PRIVATE PENSION SYSTEM SEGMENTATION
RESEARCH PRESENTATION
10 March 2015
© 2013 Ipsos// STF007 GAB – ISO 20252
Insurance Association
of Turkey
Content
Purpose and
Project
Design
General
Habits
and Attitude
towards
Private
Pension
System
5 Segments
according to
Motivations for
Pension
Ownership
Censydiam
Model and
Motivations
© 2013 Ipsos// STF007 GAB – ISO 20252
Insurance
Segments in
Brief
Executive
Summary
© 2013 Ipsos// STF007 GAB – ISO 20252
Executive
Summary
Executive Summary
How did we design?
Separate studies for private pension system and insurance (property, casco,
commercial and health insurance), 2-staged qualitative and quantitative
research design for motivation based segmentation research
In qualitative phase, total of 12
mini focus group discussions (6
for pension and 6 for insurance)
were held with people who are
responsible for making financial
decisions for themselves/their
families between 20 – 27
October 2014
In quantitative phase, face-to-face
CAPI surveys were conducted with 917
people who do not reject PPS and 844
people who do not reject insurance in
city centers of NUTS 12 cities and
Eskisehir with a distribution
representing Turkey between 26
December 2014 and 24 January 2015
© 2013 Ipsos// STF007 GAB – ISO 20252
Our Purpose
Setting up communication strategies to turn the current attitude towards
pension and insurance in Turkey into positive and contributing to the
adoption of pension and insurance in the long term.
Executive Summary – General Habits
•
•
•
•
•
•
Around half of those who don’t reject pension cannot make savings enough or they do not save at all. Those who do not make savings state that their
income is just enough for their spending. Living in the moment and enjoying consumption are more attractive for the middle class, which is still
developing in Turkey and focuses on emotional consumption.
For those who make savings, saving money in banks is the most common investment type, followed by buying gold or foreign currency and having
pension.
For those who have ever owned pension or insurance before, brand reliability (65%) is the most important criterion in company selection, followed by
convenient payment conditions (38%) and product content (30%).
TV ads (44%), agencies (42%), social circle/acquaintances (38%) and bank they work with (35%) are the most important information sources .
Information level regarding pension is low in general; 20% are aware of that they must stay in the system for 10 years and be over 56 years old; 51%
state that it is enough to stay in the system for 10 years.
Nearly half of respondents know that there is state subsidy in pension and trust in state subsidy is high. Knowing about state subsidy is higher in
pension owners. More than half of respondents know that state subsidy is 25% but only 9% are aware of the requirements to benefit from state
subsidy. Proportion of those who are aware is higher in pension owners.
48% of pension owners are planning to retire and receive monthly payments whereas 52% are planning to receive lump sum payments (28% are
planning to receive after 10 years and 24% after retirement).
Those who ever
have pension
Those who have
pension now
35%
29%
13%
6%
discontinued
Pension is bought from
banks (66%) or
agencies (28%). Most of
the time people make
the decision by
themselves and buy for
the future of family.
had a break before
77% Inadequate financial
status
Tendency to continue
having pension
(by pension owners)
Tendency to enter the system
(by those who do not own
pension)
94%
50%
Base: 265
Potential
pension owner:
63%
Base: 917
Base: 652
© 2013 Ipsos// STF007 GAB – ISO 20252
•
Censydiam is determined by two antagonistic but complementary
DIMENSIONS:
Liberate
Others
Me
INDIVIDUAL DIMENSION
Repress
© 2013 Ipsos// STF007 GAB – ISO 20252
The subject may try to be in control
in situations of uncertainty or may
feel confident and liberate
him/herself from them, in
situations that are comfortable for
him/her.
SOCIAL DIMENSION
The subject moves between
two possibilities: on one hand,
belonging to and integrating a
group  on the other hand,
standing out and expressing
him/her individually, being
different.
6
And these dimensions define 8 MOTIVATIONS that guide
consumption and choices:
There are 8 ways to experience products, services, brands… and life
ENJOYMENT
POWER
Me
Others
BELONGING
Liberate
Repress
CONTROL
7
We have identified 5 different segments for pension motivations
Orange
25%
20%
Future & Family
Focused
Security
Seekers
17%
The size of circles indicate
the share of segments.
Base: 917
Black
All segments have potential to
increase pension penetration
since respondents attended to
the survey are those who do
not reject having pension.
However, some segments may
have a higher potential.
Purpose of this segmentation is
identifying the number of
segments in terms of having
pension and addressing the
differences in their
communication language.
© 2013 Ipsos// STF007 GAB – ISO 20252
22%
BELONGING
Seeking
Previlige
Seeking
Conviviality
16%
Brown
POWER
Seeking
Discovery &
SelfImprovement
8
Common Communication Language of the Segments
22%
25%
Seeking Conviviality
Seeking Privilege
20%
Future & Family
Focused
17%
16%
Security
Seekers
Seeking Discovery &
Self-Improvement
•
While the family stands out in some segments, it is the primary subject in all segments: In the messages to be
given, emphasizing pension as a product that concerns the whole family can be useful.
•
Information levels about pension is generally low: More people can be reached by informative studies,
particularly by highlighting the advantages of pension.
•
Individuals should feel that they are handing their savings over to reliable and expert institutions: In this context,
companies should make consumers feel that they are reliable.
Segment demographics are similar to each other: Average age is between 32 and 36, balanced male-female ratio,
high ABC1 SEC group belonging, educated and mostly have gainful employment
There isn’t a significant difference among the segments about pension ownership. Private pension is bought
mostly for family and saving purposes. The most common reason for not having pension is having inadequate
financial status.
•
•
The common and most powerful motivations in terms of pension/ensuring
the future
How can it
Emotional Benefits
improve my life?
Enables me to keep my eye on the
future, not be worried about today
Allows me to bring a better quality
life to my family
169
128
Makes me a dedicated provider for
my beloved ones
125
What should the
firm’s character
be?
Trustworthy
Expert
People for whom family comes first
above all
Base: 917
165
201
154
People who are successful in life
157
People who like order and
structure in their lives
157
Functional Characteristics
Which qualities
should it have?
Supported/subsidized by state
142
Supports me in my pursuit to save
137
Gives me a sense of discipline about
saving money / enforces discipline
Gives me options – I can get money in
lump sum or in allowence
Makes me feel privileged
NOTE:
How should it make
me look?
134
Allows me to survive through
ensuring a reliable income
Personality
Social Identity
135
123
122
Indexed vs. average of all items in facet
We report all items with a score which is 1 standard deviation higher than the average
10
Executive Summary - Segments
25%
Seeking Conviviality
22%
Seeking Privilege
20%
Future & Family
Focused
17%
16%
Security
Seekers
Seeking Discovery &
Self-Improvement
Motto:
‘‘Putting everything in order
and living in the moment’’
Mottos
‘‘Achieving their goals, being
strong in life’’
Motto:
‘‘Best in life is investing in your
children’’
Motto:
‘‘Leading a life without relying
on anyone’’
Motto:
‘‘Beıng ındependent, ımprovıng
oneself’’
Motivation:
Want to live their life for
themselves, invest in riskless
resources. Have no expectation
of luxury, want a simple and
quiet life.
Motivation:
Motivation:
Want to have a stress-free life
and thus to avoid potential
health problems.
Motivation:
Pension Approach:
See pension as a sort-term
savings tool, consider it as a
surprise money. However, do
not consider buying pension if
they have large amounts of
money.
Pension Approach:
Motivation:
Want to settle down, lead a life
for themselves and seek peace
in their life. Want to leave
working completely when they
retire and desire to lead a life
without relying on anyone.
See pension as stability, power
and guarantee. Pension is
reasonable as it provides
controlled savings. For them,
pension is something wage
earners should buy, not for
people who earn much.
Pension Approach:
Understand pension and see it
as a long-term investment. It is
important for them to remain
in the system until the end.
Think that the money they save
might waste away, while
pension is a good gain that
provides steady income.
Pension Approach:
Think that current living
conditions are tough and see
pension as a comfort. They do
not have high expectations and
see it as a shelter in hard times.
Money is not an objective, it is a
means for self improvement. Think
money brings responsibilities and
problems, like to spend investing in
themselves. Have high expectations
from themselves, have plans about
future. Want to have the money that
that will meet their needs.
Pension Approach:
© 2013 Ipsos// STF007 GAB – ISO 20252
Want to have savings to do what
they want, when they want. It is
important to live in better
conditions and provide their
children what they desire.
Find pension appealing as it provides
an amount more than they can save.
Find the idea that it’s self controlled
and can be done with little amount
of money appealing.
Executive Summary - Segments
25%
Seeking Conviviality
22%
Seeking Privilege
20%
Future & Family
Focused
17%
16%
Security
Seekers
Seeking Discovery &
Self-Improvement
%49 female - %51 male
%47 single
%32 have child
Average age : 32
%47 female - %53 male
%63 married
%38 have child
Average age : 35
%50 female - %50 male
%67 married
%45 have child
Average age : 34
Pension owners %33
Tendency to have pension
in the future %65
Pension owners %28
Tendency to have pension
in the future %58
Pension owners %25
Tendency to have pension
in the future %69
Pension owners %28
Pension owners %30
Tendency to have pension Tendency to have pension
in the future %60
in the future %62
How they make saving?
How they make saving?
- In banks %29
How they make saving? -
How they make saving?
How they make saving?
In banks %23
- Gold/foreign currency %22
- By having pension %17
- In banks %27
- By having pension %22
- Gold/foreign currency %17
- In banks %38
- Gold/foreign currency %27
- By having pension %25
Those who know the
requirements to receive
savings without cutbacks :
%17
Those who know the
requirements to receive
savings without cutbacks:
%20
- In banks %34
- Gold/foreign currency %29
- By having pension %28
Those who know the
requirements to receive
savings without cutbacks:
%26
- Gold/foreign currency %24
- By having pension %20
Those who know the
Those who know the
requirements to receive
requirements to receive
savings without cutbacks: %13 savings without cutbacks:
%20
%50 female - %50 male
%50 single
%30 have child
Average age : 32
© 2013 Ipsos// STF007 GAB – ISO 20252
%42 female - %58 male
%58 married
%31 have child
Average age: 34
Executive Summary - Segments
Seeking Conviviality
Why do we target?
The largest segment. Already
try different saving methods.
Confused and open to
guidance.
What should we offer?
Additional promotions /
services
How to reach them?
Avoiding using the word
‘retirement’ is recommended
as it can be associated with
old age. Messages such as
“Living in the moment,
protection in hard times and
putting everything in order”
can be useful.
22%
Seeking Privilege
Why do we target?
A younger segment, might be
important to correct the
misinformation they have about
pension to educate the next
generation better.
What should we offer?
Services involving child’s education,
member exclusive social clubs,
expert advisory services
How to reach them?
Messages about a better education
for children and maintaining current
living conditions may be useful. A
message such as “I’m strong
whatever happens” might be used
portraying an individual who is
strong and admirable.
It might be emphasized that they’re
privileged.
20%
17%
16%
Future & Family
Focused
Security
Seekers
Why do we target?
It’s very important to make
saving, especially saving for
children. Think about the
future and take precautions
today.
What should we offer?
Products aimed at children,
especially about education
How to reach them?
Why do we target?
We think that the number of
individuals who act with
motivation of ‘being self
sufficient’ will increase in
Turkish society, which shows
an individualist tendency.
What should we offer?
‘Giving sense of reassurance is
important
How to reach them?
It is suggested to highlight that
it is possible to guarantee the
future with small savings. A
message such as ‘Your child’s
university costs are ready in
advance’ will draw their
attention.
A message that is inviting,
promises peace and trust and
makes the customer feel like
he/she is doing what is required
for his/her future may be useful.
It is important to convey a
feeling of protection.
Seeking Discovery &
Self-Improvement
Why do we target?
They are ambitious people who plan
their life today and have expectations
about future; hence their personality
matches with pension.
What should we offer?
© 2013 Ipsos// STF007 GAB – ISO 20252
25%
It is an audience that faces a dilemma;
spending money today for
investments that’ll improve
themselves, or making savings for the
future. So, it is very important to
emphasize the gains of pension in the
communication.
How to reach them?
Gainful saving should be emphasized:
communication that explains that
they can gain more than the saving
they make themselves, that they have
the control, and gain more within the
risks they themselves identify/take.
© 2013 Ipsos// STF007 GAB – ISO 20252
Purpose and
Project
Design
Our Purpose
Setting up communication strategies to turn the current attitude
towards pension and insurance in Turkey into positive and contributing
to the adoption of pension and insurance in the long term.
© 2013 Ipsos// STF007 GAB – ISO 20252
In this presentation, the focus
will only be on pension.
15
How did we design?
2-staged research design for both
studies…
Requirement based segmentation
model of Ipsos:
Quantitative
Interviews:
Determining target groups
and their sizes,
establishing roadmap to
reach each target group
Qualitative Focus
Groups: Identifying
motivations, understanding
consumers’ pension and
insurance ownership
perception
© 2013 Ipsos// STF007 GAB – ISO 20252
?
Separate studies for private
pension system and insurance
(property, casco, commercial and
health insurance)...
5
How did we design? Whom did we contact?
12 mini focus group discussions:
6 for pension, 6 for insurance
Kantitatif
Qualitative Focus Groups
Kalitatif
Age group of 20-55
BC1C2 SEC
Female & Male
People who are responsible for making
financial decisions for family/personal or
who have equal responsibility for this
Employed, non-employed, retired
Having different tendencies for ownership:
Pension/insurance owners, non-owners or
people who left having
20-27 October 2014
© 2013 Ipsos// STF007 GAB – ISO 20252
Kalitatif
17
Censydiam Type Focus Groups
Photo sets &
indirect
questioning
Denorming
exercises
Long sessions:
3.5-4 hours
The shoes
are taken off
© 2013 Ipsos// STF007 GAB – ISO 20252
Mini groups:
4 participants
Special seating
order: bean bags
18
How did we design? Whom did we contact?
Face to face CAPI interviews in houses and
workplaces with 917 people not rejecting
private pension system and with 844 people
not rejecting insurance products
Aged 20 and older
ABC1C2 SEC
Female & Male
City distribution representing Turkey,
conducted in city centers
NUTS 12 cities and Eskisehir: Istanbul (Asian
and European side), Adana, Ankara, Samsun,
Balikesir, Trabzon, Bursa, Eskisehir, Izmir,
Gaziantep, Erzurum, Kayseri, Malatya.
© 2013 Ipsos// STF007 GAB – ISO 20252
Field study between 26
December 2014 and 24
January 2015
Quantitative
Interviews
*Eskisehir was included in the study so as not to
spoil the representation.
19
Profile*
* Shows the profile of those who
don’t reject private pension
system. Male and Female ratio
has a quota system (half and
half), age and SEC are not limited.
Pension
Avg. Age: 33
Gender (%)
8
47
18
53
Age
Yaş (%)
43
31
58%
Among pension owners,
monthly incomes and selfemployment rates are
higher
Shows higher/lower values of pension owners
compared to those who don’t
Base: 917
24
29
Most interviewees are
either high school (56%) or
university (22%) graduates
© 2013 Ipsos// STF007 GAB – ISO 20252
Have children
under 18
59%
SEC (%)
47
21
© 2013 Ipsos// STF007 GAB – ISO 20252
General
Habits
and Attitude
towards
Private
Pension
System
© 2013 Ipsos// STF007 GAB – ISO 20252
Ensuring the future
of themselves and
their families...
24
Perception of Safe Future
For consumers, there is a close connection between finance and feeling safe.
When they have large amount of money, they tend to invest in property the
most as a long term investment.
….however there are other elements between the target and reality:
11 Income level is not enough to make savings.
12
 Living in the moment and enjoying consumption are more attractive for the middle
class, which is still developing in Turkey and focuses on emotional consumption.
13
 Saving money is only appealing when it can be turned to cash quickly and provides
added value to money.
Qualitative
25
Perception of Safe Future
Health issues and unemployment are the biggest concerns for the future.
In terms of securing the future, consumers in Turkey can be best described by:
•
Living in the moment,
•
Can only save the day or spend it on consumption when they have an extra
resource,
•
A more fatalist society where people accept what will happen, instead of planning
beforehand to secure the future.
•
Fatalism is the biggest spiritual power for dealing with problems.
Qualitative
26
Perception of Safe Future
We have similar dreams of a good future:
a quiet and peaceful life, away from the city’s chaos. It is known that money has
an undeniable role for achieving this.
Protective nature of families, solidarity and our socialist structure are among the
most important supports in hard times.
Qualitative
27
Investment Behaviors
Around half of those who don’t reject pension cannot make savings enough or they do not save at all. The fundamental
obstacle to investing is the lack of financial resources. Their income is just enough for their spending. Saving money in
banks is the most common investment type, followed by buying gold or foreign currency.
% Investment Attitudes
Base: 407
45
Those who can’t make savings + those
who do not save at all
Make savings in bank
%
30
(investment instruments such as deposit accounts,
gold, foreign currency, fund etc.)
58%
