1. The Direct Consumer Survey A consumer perspective on Direct Mail November 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 and unaddressed DM Addressed DM and some other media

6. Welcome the mail “ I’m always curious about what is new in my letterbox” 66 61 70 59 76 69 59 71 Base = all respondents ( n = 1168) %

7. Reading your mail is a treat “ Checking my mail is a pleasant moment” 63 57 69 63 63 62 58 69 Base = all respondents ( n = 1168) %

8. Emptying the mailbox is a must... “ When I get home, I hurry to empty the mailbox” 66 64 67 58 78 59 66 72 Base = all respondents ( n = 1168) %

9. ...on working days and in the weekend Base = all respondents ( n = 1168) “ Number of days per week that the mail box is emptied”

10. Mailboxes are emptied ASAP or when it’s convenient Base = all respondents ( n = 1168) , multiple responses possible (sum > 100% ) “ When is the mail box usually emptied ?” 32% ASAP 68% 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 and unaddressed DM Addressed DM and some other media

13. We receive every 3 days one Direct Mail (mean = .34, median = 0) “ How many pieces of Direct Mail did you receive yesterday ?” 23 22 24 19 28 28 24 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 Superficial Attentive Base = 232 mailings received and analysed 70% 30%

15. If DM pressure seems relatively low, the reported response level is high. % 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”*

16. There are significant differences between sectors, with obvious interactions with sex and age. Base = all respondents ( n = 1168) “ Did you respond to DM offer or invitation of one of these sectors during the last 12 months”* 9,6 Computer - software 11,0 Audio – video - photo 11,9 Garden - Do It Yourself 12,8 Beauty 12,9 Mobile phone - operators 14,3 Tourism - spare time 19,8 Food - cleaning products 21,8 Clothing - shoes 9,3 Banks - insurances Total % YES 6,6 8,9 9,0 Auto Electrical appliances Furniture - decoration 5,4 13,7 7,9 14,1 11,6 12,1 17,9 7,7 11,7 14,1 14,4 14,1 24,2 15,3 28,3 15,2 6,8 11,7 women men 8,3 10,0 6,7 5,1 7,7 11,1 3,8 9,6 16,3 4,6 10,6 19,4 12,2 12,4 11,1 8,1 13,8 17,1 6,3 15,3 17,5 10,4 17,7 14,2 16,7 19,8 23,7 14,8 21,1 31,2 7,2 10,2 10,5 55+ 34-54 < 34 5,5 12,6 12,8 8,3 9,0 9,1 5,6 5,8 5,7

17. Key results Attitude towards e-mail and unaddressed DM Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective Addressed DM and some other media DM in your sector Our daily mail

18. There is no such thing as a ‘general attitude’ towards Direct Mail: differs in function of sender and receiver characteristics Base = all respondents (n = 1168) “ Would you like to receive more DM ?” 7,9 Auto 10,9 Electrical appliances 11,8 Furniture - decoration 12,0 Beauty 13,8 Audio - video - photo 14,1 Computer - software 19,4 Food - cleaning products 19,4 Clothing - shoes 20,8 Tourism - spare time 16,6 Garden - Do It Yourself 8,8 10,8 Total % YES Banks - insurances Mobile phone - operators 3,7 12,4 9,9 12,0 13,5 10,0 16,6 7,3 8,6 19,4 9,6 18,9 25,7 12,9 24,4 14,4 20,0 21,6 14,8 18,4 10,8 13,2 men 7,0 8,7 women 5,4 6,5 13,2 8,5 9,7 15,5 7,9 12,3 15,7 8,0 12,9 15,6 5,9 13,0 24,7 5,1 14,3 24,8 16,6 21,1 20,4 12,9 19,6 27,1 15,8 23,4 23,1 14,2 18,0 17,5 8,4 20,2 < 34 10,2 9,1 34-54 7,6 5,3 55+

19. They value more companies that send them personalized information “ A company that makes the effort to write me personnaly, is more likeable than a company that doesn’t” 57 57 57 55 60 56 59 56 Base = all respondents (n = 1168) %

20. Trust and information value are the 2 key assets of DM for the consumer “ How often do you consider DM...” Base = all respondents who received mail yesterday (n = 972 ) % 68 66 57 57

21. Involvement and activation are also key Base = all respondents who received mail yesterday (n = 972 ) “ How often do you consider DM...” % 47 52 41 24

23. Key results Attitude towards e-mail and unaddressed mail Preferences in function of content Attitude towards addressed DM Behaviour towards addressed DM DM in different business sectors Consumer perspective Addressed DM and some other media DM in your sector Our daily mail

25. First, look at the basics! People still prefers receiving paper mail “ I prefer receiving a posted mail to receiving an email” 73 68 78 71 76 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,…) 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 ) % Preferring a personally adressed mail to a secured email when it concerns...

29. At least ¾ people skims into the unaddressed mails looking for their interest At first Later Base = all respondents that DON’T have a “ no publicit y ” sticker on their mailbox (n = 981) What do you do when you receive unaddressed mail or leaflets? ...

30. Key results Attitude towards e-mail and 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 Addressed DM and some other media

31. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168)

32. % 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. % 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. % 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. % 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. Which channel a company where you are a loyal customer, should use to give you commercial information ? % Q27 - Base = all respondents ( n = 1168)

37. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * * * * ! Base too small: difference not representative

38. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative *

39. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *

40. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative

41. Which channel you prefer for a promotion or information on new services or products ? % Q28 - Base = all respondents ( n = 1168)

42. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * ! Base too small: difference not representative

43. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative

44. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *

45. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative

46. % Which channel do you prefer for your bank account information ? Base = all respondents ( n = 1168)

47. Key results Attitude towards other e-mail and 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 Addressed DM and some other media

48. Declared DM funnel in different business sectors Bas e = s ector s were rotate d, about 380 respondents per sector % I read it attentively I read it superficially I never read it I never get DM from this sector

49. Declared DM funnel in garden & DIY Bas e = s ector s were rotate d, about 380 respondents per sector %

50. Declared DM funnel in automobile sector Bas e = s ector s were rotate d, about 380 respondents per sector %

51. Declared DM funnel in food & cleaning Bas e = s ector s were rotate d, about 380 respondents per sector %

52. Declared DM funnel in electrical appliances Bas e = s ector s were rotate d, about 380 respondents per sector %

53. Declared DM funnel in mobile phone and telco operators Bas e = s ector s were rotate d, about 380 respondents per sector %

54. Declared DM funnel in computers & software Bas e = s ector s were rotate d, about 380 respondents per sector %

55. Declared DM funnel in clothing and shoes Bas e = s ector s were rotate d, about 380 respondents per sector %

56. Declared DM funnel in banks and insurances Bas e = s ector s were rotate d, about 380 respondents per sector %

57. Declared DM funnel in tourism and spare time Bas e = s ector s were rotate d, about 380 respondents per sector %

58. Declared DM funnel in furnishing and decoration Bas e = s ector s were rotate d, about 380 respondents per sector %

59. Declared DM funnel in audio, video & photo Bas e = s ector s were rotate d, about 380 respondents per sector %

60. Declared DM funnel in beauty Bas e = s ector s were rotate d, about 380 respondents per sector %