SOURCE: BIGresearch

June 22, 2005 11:59 ET

New Media Usage Growing Fastest Among 18-24 Year Olds According to New Simultaneous Media Survey by BIGresearch

More 18-24 Year Olds Say They Are Influenced by New Media When Making Purchases

COLUMBUS, OH -- (MARKET WIRE) -- June 22, 2005 -- When it comes to new media the 18-24 year old age group has cornered the market and complicated most marketing models advertisers use today. When marketers wonder what happened to 18-24 year olds usage of traditional media like TV, the answer is they are early adopters of new media according to just-released information from BIGresearch's newest Simultaneous Media Survey (SIMM VI) of over 14,000 consumers. New media studied in the survey included internet, picture phones, instant messaging, blogging, cell phones, MP3 players, satellite radio, text messaging, TiVo/Replay TV and web radio.

"The 18-24 year olds are digital nomads who have adopted new media more readily than any other age group," said Joe Pilotta, PhD, BIGresearch's VP of research. "Not only do they use new media more, they are influenced by it much more than any other age group, when it comes to making purchase decisions. Which says that they have integrated new media in their daily lives," said Pilotta.

Examples of new media influence on the purchasing of products by age groups are:

Percentages who say new media types influence purchases for specified products by age groups:

Media/Product                    18-24   25-34   35-54    55+   All 18+
                                 -----   -----   -----   -----   -----
Internet/Apparel                 17.2%   13.7%   14.1%   11.9%   13.8%
Internet/Car-Truck               13.2%   12.0%   11.1%    7.7%   10.6%
Email/Electronics                20.7%   19.2%   21.3%   17.6%   19.8%
Picture Phones/Apparel            3.5%    2.0%    1.9%    1.9%    2.1%
Instant Messaging/Dining Out      6.2%    3.1%    2.5%    2.1%    3.0%
Blogging/Car/Truck                3.1%    1.7%    1.4%    1.3%    1.7%

"The usage of new media among younger age groups creates a marketing dilemma for marketers who are wedded to traditional media. New media has an effect on traditional media, such as television, radio, and magazines. However, its affect is counterintuitive; users of new media are using radio, magazines and newspapers more, while TV has suffered the overall negative effect. Some new media have more effect on the traditional media than others, e.g. blogging, IPOD/MP3 usage, and text messaging. Marketers and advertisers must now add new media to the media ecosystem as a whole and not bifurcate into traditional and digital media. Bifurcation will miss the possible synergistic effects implied by findings," said Pilotta.

Percentage who regularly or occasionally use the following new media by age groups:

New Media Usage                  18-24   25-34   35-54    55+
                                 -----   -----   -----   -----
Blogs                            29.6%   21.7%   15.5%   11.4%
Instant Messaging                79.8%   68.3%   58.1%   43.1%
MP3/IPODS                        45.3%   29.9%   17.5%    6.7%
Satellite Radio                  12.2%   12.5%    9.5%    5.5%
Picture Phones                   30.6%   22.7%   14.1%    5.2%
Text Messaging                   58.3%   46.1%   27.6%    8.3%
TiVo/Replay TV                   17.0%   21.5%   14.6%    8.3%
Web Radio                        44.4%   42.6%   33.0%   13.5%

BIGresearch will be presenting additional findings from the SIMM VI database along with Don Schultz of the Medill School at Northwestern University at the ARF-ESOMAR Worldwide Audience Measurement Conference today in Montreal.

Additional information on SIMM VI may be accessed at www.bigresearch.com.

To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com

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 10,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error 1 percent. Complimentary findings are available at: www.bigresearch.com.

Contact Information

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