1. PRIVATE PENSION SYSTEM SEGMENTATION RESEARCH PRESENTATION
Insurance Association of Turkey
PRIVATE PENSION SYSTEM SEGMENTATION
RESEARCH PRESENTATION
10 March 2015

2. Content Insurance Segments in Brief Executive Summary
Purpose and Project Design
5 Segments according to Motivations for Pension Ownership
General Habits
and Attitude towards Private Pension System
Censydiam Model and Motivations

3. Executive Summary

4. Executive Summary 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.
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

5. 35% 29% 94% 50% Executive Summary – General Habits 63% 13%
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).
Tendency to continue having pension
(by pension owners)
Tendency to enter the system
(by those who do not own pension)
Those who ever have pension
Those who have pension now
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.
35%
29%
94%
Potential pension owner:
63%
Base: 917
50%
6% discontinued
77% Inadequate financial status
13%
Base: 265
Base: 652
had a break before

6. Censydiam is determined by two antagonistic but complementary DIMENSIONS:
Liberate Me
Others
INDIVIDUAL DIMENSION
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.
Repress

7. And these dimensions define 8 MOTIVATIONS that guide consumption and choices:
There are 8 ways to experience products, services, brands… and life
ENJOYMENT
CONVIVIALITY
BELONGING
CONTROL
SECURITY
RECOGNITION
POWER
VITALITY Me
Liberate
Repress
Others 7

8. We have identified 5 different segments for pension motivations
CONVIVIALITY
BELONGING
SECURITY
VITALITY
POWER
Orange
Red
Yellow
Brown
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.
The size of circles indicate the share of segments.
Black
Base: 917

9. Common Communication Language of the Segments
Future & Family Focused
Security Seekers
Seeking Discovery & Self-Improvement
Seeking Conviviality
Seeking Privilege
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.

10. The common and most powerful motivations in terms of pension/ensuring the future
How can it improve my life?
How should it make me look?
Emotional Benefits
Social Identity
What should the firm’s character be?
Which qualities should it have?
Personality
Functional Characteristics
NOTE: Indexed vs. average of all items in facet We report all items with a score which is 1 standard deviation higher than the average
Base: 917

11. Future & Family Focused Seeking Discovery & Self-Improvement
Executive Summary - Segments
Future & Family Focused
Security Seekers
Seeking Discovery & Self-Improvement
Seeking Conviviality
Seeking Privilege
Motto:
‘‘Putting everything in order and living in the moment’’
Motivation:
Want to live their life for themselves, invest in riskless resources. Have no expectation of luxury, want a simple and quiet life.
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.
Mottos
‘‘Achieving their goals, being strong in life’’
Motivation:
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.
Pension Approach:
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.
Motto:
‘‘Best in life is investing in your children’’
Motivation:
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.
Motto:
‘‘Leading a life without relying on anyone’’
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.
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.
Motto:
‘‘Beıng ındependent, ımprovıng oneself’’
Motivation:
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:
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.

12. Future & Family Focused Seeking Discovery & Self-Improvement
Executive Summary - Segments
Future & Family Focused
Security Seekers
Seeking Discovery & Self-Improvement
Seeking Conviviality
Seeking Privilege
%42 female - %58 male
%58 married
%31 have child
Average age: 34
%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
%50 female - %50 male
%50 single
%30 have child
Average age : 32
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
Tendency to have pension in the future %60
Pension owners %30
Tendency to have pension in the future %62
How they make saving?
- In banks %34
- Gold/foreign currency %29
- By having pension %28
How they make saving?
- In banks %29
- Gold/foreign currency %24
- By having pension %20
How they make saving? - In banks %23
- Gold/foreign currency %22
- By having pension %17
How they make saving?
- In banks %27
- By having pension %22
- Gold/foreign currency %17
How they make saving?
- In banks %38
- Gold/foreign currency %27
- By having pension %25
Those who know the requirements to receive savings without cutbacks: %26
Those who know the requirements to receive savings without cutbacks: %13
Those who know the requirements to receive savings without cutbacks: %20
Those who know the requirements to receive savings without cutbacks : %17
Those who know the requirements to receive savings without cutbacks: %20

13. Future & Family Focused Seeking Discovery & Self-Improvement
Executive Summary - Segments
Future & Family Focused
Security Seekers
Seeking Discovery & Self-Improvement
Seeking Conviviality
Seeking Privilege
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.
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.
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?
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.
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?
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.
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?
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.

14. Purpose and Project Design

15. In this presentation, the focus will only be on pension.
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.
In this presentation, the focus will only be on pension.

16. Quantitative Interviews:
How did we design?
Qualitative Focus Groups: Identifying motivations, understanding consumers’ pension and insurance ownership perception
Quantitative Interviews:
Determining target groups and their sizes, establishing roadmap to reach each target group ?
Separate studies for private pension system and insurance (property, casco, commercial and health insurance)...
2-staged research design for both studies…
Requirement based segmentation model of Ipsos:

17. How did we design? Whom did we contact?
12 mini focus group discussions: 6 for pension, 6 for insurance
Kantitatif
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
Qualitative Focus Groups
20-27 October 2014
Kalitatif

18. Censydiam Type Focus Groups
Mini groups:
4 participants
Long sessions:
3.5-4 hours
Photo sets & indirect questioning
The shoes are taken off
Denorming
exercises
Special seating order: bean bags

19. 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
Quantitative Interviews
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.
*Eskisehir was included in the study so as not to spoil the representation.
Field study between 26 December 2014 and 24 January 2015

20. City Distribution Representing Turkey
Pension
Insurance
İLLER
CONDUCTED
% DAĞILIM*
Adana
102
11%
Ankara
126
14%
Balikesir 23 3%
Bursa 71 8%
Eskisehir 25
Erzurum 13 1%
Gaziantep 62 7%
Istanbul Asian
100
Istanbul European
175
19%
Izmir
104
Kayseri 44 5%
Malatya
Samsun 32 4%
Trabzon 15 2%
TOTAL
917
100%
İLLER
CONDUCTED
% DAĞILIM*
Adana 94
11%
Ankara
116
14%
Balikesir 21 3%
Bursa 65 8%
Eskisehir 23
Erzurum 12 1%
Gaziantep 57 7%
Istanbul Asian 92
Istanbul European
162
19%
Izmir 96
Kayseri 40 5%
Malatya 22
Samsun 30 4%
Trabzon 14 2%
TOTAL
844
100%
* City distributions are weighted for a distribution representing Turkey

21. Pension Profile* 58% 50+ 40-49 20-29 30-39 C2 AB C1
Gender (%)
SEC (%) C2
58%
Among pension owners, monthly incomes and self-employment rates are higher
Most interviewees are either high school (56%) or university (22%) graduates
Yaş (%)
20-29
50+
30-39 C1
40-49 AB
Avg. Age: 33
Pension
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.
Age
Have children under 18
59%
Shows higher/lower values of pension owners compared to those who don’t
Base: 917 21

22. What are the characteristics of AB SEC group?
99%
50%
10%
40%
20%
30%
Postgraduate
Paid employee
Qualified expert
White collar having
more than 20 employees
His/her spouse works
Saves money
For the holidays, goes to holiday village or hotel
60%
15%
30%
13%
20%
Postgraduate
Non-executive,
officer, expert, technical personnel
Employer having
1-5 employees
His/her spouse works
Saves money
For the holidays, goes to holiday villages or hotels
Turkish Researchers’ Association

23. and Attitude towards Private Pension System
General Habits
and Attitude towards Private Pension System

24. Ensuring the future of themselves and their families...

25. 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: 1
Income level is not enough to make savings. 1 2
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. 1 3
Saving money is only appealing when it can be turned to cash quickly and provides added value to money.
Qualitative

