New Media, a Powerful Ad Vehicle to Reach Hispanics

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.

The authors of the study asked consumers to tell them which of the following media influence their purchasing decisions:

 African

Home Improvement Purchases 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%

 African

Grocery Purchases 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%

 African

Telecom Purchases 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%

 African

Apparel/Clothing Purchases 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%

Source: BIGresearch

"In any media plan, influence needs to be factored in to improve advertising ROI. The early adoption of new consumer-controlled media as a purchase driver by African Americans and Hispanics will disrupt traditional media plans as it shifts even more power to consumers from marketers. By creating a mobile shopping environment wherein a conference among a social network may result in a purchase on the spot, long term advertising effects may also be diminished," said Pilotta.