Consumers are using instant messaging to communicate about products and influence their purchase decisions; BIGresearch delivers details.

Instant messaging among Hispanics, Whites and African Americans has an effect on purchase decisions for medicine, car/truck, and electronics categories. Findings are from the latest Simultaneous Media Usage Survey (SIMM VI), conducted by BIGresearch, with a sample size of over 14,000 respondents.

As the chart above demonstrates, Hispanics overwhelming outpace Whites and African Americans regarding instant messaging in the medicines and car/truck categories, while Hispanic and African American virtually out distance Whites use of instant messaging for electronic decisions.

Instant messaging with its shortened message structure functions as a “check-in” device with friends and family. The need for confirmation with others quickly creates short term cycles of consumer controlled advertising and may disrupt to long term advertising effects.

However, new technologies allow for the possibility of increased interactive marketing and advertising that can work very effectively during simultaneous media usage.  To demonstrate this point in detail, look for BIGresearch's future articles at iMediaConnection.