52
The Direct Consumer Survey A consumer perspective on Direct Mail November 2005
The Direct Consumer SurveyA consumer perspective on Direct Mail
November 2005
2
Why a Consumer Direct Survey?
Offer an up to date insight in the consumer perspective on addressed DM
by positioning Direct Mail as part of peoples daily mailby measuring consumer behaviour towards Direct Mailby identifying consumer attitudes towards Direct Mail
Evaluate the potential of addressed Direct Mail within a competitive environment
by comparing Direct Mail with e-mailby identifying differences in Direct Mail according to business sectors
3
Methodology
1.169 CATI-telephone interviews
A representative sample of adult Belgians51% woman, 49% men58% dutch speaking, 42% french speaking27% <34 yrs, 40% 35-54 yrs, 33% 55+46% full time, 13% part time, 41% without professional activity
Survey executed by M.A.S. Research (July 2005)
4
Key results
Preferences in function of content
Attitude towards Addressed DM
Behaviour towards Addressed DM
DM in different business sectors
Consumer perspective
DM in your sector
Our daily mail
Attitude towards e-mail andunaddressed DM
AddressedDM and some other media
5
The vast majority of Belgians welcome the daily mail.
6
Welcome the mail
46 4151
37
58
43 42
53
2019
20
21
18
2618
17
0
20
40
60
80
Total Men Women Dutch French <34 34-54 55+
(Fully) agree Rather agree
“I’m always curious about what is new in my letterbox”
6661
70
59
76
69
59
71
Base = all respondents (n = 1168)
%
7
Reading your mail is a treat
3832
4437 39
34 31
50
25
25
25
26 2428
27
20
0
20
40
60
80
Men Women Dutch French <34 34-54 55+
(Fully) agree Rather agree
“Checking my mail is a pleasant moment”
6357
69
63 63 6258
69
Base = all respondents (n = 1168)
%
8
Emptying the mailbox is a must...
47 4549
38
61
4046
55
1919
18
20
17
18
19
18
0
20
40
60
80
Total Men Women Dutch French <34 34-54 55+
(Fully) agree Rather agree
“When I get home, I hurry to empty the mailbox”
6664
67
58
78
59
66
72
Base = all respondents (n = 1168)
%
9
Base = all respondents (n = 1168)
42%
22%
33%
3%
7 days / 7
6 days / 7
5 days / 7
4 days / 7 or less
“Number of days per week that the mail box is emptied”
...on working days and in the weekend
10
Base = all respondents (n = 1168), multiple responses possible (sum > 100%)
17
8
2319
22
8
24
0
5
10
15
20
25
30
each time thepostman passed
early in the morning before noon around noon during the afternoon at night it varies
“When is the mail box usually emptied ?”
32% ASAP 68% when it’s convenient
%
Mailboxes are emptied ASAP or when it’s convenient
11
Key results
Preferences in function of content
Attitude towards Addressed DM
Behaviour towards Addressed DM
DM in different business sectors
Consumer perspective
DM in your sector
Our daily mail
Attitude towards e-mail andunaddressed DM
AddressedDM and some other media
12
In the questionnaire Direct Mail was described as follows:
“Direct Mail is personally adressed commercial information.
It often concerns a promotion or publicity for a service or productof a company.
But it can also be an invitation for a visit to a dealer or point of sales,or a request for a gift.
In all cases your name, or the name of a family member, and your adress figure on the enveloppe or bundle.”
On an average day, less than 1 in 4 Belgians receive Direct Mail
13
We receive every 3 days one Direct Mail(mean = .34, median = 0)
“How many pieces of Direct Mail did you receive yesterday ?”
2 3 2 2 3 2 3 1
21 19 2218
25 26 2116
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
3-4 1-2
23 22 2419
28 2824
17
Base = all respondents (n = 1168)
%
14
A vast majority of people (3/4) will open and read addressed direct mail; 1/3 with sounded attention
10078
0
20
40
60
80
100
Received Opened Quality ofreadership
% d
e m
ailin
gs
Superficial
Attentive
Base = 232 mailings received and analysed
70%
30%
15
4845
53
0
10
20
30
40
50
60
Total Dutch French
% yes
Base = all respondents (n = 1168)
*Declared response to DM offers of 12 sectors mentioned on the following slides
“Did you respond to DM offer or invitation during the last 12 months”*
If DM pressure seems relatively low,the reported response level is high.
16
% YES Total
Clothing - shoes 21,8
Food - cleaning products 19,8
Tourism - spare time 14,3
Mobile phone - operators 12,9
Beauty 12,8
Garden - Do It Yourself 11,9
Audio – video - photo 11,0
Computer - software 9,6
Banks - insurances 9,3
Furniture - decoration 9,0
Electrical appliances 8,9
Auto 6,6
Base = all respondents (n = 1168)
men women
15,2 28,3
15,3 24,2
14,1 14,4
14,1 11,7
7,7 17,9
12,1 11,6
14,1 7,9
13,7 5,4
11,7 6,8
6,7 11,1
10,0 7,7
8,3 5,1
< 34 34-54 55+
31,2 21,1 14,8
23,7 19,8 16,7
14,2 17,7 10,4
17,5 15,3 6,3
17,1 13,8 8,1
11,1 12,4 12,2
19,4 10,6 4,6
16,3 9,6 3,8
10,5 10,2 7,2
12,8 9,1 5,7
12,6 9,0 5,8
5,5 8,3 5,6
“Did you respond to DM offer or invitation of one of these sectors during the last 12 months”*
There are significant differences between sectors,with obvious interactions with sex and age.
17
Key results
Attitude towards e-mail andunaddressed DM
Preferences in function of content
Attitude towards Addressed DM
Behaviour towards Addressed DM
DM in different business sectors
Consumer perspective
AddressedDM and some other media
DM in your sector
Our daily mail
18Base = all respondents (n = 1168)
% YES Total
Tourism - spare time 20,8
Clothing - shoes 19,4
Food - cleaning products 19,4
Garden - Do It Yourself 16,6
Computer - software 14,1
Audio - video - photo 13,8
Beauty 12,0
Furniture - decoration 11,8
Electrical appliances 10,9
Mobile phone - operators 10,8
Banks - insurances 8,8
Auto 7,9
men women
21,6 20,0
14,4 24,4
12,9 25,7
18,4 14,8
18,9 9,6
19,4 8,6
7,3 16,6
10,0 13,5
12,0 9,9
13,2 8,7
10,8 7,0
12,4 3,7
< 34 34-54 55+
23,1 23,4 15,8
27,1 19,6 12,9
20,4 21,1 16,6
17,5 18,0 14,2
24,8 14,3 5,1
24,7 13,0 5,9
15,6 12,9 8,0
15,7 12,3 7,9
15,5 9,7 8,5
20,2 9,1 5,3
8,4 10,2 7,6
13,2 6,5 5,4
There is no such thing as a ‘general attitude’ towards Direct Mail: differs in function of sender and receiver characteristics “Would you like to receive more DM ?”
19
38 39 38 3642
37 38 40
19 18 1919
1819 21 16
0
20
40
60
80
Total Men Women Dutch French <34 34-54 55+
(Fully) agree Rather agree
“A company that makes the effort to write me personnaly,is more likeable than a company that doesn’t”
57 57 57
55
60
5659
56
Base = all respondents (n = 1168)
%
They value more companies that send them personalized information
20
2513
2412
4354
4433
0
20
40
60
80
to be reliable to offer interestinginfo
to be funny &entertaining
to be irritating
often/ always sometimes
“How often do you consider DM...”
68 66
57 57
Base = all respondents who received mail yesterday (n = 972)
%
Trust and information value are the 2 key assets of DM for the consumer
21
8 1047
39 4531
20
0
20
40
60
80
do you consider DMpersonallyengageing
does DM make youwant to respond
do you want to keepa DM to look at it
later
do you pass a DM tosomeone else
often/ always sometimes
4752
41
24
Base = all respondents who received mail yesterday (n = 972)
“How often do you consider DM...”
%
Involvement and activation are also key
22
Behind these population means, hide rich and diversified sociodemographic differences
If you’re looking for a sympathetic eye,try a french speaking woman in her twenties
If you want to confront your worst critics,look for a dutch speaking man in his sixties.....
for details, click here
23
Key results
Attitude towards e-mailand unaddressed mail
Preferences in function of content
Attitude towards addressed DM
Behaviour towards addressed DM
DM in different business sectors
Consumer perspective
AddressedDM and some other media
DM in your sector
Our daily mail
24
Is email a threat to posted mail?
