The following is from BIGresearch's SIMM VI database of over 14,000 respondents displaying the differences in the influence of the picture phone on purchase decisions among customers who selected Best Buy and Circuit City first choice for electronics.
Overall, Circuit City customers purchase decisions are more influenced by the picture phone than Best Buy customers in the following categories: electronics, home improvement, and by a great margin telecom services.
Best Buy customers are more influenced in the categories of eating out, medicines, car/truck, grocery and apparel/clothing. The above data can start to chart the potential of new media influence on concrete purchase decisions by retail channel. Media planning and ROI elements by retail channel are important factors to retailers and manufacturers.
BIGresearch is an Ohio-based online marketing intelligence and internet-powered marketing research company.
