SOURCE: BIGresearch

November 09, 2006 10:37 ET

Life Events Impact Purchase Behaviors

BIGresearch Finds a Visit From the Stork, a Trip Down the Aisle and Other Life Events Prompt Consumer Purchases

COLUMBUS, OH -- (MARKET WIRE) -- November 9, 2006 -- Life events such as having a baby, getting married or divorced and retiring can have an impact on consumers' purchasing behavior according to BIGresearch's latest Simultaneous Media Survey (SIMM VIII) of over 15,000 consumers 18 years or older. Understanding the behavior shift, plus the media that these consumers say influence their purchases, can be a key element for increased marketing ROI.

Top 5 Planned Purchases for Consumers Experiencing Life Events:

Children starting college       Expecting a baby       Getting married
-------------------------       ----------------       ---------------
Vacation                        Furniture              Furniture
Computer                        Vacation               Vacation
Furniture                       Computer               Computer
Home Improvement                Car/Truck              TV
Car/Truck                       TV                     Home Appliances

Getting divorced/separated      Retiring
--------------------------      ----------------
Vacation                        Vacation
Furniture                       Computer
Computer                        Furniture
TV                              Home Improvement
Digital Camera                  Home Appliances
"Life events are transitions which lead to reconfiguring one's environment. Transitions heighten the level of media consumption and disposition to buy for the purpose of stabilizing the change. Now we can look at the life changes and media synergies which influence their disposition to buy within specific categories during their most receptive time," said Joe Pilotta, VP of Research for BIGresearch.

The survey also found that media influence on product purchasing is extremely high for those consumers across all major product areas. When it comes to which media influence consumers anticipating a life event, it all depends on the event, with the exception of good old word of mouth.

Top 5 Media Influences for Consumers Getting Married or Children Starting College (By Product Categories):

Getting Married

Electronics             Home Improvements    Car / Truck Purchase
--------------------    -----------------    --------------------
Word of Mouth           Word of Mouth        Word of Mouth
Internet Advertising    TV/Broadcast         TV/Broadcast
Read Article            Newspaper            Newspaper
TV/Broadcast            Read Article         Magazines
Magazines               Magazines            Internet Advertising

Children Starting College

Electronics             Home Improvements    Car / Truck Purchase
--------------------    -----------------    --------------------
Word of Mouth           Word of Mouth        Word of Mouth
TV/Broadcast            TV/Broadcast         TV/Broadcast
Read Article            Newspaper Inserts    Newspaper
Internet Advertising    Magazines            Read Article
Newspaper Inserts       Cable                Cable
Additional information on SIMM and other BIGresearch samples may be accessed by going to: and clicking on Complimentary Top Line Findings.

To comment on this release visit the BIGresearch blog:

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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