BIGresearch’s Simultaneous Media Survey (SIMM 11) provides clarity on who uses sponsored links and their influence to purchase. Of 15,727 respondents,1 in 10 (9%) said they are influenced or greatly influenced by sponsored links when searching for products/services on the Internet.
How many will buy a home in the next 6 months? Read on......
When compared to all adults 18+, those who are influenced by sponsored links tend to be younger, with an average age of 40.7 (vs. 44.8) with slightly lower incomes ($53,901 vs. $56,811) and 7.7% are students (vs. 6.1%). Those who are influenced also tend to be White/Caucasian (62.6%), while 22.1% are Hispanic, 19.5% are African American/Black and 3.8% are Asian.
The study found that these people whom are influenced by sponsored links are also planning on some big purchases in the next 6 months.
10.8% of consumers whom are influenced by sponsored links plan on buying a home in the next 6 months. Compared to 5.7% whom are not influenced.
“Consumers who are influenced by sponsored links appear to be on a mission due to some event in their lives. As a result, they are self-directed when using media, which is why they prefer digital media options that allow them to get the information they want when they want it,” said Gary Drenik, President of BIGresearch. “Advertisers looking to reach people in the market to buy should look at this consumer segment as an important part of their ad mix."