Newly Released Media Behaviors & Influence™ Study Provides Marketers in Disrupted Media Market with Real Data from Real People for Increased ROI

Worthington, OH – 3/13/2017

As advertisers continue to struggle with disruption in the media world, including a decline in the use of traditional media, fake news, and bot fraud, Prosper Insights & Analytics™, a leading provider of business intelligence solutions, has released the Media Behaviors & Influence Study™ (MBI) for 2017. The data includes the responses of over 16,000 respondents and can be used to enlighten marketers by providing a unique consumer dimension. The MBI contains real consumers’ media consumption, including which media influences them to purchase, personality traits, and purchase intentions, and can be integrated with big data initiatives to enhance models to better target consumers. 

“As marketers and media grapple with questionable metrics, digital fraud, and a decline in traditional medias’ audience delivery, the MBI provides an anecdote for media waste and improved ROI through unique consumption insights, including which best influence consumers to buy,” said Gary Drenik, CEO of Prosper Insights & Analytics. “Marketing firms, CPG’s, retailers, digital database platforms, and media companies have utilized the MBI to either generate millions of dollars of new revenues, improve targeting models, or eliminate ad waste to increase ROI.”

The MBI is a unique tool that goes beyond traditional segments and measurements to provide more effective allocation models based upon how well media influences purchases, in turn improving marketing ROI. It can be segmented by a myriad of ways including specific retailer shoppers, competitors’ customers, Amazon Prime members, generations, demographics, and neuroscience segments such as impulsive consumers or those who plan tasks carefully and more.

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Some of the unique findings from the January 2017 MBI include:

  • Amazon Prime members are influenced to purchase apparel most by the Internet (37.5%), instore promotion (32.5%), and word of mouth (30.4%).
  • People who frequently/very frequently buy things on impulse say they are most influenced by the Internet (40.5%) when it comes to electronics purchases. People who frequently/very frequently plan tasks carefully are also most influenced by the Internet (39.9%) when it comes to electronics purchases.
  • When it comes to dining out, word of mouth is most likely to influence Hispanics (33.7%) and African Americans (37.0%).
  • People planning to buy a car say that the Internet (33.8%), word of mouth (30.5%), and TV/Broadcast (26.8%) are the medias that most influence their auto purchases.

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About the Media Behaviors & Influence Study™ (MBI)

The Media Behaviors & Influence Study™ (MBI) has been collected for over fifteen years and is available for licensing. The latest wave includes over 16,000 respondents and 1,600+ data points that can be combined and pivoted to uncover a myriad of unique segments. This survey measures consumption of over 30 different media, how mobile and social media are being used, and the influence media has on purchase decisions. Other trends include health conditions and insurance, pet ownership, digital activities, online research and shopping behaviors, among many other key insights. The MBI also includes behavioral questions, such as impulsiveness, to further connect Neuroscience and Marketing. Traditional and non-traditional segments are available.

About Prosper Insights & Analytics™
Prosper Insights & Analytics provides advanced business intelligence using sophisticated analytical software to examine unique datasets and provide answers to executives via its cloud-based InsightCenter™ platform powered by Prosper Technologies. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper Insights & Analytics delivers insights for executive decision making. Further, it is continually identifying unique insights through analytics to enable marketers to make knowledge-based decisions rather than relying on intuition. To learn more:

Chrissy Wissinger, Director, Communications

New Data Provides Antidote for Ad Fraud
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