For those of you who are always looking for new information about the use of media here’s an interesting study. Multitasking media is up according to a new SIMM study from BIGresearch.

“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” said Gary Drenik, President of BIGresearch. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media. Specifically, TV’s influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased. Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn’t providing the requisite information,” said Drenik.

This is great information and I hope no one thinks farmers are any different than the general public any more. Ask some farmers you know if they do this and see what you find out.

This does not mean all traditional media are declining in influence. Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.

I think this list of key findings is fascinating: