1

2

Zooming into generations attitudes

Source : Market Probe

Digital Natives

(15-24 years old)

Digital Immigrants

(25 – 44 years old)

Late Adopters

(above 45)

3

Digital Natives keep openingthe DM, like older generations

Source : Market Probe

“What do you do with your DM ? - opening”

31% 33%

49%

22% 21%

20%19% 23%

14%10%10%

6%17% 12% 9%

Digital Natives Digital Immigrants Late adopters

Always

Often

Sometimes

Rarely

Never

4

Addressed DM remains the preferred advertising medium

Source : Market Probe 2010

“Overall, which media do you like the most for advertising messages?”

29%

14%

21%

4%

7%

10%

7%

AddressedDM

UnaddressedDM

TV

Press

Email

Internet

Radio

In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?

29%

22%

12%

7%

6%

5%

4%

33%

27%

12%

8%

4%

1%

2%

Digital Natives Digital Immigrants Late Adopters

5

DM is the media that incites the most Digital Natives to react

05

1015202530354045

Like

Attract

Irritate

Incite

DM

TV

E-mail

Social Networks

Radio

J’aime recevoir de la publicité via ce canal - Ik ontvang graag reclame via dit medium La publicité via ce média m’irrite souvent - Reclame via dit medium irriteert me vaak La publicité via ce média m’incite à réagir - Reclame via dit medium spoort me om dan te reageren

La publicité via ce média retient souvent mon attention - Reclame via dit medium houdt vaak mijn aandacht vast