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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
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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
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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
54,6
4,26,6
3,33,7
1,3 4,7
NL FR
Preferred Media - Gender Preferred Media - Language
Addressed DM
Unaddressed DM
TVEmailInternetPress
Addressed DM
Unaddressed DM
TVEmailInternetPress
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
12,8 23,9
23,111,3
7,6
29,5
5,639,4 4,1
1,8 3,6 2,5
Digital Natives DigitalImmigrants
Late Adopters
Addressed DM
Unaddressed DM
EmailTVInternetPressSMS
1,8Internet = 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
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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