26. 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

27. 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

28. Investment Behaviors Reasons for not investing
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.
Their income is just enough for their spending
Financial difficulties
They don’t need to invest
37%
23%
Reasons for not investing
58% %
Currently paying property/vehicle/land/office loan 6%
Base: 407 %
Those who can’t make savings + those who do not save at all
Make savings in bank
(investment instruments such as deposit accounts, gold, foreign currency, fund etc.)
Make savings on gold or foreign currency
(using jewelry stores or exchange offices.)
Pension owner
Buy property/land/office for investment
Purchase shares, interested in stock market
69% of pension owners describe pension as an investment type
Shows higher/lower values of pension owners compared to those who don’t
Base: 917
Q12a, Q12b

29. Those who had pension until today Those who have pension now
Pension Ownership
Reasons for not buying
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
Where did they buy?
66% banks
28% insurance agencies
Reasons for buying
Who made the decision?
69% themselves
22% with their spouse
42% For the future of family
33% To make savings 10% For Retirement
Base: 265 (Those who own pension now)
Those who had pension until today
Those who have pension now
35%
29%
13%
6% discontinued
77% Inadequate financial status
46% Think that the amount of gain is not satisfactory
35% Dissatisfaction with agency
had a break before
Base: 917
Q1b, Q1c, Q2, Q3, Q5, Q7, Q1f, Q1g

30. Information Sources
The most important information sources are TV ads, agencies and acquaintances. Q9
Shows higher/lower values of pension owners compared to those who don’t
Base: 917

31. 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 51%
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

32. 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.
58% know the correct rate (25%)
32% don’t know
10% have wrong information about the rate
What is the rate of state subsidy in pension? %
Average: 3.9/5
Base: 444
Did you know about the
state subsidy in Pension?
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.
Base 917
Shows higher/lower values of pension owners compared to those who don’t
Q6a,Q6b,Q6c

33. 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.
61% know the correct rate (25%)
27% don’t know
12% have wrong information about the rate
What is the rate of state subsidy in pension? %
Average: 4.1/5
Base:205
Did you know about
state subsidy in Pension?
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.
Those who own pension Base: 265
Shows higher/lower values of pension owners compared to those who don’t
Q6a,Q6b,Q6c

34. 94% 50% 63% Pension Plans for Future Insurance Plans for Future
Base: 917
Shows higher/lower values of pension owners compared to those who don’t
Tendency to have pension or insurance (purchase or continue) in the future is very high.
94%
Tendency to continue having pension
(by pension owners)
Base: 265
50%
Tendency to enter the system
(by those who do not own pension)
Base: 652
Total:
63%
Base: 917
Q10a+Q10b

35. Pension Plans of Pension Owners
Almost half of pension owners are planning to retire and receive monthly payments.
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 2 3 1
Which of the following describes your pension plans best?
Base: 265 (Those who currently own pension)
Q0b

36. Company Selection Criteria2 1
Brand Reliability
65%
Convenient payment conditions
38% 3
Product content
30% 4
Extensity of agencies
25%
Recommendation
22% 5
Guidance by the bank I work with, Special promotions for me
19% 6
Offering advisory, Product range, Being acquainted with the agency
17% 7 Q4
Base: 727 (Those who have ever owned insurance/PPS before)

37. Tendency to purchase insurance or pension on the Internet/through call center
Internet usage rate: 80%
Consider purchasing on the Internet? %
Consider purchasing from call center? %
Higher among women and ages
Higher among ages
Base: 917
Q11

38. Censydiam Model and Motivations

39. Censydiam is a way of thinking…
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.

40. Censydiam is determined by two antagonistic but complementary DIMENSIONS:
Liberate Me
Others
INDIVIDUAL DIMENSION
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.
Repress

41. And these dimensions define 8 MOTIVATIONS that guide consumption and choices:
There are 8 ways to experience products, services, brands… and life
ENJOYMENT
CONVIVIALITY
BELONGING
CONTROL
SECURITY
RECOGNITION
POWER
VITALITY Me
Liberate
Repress
Others 41

42. VITALITY Action Passion Dynamism Freedom Innovation Stimulating
Entrepreneur
Vitality is about adventure, testing your boundaries and discovering new things. It taps into the need we have to step outside our comfort zone, to explore our environment and to achieve independence (away from others). It is when we travel and experience the exotic and the unusual in order to be stimulated and excited. Vitality is all about experiencing freedom, passion, and adventure, bussing about, spending energy, and feeling very much alive and kicking.

