All Auto Buyers Are Not Created Equal in the Media Consumption World

While the auto industry wrestles with the need to increase advertising ROI, help has arrived in the form of BIGresearch’s new media consumption clusters, allowing automakers to understand the differences between, for example, Chevrolet owners and luxury car owners such as BMW or Mercedes Benz. The analysis is based on BIGresearch’s most recent Simultaneous Media database (SIMM VII).

BIGresearch’s media consumption clusters represent a fresh solution for planning ROI driven media campaigns and resulted from the collaboration with Drs. Martin Block and Don Schultz from the Medill School at Northwestern University. Eight unique media consumption clusters have been discovered based on the analysis of 31 different media by 3 media consumption characteristics: 1. Experiential time, 2. Simultaneity, and 3. Influence to purchase.

“Since the clusters are free of the typical demographic and geographic inputs, they offer advertisers the chance to utilize media consumption insights in developing a marketing campaign for targeted markets as diverse as specific consumer groups, product categories, and even specific retail channels,” said Joe Pilotta, Ph.D., VP/Research for BIGresearch.

“When it comes to Chevrolet owners versus BMW or Mercedes Benz owners, for example, the media consumption clusters vary greatly,” said Pilotta. “Marketers have recognized that ad campaigns represent an investment in market share growth and the consumption clusters are a new tool to improve communication planning and allocation using a consumer-centric approach,” said Pilotta.

BIGresearch Media Consumption Clusters for:

                                                         Mercedes Benz/BMW                          Chevrolet Owners                     Owners                         ——————-            ——————- Old School                     118                              83 Active Explorers               146                              96 New Mediacs                     96                              86 Simultaneous Readers            83                             107 Independents                    85                             116 Ravenous                       102                              50 Persuadables                   133                              79 Opportunity Minded             113                             101 

*Numbers represent indexes, 100 = national average

“For Active Explorers, 52% say internet advertising and 49% say email advertising are the most influential media for making a purchase of a car, whereas Independents say that word of mouth, reading an article about the product or TV are the most influential. Active Explorers also use media in different day parts and engage in simultaneous media use differently than Independents,” said Pilotta.

To view a brief explanation of each of the media consumption clusters click below:

http://www.bigresearch.com/news/big031406.htm

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 15,000 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.

About Martin Block

Martin Block is a Professor in the Integrated Marketing Communications Division of the Medill School at Northwestern University and a Partner in Block Research.

About Don Schultz

Don Schultz is currently Professor Emeritus-in-Service in the Integrated Marketing Communications Division of the Medill School at Northwestern University and President of Agora, Inc.

 Contact: Phil Rist (614) 846-0146  

SOURCE: BIGresearch