Media preference survey 2011: key learnings
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Media preference survey 2011: key learnings

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Media Preference Survey 2011:
Key learnings

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  • 1. Media Preference Survey Key results April 2011
  • 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
  • 3. Agenda
    • The Mail Moment
    • Addressed DM position as an advertising medium
    • Digital generations
    • Sectors focus
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Agenda
    • The Mail Moment
    • Addressed DM position as an advertising medium
    • Digital generations
    • Sectors focus
  • 8. 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 ?
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Agenda
    • The Mail Moment
    • Addressed DM position as an advertising medium
    • Digital generations
    • Sectors focus
  • 14. Zooming into generations attitudes Source : Market Probe Digital Natives (15-24 years old) Digital Immigrants (25 – 44 years old) Late Adopters (above 45)
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Agenda
    • The Mail Moment
    • Addressed DM position as an advertising medium
    • Digital generations
    • Sectors focus
  • 20. 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
  • 21. 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]