The Direct Consumer Survey A  consumer perspective on Direct Mail November  2005
Why  a Consumer Direct Survey? <ul><li>Offer an up to date insight  in the consumer perspective on addressed DM </li></ul>...
Methodology <ul><li>1.169 CATI-telephone interviews </li></ul><ul><li>A representative sample of adult Belgians </li></ul>...
Key results Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in differen...
<ul><li>The vast majority of Belgians  welcome the daily mail.  </li></ul>
Welcome the mail “ I’m always curious about what is new in my letterbox” 66 61 70 59 76 69 59 71 Base = all respondents ( ...
Reading your mail is a treat “ Checking my mail is a pleasant moment” 63 57 69 63 63 62 58 69 Base = all respondents ( n =...
Emptying the mailbox is a must... “ When I get home, I hurry to empty the mailbox” 66 64 67 58 78 59 66 72 Base = all resp...
...on working days and in the weekend Base = all respondents ( n =  1168) “ Number of days per week that the mail box is e...
Mailboxes are emptied ASAP  or when it’s convenient Base = all respondents ( n =  1168) , multiple responses possible (sum...
Key results Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in differen...
<ul><li>In the questionnaire Direct Mail was described as follows: </li></ul><ul><ul><li>“ Direct Mail is personally adres...
We receive every 3 days one Direct Mail (mean = .34, median = 0) “ How many pieces of  Direct Mail  did you receive yester...
A vast majority of people (3/4) will open and read addressed direct mail; 1/3 with sounded attention Superficial Attentive...
If DM pressure seems relatively low, the reported response level is high. % yes Base = all respondents  ( n =  1168) *Decl...
There are significant differences between sectors, with obvious interactions with sex and age. Base = all respondents  ( n...
Key results Attitude towards e-mail and unaddressed DM Preferences in function of content Attitude towards Addressed DM Be...
There is no such thing as a ‘general attitude’ towards Direct Mail: differs in function of sender and receiver characteris...
They value more companies that send them personalized information “ A company that makes the effort to write me personnaly...
Trust and information value are the 2 key assets of DM for the consumer “ How often do you consider DM...” Base = all resp...
Involvement and activation are also key Base = all respondents  who received mail yesterday  (n =  972 ) “ How often do yo...
<ul><li>Behind these population means,  hide rich and diversified sociodemographic differences </li></ul><ul><ul><li>If yo...
Key results Attitude towards e-mail and unaddressed mail Preferences in function of content Attitude towards addressed DM ...
<ul><li>Is email a threat to posted mail? </li></ul>
First, look at the basics! People still prefers receiving paper mail “ I prefer receiving a posted mail to receiving an em...
People tend to read email only from companies they are in relation with (previous purchase, request of information,…) How ...
Secured email is not yet largely accepted as an alternative for official uses Base = all respondents  having a personal em...
<ul><li>Is email a threat to posted mail? </li></ul><ul><li>Can DM be challenged by unaddressed mail? </li></ul>
At least ¾ people skims into the unaddressed mails looking for their interest At first Later Base = all respondents  that ...
Key results Attitude towards e-mail and unaddressed mail Preferences in function of content DM in different business secto...
% Which channel do you prefer for  an invitation , e.g. for an open door event?  Q29 - Base = all respondents ( n =  1168)
% Which channel do you prefer for  an invitation , e.g. for an open door event?  Q29 - Base = all respondents ( n =  1168)...
% Which channel do you prefer for  an invitation , e.g. for an open door event?  Q29 - Base = all respondents ( n =  1168)...
% Which channel do you prefer for  an invitation , e.g. for an open door event?  Q29 - Base = all respondents ( n =  1168)...
% Which channel do you prefer for  an invitation , e.g. for an open door event?  Q29 - Base = all respondents ( n =  1168)...
Which channel a company where you are a loyal customer, should use to give you commercial information ? % Q27 - Base = all...
% Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all...
% Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all...
% Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all...
% Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all...
Which channel you prefer for a promotion or information on  new services or products  ? % Q28 - Base = all respondents ( n...
% Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n =...
% Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n =...
% Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n =...
% Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n =...
