0
The Direct Consumer Survey
A consumer perspective on Direct Mail




                     November 2005
Why a Consumer Direct Survey?


  Offer an up to date insight
  in the consumer perspective on addressed DM
     by positi...
Methodology


  1.169 CATI-telephone interviews

  A representative sample of adult Belgians
     51%   woman, 49% men
   ...
Key results


  Consumer perspective              Our daily mail


                            Behaviour towards Addressed...
The vast majority of Belgians
welcome the daily mail.




                                5
Welcome the mail

          “I’m always curious about what is new in my letterbox”

          %
     80
                  ...
Reading your mail is a treat

           “Checking my mail is a pleasant moment”

           %
      80

                 ...
Emptying the mailbox is a must...

           “When I get home, I hurry to empty the mailbox”

           %               ...
...on working days and in the weekend

        “Number of days per week that the mail box is emptied”



                 ...
Mailboxes are emptied ASAP
or when it’s convenient

                “When is the mail box usually emptied ?”

   %
  30


...
Key results


  Consumer perspective                Our daily mail


                            Behaviour towards Address...
In the questionnaire Direct Mail was described as follows:
   “Direct Mail is personally adressed commercial information.
...
We receive every 3 days one Direct Mail
(mean = .34, median = 0)




                “How many pieces of Direct Mail did y...
A vast majority of people (3/4) will open and read addressed
direct mail; 1/3 with sounded attention




                 ...
If DM pressure seems relatively low,
the reported response level is high.


“Did you respond to DM offer or invitation dur...
There are significant differences between sectors,
with obvious interactions with sex and age.

“Did you respond to DM off...
Key results


  Consumer perspective               Our daily mail


                            Behaviour towards Addresse...
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...”
  %

80
       ...
Involvement and activation are also key


 “How often do you consider DM...”
  %
80



60                                 ...
Behind these population means,
hide rich and diversified sociodemographic differences
   If you’re looking for a sympathet...
Key results


  Consumer perspective               Our daily mail


                            Behaviour towards addresse...
Is email a threat to posted mail?




                                    24
First, look at the basics!
People still prefers receiving paper mail
“I prefer receiving a posted mail to receiving an ema...
People tend to read email only from companies they are in
relation with (previous purchase, request of information,…)


  ...
Secured email is not yet largely accepted as an alternative
for official uses


   % Preferring a personally adressed mail...
Is email a threat to posted mail?

Can DM be challenged by unaddressed mail?




                                         ...
At least ¾ people skims into the unaddressed mails looking
for their interest


   What do you do when you receive unaddre...
Key results


  Consumer perspective                Our daily mail


                             Behaviour towards addres...
Which channel do you prefer for an invitation,
e.g. for an open door event?


       %
        66

60




40




20
      ...
Which channel do you prefer for an invitation,
e.g. for an open door event?

 Breakdown Dutch - French

      %
          ...
Which channel do you prefer for an invitation,
e.g. for an open door event?

    Breakdown Women - Men

%    66 67
       ...
Which channel do you prefer for an invitation,
 e.g. for an open door event?

 Breakdown by age

%
80
               72

 ...
Which channel do you prefer for an invitation,
 e.g. for an open door event?

 A personally addressed DM delivered by Post...
Which channel a company where you are a loyal customer,
should use to give you commercial information ?



       %


    ...
Which channel a company where you are a loyal customer,
should use to give you commercial information ?

 Breakdown Dutch ...
Which channel a company where you are a loyal customer,
should use to give you commercial information ?

    Breakdown Wom...
Which channel a company where you are a loyal customer,
 should use to give you commercial information ?

 Breakdown by ag...
Which channel a company where you are a loyal customer,
 should use to give you commercial information ?

 A personally ad...
Which channel you prefer for a promotion or information on
new services or products ?



      %


60
        52



40



...
Which channel you prefer for a promotion or information on
new services or products ?

 Breakdown Dutch - French

      %
...
Which channel you prefer for a promotion or information on
new services or products ?

    Breakdown Women - Men

%

60   ...
Which channel you prefer for a promotion or information on
 new services or products ?

 Breakdown by age

%
80




60
   ...
Which channel you prefer for a promotion or information on
 new services or products ?

 A personally addressed DM deliver...
Which channel do you prefer
for your bank account information?


