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CONSUMERS&BRANDSCar
insurance:
Old
MutualiWYZE
customers
in
SouthAfricaConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofOldMutualiWYZE
customers
inSouthAfrica:who
they
are;
what
theylike;
whatthey
think;andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
tobenchmark
OldMutualiWYZE
customers
inSouthAfrica(’’brand
users’’)
againstSouthAfricancarinsuranceholders
ingeneral
(’’category
users’’),
andtheoverall
SouthAfricanonliner,
labelled
as
’’allrespondents’’
inthecharts.Numberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
South
Africa)•
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
dataFieldwork:from
theConsumer
InsightsGlobal
survey,
an•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayearinternational
survey
thatcovers
more
than15,000brandsacross
56
countries.2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsOld
Mutual
iWYZE
ranks
seventh
among
car
insurance
brands
in
South
AfricaManagement
summary:
brandusageand
competitionTop10
most
used
car
insurance
brandsinSouth
AfricaOUTsuranceDiscovery20%11%Auto&GeneralMiWay9%8%8%1st
forWomenSantam7%7%OldMutualiWYZEBudget
InsuranceFNBInsuranceKingPrice5%4%3%4Notes:"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=833,
carinsurance
holdersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
car
insurance
holders
using
Old
Mutual
iWYZE
grew
by1percentage
point
since
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
carinsuranceholdersusing
OldMutual
iWYZE7%7%7%7%6%6%5%5%5%5%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=38
-
59
Old
Mutual
iWYZE
customers,n=747
-
834
carinsurance
holdersConsumer
Insights
Global
as
of
August
2023Sources:Old
Mutual
iWYZE
customers
in
South
AfricaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsOldMutualiWYZE
ismore
popularamong
Millennials
thanother
carinsurancebrands.Safety
and
security
isless
important
toOldMutualiWYZE
customers
than
toother
carinsuranceholders.35%
ofOldMutualiWYZE
customersstatethattheycould
benefit
ifthey
tookadvicebyaninsuranceexpert.OldMutualiWYZE
customers
access
theinternet
viaagamingconsole
moreoften
than
theaverage
carinsuranceholder.OldMutualiWYZE
ismore
popularFamily
andparentingarerelativelyamong
male
carinsuranceholders
than
prevalent
interests
of
OldMutualiWYZEfemale
carinsuranceholders.
customers.32%
ofOldMutualiWYZE
customers
areearly
adopters,
when
itcomes
toinnovation.Onsocial
media,
OldMutualiWYZEcustomers
interact
with
companiesmore
often
than
other
carinsuranceholders.OldMutualiWYZE
hasasmaller
shareof
Video
gaming
isarelatively
popularArelatively
highshare
ofOldMutualiWYZE
customers
think
thatgovernmentdebtisanissue
thatneeds
to
beaddressed.customers
with
amedium
householdincome
thanothercarinsurancebrands.hobbyamong
OldMutualiWYZEcustomers.OldMutualiWYZE
customers
rememberseeing
adsinvideo
gamesmore
oftenthan
other
carinsuranceholders.OldMutualiWYZE
customers
aremorelikely
to
liveincities
withover
1millioninhabitants
thancarinsuranceholdersingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Old
Mutual
iWYZE
is
more
popular
among
Millennials
than
other
car
insurancebrandsDemographic
profile:
generationsAgeof
consumersinSouth
AfricaBrand
users25%24%58%16%2%Category
usersAllrespondents50%22%3%36%43%18%2%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=57,
Old
Mutual
iWYZE
customers,
n=833,
carinsurance
holders,
n=12205,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
is
more
popular
among
male
car
insurance
holders
thanfemale
car
insurance
holdersDemographic
profile:
genderGenderofconsumersinSouth
AfricaBrand
users67%33%Category
usersAllrespondents55%54%45%46%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
SinglePick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
allrespondentsSources:Consumer
Insights
Global
as
of
August
202349%
of
Old
Mutual
iWYZE
customers
have
a
bachelor’s
degree
or
the
equivalentDemographic
profile:
educationConsumer’s
level
of
educationinSouth
Africa49%45%35%35%25%23%20%19%18%9%5%4%4%2%2%1%
1%1%1%
1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
you
taken
out
yourcarinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
has
a
smaller
share
of
customers
with
a
medium
householdincome
than
other
car
insurance
brandsDemographic
profile:
incomeShare
ofconsumersinSouth
Africainthe
high,
middle,andlowthirdsof
monthlyhouseholdgrossincomeBrand
users54%53%27%19%Category
usersAllrespondents32%15%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyourcarinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
insurance
holders,
Old
Mutual
iWYZE
customers
arerelatively
likely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSouth
Africalive35%30%30%23%20%20%20%16%16%12%11%11%9%9%8%7%7%6%5%4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:n=57,
Old
Mutual
iWYZE
customers,
n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
customers
are
more
likely
to
live
in
cities
with
over
1
millioninhabitants
than
car
insurance
holders
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSouth
Africa37%34%33%23%21%18%17%16%16%14%
14%13%10%9%8%8%5%4%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
20234%
of
Old
Mutual
iWYZE
customers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSouth
AfricaBrand
users4%86%11%10%11%Category
usersAllrespondents6%84%8%81%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSafety
andsecurity
is
less
important
to
Old
Mutual
iWYZE
customers
than
toother
car
insurance
holdersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSouth
Africa63%61%55%48%49%47%47%46%41%42%41%37%27%28%27%30%29%27%23%20%16%18%13%12%12%9%9%8%7%7%TobesuccessfulAhappyrelationshipAnhonest
andrespectable
lifeSafety
andsecurityAdvancingmy
careerLearningnew
thingsHavingagood
timeMaking
myown
decisionsTraditionsSocial
justiceBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Fromwhich
ofthe
following
providershave
you
taken
outyourcarinsurance?";
Single
Pick;Base:n=57,Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Family
and
parenting
are
relatively
prevalent
interests
of
Old
Mutual
iWYZEcustomersConsumer
lifestyle:
main
interestsTop10
interestsofOldMutual
iWYZEcustomersinSouth
Africa55%60%55%58%57%56%56%55%56%53%49%54%49%53%51%51%51%49%49%49%47%46%45%44%43%42%41%40%37%37%Movies,TVshows&musicCareer
&educationFinance&economyFood
&diningScience
&technologyVehicles
&mobilityFamily
&parentingHealth
&fitnessSportsTravelBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Video
gaming
is
a
relatively
popular
hobby
among
Old
Mutual
iWYZE
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofOldMutual
iWYZEcustomersinSouth
Africa50%48%47%51%49%49%49%49%49%48%47%44%44%40%39%39%38%37%37%37%36%36%29%35%28%32%32%31%30%26%TravelingCooking/bakingOutdooractivitiesSocializingTech
/computersReadingVideo
gamingCars/vehiclesDoing
sportsandfitnessDIYandarts&craftsBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsuranceholders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
customers
are
more
likely
to
go
dancing
than
other
carinsurance
holdersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofOldMutual
iWYZEcustomers
inSouth
Africa25%25%23%23%21%21%19%19%18%18%17%17%16%15%15%15%14%14%14%12%12%12%11%11%9%9%8%7%7%6%DancingRunning/JoggingSoccerSwimming/DivingHikingCricketFitness,aerobics,cardioBasketballCyclingHunting/FishingBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
you
taken
outyourcarinsurance?";
Single
Pick;Base:n=32,
Old
Mutual
iWYZE
customers,
n=444,carinsurance
holders,
n=5826,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
customers
are
more
likely
to
follow
rugby
than
other
carinsurance
holdersConsumer
lifestyle:
sports
followedTop10
sports
followed
byOld
Mutual
iWYZEcustomers
inSouth
Africa37%35%32%35%27%26%25%19%21%21%18%18%18%16%16%16%15%14%12%11%11%11%10%Golf9%9%9%8%7%7%6%SoccerRugbyCricketTennisAthletics(track&field)BoxingAmericanfootballBasketballMixedMartial
ArtsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=26,
Old
Mutual
iWYZE
customers,n=391,
carinsurance
holders,
n=5054,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
insurance•
Innovation
adoption•
Challenges
facing
thecountry•
Politics2135%
of
Old
Mutual
iWYZE
customers
state
that
they
could
benefit
if
they
tookadvice
by
an
insurance
expertConsumer
attitudes:insuranceAgreementwithstatements
towards
insurance
inSouth
Africa51%50%49%46%37%35%34%34%33%32%30%29%28%26%21%I’mwell
informedaboutmy
personalinsurancepoliciesItrustmy
insuranceprovider
to
takecare
ofmy
claimsIcould
benefit
ifItookadvicebyaninsurance
managingmy
insuranceexpert