% Which channel do you prefer  for your  bank account information ? Base = all respondents ( n =  1168)
Key results Attitude towards other e-mail and unaddressed mail Preferences in function of content DM in different business...
Declared DM funnel in different business sectors Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %...
Declared DM funnel in garden & DIY Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in automobile sector Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in food & cleaning Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in electrical appliances Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in mobile phone  and telco operators Bas e  =  s ector s   were  rotate d, about  380 respondents per s...
Declared DM funnel in computers & software Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in clothing and shoes  Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in banks and insurances Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in tourism and spare time  Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in furnishing and decoration Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in audio, video & photo  Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
Declared DM funnel in beauty Bas e  =  s ector s   were  rotate d, about  380 respondents per sector %
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Direct Consumer Survey 2006 Public

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  • = watches at least at one of the commercial networks regularly (VTM, VT4, Kanaal 2 or VijfTV) = person who has read a magazine in which the print was been published (Dag Allemaal, Story, Plus, or Libelle)
  • Direct Consumer Survey 2006 Public

    1. 1. The Direct Consumer Survey A consumer perspective on Direct Mail November 2005
    2. 2. Why a Consumer Direct Survey? <ul><li>Offer an up to date insight in the consumer perspective on addressed DM </li></ul><ul><ul><li>by positioning Direct Mail as part of peoples daily mail </li></ul></ul><ul><ul><li>by measuring consumer behaviour towards Direct Mail </li></ul></ul><ul><ul><li>by identifying consumer attitudes towards Direct Mail </li></ul></ul><ul><li>Evaluate the potential of addressed Direct Mail within a competitive environment </li></ul><ul><ul><li>by comparing Direct Mail with e-mail </li></ul></ul><ul><ul><li>by identifying differences in Direct Mail according to business sectors </li></ul></ul>
    3. 3. Methodology <ul><li>1.169 CATI-telephone interviews </li></ul><ul><li>A representative sample of adult Belgians </li></ul><ul><ul><li>51% woman, 49% men </li></ul></ul><ul><ul><li>58% dutch speaking, 42% french speaking </li></ul></ul><ul><ul><li>27% <34 yrs, 40% 35-54 yrs, 33% 55+ </li></ul></ul><ul><ul><li>46% full time, 13% part time, 41% without professional activity </li></ul></ul><ul><li>Survey executed by M.A.S. Research (July 2005) </li></ul>
    4. 4. Key results Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards e-mail and unaddressed DM Addressed DM and some other media
    5. 5. <ul><li>The vast majority of Belgians welcome the daily mail. </li></ul>
    6. 6. Welcome the mail “ I’m always curious about what is new in my letterbox” 66 61 70 59 76 69 59 71 Base = all respondents ( n = 1168) %
    7. 7. Reading your mail is a treat “ Checking my mail is a pleasant moment” 63 57 69 63 63 62 58 69 Base = all respondents ( n = 1168) %
    8. 8. Emptying the mailbox is a must... “ When I get home, I hurry to empty the mailbox” 66 64 67 58 78 59 66 72 Base = all respondents ( n = 1168) %
    9. 9. ...on working days and in the weekend Base = all respondents ( n = 1168) “ Number of days per week that the mail box is emptied”
    10. 10. Mailboxes are emptied ASAP or when it’s convenient Base = all respondents ( n = 1168) , multiple responses possible (sum > 100% ) “ When is the mail box usually emptied ?” 32% ASAP 68% when it’s convenient %
    11. 11. Key results Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards e-mail and unaddressed DM Addressed DM and some other media
    12. 12. <ul><li>In the questionnaire Direct Mail was described as follows: </li></ul><ul><ul><li>“ Direct Mail is personally adressed commercial information. It often concerns a promotion or publicity for a service or product of a company. But it can also be an invitation for a visit to a dealer or point of sales, or a request for a gift. In all cases your name, or the name of a family member, and your adress figure on the enveloppe or bundle.” </li></ul></ul><ul><li>On an average day, less than 1 in 4 Belgians receive Direct Mail </li></ul>