Reasons for not investing
Their income is just enough for their
spending
24
37%
(using jewelry stores or exchange offices.)
Financial difficulties
23
Pension owner
11
Buy property/land/office for investment
Purchase shares, interested in stock
market
Base: 917 Q12a, Q12b
5
69% of pension
owners describe
pension as an
investment type
Shows higher/lower values of pension owners
compared to those who don’t
23%
6%
They don’t need to invest
Currently paying
property/vehicle/land/office loan
© 2013 Ipsos// STF007 GAB – ISO 20252
Make savings on gold or foreign currency
Pension Ownership
Those who have
pension now
42% For the future of family
33% To make savings
35%
10% For Retirement
29%
Inadequate financial
status/difficulty in paying
contributions 52%
Having SSI retirement 31%
Don’t have information about
pension 22%
Haven’t had the chance 24%
Base: 652
13%
had a break
before
6%
discontinued
Base: 917
Q1b, Q1c, Q2, Q3, Q5, Q7, Q1f, Q1g
77% Inadequate
financial status
46% Think that the
amount of gain is not
satisfactory
35% Dissatisfaction with
agency
Where did they buy?
•
•
© 2013 Ipsos// STF007 GAB – ISO 20252
Those who had
pension until today
66% banks
28% insurance agencies
Who made the decision?
•
•
69% themselves
22% with their spouse
Base: 265 (Those who
own pension now)
29
Information Sources
The most important information sources are TV ads, agencies and acquaintances.
Channels used for getting information
about insurance products and pension
44
TV ads
42
Agencies
38
Social circle/acquaintances
20
Newspaper/magazine ads
Customer representatives
Q9
Base: 917
16
Call centers of companies
13
Websites of companies
12
Shows higher/lower values of pension owners compared to those who don’t
© 2013 Ipsos// STF007 GAB – ISO 20252
35
Bank they work with
Information Level
In order to receive the savings without cutbacks in private pension system;
•
Those who are aware of that they must stay in the system for 10 years and be over 56 20%
•
Those who think that it is enough to stay in the system for 10 years
•
Those who say that there would be tax cutbacks if you left before completing 10 years 7%
•
Those who state less than 10 years 12%
•
Those who don’t know 10%
Base: 265 (Those who own pension now)
Q0b
© 2013 Ipsos// STF007 GAB – ISO 20252
51%
State Subsidy Awareness
Around half of those who don’t refuse pension are aware of state subsidy. More than half of those who know of state
subsidy know that the rate is 25%, while only 9% are aware of that they must stay in the system for a specific time
period/10 years and contribute regularly in order to benefit from state subsidy.
What is the rate of state subsidy
in pension?
No
52%
Base 917
58% know the correct rate (25%)
32% don’t know
10% have wrong information about the rate
Are they aware of the
requirements to benefit from state
subsidy?
18% say it’s enough to have pension
72% don’t know at all/has wrong information
9% states that they must remain in the system
for 10 years/long/specific time period and
contribute regularly.
Shows higher/lower values of pension owners compared to those who don’t
Q6a,Q6b,Q6c
%
14%
6%
80%
I don't trust
Neutral
I trust
Base: 444
© 2013 Ipsos// STF007 GAB – ISO 20252
48%
Yes
Average: 3.9/5
State Subsidy Awareness Among Pension Owners
77% of pension owners are aware of state subsidy. 61% of those who know of state subsidy know that the rate is 25%,
while only 13% are aware that they must remain in the system for a specific time period/10 years and contribute
regularly in order to benefit from state subsidy.
What is the rate of state
subsidy in pension?
77%
77%
Yes
%23
23%
Hayır
No
Those who own pension Base: 265
%
9%
4%
Are they aware of the
requirements to benefit from state
subsidy?
20% say it’s enough to have pension
67% don’t know at all/have wrong information
13% state that they must remain in the system
for 10 years/long/specific time period and
contribute regularly.
87%
I don't trust
Neutral
I trust
Base:205
Shows higher/lower values of pension owners compared to those who don’t
Q6a,Q6b,Q6c
© 2013 Ipsos// STF007 GAB – ISO 20252
61% know the correct rate (25%)
27% don’t know
12% have wrong information about the rate
Average: 4.1/5
Pension Plans for Future
Insurance Plans for Future
Tendency to have pension or insurance (purchase or continue) in
the future is very high.
Tendency to continue Tendency to enter the system
(by those who do not own
having pension
pension)
(by pension owners)
50%
Base: 265
Base: 652
Casco
18
Health
17
Compulsory Traffic
15
Life
12
Property
11
Commercial
Total:
21
TCIP
Personal Accident
© 2013 Ipsos// STF007 GAB – ISO 20252
94%
%
8
4
63%
Base: 917
Q10a+Q10b
Shows higher/lower values of pension owners
compared to those who don’t
Base: 917
34
Pension Plans of Pension Owners
Almost half of pension owners are planning to
retire and receive monthly payments.
Which of the following
describes your pension plans
best?
1
48%
52%
2
Lump sum
payment
3
Base: 265 (Those who currently own pension)
Q0b
48% I am planning to retire
and receive monthly payments
28% After 10 years, I will
have a lump sum payment
24% After retirement I am
planning to have a lump sum
payment
© 2013 Ipsos// STF007 GAB – ISO 20252
Monthly pension
Company Selection Criteria
4
Convenient
payment
conditions
Extensity of
agencies
25%
6
Guidance by the
bank I work with,
Special promotions
for me
19%
Q4
Base: 727 (Those who have ever owned insurance/PPS before)
38%
1
Brand
Reliability
65%
3
Product
content
30%
5
Recommendation
22%
Offering advisory,
Product range, Being
acquainted with the
agency
17%
7
© 2013 Ipsos// STF007 GAB – ISO 20252
2
36
Tendency to purchase insurance or pension on the Internet/through call
center
Internet usage rate: 80%
Consider
purchasing on
the Internet?
%
87%
No
13%
Yes
Higher among 20-39 ages
Base: 917
Q11
Consider
purchasing from call 88%
No
center?
12%
Yes
© 2013 Ipsos// STF007 GAB – ISO 20252
%
Higher among women and
20-39 ages
37
© 2013 Ipsos// STF007 GAB – ISO 20252
Censydiam
Model and
Motivations
Censydiam is
a way of
thinking…
© 2013 Ipsos// STF007 GAB – ISO 20252
it is a path to
understand the
motivations in the
lives of human
beings…
it is a compass that
helps us trace the
map of our daily
routine experiences.
39
Censydiam is determined by two antagonistic but complementary
DIMENSIONS:
Liberate
Others
Me
INDIVIDUAL DIMENSION
Repress
© 2013 Ipsos// STF007 GAB – ISO 20252
The subject may try to be in control
in situations of uncertainty or may
feel confident and liberate
him/herself from them, in
situations that are comfortable for
him/her.
SOCIAL DIMENSION
The subject moves between
two possibilities: on one hand,
belonging to and integrating a
group  on the other hand,
standing out and expressing
him/her individually, being
different.
40
And these dimensions define 8 MOTIVATIONS that guide
consumption and choices:
There are 8 ways to experience products, services, brands… and life
ENJOYMENT
POWER
Me
Others
BELONGING
Liberate
Repress
CONTROL
41
5 Segments
according to
Motivations for
Pension
Ownership
How do we define the motivation of ‘Ensuring the Future’ on the
Censydiam Map?
The need to focus on the moment / live in
the moment without worrying about future
ENJOYMENT
POWER
Liberate
Me
Others
Repress
CONTROL
The need to be prepared against
uncertainties of life
BELONGING
The need to be
different from and
superior to others, to
have our superiority
confirmed
The need to be close to
others, to support
them
We have identified 5 different segments for pension motivations
Orange
25%
20%
Future & Family
Focused
© 2013 Ipsos// STF007 GAB – ISO 20252
22%
BELONGING
Seeking
Previlige
Seeking
Conviviality
16%
Brown
POWER
Seeking
Discovery &
SelfImprovement
Security
Seekers
17%
The size of circles indicate the share of segments.
Base: 917
Black
52
My Ideal Private Pension System…
Orange
Seeking
Discovery &
SelfImprovement
Seeking
Conviviality
Reassuring
Carefree
Optimistic
Enthusiastic
Approachable
Inspiring
Bold
Trustworthy
Disciplined
Prestigious
Respected
Future &
Family
Focused
© 2013 Ipsos// STF007 GAB – ISO 20252
Brown
Seeking Privilege
Efficient
Competent
Expert
Supportive
Black
Base: 917
Security
Seekers
53
The common and most powerful motivations in terms of pension/ensuring
the future
How can it
Emotional Benefits
improve my life?
Enables me to keep my eye on the
future, not be worried about today
Allows me to bring a better quality
life to my family
169
128
Makes me a dedicated provider for
my beloved ones
125
What should the
firm’s character
be?
Trustworthy
Expert
People for whom family comes first
above all
Base: 917
165
201
154
People who are successful in life
157
People who like order and
structure in their lives
157
Functional Characteristics
Which qualities
should it have?
Supported/subsidized by state
142
Supports me in my pursuit to save
137
Gives me a sense of discipline about
saving money / enforces discipline
Gives me options – I can get money in
lump sum or in allowence
Makes me feel privileged
NOTE:
How should it make
me look?
134
Allows me to survive through
ensuring a reliable income
Personality
Social Identity
135
123
122
Indexed vs. average of all items in facet
We report all items with a score which is 1 standard deviation higher than the average
54
Common Characteristics of the Segments
• Segment demographics are similar to each other: Average age is between 32 and
36, balanced male-female ratio, high ABC1 SEC group belonging, educated and
mostly have gainful employment
