BIGresearch Releases 11th Simultaneous Media Survey: More People Multitasking Media Than Ever

COLUMBUS, OH, Jan 22 (MARKET WIRE) --
How much media can any one person consume? According to BIGresearch's
(http://www.bigresearch.com) latest Simultaneous Media Survey (SIMM 11), in
which
15,727 people participated, the only way for people to keep up with the
deluge of media options is to multitask with other media. The level of
simultaneous media usage in SIMM 11 increased over SIMM 10 for all major forms
of
media.

"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. Specifically, TV's influence on
consumers to purchase products declined, whereas new media options such as
web radio, satellite radio, instant messaging and blogging all increased.
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.

This does not mean all traditional media are declining in influence.
Mediathat can target, be timely, and deliver value to consumers, such as
coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all
increased in influence to purchase as consumers are looking to stretch budgets
in
a slowing economy.

Other Key Findings from SIMM 11 include:

-- Regular simultaneous media consumption for online, newspapers,
magazines, radio, TV and direct mail is up from 1% to 35%,
depending on the medium.

-- Channel surfing remains the #1 regular activity engaged in during
TV commercials with 41.2% doing so followed by:
-- 33.5% talk with others in the room or by phone
-- 30.2% mentally tune out
-- 5.5% regularly fully attend to commercials

-- In SIMM 11, eating continues to be the #1 activity people engage in
while using media followed by doing housework, doing laundry,
cooking and talking on phone.

-- Top simultaneous media used when reading a newspaper are: watch TV,
listen to the radio and go online.

-- For people listening to radio, other media simultaneously used are
(top 3): engage in other activities, go online and read the
newspaper.

-- Web radio usage is up in all dayparts.

-- Cable is where most TV viewing takes place.

-- Dayparts which had highest number of media types increase usage
over SIMM 10 - 1:00 am to 6:00 am, Noon to 4:30 pm, 4:30 pm to
7:30 pm, 7:30 pm to 11:00 pm and 10:00 am to Noon.

-- Top 3 In-Store Promotions for influence of purchasing a product:
Product Samples, Shelf Coupons and Special Displays.

-- Top 3 Media for triggering an online search: Magazines, Reading an
article on the product and TV.

-- Blogging increases in all dayparts.

To receive a recap of the key findings, click
http://info.bigresearch.com/.

About BIGresearch

BIGresearch is a consumer intelligence firm providing solution-based
insights of
consumer behavior, present and future, in areas of products and services,
retail, financial services, automotive and media. BIGresearch conducts the
Simultaneous Media Survey (SIMM) bi-annually and the Consumer Intentions and
Actions Survey (CIA) monthly. More information is available at
http://www.bigresearch.com.

Contact:
Chrissy Wissinger
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
Email Contact

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