      %

100                                             ...
Key results


  Consumer perspective               Our daily mail


                            Behaviour towards addresse...
Declared DM funnel in different business sectors

      %
100        4        3           3          3           5        ...
Declared DM funnel in garden & DIY




      %
100         5     5            5                     6                3    ...
Declared DM funnel in automobile sector




      %
100         4     5            3                     4                ...
Declared DM funnel in food & cleaning




      %
100         3     3            3                     3                3 ...
Declared DM funnel in electrical appliances




      %
100         3     3            3                     3            ...
Declared DM funnel in mobile phone
and telco operators


      %
100         2     1            2                     2   ...
Declared DM funnel in computers & software




      %
100                                                                ...
Declared DM funnel in clothing and shoes




      %
100         3     5            1                     2               ...
Declared DM funnel in banks and insurances




      %
100         3     4            2                     2             ...
Declared DM funnel in tourism and spare time




      %
100         4     6            3                     5           ...
Declared DM funnel in furnishing and decoration




      %
100         4     4            5                     6        ...
Declared DM funnel in audio, video & photo




      %
100         4     3            5                     3             ...
Declared DM funnel in beauty




      %
100         3     3            2                     4                2          ...
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Dm2008 Opening Rates Public

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Transcript of "Dm2008 Opening Rates Public"