    13. 13. We receive every 3 days one Direct Mail (mean = .34, median = 0) “ How many pieces of Direct Mail did you receive yesterday ?” 23 22 24 19 28 28 24 17 Base = all respondents ( n = 1168) %
    14. 14. A vast majority of people (3/4) will open and read addressed direct mail; 1/3 with sounded attention Superficial Attentive Base = 232 mailings received and analysed 70% 30%
    15. 15. If DM pressure seems relatively low, the reported response level is high. % yes Base = all respondents ( n = 1168) *Declared response to DM offers of 12 sectors mentioned on the following slides “ Did you respond to DM offer or invitation during the last 12 months”*
    16. 16. There are significant differences between sectors, with obvious interactions with sex and age. Base = all respondents ( n = 1168) “ Did you respond to DM offer or invitation of one of these sectors during the last 12 months”* 9,6 Computer - software 11,0 Audio – video - photo 11,9 Garden - Do It Yourself 12,8 Beauty 12,9 Mobile phone - operators 14,3 Tourism - spare time 19,8 Food - cleaning products 21,8 Clothing - shoes 9,3 Banks - insurances Total % YES 6,6 8,9 9,0 Auto Electrical appliances Furniture - decoration 5,4 13,7 7,9 14,1 11,6 12,1 17,9 7,7 11,7 14,1 14,4 14,1 24,2 15,3 28,3 15,2 6,8 11,7 women men 8,3 10,0 6,7 5,1 7,7 11,1 3,8 9,6 16,3 4,6 10,6 19,4 12,2 12,4 11,1 8,1 13,8 17,1 6,3 15,3 17,5 10,4 17,7 14,2 16,7 19,8 23,7 14,8 21,1 31,2 7,2 10,2 10,5 55+ 34-54 < 34 5,5 12,6 12,8 8,3 9,0 9,1 5,6 5,8 5,7
    17. 17. Key results Attitude towards e-mail and unaddressed DM Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective Addressed DM and some other media DM in your sector Our daily mail
    18. 18. There is no such thing as a ‘general attitude’ towards Direct Mail: differs in function of sender and receiver characteristics Base = all respondents (n = 1168) “ Would you like to receive more DM ?” 7,9 Auto 10,9 Electrical appliances 11,8 Furniture - decoration 12,0 Beauty 13,8 Audio - video - photo 14,1 Computer - software 19,4 Food - cleaning products 19,4 Clothing - shoes 20,8 Tourism - spare time 16,6 Garden - Do It Yourself 8,8 10,8 Total % YES Banks - insurances Mobile phone - operators 3,7 12,4 9,9 12,0 13,5 10,0 16,6 7,3 8,6 19,4 9,6 18,9 25,7 12,9 24,4 14,4 20,0 21,6 14,8 18,4 10,8 13,2 men 7,0 8,7 women 5,4 6,5 13,2 8,5 9,7 15,5 7,9 12,3 15,7 8,0 12,9 15,6 5,9 13,0 24,7 5,1 14,3 24,8 16,6 21,1 20,4 12,9 19,6 27,1 15,8 23,4 23,1 14,2 18,0 17,5 8,4 20,2 < 34 10,2 9,1 34-54 7,6 5,3 55+
    19. 19. They value more companies that send them personalized information “ A company that makes the effort to write me personnaly, is more likeable than a company that doesn’t” 57 57 57 55 60 56 59 56 Base = all respondents (n = 1168) %
    20. 20. Trust and information value are the 2 key assets of DM for the consumer “ How often do you consider DM...” Base = all respondents who received mail yesterday (n = 972 ) % 68 66 57 57
    21. 21. Involvement and activation are also key Base = all respondents who received mail yesterday (n = 972 ) “ How often do you consider DM...” % 47 52 41 24
    22. 22. <ul><li>Behind these population means, hide rich and diversified sociodemographic differences </li></ul><ul><ul><li>If you’re looking for a sympathetic eye, try a french speaking woman in her twenties </li></ul></ul><ul><ul><li>If you want to confront your worst critics, look for a dutch speaking man in his sixties..... </li></ul></ul><ul><ul><li>for details, click here </li></ul></ul>
    23. 23. Key results Attitude towards e-mail and unaddressed mail Preferences in function of content Attitude towards addressed DM Behaviour towards addressed DM DM in different business sectors Consumer perspective Addressed DM and some other media DM in your sector Our daily mail
    24. 24. <ul><li>Is email a threat to posted mail? </li></ul>
    25. 25. First, look at the basics! People still prefers receiving paper mail “ I prefer receiving a posted mail to receiving an email” 73 68 78 71 76 61 73 84 Base = all respondents (n = 1168) %
    26. 26. People tend to read email only from companies they are in relation with (previous purchase, request of information,…) How attentively do you read emails from ….. Base = all respondents having a personal email adress (n = 509 ) NEWSLETTERS COMMERCIAL INFORMATION
    27. 27. Secured email is not yet largely accepted as an alternative for official uses Base = all respondents having a personal email adress (n = 509 ) % Preferring a personally adressed mail to a secured email when it concerns...
