1
2
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
Bank/Insurance Sector
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%
Bank/Insurance Sector
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
Bank/Insurance Sector
5
44% would prefer DM to receive unsolicited advertising for Bank/Insurance related products
44%
9%
6%
7%
4%
3%
1%
0%
0%
AddressedDM
UnaddressedDM
TV
Internet
Press
Radio
SocialNetworks
SMS
Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ?
Bank/Insurance Sector
P A
Door welk medium/welke media wilt u worden gecontacteerd wanneer een bedrijf in de bank- of verzekeringssector u een reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si une entreprise du secteur des Produits financiers, bancaire ou d’assurance souhaitait vous délivrer un message publicitaire ?
Source: Market probe
6
Women and men have a similar behavior
46%
8%
6%
7%
4%
3%
0%
0%
0%
9%
44%
6%
6%
2%
5%
1%
0%
0%
AddressedDM
UnaddressedDM
TV
Press
Internet
Radio
SMS
SocialNetworks
MenWomen
Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ?
P A
Bank/Insurance Sector
Door welk medium/welke media wilt u worden gecontacteerd wanneer een bedrijf in de bank- of verzekeringssector u een reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si une entreprise du secteur des Produits financiers, bancaire ou d’assurance souhaitait vous délivrer un message publicitaire ?
Source: Market probe
7
Dutch speakers prefer that Bank/Insurance companies use DM to communicate
50%
5%
6%
6%
2%
5%
0%
0%
0%
13%
37%
6%
7%
5%
2%
1%
0%
0%
AddressedDM
UnaddressedDM
TV
Press
Internet
Radio
SMS
SocialNetworks
DutchFrench
Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ?
P A
Bank/Insurance Sector
Door welk medium/welke media wilt u worden gecontacteerd wanneer een bedrijf in de bank- of verzekeringssector u een reclameboodschap wil leveren?Par quel(s) média(s) désirez-vous être touché si une entreprise du secteur des Produits financiers, bancaire ou d’assurance souhaitait vous délivrer un message publicitaire ?Source: Market probe
8
DM ranks 2nd when consumers are looking for specific information
32%
15%
14%
6%
4%
4%
2%
2%
2%
1%
0%
Point of sales
Addressed DM
Friends/Network
Brand website
Comparisonwebsites
Google search
UnaddressedDM
Specializedpress
Advertsing E-mail
Social Networks
Press
If you had to buy an Insurance product, which information channel would you check ?
P A
Bank/Insurance Sector
Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen?Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ?Source: Market probe
9
Women and men have similar behavior when looking for specific information
32%
16%
12%
6%
4%
5%
2%
3%
1%
0%
0%
32%
15%
15%
6%
5%
4%
2%
1%
2%
1%
1%
Point of sales
Addressed DM
Friends/Network
Brand website
Comparisonwebsites
Google search
UnaddressedDM
Specializedpress
Advertsing E-mail
Press
Social Networks
MenWomen
P A
Bank/Insurance Sector
If you had to buy an Insurance product, which information channel would you check ?
Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen?Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ?
Source: Market probe
10
DM ranks 2nd with Dutch speakers but only 4th with French speakers
26%
22%
13%
6%
4%
4%
2%
2%
1%
1%
0%
P A
Bank/Insurance Sector
If you had to buy an Insurance product, which information channel would you check ?
40%
15%
9%
6%
4%
3%
3%
2%
1%
0%
0%
Dutch Speakers French Speakers
1. Point of Sales
2. Addressed DM
3. Friends/network
4. Comparison Website
5. Brand Website
6. Google search
7. Unaddressed DM
8. Advertising email
9. Specialized press
10. Social Networks
11. Press
1. Point of Sales
2. Friends/Network
3. Brand website
4. Addressed DM
5. Google search
6. Comparison website
7. Specialized press
8. Unaddressed DM
9. Advertising email
10. Social Networks
11. Press
Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen?Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ?Source: Market probe
11
Digital Natives rely less on point of sales than othersIf you had to buy an Insurance product, which information channel would you check ?
P A
Bank/Insurance Sector
21,532,7 33,8
20,112,2
15,714,5 12,8
14,27,3 8,6
4,24,6 6,8
2,810,2 3,23,41,1 2,71,6
Digital Natives Digital Immigrants Late Adopters
Point of Sales
Addressed DM
Friends/Networks
Brand websiteComparison websiteGoogle searchUnaddressed DM
Specialised PressAdvertising email
Social Networks
Stel dat u een verzekering zou willen nemen. Welke informatiekanalen zou u raadplegen alvorens een beslissing te nemen?Imaginons que vous devez souscrire une assurance, quels sont les canaux d’information que vous consulteriez avant de prendre votre décision ?
Source: Market probe
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