BIGresearch writes an (almost) regular column each Monday for iMedia Connection. This is the second in a special series of pieces focusing on purchasing decisions among women consumers by "media consumption clusters."
In this week's column, we will take a look at the same three media clusters as last week's installment: Old School, Ravenous, and Persuadables and look at the media which influence their purchase decision for home improvement. (Media clusters were outlined in iMedia Connection's March 20, 2006 New Research Method Promises Higher ROI issue.)
The following chart displays the three clusters and the influential media on their home improvement purchases. (Note: in the following tables, "Word of Mouth" represents media and platforms as varied as cell phones, text messaging and blogging.)
The data is drawn from our Simultaneous Media Survey (SIMM) VII, with a survey group of 15,027 and completed on December 2, 2005. The number of women who regularly shop online is 1490. The overall SIMM data, including all previous surveys, exceeds 100,000 respondents.
What can we make of this information? It is not just the Old School who are influenced by traditional media but also, the Ravenous and Persuadables. While Old School consumption style is not indicative of the Ravenous and Persuadables, it does demonstrate how consumption styles are varied based on merchandise category.
Implications
Regular online purchase behavior does not translate automatically into influence by online advertising. Rather, it does open up the possibility of creative synergy between online and TV and word of mouth technology -- such as cell phone, text messaging and blogging -- to address home improvement purchases.
Next week: We'll look at women who shop online and the media synergy influence on electronics.
