The Green Sheet On-line Survey Analysis
After tabulating the results of The Green Sheet survey, we discovered that our print and on-line audiences are made up of different readers. So, we set out to survey our on-line audience and find out who THEY are and what concerns them. After six weeks, we have the results.
The majority of respondents (64%) accessThe Green Sheet Web site one to four times per month. Twenty-seven percent access the site more than five times per month. Since we publish twice a month, we can infer that we are a source of research as well as current events.
Sixty-nine percent of our online readers read most or all of the issue, which is encouraging, especially since on-line charges may affect how long readers are willing to stay live.
When asked what products and services they represent, bankcard services and check guarantee received the most responses from print and online readers. Both audiences use similar prospecting channels with Customer Referral (70%), Direct Mail (53%), and Telemarketing (39%) coming up one, two, and three.
On-line readers identified Consolidation of the Industry (42%) and Growth of Internet Business (35%) as the most significant change in the financial services industry. This is in line with what our print readers said. Both also felt Finding Quality Sales Reps (14%) and Growth of Debit (26%) where important industry issues.
When asked about problems in the industry online readers believe Cost of Sales (36%) and Finding Qualified Sales Reps (30%) are the two biggest problems.
A full 64% of on-line readers use information from The Green Sheet in presentations. Our on-line readers find General Banking Information and the Resource Guide to be the most useful elements of the site. Even though the classifieds on-line are free, only 19% of our readers take advantage of this resource. But, 52% of on-line readers have contacted a company because they placed an ad in The Green Sheet On-Line.
Overall, the results of the on-line survey show that The Green Sheet print and on-line audiences are comprised of different people who have similar concerns, priorities, and uses for the information contained in The Green Sheet.