43. ENJOYMENT Hedonism Impulsivity Abundance Instinct Joy Relish | Delight
Unconcern
Originality
Enjoyment is all about maximizing the pleasure I get out of life and enjoying myself without worrying about the consequences. I go a little crazy, overindulge myself and lose all inhibitions. I am spontaneous, follow my instincts and live for the moment. The purpose of consumption is abundance and enjoyment. It is impulsive and sometimes excessive or even manic.

44. CONVIVIALITY Optimism Friendship Spontaneity Companionship Empathy
Warmth Sociable
Easy to get
along with
Conviviality is about wanting to be connected with other people. For me, meeting people is a joy. I love having good times with good friends and loved ones. Interacting and sharing experiences means letting go of any differences we might have. It is about opening up emotionally, being romantic or allowing others to be part of your life, on or off-line.

45. Trust Enrichment Group Acceptance Tradition Hospitality
BELONGING
Trust Enrichment Group
Harmony
Acceptance Tradition Hospitality
Belonging is all about being surrounded by people who accept me as I am, as an equal and who make me feel welcome. Belonging is about the need to be part of society or a group we feel really part of. Part of this is linked to following norms and traditions just because we are part of that culture or group. It is about togetherness, brotherhood, camaraderie, taking care of others, being taken care of by others, and doing and feeling good.

46. Loyalty Calm Introspection
SECURITY
Loyalty Calm Introspection
Tranquility
Protection
Inner peace
Stability
Comfort
Security is about the experience of relaxation, tranquility and safety. These are the moments one feels the need to retreat and recharge. One is looking for an experience that soothes, comforts and takes away the stresses and strains of a hectic life. These are the times one withdraws to a physical or mental space that is free from worry and responsibility - an almost childlike state of feeling safe and cared for.

47. CONTROL Certainty Rituals Conservative Functionality Moderation
Discipline
Control is about keeping myself in check and hiding my emotions and feelings. It is not that I don't have emotions, I just don't want to let them out or let them be seen by others. There are times when I want to try to be as cool, calm and collected as possible. There are also moments when I like to be completely in control, to keep things in order, have discipline and stick to a routine which feels quite comfortable and safe. This gives me a sense of stability and structure.

48. RECOGNITION Creativity Differentiation Overcoming Unique Intellectual
Originality
Smartness
Recognition is about feeling unique, special and ahead of the pack. The Recognition dimension reflects the need to stand out from the crowd and break from convention. Recognition is all about being proud of one's own special abilities and competence - intellectually, culturally and materially.

49. Sophisticated Prestigious
POWER
Status Proud
Authoritarian
High Quality
Success
Sophisticated Prestigious
Superior
Power is about the need to be the best. It relates to the desire I have to be respected, praised and acknowledged for the choices I make and for the successes I have achieved in my life. The power dimension reflects my social status and the need to be an authority and a leader of others.

50. 5 Segments according to Motivations for Pension Ownership

51. 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
CONVIVIALITY
BELONGING
CONTROL
SECURITY
RECOGNITION
POWER
VITALITY Me
Liberate
Repress
Others
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
The need to be prepared against uncertainties of life

52. We have identified 5 different segments for pension motivations
CONVIVIALITY
BELONGING
SECURITY
VITALITY
POWER
Orange
Red
Yellow
Brown
The size of circles indicate the share of segments.
Black
Base: 917

53. My Ideal Private Pension System…
Seeking Discovery & Self-Improvement
Orange
Seeking Conviviality
Red
Yellow
Future & Family Focused
Seeking Privilege
Brown
Purple
Green
Blue
Security Seekers
Black
Base: 917

54. The common and most powerful motivations in terms of pension/ensuring the future
How can it improve my life?
How should it make me look?
Emotional Benefits
Social Identity
What should the firm’s character be?
Which qualities should it have?
Personality
Functional Characteristics
NOTE: Indexed vs. average of all items in facet We report all items with a score which is 1 standard deviation higher than the average
Base: 917

55. 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.

