – increased, according to Drenik.
“Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand-building medium, which isn’t providing the requisite information,” said Drenik.
However, media that can target, be timely, and deliver value to consumers – such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts – increased in purchase influence, BIGresearch found.
Some key findings from SIMM 11:
To receive a recap of the key findings, visit info.bigresearch.com.
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