• There isn’t a significant difference among the segments about pension ownership.
Private pension is bought mostly for family and saving purposes. The most
common reason for not having pension is having inadequate financial status.
• Pension or insurance is mostly purchased through bank branches or agencies.
Mostly, purchasing decision is made by the respondents themselves.
• Brand reliability is the most important criterion in company preference.
Reasonable payment conditions follows.
• Pension owners generally want to receive lump sum payments. However, they
think that remaining in the system for 10 years is enough to receive their savings
without cutbacks.
• The possibility of buying pension or insurance through call centers are similar
across all segments.
55
Seeking
Conviviality
25%
Male
majority
(58% male42% female)
58%
Married
31% Have
Middleaged
Education & Employment
High school graduate
Education: 57%
21% Postgraduate
children
under 18
59% have gainful employment
Higher than other segments
(Avg. 34 years
old)
Istanbul
38%
Izmir
12%
56
PUTTING EVERYTHING IN ORDER AND LIVING IN THE MOMENT
Motivation
Want to live their life for themselves
• Lives in the moment,
enjoyment oriented
• Wants to get away from
worries
• Likes practical solutions
• Wants to consult an expert
Invest in riskless resources, do not want to involve in
investments that would disrupt their way of living
Have no expectations of luxury, want a simple and quiet life for
themselves and their children
Pension Approach
See pension as a short-term savings tool
Consider pension as a surprise money
Do not consider buying pension if he has large amounts of
money
57
Seeking Conviviality
The rate of those who don’t or cannot make savings are
lower (38%)
The prominent reason behind not making savings is financial status, on
the other hand, the rate of those who don’t need to make savings is
higher in this segment
How do they make savings?
Get away from
worries by saving!
1
34% Make savings in banks
2
28% Have pension
3
29% Buy gold or foreign
currency
58
Seeking Conviviality
Higher pension
ownership,
33% own pension
Reasons for buying
pension are similar
to the general
45%
In general, those who
discontinued state that
they discontinued due
to financial status, not
being satisfied with the
gain or dissatisfaction
with the agencies
For the future of family
32%
18% of those who
had pension before
discontinued
Rate of those who are
aware of that they need to
remain in the system for 10
years and be over 56 to
receive retirement savings
without cutbacks are higher
To make savings
26%
54% only state that they are
required to remain in the
system for 10 years
Reasons for not buying pension
53%
27%
Inadequate financial status
17%
They don’t think they will
encounter difficulties in the
future
Having SSI retirement
16%
Take other precautions
Relatively low than other segments
24%
Haven’t had the chance
16%
22%
Don’t have information about
pension
12%
Don’t think the service they
receive is good enough for the
amount they pay
Think pension is not an
effective way to invest
Higher than other segments
59
Seeking Conviviality
65%
Consider buying or
continue having
pension in the future
The rate (21%) of those who state
that they might buy through Internet
is higher than other segments
60
Seeking Conviviality
Trusting in state subsidy is slightly higher!
48% know that there is state subsidy, in
parallel with general
47%
Knowledge level about state subsidy is low, as in
general. Rate of those who know what is required
to benefit from the subsidy is low (2%)
38%
35%
Agencies
Higher compared to
other segments
TV ads
Bank they work
with
20%
84% state that they trust or have utmost
higher compared to other
confidence in state subsidy. Relatively
segments
31%
Acquaintances
Call centers of companies
Higher compared to other segments
61
Seeking Conviviality
The largest segment
Additional promotions/services
Consider making savings
necessary
Already try different saving
methods
Confused and open to guidance
(For example birthday cake,
concert ticket, fuel, check-up
opportunities for those over 50,
special promotions after child
birth etc.)
Avoiding using the word
‘retirement’ is recommended as
it can be associated with old
age
Messages such as “Living in the
moment, protection in hard
times and putting everything in
order” can be useful.
PUTTING EVERYTHING IN ORDER AND LIVING IN THE MOMENT
Seeking
Privilege
22%
47% Single
32% Have
Equal
gender
distribution
(49% female51% male)
Younger
Education & Employment
High school graduate
Education: 53%
25% Postgraduate
children under
18
More than half have gainful
employment
Single rate is higher
(Avg. 32 years
old)
Majority
20-29 age
group
Istanbul
38%
Bursa
11%
Adana
14%
63
Seeking Privilege
ACHIEVING THEIR GOALS, BEING STRONG IN LIFE
• Want to have special status
and privileges
• Want to be admired
• Like success
• Want good and quality
education for their children
(see children’s success as an
extension of their own)
• It is important for them to
have the best service
available
Motivation
Want to have savings to do what they want, when they
want, rather than having future worries
It is important to live in better conditions, provide their
children what they desire and not to interfere with their
wishes
Pension Approach
See pension as stability, power and guarantee
Reasonable as it provides controlled savings
For them, pension is something wage earners should buy,
not for people who earn much
64
Seeking Privilege
28% don’t make savings at all
Higher compared to other segments
A third of those who cannot make savings
say that they don’t need to make savings
Higher compared to other segments
Less future worries!
Invest in themselves
65
25% state that they are not planning to buy pension or any insurance,
and this rate is higher than other segments
Seeking Privilege
58%
Rate of those who consider
buying or continue having
pension in the future is lower
than all segments,
particularly than Future &
Family Focused segment.
The most important company selection criteria are
similar with the general. However;
Recommendation of the bank they work with (29%)
Higher than other segments (similar to those who Seek Safety)
66
Seeking Privilege
28% own
pension
19% of those who
had pension
before
Asdiscontinued
in general, they
discontinue because of
dissatisfaction with the
gain, inadequate
financial status or
dissatisfaction with the
agencies
Those who know that
they must remain in
the system for 10
years and be over 56
to receive their
savings without
cutbacks are
relatively lower 13%
Reasons for buying
pension
36%
For the future of family
Relatively lower compared to other
segments
34%
To make savings
63% state it’s enough to complete 10 years
12% think that 1-3 years are enough, and this
rate is higher compared to other segments
Reasons for not
buying pension
47%
Inadequate financial
status
29%
Haven’t had the chance
28%
25%
Having SSI Retirement
Lower than other segments as in
Seeking Conviviality segment
Don’t have information
about pension
67
Seeking Privilege
Awareness level about government incentive is lower than other segments!
%37 know about the government incentive
Lower than other segments
47%
Half of those who are aware of government
incentive know the correct incentive rate (25%)
Lower than other segments
Confidence in government incentive is
parallel to the general (77%)
As in Seeking Conviviality, it’s
relatively higher than other
segments
Acquaintances
42%
42%
Agencies
Higher than other segments
TV ads
38%
Bank they work with
68
Seeking Privilege
A younger segment
It might be important to
correct the misinformation
they have about pension to
educate the next generation
better
An education fund service
might be offered for their
children
Member exclusive social clubs
might be created
It is important to offer an
expert advisory service
Have higher Internet and social media usage,
easier to reach through Internet
A message such as “I’m strong whatever
happens” might be used portraying an
individual who is strong and admirable. It
might be emphasized that they’re privileged.
In the message, it should be emphasized that
there’s a reward at the end of pension
system and that they will receive the best
service
Messages about a better education for
children and maintaining current living
conditions may be useful
ACHIEVING THEIR GOALS, BEING STRONG IN LIFE
Future & Family
Focused
63%
Married
38% Have
20%
Equal
gender
distribution
(47% female53% male)
Education & Employment
high school graduate
Education: 52%
25% Postgraduate
children under
18
Almost half have gainful
employment
Married rate is higher
Older
Trader-merchant rate is higher in
profession distribution in this segment
(avg. 35 years
old)
Lower household income
than other segments
Istanbul
18%
Ankara
20%
Izmir
16%
Adana
13%
Gaziantep
11%
70
Future & Family Focused
BEST IN LIFE IS INVESTING IN YOUR CHILDREN
Motivation
• Value family over anything
• For them, people are more
valuable than money
• Seek order in life
• Want to be successful
• Inclined to make savings
• Plan his children’s education
costs
Want to have a stress-free life and thus to avoid
potential health problems
Pension Approach
Understand pension and see it as a long-term
investment. It is important for them to remain in
the system until the end.
Think that the money they save might waste away,
while pension is a good gain that provides steady
income
71
Future & Family Focused
50% cannot make enough investments or make
