Meet Generation 'C'
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Note:The Simultaneous Media Usage Study was conducted online in May 2004 using Big Research's proprietary sampling technique, with 13,414 respondents participating. The margin of error is +/- 1 percent.
This Media Center analysis of BIGResearch data represents one slice of the BIGresearch SIMM database. For pricing and additional information about licensing the entire database or custom analysis, contact Gloria Pan, gpan@mediacenter.org.
Related Link: March 04 SIMM Summary and Video Briefing --Three quarters of U.S. television viewers read the newspaper while they watch TV How We Get Through the DayThe Content Generation emerges. It creates, produces and participates in news and information in a connected, informed society. The revolution is being captured in text and on digital still and video cameras, many embedded in cell phones. Its manifesto spreads by global networks that allow anyone to post and share their thoughts, ideas and images - in text through blogs, IM and other Web tools; and in text, audio, photo and video messaging to mobile devices. The message resonates and vibrates through multiple mediums shaping our always-on lives. Media multi-tasking is now the way to get through the day. The Content Generation is also The Complex Generation - historic modes of communication become form factors in complex networks of multi-tasking, simultaneous behavior. Newspapers, direct mail, magazines, television, cable, radio - these converge and contribute to discourse and decision-making in varying and overlapping degrees alongside and simultaneous with word of mouth, email, online advertising and other forms.The fourth update of the Simultaneous Media Usage Survey (SIMM IV), conducted by BIGresearch in May 2004, sheds new light on a generation that creates, uses and distributes text, images, audio and video as part of their ordinary life experience. The Media Center has partnered with BIGresearch to identify actionable trends in media audience behavior. The Media Center provides insight to individuals, organizations and members of The Media Center Network concerned about the future of media, the intersection of media, technology and society, and about opportunities to create a better-informed society. The SIMM study is an eye-opening window on how people behave and the frequent simultaneous use of multiple media. The research provides data on consumer media behaviors as an alternative to traditional audience measurement techniques, which typically capture audience numbers or time spent with individual media but not mindshare or influence among and across all media. Key InsightAs new technologies enable mobile/anywhere media connections, The Media Center sees the quest for mindshare and influence eclipsing traditional commercial media metrics of audience size, time spent and frequency of exposure. Findings:Widespread and intense media multitasking defines the emergent Content, or 'C,' Generation. TV remains the medium most often paired with simultaneous usage of other media options. Reading the mail while watching TV tops simultaneous media usage, with 73.9% of consumers saying they regularly or occasionally do so, a slight increase since SIMM III (73.3%). Rounding out the top five SIMM usages (SIMM III results in parenthesis): 2. While reading a newspaper, watching TV 64.5% (65.2%) 3. While watching TV, reading mail 64.2% (64.1%) 4. While online, watching TV 62.9% (65.2%) 5. While reading a magazine, watching TV 59.2% (59.8%) Regarding TV, consumers say they spend a larger percentage of time viewing cable channels (40.8%) than traditional TV networks (37.5%). Media Influence in Retail PurchasingMedia influence on intent to purchase varies by product category. See detailed chart.). Top influences on apparel purchases: 1. In-store promotion 34.5% 2. Word of mouth 33.7% 3. Newspaper inserts 33.2% 4. Broadcast TV 27.1% 5. Magazines 23.5% Top influences on electronic purchases 1. Word of mouth 2. Product articles 3. Broadcast TV 4. Newspaper inserts 5. In-store promotion
Purchase Influences - (least to greatest by average)
Use of Emerging MediaRegular or occasional use of: Cell phones 74.9%, up from 68.7% in SIMM III Instant Messaging 60% MP3 Players 19.7% Picture Phones 6.2% Text Messaging 23.7% TiVo/Replay TV 7.5% Other media growing in usage are Web radio and blogs. PDA usage, however, is off slightly. Who's Using WhatThe New Media world is primarily the land of 18 to 44 year-olds when compared to all consumers. The following chart breaks out ages for several new media options versus all:
But differences between new media users don't stop at age. Bloggers' No. 1 leisure time activity is surfing the Internet, but picture phone users prefer watching the tube. And while bloggers like digital communication, they haven't yet forsaken traditional media. When it comes to media influence on electronics purchase decisions, word of mouth ranks No. 1 with bloggers (53.7%), followed by reading a product article (51.2%) and broadcast TV (40.6%). Picture phone users also rank word of mouth as the No. 1 influence in electronics purchase decisions (48.7%), but say broadcast TV is No. 2, followed by reading a product article. IMers are least likely to listen to radio while online, as well as least likely to watch TV while reading the newspaper. Meanwhile, more of the PDA crowd say they watch TV when reading their mail (80.7%) than any other group. Content for this brief and accompanying video is based on BIGresearch's semi-annual Simultaneous Media Usage (SIMMTM) knowledgebase.
About The Media CenterThe Media Center is a nonprofit think tank committed to building a better-informed society in a connected world. The Media Center helps individuals and organizations worldwide acquire intelligence and apply insight into the future role and use of media and enabling technology. Through research, education and unique learning experiences, The Media Center helps leaders in media, technology, academia, philanthropies, NGOs, nonprofit and other businesses understand the challenges of a changing multimedia world. The Media Center is a separately funded division of The American Press Institute, an independent, not-for-profit educational center with headquarters in Reston, Virginia. Through its global, multi-disciplinary network of researchers and leading thinkers, The Media Center inspires and agitates dialog and activities exploring the intersection of media, technology and society. Media Center research and programs provide knowledge and strategic insights for personal, professional and organizational growth. About BIGresearchBIGresearch is a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics and media. The twice-annual Simultaneous Media Usage Survey (SIMM) quantifies how the public consumes media and the impact those patterns have on buying habits in a fragmented and changing marketplace. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary top-line findings are available at www.bigresearch.com. For more information, contact: Gloria Pan Joe Pilotta Email this article
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