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New Media Influences African Americans and Hispanics More Than Whites for Product Purchases

Posted on: Thursday, 4 August 2005, 12:00 CDT

Just when marketers thought it couldn't get any more difficult targeting ad dollars, African Americans and Hispanic consumers are adopting new media as an influence on their purchases, according to BIGresearch's spring (May/June) Simultaneous Media Survey (SIMM VI) of 14,847 respondents.

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.

"The mobility of many new media options appears to suit the multitasking lifestyles of African Americans and Hispanics more than Whites," said Joe Pilotta, PhD, V.P. Research for BIGresearch. "These media represent an extension of word of mouth and pose a serious challenge that marketers will have to deal with," said Pilotta.

Please tell us which of the following media influence your...

                                African Home Improvement Purchases    Americans     Hispanics       Whites ==========================    =========     =========     ========= Picture Phone                    2.6%          4.2%          1.4% Instant Messaging                3.3%          5.1%          1.5% Blogging                         2.4%          3.8%          1.5%                                African Grocery Purchases             Americans     Hispanics       Whites ==========================    =========     =========     ========= Picture Phone                    3.7%          4.7%          1.5% Instant Messaging                3.5%          6.1%          2.4% Blogging                         3.6%          4.4%          1.8%                                African Telecom Purchases             Americans     Hispanics       Whites ==========================    =========     =========     ========= Picture Phone                    5.4%          5.2%          2.4% Instant Messaging                5.2%          5.6%          2.4% Blogging                         4.6%          4.7%          2.0%                                African Apparel/Clothing Purchases    Americans     Hispanics       Whites ==========================    =========     =========     ========= Picture Phone                    3.4%          4.5%          1.3% Instant Messaging                4.2%          5.2%          1.8% Blogging                         3.5%          4.1%          1.7% 

"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. By creating a mobile shopping environment wherein a conference among a social network may result in a purchase on the spot, long term advertising effects may also be diminished," said Pilotta.

To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 12,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary findings are available at www.bigresearch.com.

 Contact: Phil Rist BIGresearch Corporate Hill, Suite 205 100 Old Wilson Bridge Road Worthington, Ohio 43085 (614) 846-0146 Contact via http://www.marketwire.com/mw/emailprcntct?id=D1E987C5115918AC  

SOURCE: BIGresearch

Source: MARKET WIRE

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