{"id":20416,"date":"2018-06-20T08:28:12","date_gmt":"2018-06-20T08:28:12","guid":{"rendered":"https:\/\/www.safeshops.be\/?p=20416\/"},"modified":"2019-05-02T14:04:29","modified_gmt":"2019-05-02T14:04:29","slug":"9-belges-sur-10-lisent-les-folders-publicitaires","status":"publish","type":"post","link":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/","title":{"rendered":"9 Belges sur 10 lisent les folders publicitaires"},"content":{"rendered":"<p>9 Belges sur 10 lisent les folders publicitaires et consacrent pr\u00e8s de 20 minutes par semaine \u00e0 cette activit\u00e9. C\u2019est ce qui ressort d\u2019une enqu\u00eate annuelle r\u00e9alis\u00e9e par le bureau d\u2019\u00e9tudes de march\u00e9 Profacts aupr\u00e8s de 1\u00a0006 Belges au sujet de l\u2019utilisation des folders publicitaires et de la presse gratuite, \u00e0 la demande de BD myShopi..<\/p>\n<p>&#8220;Le Belge est fid\u00e8le au folder publicitaire,&#8221; explique Tim De Witte, CCO de BD myShopi. &#8220;92 % des\u00a0consommateurs belges lisent des folders et 89 % d\u2019entre eux le\u00a0font sur papier. Parmi les PRA (principaux responsables des\u00a0achats), le pourcentage de lecteurs de folders s\u2019\u00e9l\u00e8ve m\u00eame\u00a0\u00e0 94 %.&#8221;<\/p>\n<div class=\"media_embed\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/m_rWSFeLq6g\" width=\"560px\" height=\"315px\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<h2><\/h2>\n<h2>La popularit\u00e9 des folders<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"https:\/\/www.bdmyshopi.com\/sites\/default\/files\/bdmyshopi_d2d_2_0.jpg\" alt=\"Door to Door Impact Survey 2018\" width=\"199\" height=\"133\" \/>Le folder est lu en moyenne par <strong>2 personnes par m\u00e9nage<\/strong>,\u00a0et ce <strong>environ 19 minutes par semaine<\/strong>. Autre fait frappant: la\u00a0majorit\u00e9 des Belges lit volontiers des folders sans rapport\u00a0avec leurs centres d\u2019int\u00e9r\u00eat ou leurs magasins habituels.<\/p>\n<p>Les folders des <strong>supermarch\u00e9s<\/strong> restent de loin les folders\u00a0les plus lus. Pas moins de 76 % des Belges les lisent\u00a0(presque) toujours. Les folders sur <strong>la mode, le bricolage, le jardin et les animaux, l\u2019informatique et l\u2019\u00e9lectronique<\/strong> sont aussi\u00a0souvent consult\u00e9s. Tim de Witte: &#8220;En r\u00e8gle g\u00e9n\u00e9rale, on constate que plus on a besoin\u00a0de certains produits, plus on lira les folders \u00e0 leur sujet.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h2>L&#8217;impact des folders<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"https:\/\/www.bdmyshopi.com\/sites\/default\/files\/bdmyshopi_d2d_3.jpg\" alt=\"Door to Door Impact Survey - l'impact des folders\" width=\"172\" height=\"257\" \/>Mais plus qu\u2019un support de lecture, le folder est aussi\u00a0<strong>un puissant moyen d\u2019activation<\/strong>.\u00a0La moiti\u00e9 des Belges indiquent que les folders les <strong>aident dans leurs achats<\/strong>. 3 consommateurs belges sur 5 utilisent les folders publicitaires pour <strong>comparer des prix<\/strong>. Parall\u00e8lement, 7 sur 10 d\u2019entre eux ont d\u00e9clar\u00e9 chercher activement des <strong>offres sp\u00e9ciales<\/strong> et environ 2 sur 5 des <strong>informations<\/strong> cibl\u00e9es sur certains produits.<\/p>\n<p>D\u2019ailleurs, les folders papier et digitaux s\u2019av\u00e8rent\u00a0parfaitement compl\u00e9mentaires \u00e0 cet \u00e9gard : le folder papier\u00a0a plus d\u2019influence sur le comportement d\u2019achat (hors ligne), tandis que son homologue digital g\u00e9n\u00e8re surtout du trafic\u00a0en ligne.