25
First, look at the basics!People still prefers receiving paper mail
6358
6960
67
47
60
80
10
10
10
11
9
14
12
4
0
20
40
60
80
Total Men Women Dutch French <34 34-54 55+
(Fully) agree Rather agree
“I prefer receiving a posted mail to receiving an email”
73
68
78
7176
61
73
84
Base = all respondents (n = 1168)
%
26
People tend to read email only from companies they are in relation with (previous purchase, request of information,…)
1023
3
31
19
57
18 13 17
41
46
23
0%
20%
40%
60%
80%
100%
Companies Companies you are in relationwith
Companies you are not inrelation with
I don't get thosenewslettersI don't read it
I read it superficially
I read it attentively
How attentively do you read emails from …..
Base = all respondents having a personal email adress (n = 509)
NEWSLETTERS COMMERCIAL INFORMATION
27
Secured email is not yet largely accepted as an alternative for official uses
Base = all respondents having a personal email adress (n = 509)
8287
0
20
40
60
80
100
invoices other administrativedocuments
% Preferring a personally adressed mail to a secured email when it concerns...
28
Is email a threat to posted mail?
Can DM be challenged by unaddressed mail?
29
3
22
51
24
0%
20%
40%
60%
80%
100%
I never look at themI always look superficiallyI look superficially at some, attentively at othersI always look at them attentively
52
93
0%
20%
40%
60%
80%
100%
I usually throw them away
I usually pass them to someone else
I usually keep them
At first Later
Base = all respondents that DON’T have a “no publicity” sticker on their mailbox (n = 981)
At least ¾ people skims into the unaddressed mails looking for their interest
What do you do when you receive unaddressed mail or leaflets?...
30
Key results
Attitude towards e-mail andunaddressed mail
Preferences in function of content
DM in different business sectors
Consumer perspective
DM in your sector
Our daily mail
Attitude towards addressed DM
Behaviour towards addressed DM
AddressedDM and some other media
31
2 2 1 6 65
66
10
2 20
20
40
60
apersonallyadressed
maildelivered
by The Post
email newspaperadvertising
Door-todoor
televisionadvertising
Radio Magazine Internet None Don't know
%
Which channel do you prefer for an invitation,e.g. for an open door event?
Q29 - Base = all respondents (n = 1168)
32
2 2 1 6 6
69
95 3 2 1 2 0
46
62
11
5
0 1 2 1 2
1065
66
10
2 2
0
20
40
60
apersonallyadressed
maildelivered
by The Post
email Newspapers Door-to-door
TV Radio Magazine Internet None Don't know
Total Nl Fr
%
Which channel do you prefer for an invitation,e.g. for an open door event?
Q29 - Base = all respondents (n = 1168)
Breakdown Dutch - French
*
* * * * * * *
! Base too small: difference not representative
33
2 2 1 6 6
67
12
42 2 1 1 1
5 5
65
8 62 2 2 2 1
8 65
66
10
2 2
0
20
40
60
apersonallyadressed
maildelivered
by The Post
email Newspapers Door-to-door
TV Radio Magazine Internet None Don't know
Total Men Women
%
Which channel do you prefer for an invitation,e.g. for an open door event?
Q29 - Base = all respondents (n = 1168)
Breakdown Women - Men
*
* * * * * *
! Base too small: difference not representative
34
2 2 1 6 6
60
16
7
13 3 3 3 4
1
72
11
42
0 1 1 0
4 4
64
3 42 2 1 1
11 12
5
66
10
2 2
0
20
40
60
80
apersonallyadressed
maildelivered
by The Post
email Newspapers Door-to-door
TV Radio Magazine Internet None Don't know
Total <34 35-54 >54
%
Which channel do you prefer for an invitation,e.g. for an open door event?
Q29 - Base = all respondents (n = 1168)
Breakdown by age
*
* * * * * *
! Base too small: difference not representative
*
35
60
72
64
6567
6966
62
0
20
40
60
80
Total Nl Fr Men Women <34 35-54 >54
%
Which channel do you prefer for an invitation,e.g. for an open door event?
Q29 - Base = all respondents (n = 1168)
A personally addressed DM delivered by Post
* ! Base too small: difference not representative
36
2 2 2 4 5
7
58
14
52
0
20
40
60
apersonallyadressed
maildelivered
by The Post
email newspaperadvertising
televisionadvertising
Door-todoor
Magazine Internet Radio None Don't know
%
Q27 - Base = all respondents (n = 1168)
Which channel a company where you are a loyal customer, should use to give you commercial information ?
