media preference survey 2011: key learnings
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Media Preference Survey 2011:Key learningsTRANSCRIPT
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Media Preference Survey
Key results
April 2011
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Bpost ran a solid consumer survey
• Representative sample of the Belgian population, aged 15 years and olderTarget
Sample
Data Collection
• Field: Tuesday 7 to Thursday 23 December 2010
• Market Probe’s call center in Brussels
• 1006 interviews
• Quota were set per region in terms of gender, age, province and profession to assure a representative sample of target universe
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Agenda
• The Mail Moment
• Addressed DM position as an advertising medium
• Digital generations
• Sectors focus
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Mail Moment remains important for Belgian consumers
20%
16%
54%
10% Everyday
6 times /week5
times /week
Less than 5 times/week
8%
4%
2%
90% check the letterbox at least 5 times a week
Source : Market Probe
58%
13%
15%
58% receive mail everyday
Everyday
4 times /week
3 times /week
2 times /week
Once /week
Less than once/week
Source : Market Probe
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Belgian consumers still consider the Mail Moment as a privileged moment
63%
66%
66%
61%
69%
61%
Enjoy looking through their mail
Always curious what’s in their mail
Hurry to empty the letter box
Source : Power of DM Study (MAS) 2005 ; Market Probe (2010)
2005
2010
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Having Internet access doesn’t impact the Mail Moment experience
61%
69%
61%
56%
67%
58%
Enjoy looking through their mail
Always curious what’s in their mail
Hurry to empty the letter box
Source : Market Probe (2010)
All
Internet users only
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Agenda
•The Mail Moment
• Addressed DM position as an advertising medium
• Digital generations
• Sectors focus
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Addressed DM remains the preferred advertising medium
Source : Market Probe 2010
“Overall, which media do you like the most for advertising messages?”
31%
23%
13%
7%
5%
4%
3%
Addressed DM
UnaddressedDM
TV
Press
Internet
Radio
In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?
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And consumers like receiving ads through letterbox channel
Source : Market Probe 2010
“I like receiving advertising via this medium”
Ik ontvang graag reclame via dit mediumJ’aime recevoir de la publicité via ce canal
45%
28%
15%
13%
11%
10%
4%
Addressed DM
D2D folder
TV
Press
Radio
Socialnetworks
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The information received through the letterbox is the most convincing
34%
20%
12%
10%
11%
3%
6%
Useful InformationCredible information Trustworthy information
Addressed DM
TV
Press
Social Networks
Radio
35%
21%
16%
12%
11%
3%
8%
40%
27%
17%
13%
18%
4%
9%
Source : Market Probe
“Advertising through this medium provides me with...”
Unaddressed DM
La publicité via ce média me fournit de l’information crédible - Reclame via dit medium geeft me geloofwaardige informatieLa publicité via ce média m’offre des informations utiles - Reclame via dit medium geeft me nuttige informatieJe fais confiance à la publicité reçue au travers de ce média - Ik heb vertrouwen in de reclame die ik krijg via dit medium
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J’aime recevoir de la publicité via ce canal - Ik ontvang graag reclame via dit medium La publicité via ce média m’irrite souvent - Reclame via dit medium irriteert me vaak La publicité via ce média m’incite à réagir - Reclame via dit medium spoort me om dan te reageren
La publicité via ce média retient souvent mon attention - Reclame via dit medium houdt vaak mijn aandacht vast
and DM is scoring better than other media on response-related dimensions
0
10
20
30
40
50Like
Attract
Irritate
Incite
DM
Door to door
TV
Social Networks
Radio
Source : Market Probe
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but is still perceived as non green
9%
9%
23%
4%
43%
10%
6%
AddressedDM
UnaddressedDM
TV
Press
SocialNetworks
Radio
Advertising via this medium cares about environment
‘ The paper industry is a relatively small user of wood. Of the wood extracted from the world’s forests, 53% is used for energy production, 28% is used by sawmills and only around11% is used directly by the paper industry.’
FAO Statistics 2007
‘Reading a newspaper can consume 20% less carbon than viewing news online.’
Swedish Royal Institute for Technology
‘ In Europe, forests are growing and now cover 44% of the land area. 98% of all European forests are covered by a management plan or equivalents.’
MCPFE, Europe’s Forests 2007
Source : Market Probe
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Agenda
•The Mail Moment
• Addressed DM position as an advertising medium
• Digital generations
• Sectors focus
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Zooming into generations attitudes
Source : Market Probe
Digital Natives
(15-24 years old)
Digital Immigrants
(25 – 44 years old)
Late Adopters
(above 45)
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Digital Natives keep openingthe DM, like older generations
Source : Market Probe
“What do you do with your DM ? - opening”
31% 33%
49%
22% 21%
20%19% 23%
14%10%10%
6%17% 12% 9%
Digital Natives Digital Immigrants Late adopters
Always
Often
Sometimes
Rarely
Never
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Addressed DM remains the preferred advertising medium
Source : Market Probe 2010
“Overall, which media do you like the most for advertising messages?”
29%
14%
21%
4%
7%
10%
7%
AddressedDM
UnaddressedDM
TV
Press
Internet
Radio
In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?
29%
22%
12%
7%
6%
5%
4%
33%
27%
12%
8%
4%
1%
2%
Digital Natives Digital Immigrants Late Adopters
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DM is the media that incites the most Digital Natives to react
05
1015202530354045
Like
Attract
Irritate
Incite
DM
TV
Social Networks
Radio
J’aime recevoir de la publicité via ce canal - Ik ontvang graag reclame via dit medium La publicité via ce média m’irrite souvent - Reclame via dit medium irriteert me vaak La publicité via ce média m’incite à réagir - Reclame via dit medium spoort me om dan te reageren
La publicité via ce média retient souvent mon attention - Reclame via dit medium houdt vaak mijn aandacht vast
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Some key learnings
• The Letterbox remains a key communication channel: the mail moment is considered as a ‘privileged moment’:• 69% always curious of what’s in it• 90% check it out ≥ 5 times / week
• Direct Mail remains is the most preferred advertising channel: 31% preference
• Also Digital Natives do prefer Direct Mail channel for advertising messages. It incites them the most to react
• Direct Mail is specially appreciated as being informative, credible and usefull
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Agenda
•The Mail Moment
• Addressed DM position as an advertising medium
• Digital generations
• Sectors focus
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We can zoom into sectors through two angles
Analysis of passive attitude towards different media
Analysis of active attitude towards different media
Question:
Through which media would you like to be approached if a brand wanted to deliver an advertising message to you ?
Question:
If you had to buy a car next month, which information channel would you check ?
CarFinanceClothesHome equipmentFMCG
CarFinanceHome equipment
UPON REQUEST: [email protected]
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More Information
• Céline Reynaud, DM Media ExpertTél : 02 276 74 [email protected]
• Frédéric Jadinon, Business Development Manager Tél : 02 276 30 [email protected]