8
1
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
Fashion Retail
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%
Fashion Retail
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
Fashion Retail
Sector
55
38% would prefer DM to receive unsolicited advertising for Fashion Retail
Fashion Retail
Sector
38%
22%
5%
5%
4%
3%
2%
0%
AddressedDM
UnaddressedDM
TV
Internet
Press
Visit Shop
Radio
Through which media would you like to be approached if a Clothing/Footwear shop wanted to deliver an advertising message to you ?
Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous délivrer un message publicitaire ?
Source: Market probe
6
Preferred media varies slightly depending on gender or language
35,4 41,5
18,4 25,2
5,1 4,64,8 5,63,5 3,42,3 3,2
Men Women
48,2
25
15,5
30,5
5
4,6
4,2
6,6
3,33,7
1,3 4,7
NL FR
Preferred Media - Gender Preferred Media - Language
Addressed DM
Unaddressed DM
TV
EmailInternet
Press
Addressed DM
Unaddressed DM
TV
EmailInternet
Press
Fashion Retail
Sector
Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous délivrer un message publicitaire ?
Source: Market probe
Through which media would you like to be approached if a Clothing/Footwear shop wanted to deliver an advertising message to you ?
7
Digital Natives are the one that the most DM for Fashion retail
43,6 35,239
12,823,9
23,111,3
7,6
2
9,55,6
39,4 4,11,8 3,6 2,5
Digital Natives DigitalImmigrants
Late Adopters
Addressed DM
Unaddressed DM
TV
InternetPress
SMS1,8
Internet = 1,4
Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een reclameboodschap wil leveren?
Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous délivrer un message publicitaire ?
Source: Market probe
Through which media would you like to be approached if a Clothing/Footwear shop wanted to deliver an advertising message to you ?
Fashion Retail
Sector
8
Clothing & Footwear is one of the category where information is the most appreciatedWhich of the following sectors would you be interested in getting more information ?
7,2
10,2
17,2
30,5
30,8
34,7
39,4
Savings
Insurance
Cars
Home, homeimprovement
GSM/ TV/ PC
Clothing &Footwear
FMCGProducts
Voor welke van de volgende sectoren zou u geïnteresseerd zijn om meer informatie te hebben?Parmi les secteurs suivants, pour lequel seriez-vous intéressé de recevoir plus d'informations?
Source: Market probe
Fashion Retail
Sector