    28. 28. <ul><li>Is email a threat to posted mail? </li></ul><ul><li>Can DM be challenged by unaddressed mail? </li></ul>
    29. 29. At least ¾ people skims into the unaddressed mails looking for their interest At first Later Base = all respondents that DON’T have a “ no publicit y ” sticker on their mailbox (n = 981) What do you do when you receive unaddressed mail or leaflets? ...
    30. 30. Key results Attitude towards e-mail and unaddressed mail Preferences in function of content DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards addressed DM Behaviour towards addressed DM Addressed DM and some other media
    31. 31. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168)
    32. 32. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * * * * ! Base too small: difference not representative
    33. 33. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative
    34. 34. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *
    35. 35. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative
    36. 36. Which channel a company where you are a loyal customer, should use to give you commercial information ? % Q27 - Base = all respondents ( n = 1168)
    37. 37. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * * * * ! Base too small: difference not representative
    38. 38. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative *
    39. 39. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *
    40. 40. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative
    41. 41. Which channel you prefer for a promotion or information on new services or products ? % Q28 - Base = all respondents ( n = 1168)
    42. 42. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * ! Base too small: difference not representative
    43. 43. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative
    44. 44. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *
    45. 45. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative
    46. 46. % Which channel do you prefer for your bank account information ? Base = all respondents ( n = 1168)
    47. 47. Key results Attitude towards other e-mail and unaddressed mail Preferences in function of content DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards addressed DM Behaviour towards addressed DM Addressed DM and some other media
    48. 48. Declared DM funnel in different business sectors Bas e = s ector s were rotate d, about 380 respondents per sector % I read it attentively I read it superficially I never read it I never get DM from this sector
    49. 49. Declared DM funnel in garden & DIY Bas e = s ector s were rotate d, about 380 respondents per sector %
    50. 50. Declared DM funnel in automobile sector Bas e = s ector s were rotate d, about 380 respondents per sector %
    51. 51. Declared DM funnel in food & cleaning Bas e = s ector s were rotate d, about 380 respondents per sector %
    52. 52. Declared DM funnel in electrical appliances Bas e = s ector s were rotate d, about 380 respondents per sector %
    53. 53. Declared DM funnel in mobile phone and telco operators Bas e = s ector s were rotate d, about 380 respondents per sector %
    54. 54. Declared DM funnel in computers & software Bas e = s ector s were rotate d, about 380 respondents per sector %
    55. 55. Declared DM funnel in clothing and shoes Bas e = s ector s were rotate d, about 380 respondents per sector %
    56. 56. Declared DM funnel in banks and insurances Bas e = s ector s were rotate d, about 380 respondents per sector %
    57. 57. Declared DM funnel in tourism and spare time Bas e = s ector s were rotate d, about 380 respondents per sector %
    58. 58. Declared DM funnel in furnishing and decoration Bas e = s ector s were rotate d, about 380 respondents per sector %
    59. 59. Declared DM funnel in audio, video & photo Bas e = s ector s were rotate d, about 380 respondents per sector %
    60. 60. Declared DM funnel in beauty Bas e = s ector s were rotate d, about 380 respondents per sector %
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