Media Preference Survey

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1 Media Preference Survey Key results April 2011

2 Bpost ran a solid consumer survey Target Representative sample of the Belgian population, aged 15 years and older Sample 1006 interviews Quota were set per region in terms of gender, age, province and profession to assure a representative sample of target universe Data Collection Field: Tuesday 7 to Thursday 23 December 2010 Market Probe s call center in Brussels 2

3 Agenda The Mail Moment Addressed DM position as an advertising medium Digital generations Sectors focus 3

4 Mail Moment remains important for Belgian consumers 90% check the letterbox at least 5 times a week 58% receive mail everyday Less than 5 times/week 10% 20% Everyday 2 times / week Less than once/week Once /week 5 times / week 54% 16% 6 times / week 3 times / week 15% 13% 4 times / week 58% Everyday Source : Market Probe Source : Market Probe 4

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) 5

6 Having Internet access doesn t impact the Mail Moment experience All Internet users only Enjoy looking through their mail Always curious what s in their mail Hurry to empty the letter box Source : Market Probe (2010) 6

7 Agenda The Mail Moment Addressed DM position as an advertising medium Digital generations Sectors focus 7

8 Addressed DM remains the preferred advertising medium 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? Source : Market Probe

9 And consumers like receiving ads through letterbox channel I like receiving advertising via this medium Ik ontvang graag reclame via dit medium J aime recevoir de la publicité via ce canal Source : Market Probe

10 The information received through the letterbox is the most convincing Advertising through this medium provides me with... Credible information Useful Information Trustworthy information Addressed DM Unaddressed DM TV Press Social Networks Radio Source : Market Probe 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 10

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 11 Source : Market Probe

12 but is still perceived as non green 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 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 Reading a newspaper can consume 20% less carbon than viewing news online. Source : Market Probe Swedish Royal Institute for Technology 12

13 Agenda The Mail Moment Addressed DM position as an advertising medium Digital generations Sectors focus 13

14 Zooming into generations attitudes Digital Natives (15-24 years old) Digital Immigrants (25 44 years old) Late Adopters (above 45) Source : Market Probe 14

15 Digital Natives keep opening the DM, like older generations What do you do with your DM? - opening Never Rarely Sometimes Often Always Source : Market Probe 15

16 Addressed DM remains the preferred advertising medium Overall, which media do you like the most for advertising messages? Digital Natives Digital Immigrants Late Adopters In het algemeen, via welk medium ontvangt u het liefst reclame? De manière générale, sur quel média préférez-vous la publicité? Source : Market Probe

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 17

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 18

19 Agenda The Mail Moment Addressed DM position as an advertising medium Digital generations Sectors focus 19

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: 20

21 More Information Céline Reynaud, DM Media Expert Tél : Frédéric Jadinon, Business Development Manager Tél :

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