Heavy Mass Media Consumers Most Influenced by WOM
Consumers with a high overall media consumption, particularly in network, print and electronic media, are most influenced by WOM in home improvement purchases. That's the key finding of a study by BIGresearch, which also defined several different categories of media consumers, including:
* Ravenous: high overall media influence, high network, print and electronic consumption.
* Old School: high mass media influence, low online media influence, and average overall media consumption.
* Persuadable: high mass and search media influence, average promotional media influence.
Source: 8 Media Consumption Clusters Discovered From Analysis of BIGresearch's Simultaneous Media Survey, March 2006
