I’ve provided an overview of the different studies that have been conducted into how people are using multiple media. An update from BigResearch and their SIMM study is online [pdf]. From their email release dated 15th June:
Last week in Shanghai, BIGresearch for the 3rd consecutive year presented its breakthrough media consumption model from its Simultaneous Media Survey [SIMM] at ESOMARÂ’s Worldwide Multi-Media Measurement conference.
The presentation demonstrated how SIMM helps advertisers increase marketing ROI by tightly linking media consumption to actual purchase behavior, utilizing its 8 unique media consumption clusters. Dr. Joe Pilotta, VP Research for BIGresearch, presented in collaboration with Drs. Don Schultz and Martin Block of the Medill School of Integrated Marketing Communications at Northwestern University.
This presentation of SIMM, and the 8 Consumption Clusters designed with Drs. Schultz and Block, represents another example of BIGresearch answering the need for consumer-centric measurement that enables advertisers to increase marketing ROI.
The study looks at 31 ‘media alternatives’:
website, word-of-mouth, television, cable, internet service provider (ISP), search engine use, retail channel shopped, radio, article about product in media form, in-store promotion, news-papers, newspaper inserts, direct mail, television, magazine, internet advertising, outdoor billboards, picture phone, instant messenger, email advertising, yellow pages, satellite radio, text message, MP3player, web radio, video games, personal digital assistant (PDA), cell phone and TiVO.
In this paper, they give further information about their eight clusters that I’ve spoken about before.
Sorry, I don’t know what is wrong with my template with archived posts.