Case 1 banking p10 fr cover
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Case 1 banking p10 fr cover Presentation Transcript

  • 1.  
  • 2. bpost ran a solid consumer survey
    • Representative sample of the Belgian population, aged 15 years and older
    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
    Target Bank/Insurance Sector
  • 3. Through a representative sample
    • Men :49%
    Languages Generations
    • Woman :51%
    • Dutch :57%
    • French :40%
    • Digital Natives: 15%
    • Digital Immigrants: 32%
    • Late Adopters: 52%
    Gender Bank/Insurance Sector
  • 4. 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 Bank/Insurance company wanted to deliver an advertising message to you ? Question: If you had to buy an Insurance product, which information channel would you check ?
      • Sectors covered:
      • Car
      • Bank/Insurance
      • Clothing
      • Home equipment
      • FMCG
      • Sectors covered:
      • Car
      • Bank/Insurance
      • Home equipment
    Bank/Insurance Sector
  • 5. 44% would prefer DM to receive unsolicited advertising for Bank/Insurance related products Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ? Door welk medium/welke media wilt u worden gecontacteerd wanneer een bedrijf in de bank- of verzekeringssector u een reclameboodschap wil leveren? Par quel(s) média(s) désirez-vous être touché si une entreprise du secteur des Produits financiers, bancaire ou d’assurance souhaitait vous délivrer un message publicitaire ? Source: Market probe Bank/Insurance Sector P A
  • 6. Women and men have a similar behavior Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ? Door welk medium/welke media wilt u worden gecontacteerd wanneer een bedrijf in de bank- of verzekeringssector u een reclameboodschap wil leveren? Par quel(s) média(s) désirez-vous être touché si une entreprise du secteur des Produits financiers, bancaire ou d’assurance souhaitait vous délivrer un message publicitaire ? Source: Market probe P A Bank/Insurance Sector
  • 7. Dutch speakers prefer that Bank/Insurance companies use DM to communicate Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ? Door welk medium/welke media wilt u worden gecontacteerd wanneer een bedrijf in de bank- of verzekeringssector u een reclameboodschap wil leveren? Par quel(s) média(s) désirez-vous être touché si une entreprise du secteur des Produits financiers, bancaire ou d’assurance souhaitait vous délivrer un message publicitaire ? Source: Market probe P A Bank/Insurance Sector
  • 8. DM ranks 2nd when consumers are looking for specific information If you had to buy an Insurance product, which information channel would you check ? Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen? Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ? Source: Market probe P A Bank/Insurance Sector
  • 9. Women and men have similar behavior when looking for specific information If you had to buy an Insurance product, which information channel would you check ? Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen? Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ? Source: Market probe P A Bank/Insurance Sector
  • 10. DM ranks 2 nd with Dutch speakers but only 4 th with French speakers If you had to buy an Insurance product, which information channel would you check ? Dutch Speakers French Speakers 1. Point of Sales 2. Addressed DM 3. Friends/network 4. Comparison Website 5. Brand Website 6. Google search 7. Unaddressed DM 8. Advertising email 9. Specialized press 10. Social Networks 11. Press 1. Point of Sales 2. Friends/Network 3. Brand website 4. Addressed DM 5. Google search 6. Comparison website 7. Specialized press 8. Unaddressed DM 9. Advertising email 10. Social Networks 11. Press Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen? Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ? Source: Market probe P A Bank/Insurance Sector
  • 11. Digital Natives rely less on point of sales than others If you had to buy an Insurance product, which information channel would you check ? Point of Sales Addressed DM Friends/Networks Brand website Comparison website Google search Unaddressed DM Specialised Press Advertising email Social Networks Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen? Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ? Source: Market probe P A Bank/Insurance Sector
  • 12. DM is the preferred medium for receiving unsolicited information in the Financial sector Source: Mail Preference study 2010 Through which media would you like to be approached if a brand wanted to deliver an advertising message to you ? Preferred Media - Gender Preferred Media - Language Addressed DM Unaddressed DM TV Email Internet Press Addressed DM Unaddressed DM TV Email Internet Press Bank/Insurance Sector