  1. 1. The Direct Consumer Survey A consumer perspective on Direct Mail November 2005
  2. 2. Why a Consumer Direct Survey? Offer an up to date insight in the consumer perspective on addressed DM by positioning Direct Mail as part of peoples daily mail by measuring consumer behaviour towards Direct Mail by identifying consumer attitudes towards Direct Mail Evaluate the potential of addressed Direct Mail within a competitive environment by comparing Direct Mail with e-mail by identifying differences in Direct Mail according to business sectors 2
  3. 3. Methodology 1.169 CATI-telephone interviews A representative sample of adult Belgians 51% woman, 49% men 58% dutch speaking, 42% french speaking 27% <34 yrs, 40% 35-54 yrs, 33% 55+ 46% full time, 13% part time, 41% without professional activity Survey executed by M.A.S. Research (July 2005) 3
  4. 4. Key results Consumer perspective Our daily mail Behaviour towards Addressed DM Attitude towards Addressed DM Addressed Attitude towards e-mail and DM and some other media unaddressed DM Preferences in function of content DM in your sector DM in different business sectors 4
  5. 5. The vast majority of Belgians welcome the daily mail. 5
  6. 6. Welcome the mail “I’m always curious about what is new in my letterbox” % 80 76 70 69 71 66 18 61 20 59 59 17 60 20 26 19 18 21 40 58 51 53 46 43 42 20 41 37 0 Total Men Women Dutch French <34 34-54 55+ (Fully) agree Rather agree Base = all respondents (n = 1168) 6
  7. 7. Reading your mail is a treat “Checking my mail is a pleasant moment” % 80 69 69 63 63 63 62 60 57 58 20 25 25 26 24 28 25 27 40 50 44 20 38 37 39 32 34 31 0 Men Wom en Dutch French <34 34-54 55+ (Fully) agree Rather agree Base = all respondents (n = 1168) 7
  8. 8. Emptying the mailbox is a must... “When I get home, I hurry to empty the mailbox” % 78 80 72 66 67 17 64 66 18 60 58 59 18 19 19 19 18 20 40 61 55 47 49 46 45 20 38 40 0 Total Men Wom en Dutch French <34 34-54 55+ (Fully) agree Rather agree Base = all respondents (n = 1168) 8
  9. 9. ...on working days and in the weekend “Number of days per week that the mail box is emptied” 3% 7 days / 7 33% 42% 6 days / 7 5 days / 7 4 days / 7 or less 22% Base = all respondents (n = 1168) 9
  10. 10. Mailboxes are emptied ASAP or when it’s convenient “When is the mail box usually emptied ?” % 30 25 20 15 24 23 10 22 19 17 5 8 8 0 each time the early in the morning before noon around noon during the afternoon at night it varies postman passed 32% ASAP 68% when it’s convenient Base = all respondents (n = 1168), multiple responses possible (sum > 100%) 10
  11. 11. Key results Consumer perspective Our daily mail Behaviour towards Addressed DM Attitude towards Addressed DM Addressed Attitude towards e-mail and DM and some other media unaddressed DM Preferences in function of content DM in your sector DM in different business sectors 11
  12. 12. In the questionnaire Direct Mail was described as follows: “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.” On an average day, less than 1 in 4 Belgians receive Direct Mail 12
  13. 13. We receive every 3 days one Direct Mail (mean = .34, median = 0) “How many pieces of Direct Mail did you receive yesterday ?” % 100 80 60 40 28 28 23 22 24 24 19 17 20 25 26 21 21 19 22 18 16 0 2 3 2 2 3 2 3 1 Total Men Women Dutch French <34 34-54 55+ 3-4 1-2 Base = all respondents (n = 1168) 13
  14. 14. A vast majority of people (3/4) will open and read addressed direct mail; 1/3 with sounded attention 100 % de mailings 80 60 100 70% Superficial 40 78 20 30% Attentive 0 Received Opened Quality of readership Base = 232 mailings received and analysed 14
  15. 15. If DM pressure seems relatively low, the reported response level is high. “Did you respond to DM offer or invitation during the last 12 months”* 60 50 % yes 40 30 53 48 45 20 10 0 Total Dutch French *Declared response to DM offers of 12 sectors mentioned on the following slides Base = all respondents (n = 1168) 15
  16. 16. There are significant differences between sectors, with obvious interactions with sex and age. “Did you respond to DM offer or invitation of one of these sectors during the last 12 months”* % YES Total men women < 34 34-54 55+ Clothing - shoes 21,8 15,2 28,3 31,2 21,1 14,8 Food - cleaning products 19,8 15,3 24,2 23,7 19,8 16,7 Tourism - spare time 14,3 14,1 14,4 14,2 17,7 10,4 Mobile phone - operators 12,9 14,1 11,7 17,5 15,3 6,3 Beauty 12,8 7,7 17,9 17,1 13,8 8,1 Garden - Do It Yourself 11,9 12,1 11,6 11,1 12,4 12,2 Audio – video - photo 11,0 14,1 7,9 19,4 10,6 4,6 Computer - software 9,6 13,7 5,4 16,3 9,6 3,8 Banks - insurances 9,3 11,7 6,8 10,5 10,2 7,2 Furniture - decoration 9,0 6,7 11,1 12,8 9,1 5,7 Electrical appliances 8,9 10,0 7,7 12,6 9,0 5,8 Auto 6,6 8,3 5,1 5,5 8,3 5,6 Base = all respondents (n = 1168) 16