56. Education & Employment
Seeking Conviviality
58% Married
31% Have children under 18
Istanbul38%
Izmir
12%
Education & Employment
59% have gainful employment
Higher than other segments
57% High school graduate
21% Postgraduate
Education:
Male majority
(58% male- 42% female)
Middle-aged
(Avg. 34 years old)

57. PUTTING EVERYTHING IN ORDER AND LIVING IN THE MOMENT
Lives in the moment, enjoyment oriented
Wants to get away from worries
Likes practical solutions
Wants to consult an expert
Motivation
Want to live their life for themselves
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

58. The rate of those who don’t or cannot make savings are lower (38%)
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?
34% Make savings in banks 1
28% Have pension 2
Get away from worries by saving!
29% Buy gold or foreign currency 3

59. 26% Higher pension ownership, 33% own pension
Reasons for buying pension are similar to the general
For the future of family
To make savings
32%
45%
Seeking Conviviality
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
26%
Higher pension ownership,
33% own pension
18% of those who had pension before discontinued
54% only state that they are required to remain in the system for 10 years
Reasons for not buying pension
In general, those who discontinued state that they discontinued due to financial status, not being satisfied with the gain or dissatisfaction with the agencies
Having SSI retirement
Haven’t had the chance
24%
22%
27%
53%
Don’t have information about pension
Relatively low than other segments
Inadequate financial status
16%
12%
17%
Take other precautions
Don’t think the service they receive is good enough for the amount they pay
Think pension is not an effective way to invest
They don’t think they will encounter difficulties in the future
Higher than other segments

60. Consider buying or continue having pension in the future
Seeking Conviviality
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

61. Trusting in state subsidy is slightly higher!
Seeking Conviviality
Trusting in state subsidy is slightly higher!
48% know that there is state subsidy, in parallel with general
Channels they use to get information about pension
Bank they work with
31%
20%
35%
47%
38%
Agencies
Higher compared to other segments
Acquaintances
Call centers of companies
TV ads
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%)
84% state that they trust or have utmost confidence in state subsidy.
Relatively higher compared to other segments

62. Seeking Conviviality Why do we target? What should we offer?
The largest segment
Consider making savings necessary
Already try different saving methods
Confused and open to guidance
Why do we target?
Additional promotions/services
(For example birthday cake, concert ticket, fuel, check-up opportunities for those over 50, special promotions after child birth etc.)
What should we offer?
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.
How to reach them?
PUTTING EVERYTHING IN ORDER AND LIVING IN THE MOMENT

63. Education & Employment
Seeking Privilege
47% Single
32% Have children under 18
Single rate is higher
Adana 14%
Istanbul38%
Bursa
11%
Education & Employment
More than half have gainful employment
53% High school graduate
25% Postgraduate
Education:
Equal gender distribution
(49% female- 51% male)
Younger
(Avg. 32 years old)
Majority age group

64. ACHIEVING THEIR GOALS, BEING STRONG IN LIFE
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

65. 28% don’t make savings at all
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
Less future worries!
Invest in themselves

66. 25% state that they are not planning to buy pension or any insurance,
and this rate is higher than other segments
Seeking Privilege
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)

67. Reasons for buying pension Reasons for not buying pension
For the future of family
To make savings
34%
36%
Relatively lower compared to other segments
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%
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
Seeking Privilege
28% own pension
19% of those who had pension before discontinued
As in general, they discontinue because of dissatisfaction with the gain, inadequate financial status or dissatisfaction with the agencies
Reasons for not buying pension
Haven’t had the chance
Having SSI Retirement
Lower than other segments as in Seeking Conviviality segment
28%
25%
29%
47%
Don’t have information about pension
Inadequate financial status

68. Channels they use to get information about pension
Seeking Privilege
Awareness level about government incentive is lower than other segments!
%37 know about the government incentive Lower than other segments
Channels they use to get information about pension
TV ads
Bank they work with
38%
42%
47%
Acquaintances
Higher than other segments
Agencies
As in Seeking Conviviality, it’s relatively higher than other segments
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%)

