Case 1 banking p10 nl cover

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%


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


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

Email

Internet

Press

Radio

SocialNetworks

SMS



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

E-mail

Press

Internet

Radio

SMS

SocialNetworks

Men

Women


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 ?


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

E-mail

Press

Internet

Radio

SMS

SocialNetworks

Dutch

French


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 ?


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


P A


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 ?


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

Men

Women

P A





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



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



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


21,532,7 33,8

20,1

12,2

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 website

Google search

Unaddressed DMSpecialised Press

Advertising emailSocial Networks



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Case 1 banking p10 nl cover

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