Nearly one in eight higher income consumers said social media influenced their choice of real estate services, the highest of all media types, according to the Summer 2009 Ad-ology Media Influence on Consumer Choice survey.

Of online, social, and traditional media, online media had the most influence across all demographics.  Real estate agency Web sites were the most influential online media. The lucrative 25-to-34 age group was noticeably more influenced by video than other age groups.

Fees are the most important factor for consumers selecting real estate services, followed by real estate office and real estate agent reputation.

“Relationships and reputations – both online and offline – are so crucial in real estate,” said C. Lee Smith, president and CEO of Ad-ology Research.  “Agents who may be ignoring social media need to realize it’s a great way to establish their name and build relationships in the marketplace, and especially with these higher income consumers,” Smith said.

Other key findings:

• Newspapers and television were the most influential traditional media
• Convenience was important for 18-to-24 year olds: online listings and office location were the top factors
• Positive comments influenced 12.2% of 25 to 34 year olds

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.

Media Influence on Consumer Choice: Real Estate is available for purchase and immediate download through Ad-ology.com.  The report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers.  The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States.  Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.
Methodology

Ad-ology Research surveyed an online consumer panel of 1,154 adults in a manner that is 98% representative of the adult population of the United States from July 17-18, 2009. The margin of error for this survey is +/- 2.9 percentage points.

Editor’s Note: The Ad-ology trade name should be hyphenated in all printed references.

PRESS CONTACT:
Michelle O’Brien
(614) 794-0500 ext. 100
pressrelations@ad-ology.com

Thirty eight percent of U.S. auto buyers are willing to drive more than an hour for their best deal, highlighting the importance of aggressive advertising by dealers.  The Fall 2009 Ad-ology Media Influence on Consumer Choice survey also found online media is now more influential than social or traditional media on auto purchasing/leasing decisions.

Manufacturer Web sites influenced nearly half of recent purchasers.  Search results and online video were also influential, and nearly twice as many males as females reported influence from online video.  Traditional media is still influential for automotive sales.  Newspaper was the most influential traditional media overall, particularly so for older demographics, Asians, and African Americans.

Social media had the most effect on buyers under the age of 54, females, and higher-income consumers.  Auto purchasers who use Twitter say social networks influenced their purchase more than users of other social networks.

“The growing influence of online media has created the opportunity for price-sensitive consumers to shop beyond their own backyard,” said C. Lee Smith, president and CEO of Ad-ology Research. “Dealerships must promote themselves consistently because they have more competition than might be readily apparent,” Smith said.

Other key findings from the survey:

• 63% of consumers contacted more than one dealer during the decision-making process.
• Nearly 16% of U.S. consumers intend to purchase a new or used vehicle within the next year.
• After the vehicles themselves, the topics most researched online by auto purchasers were:  Trade-in values, auto insurance, and gas mileage.
• Television was the most influential traditional media for 25-to-34-year old auto buyers.
• Blackberry and iPhone users were more than twice as likely than other mobile phone users to have their auto purchase influenced by support of a cause or charity.

“Fall 2009 Ad-ology Media Influence on Consumer Choice,” survey conducted by Ad-ology Research, October 23, 2009.  Website: www.ad-ology.com.

Ad-ology Research study finds a majority of Americans tried a ‘new-to-them’ restaurant in the past year

Traditional media influenced more than 30 percent of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers.  The Ad-ology Research study also found 61 percent of U.S. consumers surveyed said they had visited “a restaurant they had not visited before” in the last year.

Of traditional media types, direct mail had the most influence on pizza ordering/delivery, with nearly 28 percent of consumers overall and more than 36 percent of 35 to 44 year olds influenced by direct mail.  Quality ingredients and fast delivery time were the biggest factor in pizza delivery.

Online media influenced 40 percent of recent restaurant visitors, with restaurant Web sites having the most influence.  Traditional media proved more effective than social media for these consumers.  Twenty-seven percent were influenced by newspaper, and 25.4 percent said the same for direct mail.

“People are still eating out and ordering out, but want to make sure they’re spending their money wisely,” said C. Lee Smith, president and CEO of Ad-ology Research.  “Restaurant Web sites can really drive traffic by providing menus and prices, plus details like hours and location so consumers feel like they have all the information they need,” Smith said.

Other key findings:

• 14% of restaurant visitors said they were influenced by search results
• Half of consumers over 55 said senior discount programs are important as they chose a restaurant
• Cleanliness was the most important overall factor in restaurant choice; quality of ingredients was most important in pizza delivery choice

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.

Both reports: Media Influence on Consumer Choice: Restaurants and Media Influence on Consumer Choice: Pizza Delivery are available for purchase and immediate download through Ad-ology.com. Each report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.
Methodology

Ad-ology Research surveyed an online consumer panel of 1,154 adults in a manner that is 98% representative of the adult population of the United States from July 17-18, 2009. The margin of error for this survey is +/- 2.9 percentage points.

Editor’s Note: The Ad-ology trade name should be hyphenated in all printed references.

PRESS CONTACT:
Michelle O’Brien
(614) 794-0500 ext. 100
pressrelations@ad-ology.com

Automaker Web sites most influential on buyers;
newspaper, TV still effective

Thirty eight percent of U.S. auto buyers are willing to drive more than an hour for their best deal, highlighting the importance of aggressive advertising by dealers.  The Fall 2009 Ad-ology Media Influence on Consumer Choice survey also found online media is now more influential than social or traditional media on auto purchasing/leasing decisions.

Manufacturer Web sites influenced nearly half of recent purchasers.  Search results and online video were also influential, and nearly twice as many males as females reported influence from online video.  Traditional media is still influential for automotive sales.  Newspaper was the most influential traditional media overall, particularly so for older demographics, Asians, and African Americans.

Social media had the most effect on buyers under the age of 54, females, and higher-income consumers.  Auto purchasers who use Twitter say social networks influenced their purchase more than users of other social networks.

“The growing influence of online media has created the opportunity for price-sensitive consumers to shop beyond their own backyard,” said C. Lee Smith, president and CEO of Ad-ology Research. “Dealerships must promote themselves consistently because they have more competition than might be readily apparent,” Smith said.

Other key findings from the survey:

• 63% of consumers contacted more than one dealer during the decision-making process.
• Nearly 16% of U.S. consumers intend to purchase a new or used vehicle within the next year.
• After the vehicles themselves, the topics most researched online by auto purchasers were:  Trade-in values, auto insurance, and gas mileage.
• Television was the most influential traditional media for 25-to-34-year old auto buyers.
• Blackberry and iPhone users were more than twice as likely than other mobile phone users to have their auto purchase influenced by support of a cause or charity.

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study on- and off-line media influence on buying decisions.

In addition to the media influence data, the Media Influence on Consumer Choice: Automotive report includes breakdowns by social network and smart phone usage as well as future purchase intentions.  The report is available for purchase through the Research Store at Ad-ology.com and includes 50 data charts and marketing insights.  An additional report, Media Influence on Consumer Choice: Auto Care is also available.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 400 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.

Methodology

Ad-ology Research surveyed an online consumer panel of 1,159 adults in a manner that is 98% representative of the adult population of the United States from September 11-14, 2009. The margin of error for this survey is +/- 2.88 percentage points.

Editor’s Note: The Ad-ology trade name should be hyphenated in all printed references.

PRESS CONTACT:
Michelle O’Brien
(614) 794-0500 ext. 100
pressrelations@ad-ology.net