69. Seeking Privilege Why do we target? What should we offer?
A younger segment
It might be important to correct the misinformation they have about pension to educate the next generation better
Why do we target?
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
What should we offer?
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
How to reach them?
ACHIEVING THEIR GOALS, BEING STRONG IN LIFE

70. Education & Employment
Future & Family Focused
Izmir
16%
Ankara 20%
Adana 13%
Gaziantep 11%
Istanbul18%
Education & Employment
Lower household income than other segments
Almost half have gainful employment
Trader-merchant rate is higher in profession distribution in this segment
52% high school graduate
25% Postgraduate
Education:
63% Married
38% Have children under 18
Married rate is higher
Equal gender distribution
(47% female- 53% male)
Older
(avg. 35 years old)

71. BEST IN LIFE IS INVESTING IN YOUR CHILDREN
Future & Family Focused
BEST IN LIFE IS INVESTING IN YOUR CHILDREN
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
Motivation
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

72. Savings are important for 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%)

73. Reasons for buying pension
For the future of family
To make savings
28%
49%
Relatively higher than other segments
Relatively lower than other segments
Future & Family Focused
25% own pension
13% of those who had pension discontinued (lower)
Reasons are inadequate financial status or being retired
Reasons for not buying pension
Inadequate financial status
Having SSI Retirement
33%
24%
56%
Haven’t had the chance
Particularly higher than Seeking Privilege
Those who wish to receive lump sum payment are higher (34%)

74. Channels they use to get information about pension
Future & Family Focused
Consider buying or continue having pension in the future
Higher than other segments
Channels they use to get information about pension
Acquaintances
Higher than other segments, as in Seeking Privilege
Agencies
38%
28%
45%
47%
Bank they work with
Relatively lower than other segments
TV ads
Those who consider buying through Internet are lower

75. Future & Family Focused
It’s very important to make saving, especially saving for children
Think about the future and take precautions today
Why do we target?
Products aimed at children, especially about education, may be promoted
(For example, a saving for education cost starts from early age)
What should we offer?
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
How to reach them?
BEST IN LIFE IS INVESTING IN YOUR CHILDREN

76. Education & Employment
Security Seekers
67% Married
45% have children
Married rate is higher, as in Future & Family Focused, rate of having children is higher than other segments
Ankara
26%
Adana 14%
Gaziantep 15%
Istanbul22%
Education & Employment
Almost half have gainful employment
Trader-merchant rate is higher as in Future & Family Focused
62% High school graduate
17% Postgraduate
Education:
Equal gender distribution
(50% female- 50% male)
Majority age group
(Avg. 34 years old))

77. LEADING A LIFE WITHOUT RELYING ON ANYONE
Security Seekers
LEADING A LIFE WITHOUT RELYING ON ANYONE
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
Seek order in life, have a balanced life
Have deep-rooted habits
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

78. Guaranteed income and state subsidy are important!
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%)
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%)
Guaranteed income and state subsidy are important!
79% state that they trust or have utmost confidence in state subsidy (as in general)

79. 28% own pension Reasons for buying pension
For the future of family
To make savings
40%
43%
Relatively higher than other segments
Those who buy through bank branches are higher (74%)
Security Seekers
28% own pension
17% of those who had pension discontinued
The reason is inadequate financial status
Similar reasons for not buying pension
Inadequate financial status
Having SSI retirement
34%
21%
49%
Don’t have information about pension

80. Channels they use to get information about pension
Those who consider buying through Internet is lower, as in Future & Family Focused
Security Seekers
Consider buying pension or continue having pension in the future, similar to general
Channels they use to get information about pension
Acquaintances
Bank they work with
37%
35%
53%
Getting information from companies’ websites is lower
TV ads
Higher than other segments
Agencies
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

81. Security Seekers How to reach them? Why do we target?
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
How to reach them?
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
Why do we target?
An audience that can be reached with proper communication:
main message is TRUST
What should we offer?
LEADING A LIFE WITHOUT RELYING ON ANYONE