41
3 3 265
7
52
117
4
0
20
40
60
apersonallyadressed
maildeliveredby ThePost
email Newspaper TV Door-to-door
Magazine Internet Radio None Don't know
%
Q28 - Base = all respondents (n = 1168)
Which channel you prefer for a promotion or information on new services or products ?
46
17
57
15 126
65
21
8
0
20
40
60
80
100
a personallyadressed mail
delivered by ThePost
printed by myself atthe bank
consult throughinternet but notprint at home
consult and printthrough internet at
home
Total
With internetaccess
%
Which channel do you prefer for your bank account information?
Base = all respondents (n = 1168)
47
Key results
Attitude towards other e-mailand unaddressed mail
Preferences in function of content
DM in different business sectors
Consumer perspective
DM in your sector
Our daily mail
Attitude towards addressed DM
Behaviour towards addressed DM
AddressedDM and some other media
48
Declared DM funnel in different business sectors
26 25 24 22 20 18 15 14 13 11 10 9
36 4341 52
3552
41 47 51
26 30 2840 32
3429
48
3247 39 37
4 3 3 3 5 7 4 3 4 2 4 3
464344
0
20
40
60
80
100
Tourism Free time
Clothing Shoes
Food Cleaning
Bank Insurance
Garden DIY
ComputerSoftware
Furniture Deco
Beauty Audio/vid. Photo
MobileOperat.
Auto Electric.appliance
Base = sectors were rotated, about 380 respondents per sector
I read it attentivelyI read it superficiallyI never read itI never get DM from this sector
%
49
20 2416
2315 9
24 24
4542
45
38
47 43
32 30 34 28 38
44
2629
5 5 5 6 39
2 4
4143
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in garden & DIY
Base = sectors were rotated, about 380 respondents per sector
%
50
10 155
12 7 8 11 11
43
4945
55 5137
3929
4836
4332 36
47
4 5 3 4 4 6 3 5
5147
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in automobile sector
Base = sectors were rotated, about 380 respondents per sector
%
51
2415
3326 22 25 23 24
47
42 52 44 48 44
2838
1730 24 28 26 30
3 3 3 3 3 3 3 2
44
46
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in food & cleaning
Base = sectors were rotated, about 380 respondents per sector
%
52
9 8 10 12 614 10 5
55 5053
5353
48
37 4133 35 39
30 3446
3 3 3 3 3 3 3 2
4851
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in electrical appliances
Base = sectors were rotated, about 380 respondents per sector
%
53
11 13 9 137
17 125
4040
42
4744
32
47 46 48 45 5035
43
61
2 1 2 2 1 1 1 3
4041
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in mobile phone and telco operators
Base = sectors were rotated, about 380 respondents per sector
%
54
1828
817 18
2514 14
4442 41
49
45
29
34 2541
34 3316
3352
7 9 6 6 9 9 8 5
39
41
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in computers & software
Base = sectors were rotated, about 380 respondents per sector
%
55
2513
3525 23
3325
15
46
3850
4045
42
30
42
18
3523 23 28
40
3 5 1 2 4 4 2 4
39
43
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in clothing and shoes
Base = sectors were rotated, about 380 respondents per sector
%
56
22 2519 21 22 17
24 22
36 3340
32
37 38
40 35 44 4335
4635 39
3 4 2 2 3 5 3
3636
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in banks and insurances
Base = sectors were rotated, about 380 respondents per sector
%
57
26 25 27 25 28 28 27 23
46 45 4250 46
36
26 2725 25 27
18 2238
4 6 3 5 4 5 5 3
4244
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in tourism and spare time
Base = sectors were rotated, about 380 respondents per sector
%
58
15 1119 18
11 1320
12
5648 58 50
5253
2937
2129
2832
2530
4 4 5 6 2 5 3 5
4852
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in furnishing and decoration
Base = sectors were rotated, about 380 respondents per sector
%
59
13 179 14 10
31
8 3
5155
48
45
58
51
32 2835
2837
18 3341
4 3 5 3 5 71 5
5252
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in audio, video & photo
Base = sectors were rotated, about 380 respondents per sector
%
60
143
2513 15 21
12 11
42
3240 35
3931
48
66
31
5242 41 46
55
3 3 2 4 2 3 2 4
28
35
0
20
40
60
80
100
Total Men Women Dutch French <34 34-54 55+
attentive superficially I don't I never get these
Declared DM funnel in beauty
Base = sectors were rotated, about 380 respondents per sector
%
