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4 A Nicola Hepenstall
1. Understanding consumer media
preference and channel
integration:
A research perspective
Nicola Hepenstall
Director of Quantitative Research
Open Mind Research Group
+61 3 9662 9200, +61 3 9662 9277 or nicola@openmind.com.au
www.openmind.com.au
6. 21%
26%
63%
67%
73%
75%
76%
77%
82%
93%
0% 20% 40% 60% 80% 100%
Watched Pay TV in the last 7 days
Been to Cinema in last 4 Weeks
Listened to any Commercial Radio on a normal weekday
Read any Unaddressed Mail in last 7 days
Read any Addressed Mail in last 7 days
Read any Catalogue in last 4 Weeks
Accessed the Internet at least monthly
Read any Newspaper in last 7 days (excl. Community
Newspapers)
Read any Magazine (last issue)
Watched any Commercial TV on a normal weekday
Channel usage…
6
Base: All respondents, n=51,733
Source: Roy Morgan Single Source, Dec 2008
Mail has reasonable
penetration with
even unaddressed
mail being read by
67% in the past 7
days
7. Mail in the household…
7
1.9
The average number of
addressed promotional
mail items received per
week, per household in
Australia
71%
Addressed promotional mail that is
read, filed or passed on
23%
Unique open rates for emails
Sources: Roy Morgan Single Source, Dec 2008;
Vision 6 Email Marketing Metrics Report, Jul-Dec 2008
9. Mail and the media landscape…
9
If we look to the UK experience, there appears to be
an opportunity for increased use of mail in
a number of industries.
Source: Nielsen AdEx (AUS) and Nielsen Market Movements (UK), February 2007
Sector AU total media
spend
AU DM spend AU DM % of total
media spend
UK DM % of total
media spend
Insurance 206M 13.9M 7% 30%
Retail 1,858.5M 28.3M 2% 4%
Media 246.8M 31.9M 13% 30%
Travel/Accomm 369.2M 4.7M 1% 9%
Finance 559.7M 71M 13% 17%
Motor Vehicles 972.5M 4.1M 0% 3%
Entertainment/Leisure 676.5M 8.3M 1% 5%
10. What are we talking about?
10
With so many messages
coming from so many
different channels,
we asked consumers what
their preferred channels
were…
11. Preferred channels…
11
We looked at consumer
preferences across
19 different industries,
representing 3 broad
sectors (services, retail, and
non-profit/government),
covering 12
communication channels
Channel preferences were
varied, depending on:
•the industry
•whether or not they were
existing customers
•demographic factors eg.
age
12. Broadly speaking…
12
Mail is a highly desired form of
communication across all
industries and among both
customers and non-
customers.
15. Stronger
preferences
for addressed
channels
where there
are ongoing,
established
relationships
Preferences by information type
15
58
28
46
53
39
32
0
21
17
1
11
27
27
22
25
36
33
23
6
3
2
2
2
5
1
2
2
0
0
0
0
10
4
6
7
0
0
0
3
1
2
2
0
1
1
0
15
5
7
9
3
1
4
2
0
0
0
0
0
0
3
1
0
1
1
0
7
3
12
12
10
15
Loyalty statements & information
New product announcements
Invitations to special events or sales
Club or membership newsletters
News & updates about an organisation
Advertising or promotional information
Personalised mail and catalogues Unaddressed mail and catalogues Email Inserts with bill or statements
Magazines Mobile phone (SMS/MMS) Newspapers Outdoor or billboards
Radio Telephone Television Websites
Other Don't know None
Base: All participants, n=1,004
17. For example… Retail business communications with
existing customers
17
18
18
17
17
22
20
20
22
39
43
41
32
16
41
45
11
8
9
8
11
14
10
8
15
0
0
0
0
0
0
0
0
2
1
1
1
0
1
1
2
0
0
0
0
0
0
0
0
18
8
6
6
6
6
8
8
1
1
1
0
0
0
1
0
1
0
1
0
0
1
1
1
1
0
0
0
0
0
0
1
3
5
5
4
4
5
3
6
2
1
1
2
2
1
1
4
2
1
1
0
1
0
0
0
0
0
0
1
1
1
0
1
14
21
25
31
19
24
21
38
Local businesses in your area
Hardware outlets
Home whitegoods retailers
Fashion stores
Home electronics retailers