<\/p>\n<p>Outre le pouvoir d\u2019activation d\u2019un folder, <strong>son pouvoir d\u2019inspiration<\/strong> semble de plus en plus important. &#8220;Nous constatons aussi que nos clients surfent sur cette vague\u00a0: des recettes sont ajout\u00e9es dans les folders alimentaires afin d\u2019inspirer les consommateurs, et un folder de d\u00e9coration d\u2019int\u00e9rieur regorge de conseils d\u2019am\u00e9nagement et de style moderne. De plus en plus, les folders ne se contentent plus de pr\u00e9senter les produits propos\u00e9s, mais cr\u00e9ent \u00e9galement du contexte pour le consommateur,&#8221;\u00a0ajoute Tim De Witte.<\/p>\n<h4>Saviez-vous que&#8230;<\/h4>\n<ul>\n<li>1 Belge sur 3 indique lire exclusivement des folders papier\u00a0?<\/li>\n<li>les folders num\u00e9riques\u00a0gagnent du terrain ?\u00a0Un peu plus de la moiti\u00e9 des Belges lisent les deux.<\/li>\n<li>\u00e0 peine 3\u00a0%\u00a0optent int\u00e9gralement pour\u00a0la lecture des versions num\u00e9riques des folders ?<\/li>\n<li>plus de 8 Belges sur 10 utilisent des folders publicitaires pour pr\u00e9parer leurs listes de courses ?<\/li>\n<\/ul>\n<h2>Alternatives en mati\u00e8re d&#8217;activation<\/h2>\n<p>Outre le folder, il existe d\u2019autres m\u00e9dias papier qui offrent\u00a0de nombreuses possibilit\u00e9s en mati\u00e8re d\u2019activation des\u00a0consommateurs : ainsi, <strong>l\u2019\u00e9chantillon<\/strong> est consid\u00e9r\u00e9 comme\u00a0un m\u00e9dia original, surprenant et frappant ; les <strong>bons de\u00a0r\u00e9duction<\/strong>, quant \u00e0 eux, incitent le plus \u00e0 l\u2019action.<\/p>\n<h4>Saviez-vous que&#8230;<\/h4>\n<ul>\n<li>pas moins de 7 Belges sur 10 (72 %) ont utilis\u00e9 un bon de r\u00e9duction ces 3 derniers mois ?\u00a0Les bons de r\u00e9duction les plus\u00a0populaires proviennent de folders publicitaires.<\/li>\n<li>selon 86% des consommateurs, une \u00e9chantillon dans la bo\u00eete aux lettres est une chouette surprise ?<\/li>\n<\/ul>\n<h2>\u00c0 propos de l\u2019enqu\u00eate<\/h2>\n<p>Les chiffres proviennent d\u2019une enqu\u00eate en ligne r\u00e9alis\u00e9e par le <strong>bureau d\u2019\u00e9tudes de march\u00e9 Profacts en mars 2018<\/strong>, \u00e0 la demande de BD myShopi. Le sondage porte sur 1006 consommateurs belges majeurs, repr\u00e9sentatifs de la population belge en termes de genre, d\u2019\u00e2ge, d\u2019activit\u00e9 professionnelle et de r\u00e9partition g\u00e9ographique.<\/p>\n<p>T\u00e9l\u00e9chargez la\u00a0<strong>brochure<\/strong>\u00a0contenant tous les r\u00e9sultats en bas\u00a0de <a href=\"https:\/\/www.bdmyshopi.com\/fr\/door-door-impact-survey-2018-les-resultats\">cette page<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>9 Belges sur 10 lisent les folders publicitaires et consacrent pr\u00e8s de 20 minutes par semaine \u00e0 cette activit\u00e9. C\u2019est ce qui ressort d\u2019une enqu\u00eate annuelle r\u00e9alis\u00e9e par le bureau d\u2019\u00e9tudes de march\u00e9 Profacts aupr\u00e8s de 1\u00a0006 Belges au sujet de l\u2019utilisation des folders publicitaires et de la presse gratuite, \u00e0 la demande de BD myShopi.. &#8220;Le Belge est fid\u00e8le au folder publicitaire,&#8221; explique Tim De Witte, CCO de BD myShopi. &#8220;92 % des\u00a0consommateurs belges lisent des folders et 89 % d\u2019entre eux le\u00a0font sur papier. Parmi les PRA (principaux responsables des\u00a0achats), le pourcentage de lecteurs de folders s\u2019\u00e9l\u00e8ve m\u00eame\u00a0\u00e0 94 %.