none at all due to financial status. Those who
state that they spend all their earnings to make
ends meet are the majority.
Higher than other segments
Investing rate is similar to that of Seeking Privilege, although the reasons are different.
Savings are
important for Future
& Family Focused!
• Those who know about the state subsidy is higher (62%)
•
60% knows that the subsidy is 25%, but the level of knowledge about
how to benefit from state subsidy is low, as in all segments.
• Trust in state subsidy is in parallel with the general (83%)
72
Future & Family
Focused
25% own
pension
13% of those who
had pension
discontinued
(lower)
Reasons for buying
pension
49%
For the future of family
Relatively higher than other
segments
28%
To make savings
Relatively lower than other
segments
Reasons for not buying
pension
56%
Inadequate financial status
Particularly higher than Seeking Privilege
Reasons are
inadequate financial
status or being retired
Those who wish to
receive lump sum
payment are higher
(34%)
33%
Having SSI Retirement
24%
Haven’t had the chance
73
Future & Family Focused
69%
Consider buying or
continue having
pension in the future
Higher than other segments
47%
45%
38%
Those who consider buying through
Internet are lower
28%
TV ads
Acquaintances
Higher than other segments, as in Seeking
Privilege
Agencies
Bank they work with
Relatively lower than other segments
74
Future & Family Focused
It’s very important to make
saving, especially saving for
children
Think about the future and
take precautions today
Products aimed at children,
especially about education,
may be promoted
(For example, a saving for
education cost starts from
early age)
It is suggested to highlight
that it is possible to
guarantee the future with
small savings
A message such as ‘Your
child’s university costs are
ready in advance’ will draw
their attention
BEST IN LIFE IS INVESTING IN YOUR CHILDREN
Security Seekers
67%
Married
45% have
children
17%
Equal
gender
distribution
(50% female50% male)
Majority
30-39 age
group
(Avg. 34 years
old))
Education & Employment
High school graduate
Education: 62%
17% Postgraduate
Married rate is higher, as in
Future & Family Focused, rate
of having children is higher
than other segments
Almost half have gainful
employment
Trader-merchant rate is higher as in Future &
Family Focused
Istanbul
22%
Ankara
26%
Adana
14%
Gaziantep
15%
76
Security Seekers
LEADING A LIFE WITHOUT RELYING ON ANYONE
Motivation
• Seek order in life, have a
balanced life
Want to settle down, lead a life for themselves
and seek peace in their life
• Have deep-rooted habits
Want to leave working completely when they
retire and desire to lead a life without relying on
anyone
• Play it safe, want detailed
information
• Family is very important and
feel safe near their families
• Want to find what’s best for
them
• Want to be supported
Pension Approach
Think that current living conditions are tough and
see pension as a comfort. They do not have high
expectations about it.
See pension as a shelter in hard times saving them
from relying on anyone
77
Security Seekers
However, information level about state subsidy is not
different from other segments
Half of them are aware of state subsidy
58% of those who are aware know that the rate
of subsidy correctly (25%)
Guaranteed
income and state
subsidy are
important!
Rate of those who know that they must remain
in the system for a long period/10 years and
contribute regularly are relatively higher (14%)
79% state that they trust or have utmost
confidence in state subsidy (as in general)
78
Security Seekers
Reasons for buying
pension
43%
For the future of family
40%
To make savings
28% own
pension
17% of those who
had pension
discontinued
The reason is
inadequate financial
status
Relatively higher than other
segments
Those who buy
through bank branches
are higher (74%)
Similar reasons for not
buying pension
49%
Inadequate financial
status
34%
Having SSI retirement
21%
Don’t have information
about pension
79
Security Seekers
60%
Consider buying
pension or continue
having pension in the
future, similar to
general
The most important company selection criteria are
similar with the general. However;
Recommendation of the bank they work with (33%)
Higher than all other segments including Seeking Privilege
Those who consider buying through
Internet is lower, as in Future & Family
Focused
53%
TV ads
Higher than other segments
37%
37%
35%
Acquaintances
Bank they work with
Agencies
Getting information from
companies’ websites is lower 80
Security Seekers
We think that the number of
individuals who act with
motivations like ‘being self
sufficient’ and ‘living without
relying on anyone’ will increase
in Turkish society, which shows
an individualist tendency with
the increasing consumption and
urbanization
An audience that can be
reached with proper
communication:
main message is TRUST
A message that is inviting,
promises peace and trust and
makes the customer feel like
he/she is doing what is required
for his/her future may be useful
It is important to convey a
feeling of protection
TV advertisements are
particularly important for
communication
LEADING A LIFE WITHOUT RELYING ON ANYONE
Seeking Discovery &
Self-Improvement
16%
Equal
gender
distribution
(50% female50% male)
50% Single
30% Have
Education & Employment
High school graduate
Education: 57%
20% Postgraduate
children
Younger
Single rate is higher as
in Seeking Privilege
More than half have gainful
employment
(Avg. 32 years
old)
Majority
20-29 age
Istanbul
32%
as in Seeking Privilege
Izmir
11%
Adana
12%
82
Seeking Discovery & Self-Improvement
BEING INDEPENDENT, IMPROVING ONESELF
Motivation
Money is not an objective, it is a means for self improvement.
• Fond of independence
• Like discoveries and want to
have new experiences
• Benefit from opportunities
• Want to improve their
current living quality
Think money brings responsibilities and problems, like to spend
investing in themselves
Have high expectations from themselves, have plans about
future
Want to have the money that that will meet their needs
Pension Approach
Find pension appealing as it provides an amount more than
they can save
Find the idea that it’s self controlled and can be done with little
amount of money appealing
83
Seeking Discovery
& SelfImprovement
Rate of those who can’t or don’t make savings is lower than
other segments, as in Seeking Conviviality (39%)
The main reason for not making savings is financial
difficulties, also the rate of those who state that they don’t
need it is higher in this segment.
How do they make savings?
38% Saves in a bank
Like tangible savings,
make savings for
their selfimprovement
Higher than other segments
84
Reasons for buying
pension
Seeking Discovery &
Self-Improvement
38%
30% own
pension
22% of those who
had pension
discontinued
The reasons are
dissatisfaction with the
amount of gain, having
inadequate financial
status or dissatisfaction
with the agencies
(parallel with the
general)
34%
For the future of family
Lower than other segments, as in Seeking
Privilege
To make savings
Buying through bank branches is
higher (76%), as it is in Security
Seekers
Reasons for not buying pension
52%
Inadequate financial status
20%
35%
Having SSI Retirement
18%
20%
Haven’t had the chance
12%
Don’t have information about
pension
Takes other precautions
Higher than other segments including
Seeking Conviviality
Think pension is not an effective
way to invest
Higher than other segments, as in
Seeking Conviviality
85
Seeking Discovery & Self-Improvement
62%
Consider buying or
continue having
pension are similar
to general
Those who consider buying through
Internet (17%) is higher than other
segments, lower than Seeking Conviviality
The most important company selection criteria are
similar with the general. However;
Company’s recommendation rate (33%)
Higher than other segments
86
Seeking Discovery & Self-Improvement
Confidence in state subsidy is slightly lower!
46% are aware of state subsidy (in parallel
with the general)
59% of those who are aware know the correct
rate (25%), as in general
42%
38%
37%
34%
70% state that they trust or have utmost
confidence in state subsidy
Lower than other segments
TV ads
Agencies
Bank they work with
Acquaintances
24%
Newspaper/magazine ads
19%
Companies’ Call Centers
Higher than other segments, as in
Seeking Conviviality
87
Seeking Discovery & Self-Improvement
They are ambitious
people who plan their
life today and have
expectations about
future; hence their
personality matches
with pension
It is an audience that faces a
dilemma; spending money
today for investments that’ll
improve themselves, or making
savings for the future.
So, it is very important to
emphasize the gains of pension
in the communication
Gainful saving should be
emphasized: communication
that explains that they can gain
more than the saving they make
themselves, that they have the
control, and gain more within
the risks they themselves
identify/take.
BEING INDEPENDENT, IMPROVING ONESELF
TV Watching Habits
 TV is watched mostly between 21:00-23:00 and 19:00-21:00 followed by 23:00-01:00 and 17:0019:00.
Order of The Most
Frequently Watched
TV Channels
Genelde izlenilen
Generally
watched TV
TV kanalı
channel
2 ATV
1Kanal D
3 Show TV
4FoxStar
3 TV
TRT 1
Kanal 7
NTV
Samanyolu
NTV Spor
TRT
Habertürk
CNN Türk
Lig TV
CNBC-E
Base: 917
70
68
57
56
48
Digital Channel
Preference
 76% have a digital channel or
satellite system
 54% satellite, 11% Digiturk,
7% D-Smart, 7% cable TV
28
20
17
16
16
15
13

