Media preference survey 2011: key learnings

Media Preference Survey

Key results

April 2011

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Bpost ran a solid consumer survey

• Representative sample of the Belgian population, aged 15 years and olderTarget

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

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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 /week5

times /week

Less than 5 times/week

8%

4%

2%

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


5

Belgian consumers still consider the Mail Moment as a privileged moment

63%

66%

66%

61%

69%

61%

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

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Having Internet access doesn’t impact the Mail Moment experience

61%

69%

61%

56%

67%

58%

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

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Agenda

•The Mail Moment



• Sectors focus

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Addressed DM remains the preferred advertising medium

Source : Market Probe 2010

“Overall, which media do you like the most for advertising messages?”

31%

23%

13%

7%

5%

4%

3%

Addressed DM

UnaddressedDM

TV

Press

Email

Internet

Radio

In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?

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And consumers like receiving ads through letterbox channel


“I like receiving advertising via this medium”

Ik ontvang graag reclame via dit mediumJ’aime recevoir de la publicité via ce canal

45%

28%

15%

13%

11%

10%

4%

Addressed DM

D2D folder

TV

E-mail

Press

Radio

Socialnetworks

10

The information received through the letterbox is the most convincing

34%

20%

12%

10%

11%

3%

6%

Useful InformationCredible information Trustworthy information

Addressed DM

TV

Press

E-mail

Social Networks

Radio

35%

21%

16%

12%

11%

3%

8%

40%

27%

17%

13%

18%

4%

9%


“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 informatieLa publicité via ce média m’offre des informations utiles - Reclame via dit medium geeft me nuttige informatieJe fais confiance à la publicité reçue au travers de ce média - Ik heb vertrouwen in de reclame die ik krijg via dit medium

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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

and DM is scoring better than other media on response-related dimensions

0

10

20

30

40

50Like

Attract

Irritate

Incite

DM

Door to door

TV

E-mail

Social Networks

Radio


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but is still perceived as non green

9%

9%

23%

4%

43%

10%

6%

AddressedDM

UnaddressedDM

TV

Press

Email

SocialNetworks

Radio

Advertising via this medium cares about environment

‘ 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

‘Reading a newspaper can consume 20% less carbon than viewing news online.’

Swedish Royal Institute for Technology

‘ 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


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Agenda

•The Mail Moment



• Sectors focus

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Zooming into generations attitudes


Digital Natives

(15-24 years old)

Digital Immigrants

(25 – 44 years old)

Late Adopters

(above 45)

15

Digital Natives keep openingthe DM, like older generations


“What do you do with your DM ? - opening”

31% 33%

49%

22% 21%

20%19% 23%

14%10%10%

6%17% 12% 9%

Digital Natives Digital Immigrants Late adopters

Always

Often

Sometimes

Rarely

Never

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Addressed DM remains the preferred advertising medium


“Overall, which media do you like the most for advertising messages?”

29%

14%

21%

4%

7%

10%

7%

AddressedDM

UnaddressedDM

TV

Press

Email

Internet

Radio

In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?

29%

22%

12%

7%

6%

5%

4%

33%

27%

12%

8%

4%

1%

2%

Digital Natives Digital Immigrants Late Adopters

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

05

1015202530354045

Like

Attract

Irritate

Incite

DM

TV

E-mail

Social Networks

Radio

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

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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

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Agenda

•The Mail Moment



• Sectors focus

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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 ?

CarFinanceClothesHome equipmentFMCG

CarFinanceHome equipment

UPON REQUEST: [email protected]

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More Information

• Céline Reynaud, DM Media ExpertTél : 02 276 74 [email protected]

• Frédéric Jadinon, Business Development Manager Tél : 02 276 30 [email protected]

mailto:[email protected]

Media preference survey 2011: key learnings

Business

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