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British Marketing Survey - January 2011

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The British Marketing Survey has published surveys related to response from marketing channels.

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British Marketing Survey - January 2011

  1. 1. Best December for Response to Marketing Since Records Began!The British Marketing Survey started collecting data on the number of people who responded to marketingback in 2008. Since then things have tended to be fairly bleak - as luck would have it we started just before theglobal meltdown! The charts below show the way in which the economic situation has affected people’srelationships with marketing - Their recognition of having received messages; Their recent response; Theirwillingness to respond; and Their acceptance of marketing - all via 17 different channels.The clear picture is that things bottomed out in about September 2009, and have been generally showing signsof improvement ever since.So, what of 2011? These charts only show the overall picture. In these days of increasingly complex multichannel communication it is only by looking at the individual channels and channel combinations, forparticular target segments, that the answers can be found. Some channels are in the ascendancy, and someon the decline. But it’s not ‘across the board’, different groups are changing at different rates.The British Marketing Survey will continue to monitor this every month to provide marketers with robust andup to date information on which to base even more informed decisions.2011 will be nothing if not interesting! Source - BMS Source - BMS Mar 08 - Dec 10. CHANNELS RECEIVED Mar 08 - Dec 10. CHANNELS RESPONDED TO 34,009 respondents 2008 / 2010 34,009 respondents 2008 / 2010 100 30 95 25 % POPULATION % POPULATION 90 20 85 15 80 10 SEP SEP SEP SEP SEP SEP JUL JUL JUL JUL JUL JUL NOV NOV NOV NOV NOV NOV JAN MAR JAN MAR JAN MAR JAN MAR MAY MAY MAY MAY MAY MAY Source - BMS Source - BMS Mar 08 - Dec 10. CHANNELS FUTURE RESPONSE Mar 08 - Dec 10. CHANNELS ACCEPTABLE 34,009 respondents 2008 / 2010 34,009 respondents 2008 / 2010 50 80 45 75 % POPULATION % POPULATION 40 70 35 65 30 60 SEP SEP SEP JUL JUL JUL SEP SEP SEP JUL JUL JUL NOV NOV NOV NOV NOV NOV JAN MAR JAN MAR JAN MAR JAN MAR MAY MAY MAY MAY MAY MAY The four charts above show the % of the population who have Received or Responded to one or more of the channels monitored recently and the % of the population who find it Acceptable to receive marketing or would Respond via one or more of the channels. The charts show the 3 month rolling averages in each case.© The British Marketing Survey January 2011
  2. 2. Channel League Tables The charts below show the % of the population who Received a channel, Responded to a channel recently, find it Acceptable to receive marketing via a channel and would Respond to a channel. They are all based on the last three months combined totals. Source BMS Source BMS Oct 10 - Dec 10 RECEIVED Oct 10 - Dec 10 RESPONDED 2,967 Respondents 2,967 Respondents LEAFLETS - DOOR LEAFLETS - DOOR TV TV LEAFLETS - PAPERS / MAGS NEWSPAPER / MAGAZINE ADVERTS MAIL - HOUSEHOLDER EMAIL - COS DEALT WITH NEWSPAPER / MAGAZINE ADVERTS INTERNET MAIL BY NAME - COS DEALT WITH MAIL BY NAME - COS DEALT WITH POSTERS LEAFLETS - PAPERS / MAGS MAIL BY NAME - COS NOT DEALT WITH CUSTOMER MAGAZINES INTERNET EMAIL - COS NOT DEALT WITH TELEPHONE MAIL - HOUSEHOLDER RADIO MAIL BY NAME - COS NOT DEALT WITH EMAIL - COS DEALT WITH TELEPHONE LEAFLETS/SAMPLES - STREET POSTERS CUSTOMER MAGAZINES LEAFLETS/SAMPLES - SHOPS EMAIL - COS NOT DEALT WITH SMS SMS LEAFLETS/SAMPLES - STREET LEAFLETS/SAMPLES - SHOPS CINEMA CINEMA RADIO 0% 20% 40% 60% 80% 100% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Source BMS Source BMS Oct 10 - Dec 10 FUTURE RESPONSE Oct 10 - Dec 10 ACCEPTABLE 2,967 Respondents 2,967 Respondents TV TV NEWSPAPER / MAGAZINE ADVERTS NEWSPAPER / MAGAZINE ADVERTS MAIL BY NAME - COS DEALT WITH POSTERS LEAFLETS - DOOR RADIO EMAIL - COS DEALT WITH LEAFLETS - DOOR INTERNET MAIL BY NAME - COS DEALT WITH LEAFLETS - PAPERS / MAGS LEAFLETS - PAPERS / MAGS POSTERS INTERNET CUSTOMER MAGAZINES CUSTOMER MAGAZINES RADIO EMAIL - COS DEALT WITH LEAFLETS/SAMPLES - SHOPS CINEMA CINEMA LEAFLETS/SAMPLES - SHOPS LEAFLETS/SAMPLES - STREET LEAFLETS/SAMPLES - STREET MAIL BY NAME - COS NOT DEALT WITH MAIL - HOUSEHOLDER MAIL - HOUSEHOLDER MAIL BY NAME - COS NOT DEALT WITH EMAIL - COS NOT DEALT WITH EMAIL - COS NOT DEALT WITH SMS SMS TELEPHONE TELEPHONE 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%The British Marketing Survey conducts 1,000 face-to-face interviews per month with a nationally representative sampleof the adult population, it is conducted as part of The British Population Survey.For full details of the survey go to www.thebps.co.ukThe survey can be accessed in a fully analysable format, complete with comprehensive demographics and ACORN,MOSAIC, CENSATION and OAC classifications.Free access to the analysis software complete with the complete database for the whole of 2008 is available fromwww.thebps.co.uk Updates to the latest data (including all back data are available for £250)© The British Marketing Survey January 2011 www.thebps.co.uk/news

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