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Everyone is on Facebook, is that correct ?

Airbnb, Uber,..: are we moving with the times ?

Consumers read paper leaflets, marketers read them online. Why ?

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Believe it or not, but 31% of the « average Belgian » has never heard of Twitter, and 17% doesn’t know what Airbnb is. The Consumer Connection Survey of UBA, Profacts and BD myShopi shows how much the average marketer differs from the average Belgian.

Social media

69 %

69% of all Belgians
use social media weekly


20 min.

Consumers spend 20 minutes
reading leaflets


66 %

66% of all marketeers
are using Airbnb

Are marketeers still connecting with consumers?

Not everything can be measured in surveys, excel tables or CIM-numbers. For parts of your communication strategy, you are trusting your own gut feeling when it comes to the definition of what a ‘regular customer’ is. But is your perception matching reality? The Consumer Connection Survey exposes all meaningful differences between marketeers and the Belgian consumer. A true eye opener!

Did you know that:

  • services like Airbnb are very often used by marketeers, but not so often by the average Belgian?
  • the average Belgian takes time to read leaflets every week?
  • marketeers underestimate the active usage of Facebook, while they overestimate LinkedIn, Instagram and Twitter?

Want to discover more surprising insights? Download our Consumer Connection Survey and discover how well you truly connect with your target audience!

Download the complete survey

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