&#8221; La popularit\u00e9 des folders Le folder est lu en moyenne par 2 personnes par m\u00e9nage,\u00a0et ce environ 19 minutes par semaine. Autre fait frappant: la\u00a0majorit\u00e9 des Belges lit volontiers des folders sans rapport\u00a0avec leurs centres d\u2019int\u00e9r\u00eat ou leurs magasins habituels. Les folders des supermarch\u00e9s restent de loin les folders\u00a0les plus lus. Pas moins de 76 % des Belges les lisent\u00a0(presque) toujours. Les folders sur la mode, le bricolage, le jardin et les animaux, l\u2019informatique et l\u2019\u00e9lectronique sont aussi\u00a0souvent consult\u00e9s. Tim de Witte: &#8220;En r\u00e8gle g\u00e9n\u00e9rale, on constate que plus on a besoin\u00a0de certains produits, plus on lira les [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"footnotes":""},"categories":[480],"tags":[475,473],"class_list":["post-20416","post","type-post","status-publish","format-standard","hentry","category-marketing-technologie-fr","tag-article","tag-recherches"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>9 Belges sur 10 lisent les folders publicitaires - Becom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"9 Belges sur 10 lisent les folders publicitaires - Becom\" \/>\n<meta property=\"og:description\" content=\"9 Belges sur 10 lisent les folders publicitaires et consacrent pr\u00e8s de 20 minutes par semaine \u00e0 cette activit\u00e9. C\u2019est ce qui ressort d\u2019une enqu\u00eate annuelle r\u00e9alis\u00e9e par le bureau d\u2019\u00e9tudes de march\u00e9 Profacts aupr\u00e8s de 1\u00a0006 Belges au sujet de l\u2019utilisation des folders publicitaires et de la presse gratuite, \u00e0 la demande de BD myShopi.. &#8220;Le Belge est fid\u00e8le au folder publicitaire,&#8221; explique Tim De Witte, CCO de BD myShopi. &#8220;92 % des\u00a0consommateurs belges lisent des folders et 89 % d\u2019entre eux le\u00a0font sur papier. Parmi les PRA (principaux responsables des\u00a0achats), le pourcentage de lecteurs de folders s\u2019\u00e9l\u00e8ve m\u00eame\u00a0\u00e0 94 %.&#8221; La popularit\u00e9 des folders Le folder est lu en moyenne par 2 personnes par m\u00e9nage,\u00a0et ce environ 19 minutes par semaine. Autre fait frappant: la\u00a0majorit\u00e9 des Belges lit volontiers des folders sans rapport\u00a0avec leurs centres d\u2019int\u00e9r\u00eat ou leurs magasins habituels. Les folders des supermarch\u00e9s restent de loin les folders\u00a0les plus lus. Pas moins de 76 % des Belges les lisent\u00a0(presque) toujours. Les folders sur la mode, le bricolage, le jardin et les animaux, l\u2019informatique et l\u2019\u00e9lectronique sont aussi\u00a0souvent consult\u00e9s. Tim de Witte: &#8220;En r\u00e8gle g\u00e9n\u00e9rale, on constate que plus on a besoin\u00a0de certains produits, plus on lira les [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/\" \/>\n<meta property=\"og:site_name\" content=\"Becom\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Becomdigitalfederation\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-20T08:28:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-02T14:04:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/becom.digital\/app\/uploads\/2018\/06\/Ontwerp-zonder-titel2-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"940\" \/>\n\t<meta property=\"og:image:height\" content=\"788\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"SafeShops.be\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@becomdigital\" \/>\n<meta name=\"twitter:site\" content=\"@becomdigital\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"SafeShops.be\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/\"},\"author\":{\"name\":\"SafeShops.be\",\"@id\":\"https:\/\/becom.digital\/fr\/#\/schema\/person\/9d2f9325b57c5b0c6f00b71c75dbc97f\"},\"headline\":\"9 Belges sur 10 lisent les folders