The most influential form of media is the oldest form of media, according to the ninth edition of the Simultaneous Media Usage Study from BIGresearch.

Word of mouth is more influential than TV, print or the web, according to the study. For automotive purchase decisions, for example, WOM was the most influential source among 30.4 percent of respondents, writes MediaPost (via MediaBuyerPlanner). Broadcast TV was second. Electronics purchasers cited WOM as the top influencer to the tune of 42.6 percent, compared with 34.1 percent who ranked print journalism as their top influencer.

The study, based on a poll of 15,000 consumers, also found that consumers are generally not content to consume one form of media at a time.

More than two-thirds use other media while watching TV; 68 percent use other media while reading newspapers and 70.7 percent use other media while browsing online.