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AMÁRACH RESEARCH FEBRUARY 2011
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Likes Facebook.Loves Post.
REPORT COMMISSIONED BY THE AN POST MAIL MEDIA UNITAmárach Research February 2011
AMÁRACH RESEARCH FEBRUARY 2011
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74% OF YOUNG PEOPLE ENJOY
RECEIVING POSTSource:
Amárach Research February 2011
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Facebook, Twitter, and now Google+,social networking is a rapidly changing sector that can leave many marketers struggling to keep up.
Yet keep up we must, because anecdote tells us that young people have turned their backs on traditional media in favour of online alternatives. So if you’re looking to engage with a young audience, it might seem that social media marketing is the route to go down.
It might surprise you to discover that, despite the explosion of new media, young people still prefer communications that come in an addressed envelope. Because, for them, a letter is novel. In an online world, it’s something tangible, and personal. Furthermore as the latest Amárach research shows, it’s still the best way to get their attention.
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42% OF YOUNG PEOPLE PREFER
ADVERTISING THROUGH POST Source:
Amárach Research February 2011
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Of the group of 18-25 year olds surveyed: 74% agreed that they enjoyed receiving addressed post. No other form of direct marketing faired as well, with advertising through text message, telephone, and ads on apps being the least popular amongst this younger cohort.
YOUTH AUDIENCES PREFER TO RECEIVE ADVERTISING BY POST
BASE: All Irish customers aged 18-25
23
22
33
32
49 20 9 5
28 8 4
26 14
18 15 30 12
4
26 18 4
25 20 6
Adverts on social networks
Addressed post
Text/SMS
Adverts on apps or games
Telephone calls
Dislike very much
Dislike very much Like very much
Dislike Like Like very much
Leaflets inserted into bills and other addressed post
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BASE: All Irish customers aged 18-25
POST INFLUENCES PURCHASING MORE EFFECTIVELY THAN SOCIAL MEDIA (AND LOYALTY TOO!)
When it comes to increasing interest, encouraging purchases and building loyalty, addressed post proved more influential than social network advertising. This was especially true regarding customer loyalty. 27% agreed that addressed mail was effective at building loyalty. In contrast, only 3% said the same for social network advertising.
EncouragingPurchase %
Increasing Loyalty %
14 27
12 21
10 6
5 3
3 4
5 8
3 6
Increasing Interest %
18
15
13
8
7
6
5
2 1 1
Flyers / Leaflets through the door
Adverts on social networks
Leaflets in bills/other post
Telephone calls
Text SMS
Adverts in apps/games
Addressed post
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27%
AGREED THAT ADDRESSED MAIL WAS EFFECTIVE AT BUILDING LOYALTY.
Source:Amárach Research February 2011
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48% RECEIVE FLYERS /LEAFLETS MORE THAN ONCE A wEEk
Source:Amárach Research February 2011
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MARKETING BY POST GETS MORE CUT-THROUGH THAN SOCIAL MEDIA
BASE: All Irish customers aged 18-25
The youth market is more likely to read addressed mail than any other form of direct marketing, with a far greater percentage of digital messages going unread.In comparison, 34% read post addressed to them thoroughly.
I read most of themstraight away
I read most of themail /messages
I skim through themail /messages and then read the relevant onesstraight away
I skim throughand save some forfuture reference
I throw away most of this mail without reading
I ignore and throwaway / delete without reading
Emails Text/SMS Adverts onsocial
networks
Advertsapps/games
10
20
10 8
16
18
87
3415
25
14
8
12
7
8
28
40
49
63
Addressed post
7
27
11
8
21
26
AMÁRACH RESEARCH FEBRUARY 2011
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8 22 34 6
YOUNG PEOPLE TRUST ADVERTISING BY MAIL
Addressed post
Fliers/Leaflets through door
Text/SMS
Adverts on social networks
Advert on websites
Not at all Trustworthy Very Trustworthy
15 29 25 2
17 29 19 4
16 32 18 2
21 32 20 4
19 31 18 2
Adverts on apps/games
Telephone calls
21 34 14 3
21 37 15 3
Addressed post is more trusted than any other form of below the line advertising, especially adverts on websites and telephone calls. Males are the most sceptical as females place higher trust levels in all channels, with the exception of apps and games.
Very trustworthyVery untrustworthy Untrustworthy Trustworthy
BASE: All Irish customers aged 18-25
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40% OF YOUNG PEOPLE
TRUST ADDRESSED MAIL
Source:Amárach Research February 2011
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For further information contact:An PostMail Media UnitGeneral Post OfficeO’Connell Street LowerDublin 1CallSave: 1850 21 16 32Website: www.anpost.ie/mailmediaEmail: [email protected]
KEY TAKE AWAY
• The majority of 18-25 year olds (74%) enjoy receiving post.
• Post encourages more purchases and is better at increasing customer loyalty than social network advertising.
• Young people prefer (42%) receiving advertising messages through the post.