  17. 17. Key results Consumer perspective Our daily mail Behaviour towards Addressed DM Attitude towards Addressed DM Addressed Attitude towards e-mail and DM and some other media unaddressed DM Preferences in function of content DM in your sector DM in different business sectors 17
  18. 18. There is no such thing as a ‘general attitude’ towards Direct Mail: differs in function of sender and receiver characteristics “Would you like to receive more DM ?” % YES Total men women < 34 34-54 55+ Tourism - spare time 20,8 21,6 20,0 23,1 23,4 15,8 Clothing - shoes 19,4 14,4 24,4 27,1 19,6 12,9 Food - cleaning products 19,4 12,9 25,7 20,4 21,1 16,6 Garden - Do It Yourself 16,6 18,4 14,8 17,5 18,0 14,2 Computer - software 14,1 18,9 9,6 24,8 14,3 5,1 Audio - video - photo 13,8 19,4 8,6 24,7 13,0 5,9 Beauty 12,0 7,3 16,6 15,6 12,9 8,0 Furniture - decoration 11,8 10,0 13,5 15,7 12,3 7,9 Electrical appliances 10,9 12,0 9,9 15,5 9,7 8,5 Mobile phone - operators 10,8 13,2 8,7 20,2 9,1 5,3 Banks - insurances 8,8 10,8 7,0 8,4 10,2 7,6 Auto 7,9 12,4 3,7 13,2 6,5 5,4 Base = all respondents (n = 1168) 18
  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” % 80 57 57 57 60 59 60 55 56 56 18 19 18 19 21 16 19 19 40 20 39 42 40 38 38 36 37 38 0 Total Men W omen Dutch French <34 34-54 55+ (Fully) agree Rather agree Base = all respondents (n = 1168) 19
  20. 20. Trust and information value are the 2 key assets of DM for the consumer “How often do you consider DM...” % 80 68 66 60 57 57 43 40 54 33 44 20 25 24 12 13 0 to be reliable to offer interesting to be funny & to be irritating info entertaining often/always sometimes Base = all respondents who received mail yesterday (n = 972) 20
  21. 21. Involvement and activation are also key “How often do you consider DM...” % 80 60 52 47 41 40 39 45 31 24 20 20 8 7 10 0 4 do you consider DM does DM make you do you want to keep do you pass a DM to personally want to respond a DM to look at it someone else engageing later often/always sometimes Base = all respondents who received mail yesterday (n = 972) 21
  22. 22. Behind these population means, hide rich and diversified sociodemographic differences If you’re looking for a sympathetic eye, try a french speaking woman in her twenties If you want to confront your worst critics, look for a dutch speaking man in his sixties..... for details, click here 22
  23. 23. Key results Consumer perspective Our daily mail Behaviour towards addressed DM Attitude towards addressed DM Addressed Attitude towards e-mail DM and some other media and unaddressed mail Preferences in function of content DM in your sector DM in different business sectors 23
  24. 24. Is email a threat to posted mail? 24
  25. 25. First, look at the basics! People still prefers receiving paper mail “I prefer receiving a posted mail to receiving an email” % 78 84 4 80 76 73 10 73 71 9 10 68 11 12 10 61 60 14 40 80 69 67 63 60 60 58 47 20 0 Total Men W omen Dutch French <34 34-54 55+ (Fully) agree Rather agree Base = all respondents (n = 1168) 25
  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 ….. NEWSLETTERS COMMERCIAL INFORMATION 100% 13 17 18 80% 19 I don't get those newsletters 31 I don't read it 60% 57 I read it superficially 46 I read it attentively 40% 41 20% 23 23 10 0% 3 Companies Companies you are in relation Companies you are not in with relation with Base = all respondents having a personal email adress (n = 509) 26
  27. 27. Secured email is not yet largely accepted as an alternative for official uses % Preferring a personally adressed mail to a secured email when it concerns... 100 87 82 80 60 40 20 0 invoices other administrative documents Base = all respondents having a personal email adress (n = 509) 27
  28. 28. Is email a threat to posted mail? Can DM be challenged by unaddressed mail? 28
  29. 29. At least ¾ people skims into the unaddressed mails looking for their interest What do you do when you receive unaddressed mail or leaflets?... At first Later 100% 100% 24 80% 80% 60% 60% 51 93 40% 40% 20% 20% 22 2 3 5 0% 0% I never look at them I usually throw them away I always look superficially I usually pass them to someone else I look superficially at some, attentively at others I usually keep them I always look at them attentively Base = all respondents that DON’T have a “no publicity” sticker on their mailbox (n = 981) 29
  30. 30. Key results Consumer perspective Our daily mail Behaviour towards addressed DM Attitude towards addressed DM Addressed Attitude towards e-mail and DM and some other media unaddressed mail Preferences in function of content DM in your sector DM in different business sectors 30
