2. 2
bpost ran a solid consumer survey
• Representative sample of the Belgian population,
aged 15 years and older
Target
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
Fashion Retail
Sector
3. 3
Through a representative sample
• Men :49%Gender
Languages
Generations
• Woman :51%
• Dutch :57% • French :40%
• Digital Natives: 15%
• Digital Immigrants: 32%
• Late Adopters: 52%
Fashion Retail
Sector
4. 4
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 Bank/Insurance company
wanted to deliver an advertising message
to you ?
Question:
If you had to buy an Insurance product,
which information channel would you
check ?
Sectors covered:
•Car
•Bank/Insurance
•Clothing
•Home equipment
•FMCG
Sectors covered:
•Car
•Bank/Insurance
•Home equipment
Fashion Retail
Sector
5. 55
38% would prefer DM to receive
unsolicited advertising for Fashion Retail
Fashion Retail
Sector
38%
22%
5%
5%
4%
3%
2%
0%
Addressed
DM
Unaddressed
DM
TV
Email
Internet
Press
Visit Shop
Radio
Through which media would you like to be approached if a
Clothing/Footwear shop wanted to deliver an advertising message to you ?
Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een
reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous
délivrer un message publicitaire ?
Source: Market probe
6. 6
Preferred media varies slightly
depending on gender or language
35,4 41,5
18,4 25,2
5,1 4,6
4,8 5,6
3,5 3,4
2,3 3,2
Men Women
48,2
25
15,5
30,5
5
4,6
4,2
6,6
3,3
3,7
1,3 4,7
NL FR
Preferred Media - Gender Preferred Media - Language
Addressed DM
Unaddressed
DM
TV
Email
Internet
Press
Addressed DM
Unaddressed
DM
TV
Email
Internet
Press
Fashion Retail
Sector
Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een
reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous
délivrer un message publicitaire ?
Source: Market probe
Through which media would you like to be approached if a
Clothing/Footwear shop wanted to deliver an advertising message to you ?
7. 7
Digital Natives are the one that
the most DM for Fashion retail
43,6 35,2
39
12,8
23,9
23,1
11,3
7,6
2
9,5
5,6
39,4 4,1
1,8 3,6 2,5
Digital Natives Digital
Immigrants
Late Adopters
Addressed DM
Unaddressed DM
Email
TV
Internet
Press
SMS
1,8
Internet = 1,4
Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een
reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous
délivrer un message publicitaire ?
Source: Market probe
Through which media would you like to be approached if a
Clothing/Footwear shop wanted to deliver an advertising message to you ?
Fashion Retail
Sector
8. 8
Clothing & Footwear is one of the category
where information is the most appreciated
Which of the following sectors would you be interested in getting more
information ?
7,2
10,2
17,2
30,5
30,8
34,7
39,4
Savings
Insurance
Cars
Home, home
improvement
GSM/TV/PC
Clothing &
Footwear
FMCG
Products
Voor welke van de volgende sectoren zou u geïnteresseerd zijn om meer informatie te hebben?
Parmi les secteurs suivants, pour lequel seriez-vous intéressé de recevoir plus d'informations?
Source: Market probe
Fashion Retail
Sector
