Dm2008 Opening Rates Public

The Direct Consumer SurveyA consumer perspective on Direct Mail

November 2005

2

Why a Consumer Direct Survey?

Offer an up to date insightin 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 Belgianswelcome 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+


“Checking my mail is a pleasant moment”

6357

69

63 63 6258

69


%

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



“When I get home, I hurry to empty the mailbox”

6664

67

58

78

59

66

72


%

9Base = 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

10Base = 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






DM in your sector

Our daily mail



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 adressfigure 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


3-4 1-2

23 22 2419

28 2824

17


%

14

A vast majority of people (3/4) will open and read addresseddirect 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


*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

9,6Computer - software

11,0Audio – video - photo

11,9Garden - Do It Yourself

12,8Beauty

12,9Mobile phone - operators

14,3Tourism - spare time

19,8Food - cleaning products

21,8Clothing - shoes

9,3Banks - insurances

Total% YES

6,6

8,9

9,0

Auto

Electrical appliances

Furniture - decoration


5,413,7

7,914,1

11,612,1

17,97,7

11,714,1

14,414,1

24,215,3

28,315,2

6,811,7

womenmen

8,3

10,0

6,7

5,1

7,7

11,1

3,89,616,3

4,610,619,4

12,212,411,1

8,113,817,1

6,315,317,5

10,417,714,2

16,719,823,7

14,821,131,2

7,210,210,5

55+34-54< 34

5,5

12,6

12,8

8,3

9,0

9,1

5,6

5,8

5,7

“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








DM in your sector

Our daily mail

18Base = all respondents (n = 1168)

7,9Auto

10,9Electrical appliances

11,8Furniture - decoration

12,0Beauty

13,8Audio - video - photo

14,1Computer - software

19,4Food - cleaning products

19,4Clothing - shoes

20,8Tourism - spare time

16,6Garden - Do It Yourself

8,8

10,8

Total% YES

Banks - insurances

Mobile phone - operators

3,712,4

9,912,0

13,510,0

16,67,3

8,619,4

9,618,9

25,712,9

24,414,4

20,021,6

14,818,4

10,8

13,2

men

7,0

8,7

women

5,46,513,2

8,59,715,5

7,912,315,7

8,012,915,6

5,913,024,7

5,114,324,8

16,621,120,4

12,919,627,1

15,823,423,1

14,218,017,5

8,4

20,2

< 34

10,2

9,1

34-54

7,6

5,3

55+

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



“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


%

They value more companies that send them personalizedinformation

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 forthe 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


Attitude towards addressed DM

Behaviour towards addressed DM




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



“I prefer receiving a posted mail to receiving an email”

73

68

78

7176

61

73

84


%

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 alternativefor 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 lookingfor their interest

What do you do when you receive unaddressed mail or leaflets?...

30

Key results

Attitude towards e-mail andunaddressed mail




DM in your sector

Our daily mail




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

%



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



Total Men Women

%



Breakdown Women - Men

*

* * * * * *


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



Total <34 35-54 >54

%



Breakdown by age

*

* * * * * *


*

35

60

72

64

6567

6966

62

0

20

40

60

80

Total Nl Fr Men Women <34 35-54 >54

%



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

%


Which channel a company where you are a loyal customer, should use to give you commercial information ?

37

2 2 2 4 5

56

15

85

3 3 1 2 37

62

13

64

2 1 2 15 3

7

58

14

52

0

20

40

60

apersonallyadressed

maildeliveredby ThePost

email Newspaper TV Door-to-door


Total Nl Fr

%




*

* * * * * * *


38

2 2 2

53

20

63 2 1 2 2

4 6

63

8 86

2 2 1 14 5

4 57

58

14

52

0

20

40

60

apersonallyadressed

maildelivered

by The Post



Total Men Women

%




*

* * * * * *


*

39

2 2 2 4 5

45

22

8 73 2

4 3 3 3

62

16

73

2 2 1 2 3 4

64

57

42 2 1

69

7

58

14

52

0

20

40

60

80

apersonallyadressed

maildelivered

by The Post



Total <34 35-54 >54

%



Breakdown by age

*

* * * * * *


*

40

45

646263

5356

5862

0

20

40

60

80


%





41

3 3 265

7

52

117

4

0

20

40

60

apersonallyadressed




%


Which channel you prefer for a promotion or information onnew services or products ?

42

3 2 5

47

9 8 96

42 3 4

8

58

14

5 51 2 3 2

743 6

7

52

117

4

0

20

40

60

apersonallyadressed




Total Nl Fr

%




*

* * * *


43

3 3 2

47

16

6 6 4 3 3 35

7

56

7 8 9

4 41 2

5 55 67

52

117

4

0

20

40

60

apersonallyadressed




Total Men Women

%




*

* * * * * *


44

3 3 2 5 6

40

18

6

12

5 58

3 2 2

54

13

7 6 4 41 2 3

6

57

48

53 1 2

10 107

52

117

4

0

20

40

60

80

apersonallyadressed




Total <34 35-54 >54

%



Breakdown by age

*

* * * * * *


*

45

40

575456

474752

58

0

20

40

60

80


%





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 not

print at home

consult and printthrough internet at

home

Total

With internetaccess

%

Which channel do you preferfor your bank account information?


47

Key results

Attitude towards other e-mailand unaddressed mail




DM in your sector

Our daily mail




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


attentive superficially I don't I never get these

Declared DM funnel in garden & DIY


%

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



Declared DM funnel in automobile 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



Declared DM funnel in food & cleaning


%

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



Declared DM funnel in electrical appliances


%

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



Declared DM funnel in mobile phoneand telco operators


%

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



Declared DM funnel in computers & software


%

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



Declared DM funnel in clothing and shoes


%

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



Declared DM funnel in banks and insurances


%

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



Declared DM funnel in tourism and spare time


%

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



Declared DM funnel in furnishing and decoration


%

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



Declared DM funnel in audio, video & photo


%

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



Declared DM funnel in beauty


%

Dm2008 Opening Rates Public

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