D-Smart owners are slightly higher
among pension owners (12%)
9
7
6
89
Other Media (Newspaper, Radio and Internet)
Internet Usage
Newspaper Readers
80%


61%
 56% of newspaper readers read printed
newspapers,
 25% read only on the Internet
 20% read both
72% have account on social media
53% don’t use social media to
follow/communicate with brands

Facebook is the most
common social
sharing website
(45%), followed by
Twitter (14%),
Instagram (14%) and
Youtube (12%).
 Most read newspapers
among readers of
printed newspapers;
74% don’t listen to the radio
Radio is mostly listened while driving or travelling
 Followed by Posta and Haberturk
 Among online papers, the most popular is
Hurriyet (49%).
 Followed by Sabah and Milliyet
Frequency of reading newspaper:
4 times a week on average
Radio listening rate is higher during
the day. 13:00-17:00 period stands
out among pension owners.
Baz: 917
90
Media Habits
Differences Among Segments
Seeking Conviviality
•
•
Low rate of
reading
newspapers
Rate of listening
to the radio at
home is higher
Future & Family
Focused
Seeking Privilege
•
•
•
•
Lower rate of
digital or satellite
TV ownership
Higher rate of
Internet usage
Higher rate of
reading online
newspapers
Higher rate of
listening to the
radio while
travelling
•
•
•
ATV is the most
watched TV
channel
Rate of those who
have Youtube
account is higher
Higher rate of
listening to the
radio at home
Security
Seekers
•
•
Average number
of channels
watched is higher
Rate of those who
don’t use social
media to follow
brands is higher.
Seeking Discovery &
Self-Improvement
•
•
•
ATV’s watching
rate is generally
lower.
Higher rate of
those who don’t
own a digital or
satellite TV.
Lower rate of
radio listening
91
Common Communication Language of the Segments
• While the family stands out in some segments, it is the primary subject in all
segments: In the messages to be given, emphasizing pension as a product that
concerns the whole family can be useful.
• Information levels about pension is generally low: More people can be reached by
informative studies, particularly by highlighting the advantages of pension.
• Individuals should feel that they are handing their savings over to reliable and
expert institutions: In this context, companies should make consumers feel that
they are reliable.
•
The rate of those who get/want to get information about pension through TV and those who watch TV are high: TV should
be the primary medium for reaching potential customers. Most watched time periods are 17:00-23:00 and secondly 23:0001:00. As Kanal D, ATV and SHOW TV are the most watched TV channels, these are recommended.
•
Interviewees mostly read printed newspapers; Hurriyet, Sabah and Milliyet are the most read newspapers.
•
Most of the interviewees have a social media account. Facebook should be the primary social site for Internet activities.
92
Insurance
Segments in
Brief
The common and most powerful motivations in terms of insurance /
protecting self and the beloved ones against the possible losses
How can it
improve my life?
Makes me feel protected in case of
emergency
130
Helps me maintain a positive
outlook on life
128
Helps me let go off worries
124
Personality
People who have strong family
values
People for whom traditions are
important
What should the
firm’s character
be?
Trustworthy
Functional Characteristics
NOTE:
Base: 844
168
152
131
Which qualities
should it have?
192
Gives me sense of security
Expert
How should it make
me look?
People who like order and
structure in their lives
149
Makes me feel prepared for the
worst
Social Identity
© 2013 Ipsos// STF007 GAB – ISO 20252
Emotional Benefits
162
155
Indexed vs. average of all items in facet
We report all items with a score which is 1 standard deviation higher than the average
94
We have identified 5 different segments according to insurance motivations
ENJOYMENT
Orange
18%
Maintaining
Positivity
13%
33%
12%
© 2013 Ipsos// STF007 GAB – ISO 20252
Purple
Power
Seekers
Happiness with
Family
BELONGING
23%
Brown
POWER
Seeking
Conviviality
Security
Seekers
Size of the circle indicates the segment’s share
Baz: 844
95
© 2013 Ipsos// STF007 GAB – ISO 20252
APPENDIX
Seeking Conviviality
TV Watching Habits
 Similar to all segments, 17:00-23:00 is the most watched time period. 23:00-01:00 follows.
Order of The Most
Frequently Watched
TV Channels
Digital Channel
Preference
Generally
watched TV
TV kanalı
channel
Genelde izlenilen
2 ATV
70
1Kanal D
3 Show TV
65
51
50
48
Star
Fox TV
TRT 1
Kanal 7
Samanyolu
NTV Spor
Haberturk
NTV
TRT
30
24
23
18
17
16
14

