New Media Usage (Regularly/Occasionally) Top 3 ---------------------------------------------- Republicans Democrats Libertarians Independents ------------- ------------- ----------------- --------------- Cell Cell Cell Cell Phone 88.9% Phone 88.4% Phone 86.5% Phone 86.4% Video IM Video IM Gaming 42.9% Online 52.3% Gaming 57.1% Online 48.2% IM Video IPOD/ Video Online 42.6% Gaming 47.0% MP3 Player 56.6% Gaming 46.9% Source: BIGresearch, SIMM 11, Dec 07Regarding traditional media, the analysis of the survey shows that potential voters spend more time watching Cable than Broadcast TV, another significant finding that can be used in upcoming strategy sessions. 45.8% of Republicans, 45.6% of Democrats, 57.6% of Libertarians and 46% of Independents say they spend more time watching cable stations than traditional broadcast networks. Conversely, 36.7% of Republicans, 34.2% of Democrats, 37.5% of Libertarians and 34% of Independents say they watch traditional broadcasts more. The remaining says they watch equal amounts of cable and network broadcasts: Republicans (17.6%), Democrats (20.2%), Libertarians (4.9%) and Independents (20%). The study also identified the cable networks and radio formats of choice by political party. Discovery Channel and The History Channel made their way into the top five for all groups. Fox News was #3 on the list for Republicans; however, no other cable news channel made the top five for any of the other parties. "New media offers candidates with an alternative or compliment to their traditional media spending," said Gary Drenik, President of BIGresearch. "By actually listening to potential voters and using all media, not just traditional, candidates can build an ad strategy that is more likely to influence votes." For expanded lists, please click here: http://info.bigresearch.com/ 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 7,000 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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