82. Education & Employment
Seeking Discovery & Self-Improvement
Adana 12%
Istanbul32%
Izmir
11%
Education & Employment
More than half have gainful employment
57% High school graduate
20% Postgraduate
Education:
50% Single
30% Have children
Single rate is higher as in Seeking Privilege
Equal gender distribution
(50% female- 50% male)
Younger
(Avg. 32 years old)
Majority age as in Seeking Privilege

83. BEING INDEPENDENT, IMPROVING ONESELF
Seeking Discovery & Self-Improvement
BEING INDEPENDENT, IMPROVING ONESELF
Fond of independence
Like discoveries and want to have new experiences
Benefit from opportunities
Want to improve their current living quality
Motivation
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
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

84. Seeking Discovery & Self-Improvement
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
Higher than other segments
Like tangible savings, make savings for their self-improvement

85. Reasons for buying pension
For the future of family
To make savings
34%
38%
Lower than other segments, as in Seeking Privilege
Buying through bank branches is higher (76%), as it is in Security Seekers
Seeking Discovery & Self-Improvement
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)
Reasons for not buying pension
52%
Inadequate financial status
20%
Don’t have information about pension
Having SSI Retirement
35%
18%
Takes other precautions
Higher than other segments including Seeking Conviviality
Haven’t had the chance
20%
12%
Think pension is not an effective way to invest
Higher than other segments, as in Seeking Conviviality

86. Consider buying or continue having pension are similar to general
Seeking Discovery & Self-Improvement
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

87. Confidence in state subsidy is slightly lower!
Seeking Discovery & Self-Improvement
Confidence in state subsidy is slightly lower!
Channels they use to get information about pension
46% are aware of state subsidy (in parallel with the general)
Bank they work with
Acquaintances
34%
19%
24%
37%
38%
42%
Agencies
Companies’ Call Centers
Higher than other segments, as in Seeking Conviviality
TV ads
Newspaper/magazine ads
59% of those who are aware know the correct rate (25%), as in general
70% state that they trust or have utmost confidence in state subsidy
Lower than other segments

88. BEING INDEPENDENT, IMPROVING ONESELF
Seeking Discovery & Self-Improvement
They are ambitious people who plan their life today and have expectations about future; hence their personality matches with pension
Why do we target?
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
What should we offer?
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.
How to reach them?
BEING INDEPENDENT, IMPROVING ONESELF

89. TV Watching Habits
TV is watched mostly between 21:00-23:00 and 19:00-21:00 followed by 23:00-01:00 and 17:00-19:00. 1 2 3
Order of The Most Frequently Watched TV Channels 4
Genelde izlenilen TV kanalı
76% have a digital channel or satellite system
54% satellite, 11% Digiturk,
7% D-Smart, 7% cable TV
D-Smart owners are slightly higher among pension owners (12%)
Digital Channel Preference
Generally watched TV channel
Base: 917

90. Other Media (Newspaper, Radio and Internet)
61%
Most read newspapers among readers of printed newspapers;
Newspaper Readers
Followed by Posta and Haberturk
Among online papers, the most popular is Hurriyet (49%).
Followed by Sabah and Milliyet
56% of newspaper readers read printed newspapers,
25% read only on the Internet
20% read both
Frequency of reading newspaper: 4 times a week on average
Internet Usage
80%
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%).
74% don’t listen to the radio
Radio listening rate is higher during the day. 13:00-17:00 period stands out among pension owners.
Radio is mostly listened while driving or travelling
Baz: 917

91. Media Habits Differences Among Segments
Future & Family Focused
Security Seekers
Seeking Discovery & Self-Improvement
Seeking Conviviality
Seeking Privilege
Low rate of reading newspapers
Rate of listening to the radio at home is higher
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
Average number of channels watched is higher
Rate of those who don’t use social media to follow brands is higher.
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

92. 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 23:00- 01:00. 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.

