Simultaneous Media Usage Study: MP3 Users Also IM, Use Cell Phones
Mobile Consumers Are Driving Multiple Wireless Categories
COLUMBUS, OH -- (MARKET WIRE) -- 11/10/2003 -- Consumers who use MP3 players are, in most cases, the same consumers who use cell phones and instant messaging, according to a recent BIGresearch survey.
The Simultaneous Media Usage Survey (n= 13,414), released earlier this month, showed that 78 percent of regular or occasional MP3 users also use cell phones, and 83 percent regularly use an instant messenger.
"These are consumers who are constantly sharing information," said Joe Pilotta, vice president of research at BIGresearch. "It makes them a very desirable audience for marketers -- once a message gets through to this group, they tell everyone and word spreads."
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In fact, the survey shows, 93 percent of MP3 users regularly or occasionally seek advice about products or services they've purchased while 97 percent regularly or occasionally give advice.
More important to retailers' bottom line, however, is the fact that 80 percent of MP3 consumers say word of mouth is very important or important in influencing their purchasing decisions. And, when watching TV, 93 percent of users say they regularly or occasionally tune out when a commercial appears.
Said Pilotta: "Reaching this audience could mean the difference between the success and failure of a product."
About BIGresearch
BIGresearch is a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics and media. The twice-annual Simultaneous Media Usage Survey (SIMM) quantifies how the public consumes media and the impact those patterns have on buying habits in a fragmented and changing marketplace.
BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary top line findings are available at www.bigresearch.com.
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