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Media Preference Survey Key results April 2011
Bpost ran a solid consumer survey <ul><li>Representative sample of the Belgian population, aged 15 years and older </li></...
Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital ...
Mail Moment remains important for Belgian consumers 20% 16% 54% 10% Everyday 6 times /week 5 times /week Less than 5 times...
Belgian consumers still consider the Mail Moment as a privileged moment Enjoy looking through their mail Always curious wh...
Having Internet access doesn’t impact the Mail Moment experience Enjoy looking through their mail Always curious what’s in...
Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital ...
Addressed DM remains the preferred advertising medium Source :  Market Probe 2010  “ Overall, which media do you like the ...
And consumers like receiving ads through letterbox channel Source :  Market Probe 2010  “ I like receiving advertising via...
The information received through the letterbox is the most convincing Useful Information Credible information Trustworthy ...
and DM is scoring better than other media on response-related dimensions J’aime recevoir de la publicité via ce canal  -  ...
but is still perceived as non green Advertising via this medium cares about environment ‘ Reading a newspaper can consume ...
Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital ...
Zooming into generations attitudes Source :  Market Probe Digital Natives   (15-24 years old) Digital Immigrants   (25 – 4...
Digital Natives keep opening the DM, like older generations Source :  Market Probe “ What do you do with your DM ? - openi...
Addressed DM remains the preferred advertising medium Source :  Market Probe 2010  “ Overall, which media do you like the ...
DM is the media that incites the  most Digital Natives to react J’aime recevoir de la publicité via ce canal  -  Ik ontvan...
Some key learnings <ul><li>The Letterbox remains a key communication channel: the mail moment is considered as a ‘privileg...
Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital ...
We can zoom into sectors through two angles  Analysis of  passive  attitude towards different media Analysis of  active  a...
More Information <ul><li>Céline Reynaud, DM Media Expert Tél : 02 276 74 88 [email_address] </li></ul><ul><li>Frédéric Jad...
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Media preference survey 2011: key learnings

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Media Preference Survey 2011:
Key learnings

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Transcript of "Media preference survey 2011: key learnings"

  1. 1. Media Preference Survey Key results April 2011
  2. 2. Bpost ran a solid consumer survey <ul><li>Representative sample of the Belgian population, aged 15 years and older </li></ul>Sample Data Collection <ul><li>Field: Tuesday 7 to Thursday 23 December 2010 </li></ul><ul><li>Market Probe’s call center in Brussels </li></ul><ul><li>1006 interviews </li></ul><ul><li>Quota were set per region in terms of gender, age, province and profession to assure a representative sample of target universe </li></ul>Target
  3. 3. Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital generations </li></ul><ul><li>Sectors focus </li></ul>
  4. 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. 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. 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. 7. Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital generations </li></ul><ul><li>Sectors focus </li></ul>
  8. 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. 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. 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. 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. 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. 13. Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital generations </li></ul><ul><li>Sectors focus </li></ul>
  14. 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. 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. 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. 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. 18. Some key learnings <ul><li>The Letterbox remains a key communication channel: the mail moment is considered as a ‘privileged moment’: </li></ul><ul><ul><li>69% always curious of what’s in it </li></ul></ul><ul><ul><li>90% check it out ≥ 5 times / week </li></ul></ul><ul><li>Direct Mail remains is the most preferred advertising channel: 31% preference </li></ul><ul><li>Also Digital Natives do prefer Direct Mail channel for advertising messages. It incites them the most to react </li></ul><ul><li>Direct Mail is specially appreciated as being informative, credible and usefull </li></ul>
  19. 19. Agenda <ul><li>The Mail Moment </li></ul><ul><li>Addressed DM position as an advertising medium </li></ul><ul><li>Digital generations </li></ul><ul><li>Sectors focus </li></ul>
  20. 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 ? <ul><ul><li>Car </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>Clothes </li></ul></ul><ul><ul><li>Home equipment </li></ul></ul><ul><ul><li>FMCG </li></ul></ul><ul><ul><li>Car </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>Home equipment </li></ul></ul>UPON REQUEST: dmconsultants@bpost.be
  21. 21. More Information <ul><li>Céline Reynaud, DM Media Expert Tél : 02 276 74 88 [email_address] </li></ul><ul><li>Frédéric Jadinon, Business Development Manager Tél : 02 276 30 43 [email_address] </li></ul>
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