New findings from BIGresearch show picture phones have a greater influence on purchase decisions among minorities.
Use of the cell phone -- taking pictures or short video -- is the latest medium of influence on purchase decisions. The picture phone allows for a narrative and illustration; it acts as a type of audio-advertisement.
As a part of BIGresearch's Simultaneous Media Usage Survey (SIMM VI), we have learned the influence of picture phones varies across race. Specifically, purchase decisions by minorities are more heavily influenced by picture phones. Also, BIGresearch has found that Hispanics and African Americans exceed Whites use of the picture phone by over 2.5 to 1.
From the data, marketers can see that electronic purchases seem to require more knowledge -- rather, more socially approved knowledge -- compared to car/truck and medicines for Whites, African Americans and Hispanics.