New Media Influences African Americans and Hispanics More Than Whites for Product Purchases

Just when marketers thought it couldn’t get any more difficult targeting ad dollars, African Americans and Hispanic consumers are adopting new media as an influence on their purchases, according to BIGresearch’s spring (May/June) Simultaneous Media Survey (SIMM VI) of 14,847 respondents.

A higher percentage of African Americans and Hispanics than Whites say new media, such as blogging, instant messaging, and picture phones have an influence on their purchase decisions for Home Improvement, Grocery, Telecom, and Apparel, among other categories.

“The mobility of many new media options appears to suit the multitasking lifestyles of African Americans and Hispanics more than Whites,” said Joe Pilotta, PhD, V.P. Research for BIGresearch. “These media represent an extension of word of mouth and pose a serious challenge that marketers will have to deal with,” said Pilotta.

Please tell us which of the following media influence your…

Home Improvement Purchases	African Americans	Hispanics	Whites
Picture Phone	2.6%	4.2%	1.4%
Instant Messaging	3.3%	5.1%	1.5%
Blogging	2.4%	3.8%	1.5%
Grocery Purchases	African Americans	Hispanics	Whites
Picture Phone	3.7%	4.7%	1.5%
Instant Messaging	3.5%	6.1%	2.4%
Blogging	3.6%	4.4%	1.8%
Telecom Purchases	African Americans	Hispanics	Whites
Picture Phone	5.4%	5.2%	2.4%
Instant Messaging	5.2%	5.6%	2.4%
Blogging	4.6%	4.7%	2.0%
Apparel/Clothing Purchases	African Americans	Hispanics	Whites
Picture Phone	3.4%	4.5%	1.3%
Instant Messaging	4.2%	5.2%	1.8%
Blogging	3.5%	4.1%	1.7%

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