Seeking Conviviality segment state that they
have Satellite TV (47%), Digiturk (14%),
Cable TV (9%) and D-Smart (6%).
 30% state that they don’t own a digital or
satellite TV system.
Base: 226
97
Seeking Conviviality
Internet Usage
Newspaper Readers
49%
76%

 61% read only printed newspapers,
 22% read only on the Internet,
 17% read both
68% have account on social media

Facebook is the
most used social
sharing website in
this segment,
followed by Twitter,
Instagram and
Youtube.
Newspaper reading rate is
lower than other segments
 Most read newspapers
among readers of
printed newspapers;
 Hurriyet is the most read online paper(%50)
74% don’t listen to the radio
Radio is mostly listened while driving or travelling
Frequency of reading newspaper:
4 times a week on average
07:00-09:00 is the period in which
radio is most listened
98
TV Watching Habits
Seeking Privilege
 19:00-21:00 stands out as higher than other segments.
Order of The Most
Frequently Watched
TV Channels
Generally
watchedTV
TVkanalı
channel
Genelde izlenilen
2
ATV
Kanal D
Star
Show TV
Fox TV
TRT 1
NTV Spor
Kanal 7
Samanyolu
NTV
Haberturk
TRT
1
3
3
71
64
3
61
59
Digital Channel Preference