93. Insurance Segments in Brief

94. 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?
How should it make me look?
Emotional Benefits
Social Identity
What should the firm’s character be?
Which qualities should it have?
Personality
Functional Characteristics
NOTE: Indexed vs. average of all items in facet We report all items with a score which is 1 standard deviation higher than the average
Base: 844

95. Maintaining Positivity
We have identified 5 different segments according to insurance motivations
CONVIVIALITY
BELONGING
SECURITY
POWER
ENJOYMENT
Orange
Red
Maintaining Positivity
Yellow
Seeking Conviviality
Happiness with Family
Brown
Purple
Power Seekers
Security Seekers
Blue
Size of the circle indicates the segment’s share
Black
Baz: 844

96. APPENDIX

97. TV Watching Habits Seeking Conviviality 2 1 3
Similar to all segments, 17:00-23:00 is the most watched time period. 23:00-01:00 follows. 1 2 3
Order of The Most Frequently Watched TV Channels
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.
Digital Channel Preference
Genelde izlenilen TV kanalı
Generally watched TV channel
Base: 226

98. Frequency of reading newspaper: 4 times a week on average
Seeking Conviviality
Internet Usage
Newspaper Readers
49%
Newspaper reading rate is lower than other segments
76%
61% read only printed newspapers,
22% read only on the Internet,
17% read both
68% have account on social media
Most read newspapers among readers of printed newspapers;
Facebook is the most used social sharing website in this segment, followed by Twitter, Instagram and Youtube.
Hurriyet is the most read online paper(%50)
74% don’t listen to the radio
07:00-09:00 is the period in which radio is most listened
Radio is mostly listened while driving or travelling
Frequency of reading newspaper: 4 times a week on average

99. TV Watching Habits
Seeking Privilege
19:00-21:00 stands out as higher than other segments. 1 2 3
Order of The Most Frequently Watched TV Channels
Seeking Privilege segment state that they have Satellite TV (61%), Digiturk (9%), D-Smart(8%) and Cable TV (6%) systems.
Rate of those who don’t own any digital or satellite TV system (18%) is lower than other segments
Digital Channel Preference
Genelde izlenilen TV kanalı
Generally watched TV channel
Base: 203

100. Frequency of reading newspaper: 3 times a week on average
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
Newspaper Readers
88%
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
11:00-15:00 and 19:00-21:00 is the most listened time periods.
Radio is mostly listened while driving or travelling (Higher in this segment)
Frequency of reading newspaper: 3 times a week on average

101. 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. 1 2
Order of The Most Frequently Watched TV Channels
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.
Digital Channel Preference
Genelde izlenilen TV kanalı
Generally watched TV channel
Baz: 188

102. Frequency of reading newspaper: 4 times a week on average
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
17:00-19:00 is the most listened time period.
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

103. TV Watching Habits Security Seekers 1 2 3
Compared to Seeking Privilege and Seeking Conviviality segments, a higher rate of watching is observed between 21:00-23:00. 1 2 3
Order of The Most Frequently Watched TV Channels
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
Digital Channel Preference
Genelde izlenilen TV kanalı
Generally watched TV channel
Base: 157

104. Frequency of reading newspaper: 4 times a week on average
Security Seekers
Internet Usage
Newspaper Readers
80%
65%
74% have account on social media
64% reads only printed newspapers,
19% reads only on the Internet,
16% read both
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
They listen to the radio between 07:00-11:00 and 15:00-19:00
Radio is mostly listened while «driving and travelling»
Frequency of reading newspaper: 4 times a week on average

105. Seeking Discovery & Self-Improvement
TV Watching Habits
Seeking Discovery & Self-Improvement 1 2 3
Order of The Most Frequently Watched TV Channels
Seeking Discovery & Self-Improvement state that they have satellite TV (56%), D-Smart (11%), Digiturk (10%) and Cable TV (9%) digital systems.
Digital Channel Preference
Those who don’t own any satellite or digital TV system (20%) is low, as in Seeking Privilege segment
Genelde izlenilen TV kanalı
Generally watched TV channel
Baz: 143

106. 83% don’t listen to the radio (higher than other segments)
Seeking Discovery & Self-Improvement
Internet Usage
Newspaper Readers
77%
57%
65% have account on social media
53% read only printed newspapers,
26% read only on the Internet,
21% read both
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

107. To contribute to your success…