Top 5 Media Influences on Holiday Shopping Coupons 35.2% Newspaper Inserts 30.4% Word of Mouth 22.7% TV/Broadcast 21.3% Direct Mail 16.1%"While media such as TV, radio and newspapers are still important, 78% of consumers couldn't identify a favorite holiday TV commercial and even among those who can, most say they aren't influenced to shop by the commercial," said Drenik. Of the 22% of participants who identified having a favorite Holiday TV commercial, almost 70% say it either had no impact or did not motivate them to shop that particular retailer:
Did the commercial motivate you to shop that retailer? Yes 30.4% No 39.9% No impact; 29.8% I regularly shop thereAdditional information on the CIA and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings. 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 monthly Consumer Intentions and Actions Survey (CIA) of 7,500+ respondents and the semi-annual Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information is available at http://www.bigresearch.com.
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