Text Messaging (Cell Phone) -- Influence to Purchase 18-24 All Adults Index Electronics 15.9% 6.4% 247 Apparel/Clothing 8.2% 2.9% 277 Grocery 6.3% 2.5% 249 Home Improvement 4.8% 1.9% 259 Car/Truck 4.6% 1.7% 271 Medicines 2.3% 1.2% 190 Telecom Services 3.7% 2.4% 155 Eating Out 6.0% 2.4% 248 Source: BIGresearch, SIMM 11 (Dec 07)"Given the state of our economy, mobile advertisers have a unique environment in which to build strategies that influence consumers to buy via their cell phones, especially the media elusive 18-24 year old segment," said Gary Drenik, President of BIGresearch. "More robust cell phone technology allows consumers to receive promotional offers and connect to their favorite Internet shopping site all within minutes and without having to fuel up on gas." Understanding how consumers use cell phones is also critical in developing mobile marketing plans. According to the analysis, cell phones are much more likely to trigger an online search for young consumers than all adults (21.8% v. 8.3%) as is text messaging (15.3% v. 4.8%). The 18-24 year old set is also more likely to download to a cell phone than the general market (31.6% v. 15.9%). Interestingly, more than half (50.5%) of 18-24 year olds communicate with others about a service, product or brand via cell phone (compared to 29.6% of all adults), second only to face-to-face communication (66.9%). They are also almost three times as likely to communicate through text messaging than all adults (30.7% v. 10.8%). For complete lists, please click here: http://info.bigresearch.com/ *Regular/occasional usage of picture/video phones About BIGresearch BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year. BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of more than 7,500 consumers monthly. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. http://www.bigresearch.com
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