  31. 31. Which channel do you prefer for an invitation, e.g. for an open door event? % 66 60 40 20 10 5 2 2 2 2 1 6 6 0 a email newspaper Door- television Radio Magazine Internet None Don't know personally advertising todoor advertising adressed mail delivered by The Post Q29 - Base = all respondents (n = 1168) 31
  32. 32. Which channel do you prefer for an invitation, e.g. for an open door event? Breakdown Dutch - French % 69 66 62 60 Total Nl Fr 40 20 10 9 11 10 5 5 5 6 6 2 3 4 2 2 1 1 2 2 1 2 0 2 2 1 0 6 6 0 a email * * Newspapers Door-to- TV * Radio * * Magazine Internet* None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q29 - Base = all respondents (n = 1168) 32
  33. 33. Which channel do you prefer for an invitation, e.g. for an open door event? Breakdown Women - Men % 66 67 65 60 Total Men Women 40 20 12 10 8 8 5 6 5 6 4 5 2 2 2 2 2 2 1 2 1 2 1 2 2 1 1 6 6 0 a email * Newspapers Door-to- TV * Radio * * Magazine Internet* None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q29 - Base = all respondents (n = 1168) 33
  34. 34. Which channel do you prefer for an invitation, e.g. for an open door event? Breakdown by age % 80 72 66 64 60 60 Total <34 35-54 >54 40 20 16 11 12 10 11 7 5 4 3 4 3 3 4 4 4 2 2 2 2 2 3 3 1 0 1 1 1 1 0 6 6 1 2 2 1 0 a email * * Newspapers Door-to- TV * Radio * * Magazine Internet* None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q29 - Base = all respondents (n = 1168) 34
  35. 35. Which channel do you prefer for an invitation, e.g. for an open door event? A personally addressed DM delivered by Post % 80 69 66 67 72 62 65 60 64 60 40 20 0 Total Nl Fr Men Women <34 35-54 >54 * ! Base too small: difference not representative Q29 - Base = all respondents (n = 1168) 35
  36. 36. Which channel a company where you are a loyal customer, should use to give you commercial information ? % 58 60 40 20 14 7 5 2 2 2 2 4 5 0 a email newspaper television Door- Magazine Internet Radio None Don't know personally advertising advertising todoor adressed mail delivered by The Post Q27 - Base = all respondents (n = 1168) 36
  37. 37. Which channel a company where you are a loyal customer, should use to give you commercial information ? Breakdown Dutch - French % 62 58 60 56 Total Nl Fr 40 20 14 15 13 7 8 6 7 5 5 4 5 2 3 3 2 2 3 3 2 2 1 2 1 2 1 4 5 0 a email * Newspaper TV * Door-to- * * Magazine Internet * Radio * None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q27 - Base = all respondents (n = 1168) 37
  38. 38. Which channel a company where you are a loyal customer, should use to give you commercial information ? Breakdown Women - Men % 63 58 60 53 Total Men Women 40 20 20 14 8 7 8 6 5 6 6 5 3 4 4 4 5 2 2 2 1 2 2 1 2 1 2 2 2 0 a email * * Newspapers Door-to- TV * Radio * * Magazine Internet* None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q27 - Base = all respondents (n = 1168) 38
  39. 39. Which channel a company where you are a loyal customer, should use to give you commercial information ? Breakdown by age % 80 64 62 60 58 Total <34 35-54 >54 45 40 22 20 16 14 9 7 8 7 7 7 6 5 5 4 4 3 3 3 3 3 3 4 2 2 2 2 2 2 2 2 2 1 2 1 4 5 0 a email * * Newspapers Door-to- TV * Radio * * Magazine Internet* None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q27 - Base = all respondents (n = 1168) 39
  40. 40. Which channel a company where you are a loyal customer, should use to give you commercial information ? A personally addressed DM delivered by Post % 80 62 63 64 62 58 60 56 53 45 40 20 0 Total Nl Fr Men Women <34 35-54 >54 * ! Base too small: difference not representative Q27 - Base = all respondents (n = 1168) 40
  41. 41. Which channel you prefer for a promotion or information on new services or products ? % 60 52 40 20 11 7 7 6 4 5 3 3 2 0 a email Newspaper TV Door-to- Magazine Internet Radio None Don't know personally door adressed mail delivered by The Post Q28 - Base = all respondents (n = 1168) 41
  42. 42. Which channel you prefer for a promotion or information on new services or products ? Breakdown Dutch - French % 60 58 52 47 Total Nl Fr 40 20 14 11 9 8 9 7 7 6 7 8 5 5 6 4 3 4 3 3 4 4 1 2 2 2 3 2 5 0 a email Newspaper TV Door-to- * Magazine Internet * Radio * None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q28 - Base = all respondents (n = 1168) 42
  43. 43. Which channel you prefer for a promotion or information on new services or products ? Breakdown Women - Men % 60 56 52 47 Total Men Women 40 20 16 11 8 9 7 7 6 7 7 6 5 5 6 5 4 4 4 3 4 3 5 1 3 2 3 3 2 0 a email Newspaper TV * Door-to- * * Magazine Internet* Radio * None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q28 - Base = all respondents (n = 1168) 43