Department stores
Supermarkets
Car manufacturers and retailers
Personalised mail and catalogues Unaddressed mail and catalogues Email Inserts with bill or statements
Magazines Mobile phone (SMS/MMS) Newspapers Outdoor or billboards
Radio Telephone Television Websites
Other Don't know None
Base: Customers, n=503
Unaddressed mail
was more accepted
from some
industries than
others…
For example, while
unaddressed
material is preferred
from supermarkets,
it is not as
acceptable from car
manufacturers and
retailers
18. On closer examination…
18
And there were also different
preferences between
existing customers and
potential customers…
19. For example… Preferences for communications from
Insurance companies
19
58 19 2 2 2 1 0 12 0 0
Personalisedmailandcatalogues
Email
Unaddressedmailandcatalogues
Insertswithbillorstatements
Websites
Television
Telephone
Newspapers
Radio
None
Other
Don'tknow
1 1 1
4426 14 10 9 7 4 2 2 35
Customers Non-customers
Customers tend to have
higher preferences for
addressed channels
such as mail and email
Non-customers tend to
demonstrate more
resistance to receiving
advertising and
promotional material
Base: Customers, n=503
Non-customers, n=501
20. How times change…
20
Three major themes emerged when the findings from 2008
were compared to those from 2003, namely…
1. Mail has remained relatively strong
2. Preferences for email have grown
3. Higher levels of rejection for all marketing messages
21. Ch ch ch changes…
21
Mail has remained relatively
strong as a preferred
media channel…
22. Ch ch ch changes…
22
There is a growing number of
consumers who prefer to
receive information over
email…
23. Email Online
advertising
Comparing the channels…
23
Direct Mail
Believable
Credible
Immediate
Tangible
Significance/ meaning
Long term
Attention grabbing
Leaves me feeling valued
Professional
Easy to respond to
Short and snappy contact
Short term
Environmentally friendly
Easy to share with others
Easy to respond to
Short and snappy contact
Short term
Environmentally friendly
Less intrusive than email
Less attention paid
Lower expectations
A level of suspicion
-Viruses
-Security of information
24. Assists the action and interacts
with the leading man/ woman…
Email
Online advertising
The roles…
24
Best Actor
Best Supporting
Roles
The starring role, the foundation
from which the rest takes its cue
Direct Mail
25. Combining strengths
As each channel has its own
role and benefits… this
opens up the opportunity
to use them together,
thereby strengthening the
impact of messages
25
26. Ch ch ch changes…
26
Customers are more
rejecting of marketing
messages than they were
5 years ago…
27. For example… Percentage of customers preferring no
promotional material from retail businesses
27
Base: Customers, n=503
There was a
significant
increase in the
percentage of
retail customers
who rejected
promotional
material
21
16
31
22
24
12
21
11
38
26
Hardware outlets 2008
Hardware outlets 2003
Fashion stores 2008
Fashion stores 2003
Department stores 2008
Department stores 2003
Supermarkets 2008
Supermarkets 2003
Car manufacturers and retailers 2008
Car manufacturers and retailers 2003
28. Mail in the media landscape…
28
Mail might be popular
amongst consumers, but
marketers don’t seem to
feel the same way.
According to Nielsen… of the
$6.9B media market in Australia,
mail’s share is only 2%. Metro TV and
Metro Press get the lion’s share of
budgets, with 29% and 29% of media
spend respectively.
Source: Nielsen AdEx, March 2009
32. And therein lies the opportunity…
32
Consumers say they prefer
to receive promotional
messages through the
mail…
…and the mail channel
offers marketers an
uncluttered environment
where messages
received are read.
