The health crisis has caused an unprecedented acceleration in the practice of teleworking, a phenomenon already underway before 2020. Teleworking agreements have thus increased tenfold between 2017 and 2021! A boon to be seized by brands, which have every interest in betting on addressed advertising mail, received directly at home
The French are increasingly working from their place of residence. This is what various research institutes point out, including the Directorate for the animation of research, studies and statistics (DARES), which depends on the Ministry of Labour. According to his databetween 2017 and 2021, the teleworking agreements put in place by companies multiplied by over 10, with a very clear acceleration since the spring of 2020.
On his side, BPI France highlights the democratization of this practice with VSE-PMI managers. His study shows that before the pandemic, only 27% of these French managers authorized teleworking for their employees. At the end of 2021 they were now 46%! Although the phenomenon affects large companies more, it does not spare VSEs (non-agricultural private sector), since as of December 31, 2021 almost 19% of them had entered into a teleworking contract according to Dares. .
Especially executive profiles
According to the INSEE, in 2021, almost 22% of French employees worked telecommuting, of which 9.5% exclusively. By studying the profile of these French teleworkers, we discover that the majority (60%) are executives.
Furthermore, this practice of working from home concerns almost as many women as men, but a little more the 30-49 age group (24.3%) than that of 50 year olds or more (20.9%) or under 30 ( 16.7%). ).
In terms of the distribution of teleworking by geographical area, with the same characteristics, teleworking appears much more widespread in Île-de-France than elsewhere, and its use decreases with the density of the regions.
The house, a more invested place
A another study developed by Slack (publisher of a team collaboration tool and subsidiary of Salesforce) shows that the wishes of the French in terms of teleworking are still below the practice. According to her, 55% of them want to benefit from even more flexible working conditions in terms of workplace.
The French should therefore spend more and more time at home. Companies wishing to communicate effectively with consumers should therefore double their interest in addressed advertising mail, to date one of the most effective tools to drive recipients home !
Indeed, several studies show that the home is a strategic place when it comes to make purchasing decisions. It is particularly within the home that its members will discuss and these exchanges contribute 88% to the progress of a project (DIY, work, travel, etc.). It also seems that it is also at home that the referent 93% of French people shop onlinebut also for their back-to-school purchasesor planning and booking their summer holidays.
By spending more time at home to work there, the French should be more open to receiving and immersing themselves in the advertising mail they receive.
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