Blogs, IM's and PicPhones influence the purchase of African-Americans and Hispanics more than whites', according to BIGresearch's 2005 Simultaneous Media Survey (SIMM VI), reports MediaPost - particularly for purchase decisions for home improvement, grocery, telecom, and apparel, among others.
"These media represent an extension of word of mouth and pose a serious challenge that marketers will have to deal with," says Joe Pilotta, VP of research for 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."