publicitaires\",\"datePublished\":\"2018-06-20T08:28:12+00:00\",\"dateModified\":\"2019-05-02T14:04:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/\"},\"wordCount\":661,\"publisher\":{\"@id\":\"https:\/\/becom.digital\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bdmyshopi.com\/sites\/default\/files\/bdmyshopi_d2d_2_0.jpg\",\"keywords\":[\"Article\",\"Recherches\"],\"articleSection\":[\"Marketing et Technologie\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/\",\"url\":\"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/\",\"name\":\"9 Belges sur 10 lisent les folders publicitaires - 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C\u2019est ce qui ressort d\u2019une enqu\u00eate annuelle r\u00e9alis\u00e9e par le bureau d\u2019\u00e9tudes de march\u00e9 Profacts aupr\u00e8s de 1\u00a0006 Belges au sujet de l\u2019utilisation des folders publicitaires et de la presse gratuite, \u00e0 la demande de BD myShopi.. &#8220;Le Belge est fid\u00e8le au folder publicitaire,&#8221; explique Tim De Witte, CCO de BD myShopi. &#8220;92 % des\u00a0consommateurs belges lisent des folders et 89 % d\u2019entre eux le\u00a0font sur papier. Parmi les PRA (principaux responsables des\u00a0achats), le pourcentage de lecteurs de folders s\u2019\u00e9l\u00e8ve m\u00eame\u00a0\u00e0 94 %.&#8221; La popularit\u00e9 des folders Le folder est lu en moyenne par 2 personnes par m\u00e9nage,\u00a0et ce environ 19 minutes par semaine. Autre fait frappant: la\u00a0majorit\u00e9 des Belges lit volontiers des folders sans rapport\u00a0avec leurs centres d\u2019int\u00e9r\u00eat ou leurs magasins habituels. Les folders des supermarch\u00e9s restent de loin les folders\u00a0les plus lus. Pas moins de 76 % des Belges les lisent\u00a0(presque) toujours. Les folders sur la mode, le bricolage, le jardin et les animaux, l\u2019informatique et l\u2019\u00e9lectronique sont aussi\u00a0souvent consult\u00e9s. Tim de Witte: &#8220;En r\u00e8gle g\u00e9n\u00e9rale, on constate que plus on a besoin\u00a0de certains produits, plus on lira les [&hellip;]","og_url":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/","og_site_name":"Becom","article_publisher":"https:\/\/www.facebook.com\/Becomdigitalfederation\/","article_published_time":"2018-06-20T08:28:12+00:00","article_modified_time":"2019-05-02T14:04:29+00:00","og_image":[{"width":940,"height":788,"url":"https:\/\/becom.digital\/app\/uploads\/2018\/06\/Ontwerp-zonder-titel2-1.jpg","type":"image\/jpeg"}],"author":"SafeShops.be","twitter_card":"summary_large_image","twitter_creator":"@becomdigital","twitter_site":"@becomdigital","twitter_misc":{"Written by":"SafeShops.be","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/#article","isPartOf":{"@id":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/"},"author":{"name":"SafeShops.be","@id":"https:\/\/becom.digital\/fr\/#\/schema\/person\/9d2f9325b57c5b0c6f00b71c75dbc97f"},"headline":"9 Belges sur 10 lisent les folders publicitaires","datePublished":"2018-06-20T08:28:12+00:00","dateModified":"2019-05-02T14:04:29+00:00","mainEntityOfPage":{"@id":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/"},"wordCount":661,"publisher":{"@id":"https:\/\/becom.digital\/fr\/#organization"},"image":{"@id":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/#primaryimage"},"thumbnailUrl":"https:\/\/www.bdmyshopi.com\/sites\/default\/files\/bdmyshopi_d2d_2_0.jpg","keywords":["Article","Recherches"],"articleSection":["Marketing et Technologie"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/","url":"https:\/\/becom.digital\/fr\/9-belges-sur-10-lisent-les-folders-publicitaires\/","name":"9 Belges sur 10 lisent les folders publicitaires - 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