African Americans more influenced by new media than are other segments

From Mediapost.com
(March 10, 2008) The most recent BIGresearch Simultaneous Media Survey shows that, while traditional media still rank on top in the influence of purchases, many are declining in influence and some are showing double digit losses over the previous year. At the same time, says the study, many new media options are showing double digit growth.

For example, when compared to a year ago, Instant Messaging and Blogging experienced double digit growth for purchase influence of electronics while Broadcast TV and Cable showed a double digit decline.

Not only is influence of new media growing, it is much more influential among minority groups, says the report. Influence of new media is higher for Hispanics and African Americans across all new media forms compared to all adults. Alternatively, influence of new media for Caucasians is lower than the general market for all types
 

Percent of Media Influence on Electronics and Year over Year Growth
	All Adults 18+	Yr / Yr Growth	Hispanics 18+	Blacks 18+	Whites 18+
New Media
Instant Messaging  (Computer)	7.5%	22.0%	11.3%	14.1%	5.1%
Blogging	6.1%	21.5%	9.2%	7.8%	4.8%
Web Radio	6.2%	14.4%	9.2%	11.2%	4.2%
Email Advertising	21.5%	9.2%	24.7%	24.4%	20.3%
Internet Advertising	22.4%	-1.4%	25.8%	26.4%	20.6%
Satellite Radio	8.4%	-6.9%	9.9%	13.2%	6.7%
Video on Cell Phone	6.9%	-10.6%	8.6%	14.6%	4.4%
Traditional Media
Product Placement	13.9%	10.2%	19.2%	16.7%	12.2%
Direct Mail	22.5%	4.6%	30.0%	29.7%	19.9%
Coupons	23.1%	1.6%	25.5%	23.4%	21.9%
Yellow Pages	7.9%	1.5%	8.8%	10.5%	6.9%
Radio	19.7%	0.8%	26.1%	30.3%	15.7%
Read Article on   Product	34.3%	0.6%	30.8%	28.4%	36.7%
Instore Promotion	27.4%	0.5%	28.8%	28.6%	26.9%
Word of Mouth	42.6%	0.0%	42.0%	38.3%	44.1%
Outdoor Billboards	6.7%	-0.9%	10.4%	10.9%	4.8%
Newspaper	21.8%	-1.2%	22.1%	24.8%	21.1%
Magazines	24.7%	-3.7%	28.8%	25.8%	23.6%
Newspaper Inserts	30.5%	-4.5%	28.0%	27.0%	32.1%
TV/Broadcast	27.9%	-13.9%	31.3%	32.7%	26.6%
Cable	18.9%	-14.4%	22.8%	23.1%	17.5%
Source: BIGresearch, February 2008

Gary Drenik, President of BIGresearch, concludes that "It's no longer enough for marketers to advertise only a slogan... [they] need to better understand the changing dynamics of the consumer media market and develop new marketing plans that integrate new media to replace the erosion of traditional media for influence to purchase... "


Go to Target Market News homepage

 

 14th Edition Now Available!
Latest Buying Power report shows spending up in major categories

The 2007 edition of "The Buying Power of Black America" has just been released by Target Market News. The one-of-a-kind report is the most quoted source of information on how African-American consumers spend their $744 billion in income.

According to the newest edition of "The Buying Power of Black America," there is growth in a number of major product categories despite that slowdown in overall consumer purchases. Get the details by ordering your copy now.

Click here to order The Buying Power of Black
America report

_________________________________________________________________________________________


The African-American
Book Publishing Authority

Now in its ninth year of publication, Black Issues Book Review is the only nationally distributed magazine devoted exclusively to covering the latest news and reviews on black books. BIBR also provides up-to-date news on forthcoming author signings, book fairs and book clubs.
Want this issue? Get it with your new subscription.
Click Here

A TARGET MARKET NEWS PUBLICATION
_________________________


  SUBSCRIBE TODAY! 


The trade publication for
in-depth coverage of Black
Consumer Marketing
and Media news