Seeking Privilege segment state that they
have Satellite TV (61%), Digiturk (9%), DSmart(8%) and Cable TV (6%) systems.
49
27
18
18
14
13
13
12
 Rate of those who don’t own any digital
or satellite TV system (18%) is lower than
other segments
Base: 203
99
In this segment, rate of reading online
newspapers is higher. Hurriyet is the most
widely read online paper (42%), followed
by Milliyet, Sabah and Haberturk
Seeking Privilege
Internet Usage
88%

Newspaper Readers
Higher than other
segments
66%
 46% reads only printed newspapers,
 32% reads only on the Internet,
 22% read both
79% have account on social media

Facebook is the most
used social sharing
website in this
segment, followed by
Twitter, Instagram and
Youtube.
 Most read newspapers
among readers of
printed newspapers;
76% don’t listen to the radio
Radio is mostly listened while driving or travelling
(Higher in this segment)
Frequency of reading newspaper:
3 times a week on average
11:00-15:00 and 19:00-21:00 is the
most listened time periods.
100
TV Watching Habits
Future & Family Focused
 Compared to Seeking Privilege and Seeking Conviviality segments, a higher watching rate is observed
between 21:00-23:00.
Order of The Most
Frequently Watched
TV Channels
Digital Channel Preference
Genelde izlenilen
Generally
watchedTV
TVkanalı
channel
2
1 ATV
Kanal D
Show TV
Star
Fox TV
TRT 1
Kanal 7
TRT
NTV
Samanyolu
Haberturk
NTV Spor
71
69
55
53
41
28
17
16
15
14
13
12

Future & Family Focused state that they
have Satellite TV (55%), D-Smart (9%) and
Digiturk (8%) digital systems.
 26% don’t have any satellite or digital
TV systems.
Baz: 188
101
Future & Family Focused
Internet Usage
Newspaper Readers
71%
80%

 58% read only printed newspapers,
 22% read only on the Internet,
 20% read both
72% have account on social media

Facebook is the most
used social sharing
website in this
segment, followed by
Youtube (higher than
other segments),
Twitter and Instagram
 Most read newspapers
among readers of
printed newspapers;
 Most widely read online papers are
Hurriyet (37%) and Sabah (32%)
66% don’t listen to the radio
Radio is listened «while driving and travelling».
The rate of listening at home is higher than other
segments
Frequency of reading newspaper:
4 times a week on average
17:00-19:00 is the most listened time
period.
102
Security Seekers
TV Watching Habits
 Compared to Seeking Privilege and Seeking Conviviality segments, a higher rate of watching is observed
between 21:00-23:00.
Order of The Most
Frequently Watched TV
Channels
Digital Channel
Preference
Generally
watchedTV
TVkanalı
channel
Genelde izlenilen
1
Kanal D
78
2 ATV
75
Show TV
70
67
62
Star
3
Fox TV
TRT 1
NTV
Kanal 7
TRT
NTV Spor
Samanyolu
CNN Turk
36
22
21
21
20
18
15

Those who seek safety segment state that
they have Satellite TV (55%), Digiturk
(12%), Cable TV (7%) and D Smart (5%)
digital systems.
 28% state that they don’t have any
digital or satellite TV systems
Base: 157
103
Security Seekers
Internet Usage
Newspaper Readers
80%

65%
 64% reads only printed newspapers,
 19% reads only on the Internet,
 16% read both
74% have account on social media


Rate of those who don’t use
social sharing sites to follow
brands is higher in this
segment.
Among those who do,
Facebook is the most used
social sharing website,
followed by Twitter,
Youtube and Instagram.
 Most read newspapers
among readers of printed
newspapers;
 Most widely read online paper is Hurriyet
(54%)
70% don’t listen to the radio
Radio is mostly listened while «driving and
travelling»
Frequency of reading newspaper:
4 times a week on average
They listen to the radio between
07:00-11:00 and 15:00-19:00
104
Seeking Discovery & SelfImprovement
TV Watching Habits
Order of The Most
Frequently Watched TV
Channels
Digital Channel Preference
Generally
watchedTV
TVkanalı
channel
Genelde izlenilen
1
Kanal D
68
2ATV
3
58
Show TV
50
3Star

Seeking Discovery & Self-Improvement state
that they have satellite TV (56%), D-Smart
(11%), Digiturk (10%) and Cable TV (9%)
digital systems.
49
3 Fox TV
42
TRT 1
20
NTV
19
Kanal 7
 Those who don’t own any satellite or
digital TV system (20%) is low, as in
Seeking Privilege segment
16
TRT
14
Baz: 143
105
Seeking Discovery & Self-Improvement

Internet Usage
Newspaper Readers
77%
57%
 53% read only printed newspapers,
 26% read only on the Internet,
 21% read both
65% have account on social media

Facebook is the
most used social
sharing website in
this segment,
followed by Twitter,
Instagram and
Youtube.
 Most read newspapers
among readers of
printed newspapers;
 Most widely read online paper is Hurriyet
(42%)
83% don’t listen to the radio
(higher than other segments)
Frequency of reading newspaper:
3 times a week on average
106
© 2013 Ipsos// STF007 GAB – ISO 20252
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