Video Briefing from BIG Research
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The simple questionWhat do we know, and how do we know it? It’s a simple question. Most anyone between the ages of eight and 80 will tell you they watch television, they read newspapers, they listen to the radio, they navigate the Internet, they use their cell phones, and they learn from the screens around them. They do many of these things at the same time. The answer to the simple question is increasingly complex in the age of access. Here’s the paradox of our time: the more we know, the more uncertain
we are about the future. Traditional market research mostly adds to the clutter
of an unquantifiable world. Consider a study by a major research company that
provided these stunning statistics: when asked if they thought life was better
than ever, 82 percent of the respondents answered “yes.” “Yes” covers a lot of ground. The Media Center and BIGresearch have joined forces to make sense from “yes”. The Simultaneous Media Usage Survey brings clarity and insight to real-time data on media usage. Talk to us about how we can provide meaningful answers to the simple question. Dale Peskin and Andrew Nachison The Media Center March 2004Talking Points: Simultaneous Media UsageSimultaneous media usage (SIMM) continues to grow…October ’03 BIGresearch SIMM survey shows over 70% of consumers, at one time or another, use media simultaneously. Here are some ways consumers multitask when using various media. RadioWhen listening, 57.3% simultaneously go online, 46.9% read newspaper and 17.7% watch TV…SIMM usage poses challenge for media companies and marketers…who’s paying attention to what? 51.2% of radio listening multitaskers say they pay more attention to one medium more than the other…these same people put stock in what friends say, 77% of them said word of mouth is important or very important in influencing their purchase decisions. TVNewspapers are a TV watcher’s best friend as 74.2% of people who watch TV regularly or occasionally read the newspaper…66.2% say they go online and that documentaries are the preferred TV programming for those who watch TV and go online simultaneously. Documentaries lend themselves to listening, perfect for the simultaneous media using TV watchers…Movies are the preferred programming for people who read newspapers and also watching TV (64.3%) followed by police detective shows (56%) and situation comedies (51.5%.) For those who wonder what happened to the 18-34 year old television viewer whose decline caused Nielsen much heat from the networks this past fall…SIMM also shows some decline - 18-24 year olds (down 8.8%) and 25-34 year olds (down 12.2%)…What are they doing instead of watching TV while online? They are playing video games. NewspaperListening activities seem most agreeable to newspaper readers as 52.4% say they watch TV and 49.6% say they listen to the radio when reading the newspaper. Likewise, more women (52.4%) than men (49.6%) prefer reading the newspaper and listening to the radio simultaneously…In addition, 60.6% television watchers and newspaper readers say television is an important or very important influence on their purchase decision. OnlineEver wonder what people do when waiting to download something online? How about listening to a favorite tune or talk radio as 52.1% say they simultaneously listen to the radio…an even greater number (61.8%) say they watch TV…20.2% are reading the newspaper. Radio is also an influential medium for online users as 56.2% say its important or very important influence on purchase decisions. Word of MouthWhat’s new in word of mouth? How about cell phones and the Internet. Cell phones place much more influence by word of mouth when it comes to making purchase decisions. 80% consider it important or very important versus 72.5% of all consumers…cell phone users also spend much more time each day online (internet, email, IM), 4 hours versus 3 hours for all. MethodologyThe Simultaneous Media Usage Study was conducted online in October 2003, using Big Research's proprietary sampling technique, with 13,414 respondents participating. The margin of error is +/- 1 percent. Contact InfoGloria Pan For inquiries regarding the study's methodology, contact: The Media Center at the American Press Institute
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