A new study breaks out which media is consumed more right before consumers shop

If the intended result of your media message is a call to action or direct response, then it can be helpful to know what media shoppers are utilizing before such a trip.

The Nielsen Company recently funded studies regarding consumer activities and media consumption. The Council for Research Excellence released the findings at last month’s Nielsen’s Company Consumer 360 conference.

MediaPost reports that almost 62% of shoppers listened to radio an average of 14 minutes prior to shopping. In regards to television, 48% of responders watched it and 36% of that same group observed a TV commercial about 42 minutes before shopping.

The study also reviewed media consumption with mobile media preceding aforementioned excursions. Only 17% of consumers were utilizing their mobile phones during a trip. DVD viewing, mobile messaging, game playing, web usage, and the use of any other software are considered non-traditional phone activities. These only engaged 3% of a consumer’s time during a shopping experience.

If the intended result of your media message is a call to action or direct response, then it can be helpful to know what media shoppers are utilizing before such a trip.

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