COLUMBUS, OH--(Marketwire - March 5, 2008) - Advertisers are allocating more dollars to sponsored links and understanding who is influenced by them has become a requirement for effective allocation. A new analysis of BIGresearch's (http://www.bigresearch.com) Simultaneous Media Survey (SIMM 11) provides clarity on who uses sponsored links and their influence to purchase. 15,727 respondents participated in the latest SIMM survey and 1 in 10 (9%) said they are influenced or greatly influenced by sponsored links when searching for products/services on the Internet.
When compared to all adults 18+, those who are influenced by sponsored links tend to be younger, with an average age of 40.7 (vs. 44.8) with slightly lower incomes ($53,901 vs. $56,811) and 7.7% are students (vs. 6.1%). Those who are influenced also tend to be White/Caucasian (62.6%), while 22.1% are Hispanic, 19.5% are African American/Black and 3.8% are Asian.
Additionally, in the next six months, more adults influenced are anticipating life events and planning more major purchases than all adults.
Life Events within Next 6 Months
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Consumers Influenced All
by Sponsored Links Adults 18+
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Yourself / your child starting college 12.3% 6.1%
Getting married 7.0% 3.5%
Expecting a baby 5.3% 3.0%
Retiring 3.9% 2.1%
Getting separated/divorced 3.7% 1.9%
Source: BIGresearch, SIMM 11
Planning Major Purchases within Next 6 Months
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Consumers Influenced All
by Sponsored Links Adults 18+
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Computer 27.3% 16.7%
TV 25.7% 17.8%
Furniture 23.5% 15.8%
Vacation Travel 23.4% 21.4%
Car/Truck 23.1% 13.1%
Home Appliances 19.3% 11.7%
Digital Camera 17.6% 11.3%
Major Home Improvement or Repair 14.8% 11.8%
Jewelry/Watch 14.6% 7.5%
DVD/VCR 12.8% 7.9%
Stereo Equipment 11.3% 5.8%
House 10.8% 5.7%
RV/Boat 4.7% 1.7%
Source: BIGresearch, SIMM 11
"Consumers who are influenced by sponsored links appear to be on a mission due to some event in their lives. As a result, they are self-directed when using media, which is why they prefer digital media options that allow them to get the information they want when they want it," said Gary Drenik, President of BIGresearch. "Advertisers looking to reach people in the market to buy should look at this consumer segment as an important part of their ad mix."
Top 5 Areas for Online Searches (Regularly/Occasionally)
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Consumers Influenced All
by Sponsored Links Adults 18+
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Maps/Directions 91.9% 91.2%
Clothing/Shoes 85.6% 71.2%
Product Information/ 85.5% 75.0%
Comparative Shopping (Non-Auto)
Travel 84.4% 77.2%
Movies 84.2% 71.0%
Source: BIGresearch, SIMM 11
Those influenced by sponsored links are most likely to be triggered by Magazines to start an online search (52.7%). Coupons (50.8%) and TV Broadcasts (47.5%) round out the top three.
Further analysis is available by clicking: 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.
Contact Information: Contact: Chrissy Wissinger BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146