(e.g.,onpremiums,
coverage)Icould
imagineIamwilling
toautomaticallyshareinformationaboutmy
behaviorwith
my
insuranceforbetter
ratesexclusively
onlineBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,n=2034,
all
respondentsConsumer
Insights
Global
as
of
August
202332%
of
Old
Mutual
iWYZE
customers
are
early
adopters,
whenit
comes
toinnovationConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSouth
Africa46%41%40%32%24%20%18%18%18%15%14%7%3%Innovators2%2%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=57,
Old
Mutual
iWYZEcustomers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Old
Mutual
iWYZE
customers
think
that
governmentdebt
is
an
issue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
South
Africa
accordingtoOldMutual
iWYZEcustomers86%89%81%86%82%74%78%72%72%64%71%61%68%67%65%58%62%61%57%60%58%51%47%55%54%47%45%53%53%46%UnemploymentCrimePovertyEconomicsituationEducationFood
andwater
securityGovernmentdebtRising
prices/inflation/cost
of
livingHealth
andsocial
securityHousingBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
insurance
holders,
Old
Mutual
iWYZE
customers
tend
tohave
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSouth
AfricaBrand
users26%28%29%25%37%12%12%Category
usersAllrespondents35%24%30%23%17%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
haveyoutaken
out
yourcarinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsOld
Mutual
iWYZE
customers
access
the
internet
via
a
gaming
console
moreoften
than
the
average
car
insurance
holderMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSouth
Africauseregularlytoaccess
theinternet100%97%95%89%87%77%68%63%60%55%51%51%50%48%43%39%36%35%33%30%30%28%25%20%19%19%12%SmartphoneLaptopSmart
TVDesktop
PCBrand
usersGaming
consoleCategory
usersTabletSmartwatchStreaming
device
Smart
speakersAllrespondents27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Fromwhich
ofthe
following
providershave
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Old
Mutual
iWYZE
customers
interact
with
companies
moreoften
than
other
car
insurance
holdersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSouth
Africabytype75%
68%72%
67%72%66%62%61%67%64%63%61%60%53%58%54%51%46%50%46%52%52%45%48%44%48%46%30%32%27%5%
6%
6%1%
1%0%Liked
postsbyotherusersFollowedpeopleCommented
Sentprivateon
posts
messagesLikedcompanypostsPostedpictures/videosFollowedcompaniesPosted
texts/statusSharedpostsbyother
usersSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediaupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
customers
tend
to
listen
to
digital
music
content
less
oftenthan
car
insurance
holders
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSouth
Africahave
been
using
inthepast4weeks89%89%84%78%83%77%75%71%65%65%60%54%54%50%49%46%46%43%38%34%39%36%36%26%32%27%32%29%29%21%
21%20%17%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsDailynewspapersOnlinenewswebsitesMagazinesMovies
/cinemaOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=28,
Old
Mutual
iWYZE
customers,n=411,
carinsurance
holders,
n=6103,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
customers
remember
seeing
ads
in
video
games
more
oftenthan
other
car
insurance
holdersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereOldMutual
iWYZEcustomersinSouth
Africa
havecome
across
digital
advertisinginthe
past
4weeks62%61%60%60%55%53%51%49%43%47%47%44%44%41%37%43%38%38%37%35%33%32%31%32%
30%26%30%24%25%20%Social
mediaVideo
portalsOnlinestoresVideo
gamesOtherappsSearch
enginesWebsitesandappsof
brandsVideo
streaming
MusicportalsservicesEditorialwebsitesandappsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;
Base:n=57,
Old
Mutual
iWYZE
customers,n=833,
carinsurance
holders,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Old
Mutual
iWYZE
customers
remember
ads
they
saw
out-of-home
less
oftenthan
other
car
insurance
holdersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSouth
Africahavecome
across
non-digital
advertisinginthepast4weeks50%47%46%44%45%44%44%43%42%40%37%30%37%33%29%28%26%
26%26%21%
21%21%12%9%Directly
inthestoreOnTVOnadvertisingspacesInprinteddailynewspapersOntheradioInprintedmagazinesandjournalsBy
mailshot
/
Atthemoviesadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
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