Media preference survey 2011: key learnings

Media Preference Survey Key results April 2011

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

Agenda
The Mail Moment
Addressed DM position as an advertising medium
Digital generations
Sectors focus

Mail Moment remains important for Belgian consumers 20% 16% 54% 10% Everyday 6 times /week 5 times /week Less than 5 times/week 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

Belgian consumers still consider the Mail Moment as a privileged moment 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

Having Internet access doesn’t impact the Mail Moment experience 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

Agenda
The Mail Moment
Digital generations
Sectors focus

Addressed DM remains the preferred advertising medium Source : Market Probe 2010 “ Overall, which media do you like the most for advertising messages?” In het algemeen, via welk medium ontvangt u het liefst reclame ? De manière générale, sur quel média préférez-vous la publicité ?

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 medium J’aime recevoir de la publicité via ce canal

The information received through the letterbox is the most convincing Useful Information Credible information Trustworthy information Addressed DM TV Press E-mail Social Networks Radio 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 informatie La publicité via ce média m’offre des informations utiles - Reclame via dit medium geeft me nuttige informatie Je fais confiance à la publicité reçue au travers de ce média - Ik heb vertrouwen in de reclame die ik krijg via dit medium

and DM is scoring better than other media on response-related dimensions 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 Source : Market Probe

but is still perceived as non green Advertising via this medium cares about environment ‘ Reading a newspaper can consume 20% less carbon than viewing news online.’ Swedish Royal Institute for Technology Source : Market Probe ‘ 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 ‘ 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

Agenda
The Mail Moment
Digital generations
Sectors focus

Zooming into generations attitudes Source : Market Probe Digital Natives (15-24 years old) Digital Immigrants (25 – 44 years old) Late Adopters (above 45)

Digital Natives keep opening the DM, like older generations Source : Market Probe “ What do you do with your DM ? - opening” Always Often Sometimes Rarely Never

Addressed DM remains the preferred advertising medium Source : Market Probe 2010 “ Overall, which media do you like the most for advertising messages?” In het algemeen, via welk medium ontvangt u het liefst reclame ? De manière générale, sur quel média préférez-vous la publicité ? Digital Natives Digital Immigrants Late Adopters

DM is the media that incites the most Digital Natives to react 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

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

Agenda
The Mail Moment
Digital generations
Sectors focus

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 ?
Car
Finance
Clothes
Home equipment
FMCG
Car
Finance
Home equipment
UPON REQUEST: dmconsultants@bpost.be

More Information
Céline Reynaud, DM Media Expert Tél : 02 276 74 88 [email_address]
Frédéric Jadinon, Business Development Manager Tél : 02 276 30 43 [email_address]

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Media preference survey 2011: key learnings

by bpost on Sep 29, 2011

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Media preference survey 2011: key learnings — Presentation Transcript