  44. 44. Which channel you prefer for a promotion or information on new services or products ? Breakdown by age % 80 60 54 57 Total <34 35-54 >54 52 40 40 18 20 13 11 12 10 10 7 7 8 7 8 6 6 5 5 6 4 4 4 5 4 3 3 2 2 2 3 1 1 6 2 3 3 2 5 0 a email * Newspaper TV * Door-to- * * Magazine Internet* Radio * None * Don't know personally door adressed mail delivered by The Post * ! Base too small: difference not representative Q28 - Base = all respondents (n = 1168) 44
  45. 45. Which channel you prefer for a promotion or information on new services or products ? A personally addressed DM delivered by Post % 80 60 58 57 56 54 52 47 47 40 40 20 0 Total Nl Fr Men Women <34 35-54 >54 * ! Base too small: difference not representative Q28 - Base = all respondents (n = 1168) 45
  46. 46. Which channel do you prefer for your bank account information? % 100 Total 80 With internet 65 access 60 57 40 21 20 17 15 12 8 6 0 a personally printed by myself at consult through consult and print adressed mail the bank internet but not through internet at delivered by The print at home home Post Base = all respondents (n = 1168) 46
  47. 47. Key results Consumer perspective Our daily mail Behaviour towards addressed DM Attitude towards addressed DM Addressed Attitude towards other e-mail DM and some other media and unaddressed mail Preferences in function of content DM in your sector DM in different business sectors 47
  48. 48. Declared DM funnel in different business sectors % 100 4 3 3 3 5 4 3 4 2 4 3 7 26 30 28 29 80 40 32 32 39 37 34 47 48 60 44 43 46 40 36 43 52 41 52 47 51 35 41 20 26 25 24 22 20 18 15 14 13 11 10 9 0 Tourism Clothing Food Bank Garden Computer Furniture Beauty Audio/vid. Mobile Auto Electric. Free time Shoes Cleaning Insurance DIY Software Deco Photo Operat. appliance I never get DM from this sector I never read it I read it superficially I read it attentively Base = sectors were rotated, about 380 respondents per sector 48
  49. 49. Declared DM funnel in garden & DIY % 100 5 5 5 6 3 2 4 9 26 80 32 30 28 29 34 38 44 60 47 43 41 42 40 43 45 45 38 20 20 24 23 24 24 16 15 9 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 49
  50. 50. Declared DM funnel in automobile sector % 100 4 5 3 4 4 6 3 5 80 29 36 32 36 39 43 48 47 60 40 51 47 49 55 51 43 45 37 20 10 15 12 11 11 5 7 8 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 50
  51. 51. Declared DM funnel in food & cleaning % 100 3 3 3 3 3 3 3 2 17 28 30 24 28 26 30 80 38 60 47 46 42 52 44 48 44 40 44 20 33 24 26 22 25 23 24 15 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 51
  52. 52. Declared DM funnel in electrical appliances % 100 3 3 3 3 3 3 3 2 80 33 35 30 34 37 41 39 46 60 40 53 51 55 50 53 48 53 48 20 9 8 10 12 14 10 6 5 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 52
  53. 53. Declared DM funnel in mobile phone and telco operators % 100 2 1 2 2 1 1 1 3 80 35 47 46 45 43 48 50 61 60 40 47 41 40 40 44 40 42 20 32 13 13 17 12 11 9 7 0 5 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 53
  54. 54. Declared DM funnel in computers & software % 100 5 7 9 6 6 9 9 8 80 16 25 34 34 41 33 33 52 60 49 39 40 41 42 41 45 44 29 20 28 25 18 17 18 14 14 8 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 54
  55. 55. Declared DM funnel in clothing and shoes % 100 3 5 1 2 4 4 2 4 18 30 23 23 28 80 35 42 40 60 46 40 43 50 45 38 40 42 39 20 35 33 25 25 23 25 13 15 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 55
  56. 56. Declared DM funnel in banks and insurances % 100 3 4 2 2 3 5 3 80 40 35 35 35 39 44 43 46 60 36 40 37 38 40 36 33 36 32 20 22 25 21 22 24 22 19 17 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 56
  57. 57. Declared DM funnel in tourism and spare time % 100 4 6 3 5 4 5 5 3 25 18 22 80 26 27 25 27 38 60 50 46 44 46 45 42 42 40 36 20 26 25 27 25 28 28 27 23 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 57
  58. 58. Declared DM funnel in furnishing and decoration % 100 4 4 5 6 2 5 3 5 21 28 25 80 29 29 32 30 37 60 56 52 40 52 48 58 53 48 50 20 15 19 18 20 11 11 13 12 0 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 58
  59. 59. Declared DM funnel in audio, video & photo % 100 4 3 5 3 5 1 5 7 28 28 18 33 80 32 35 37 41 60 45 40 52 55 52 58 51 48 51 20 31 13 17 14 9 10 8 0 3 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 59
  60. 60. Declared DM funnel in beauty % 100 3 3 2 4 2 3 2 4 80 31 42 41 46 48 52 55 66 60 42 40 35 40 35 32 39 31 20 28 25 21 14 13 15 12 11 0 3 Total Men Women Dutch French <34 34-54 55+ attentive superficially I don't I never get these Base = sectors were rotated, about 380 respondents per sector 60
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