White / African All Caucasian American Asian Hispanic Grocery 14.8% 14.6% 16.9% 15.3% 16.7% Electronics 13.2% 11.5% 20.2% 18.0% 18.3% Apparel 11.5% 10.4% 15.0% 17.0% 16.9% Home Improvement 7.9% 7.1% 11.2% 10.2% 9.9% Eating Out 7.6% 6.8% 10.3% 10.0% 10.3% Source: BIGresearch SIMM12, n=17,231For more complimentary findings on media influence from the SIMM12 survey, please click the following link: http://info.bigresearch.com/. "Though the use of product placements is growing, they must be carefully planned," warns Gary Drenik, President & CEO of BIGresearch. "Today's savvy consumers are in control of the market and recognize when advertisers are trying to manipulate them. However, when executed effectively, product placements can serve as a spring board for creating highly influential word of mouth among specific consumer groups." When it comes to electronics, almost half of Caucasian (45.8%) and Asian (44.0%) consumers indicate their purchases are influenced by word of mouth. 41.1% of African American consumers say the same when it comes to grocery. Dining out purchases, however, appear to be most affected by word of mouth. Influence of Word of Mouth On Purchases by Product Category & Ethnic Group
White / African All Caucasian American Asian Hispanic Eating Out 52.9% 56.2% 45.8% 43.5% 44.1% Electronics 44.4% 45.8% 42.2% 44.0% 40.6% Grocery 40.7% 41.5% 41.1% 37.0% 39.1% Home Improvement 35.2% 37.2% 29.3% 31.8% 31.6% Apparel 34.3% 33.3% 38.6% 37.2% 37.5% Source: BIGresearch SIMM12, n=17,231About 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 8,000+ 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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