MediaBuyerPlanner: The most influential form of media is the oldest form of media, according to the ninth edition of the Simultaneous Media Usage Study, from BIGresearch.
Word-of-mouth is more influential than TV, print, or the web, according to the study. For automotive purchase decisions, for example, word-of-mouth was the single most influential source among 30.4 percent of respondents, writes MediaPost. No. 2 was broadcast TV. Electronics purchasers cited word-of-mouth as the top influencer to the tune of 42.6 percent, compared to 34.1 percent who ranked print journalism as their top influencer.
The study, based on a poll of 15,000 consumers, also found that consumers are generally not content to consume one form of media at a time.
More than two-thirds use other media while watching TV; 68 percent use other media while reading newspapers and 70.7 percent use other media while browsing online. Radio has the least amount of simultaneous media usage, with 56.4 percent, likely because a large percent of radio listening occurs in cars.
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