ResearchResults

  Report for Senior Banking Programs

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, our banking clients also seek to measure the effectiveness of their seniors newsletter program inů.

  • Increasing senior club participation and membership while generating referrals.
  • Explaining bank services and delivering ongoing communication between the bank and club members.
  • Elevating the value of bank services and positioning the bank staff as financial experts.

The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of the banking industry for the senior market. Highlights include:

  • More than 70% of the seniors who responded recall seeing a copy of the newsletter and among these respondents 80% report seeing every or almost every issue sent to them.
  • More than one in three respondents report that they kept an article for future reference or saved an article for someone else.
  • When asked if something they read in the newsletter prompted them to do additional business with the program sponsor, 36% said "yes."

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Recall
Yes
70%
No
25%
Recall Chart
No
Answer
5%
Over 70% of the target audience -- seniors -- recall seeing the newsletter. This is slightly higher than the average 68% recall for all First Marketing newsletters.

Every or
Almost Every Issue
80%
1 in 3 or 4
12%
Scope of Readership Chart
No
Answer
2%
None
1%
Very Few
5%
Compared to newsletter readers in general, seniors are more likely to recall reading every or almost every issue of the newsletter. Among seniors, the scope of readership is 80%, compared to 65% for all First Marketing newsletter readers.

Depth of Readership
All or Some
Articles
81%
Parts
16%
Depth of Readership Chart
No
Answer
3%
The level of interest in the topics featured is also high among seniors. 81% of readers report that they read all or some of the articles in each issue produced by First Marketing.

Reader Behavior
Reader Behavior Chart
  34%
Kept an
Article
30%
Saved for
Another
16%
Passed Along
an Issue
 
Seniors are very likely to retain or pass along the newsletter to a friend or family member. More than 60% report that they either kept an article for future reference or saved an article for someone else. Plus, 16% report that they passed along an entire issue to someone else.

Benefits
Yes
75%
Not Sure
18%
No
6%
No
Answer
1%
When asked if the newsletter helps them better understand program benefits, over 75% of the seniors who recall seeing it say "yes". Another 18% are unsure, while only 6% say "no".

Response
Yes
36%
No
44%
Response Chart
No
Answer
3%
Not Sure
17%
The most significant question regarding the effectiveness of a senior program newsletter is whether it motivates readers to do additional business with the sponsor. More than one in three readers say that something in the newsletter has prompted them to do additional business with the sponsor.

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses.

The statistics on these pages represent a sample of 673 respondents from the senior market. A sample of this size carries with it a confidence interval between 2.3% and 3.8% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
500 600 700 800 900

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

2.6
3.5
4.0
4.3
4.4

2.4
3.2
3.7
3.9
4.0

2.2
3.0
3.4
3.6
3.7

2.1
2.8
3.2
3.4
3.5

2.0
2.6
3.0
3.2
3.3

 
ResearchResults
 
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