Pensions portfolio: communications tracking research
This summary covers the findings from survey research tracking attitudes and behaviours regarding workplace pensions, and in particular the automatic enrolment law. The survey was undertaken by Ipsos MORI on behalf of the Department for Work and Pensions (DWP). A sample of 2,301 adults of working age was interviewed from 28 June to 11 July 2013.
Overall recognition of campaign adverts in creased to 82% (from 79% in March 2013), with television and video-on-demand adverts still the most recognised at 75%. Exposure to the campaign has also broadened over this period – two-thirds (64%) said they had seen more than one ad, compared with half (48%) in March. This may be linked to the new outdoor adverts (seen by 22%), as well as the renewed radio adverts (heard by 33%) introduced in this latest campaign burst.
Those who were potentially eligible for automatic enrolment were just as likely as the average working adult to recognise the adv erts. While those in the Daunted and Unprepared segments were also just as likely to say they had seen any ad, their exposure to different channels tended to be narrower than average.
Three-in-ten (28%) recalled seeing or hearing something about workplace pensions via one of the campaign partners, which was higher than in March (16%). Caution must be taken when interpreting this rise – itis possible that some of the difference between waves represents recall of other things seen about workplace pensions, which were not necessarily part of the DWP campaign.
In line with people’s increasing recognition of the campaign, recall of all the current campaign slogans had increased since March. Most commonly recalled were the “I’min” (43%, up from 30%) and “You pay in, your boss pays in” (40%, up from 33%) slogans. The “We’re all in” slogan was slightly less well recalled (31%), reflecting itslower prominence in the current adverts, though even this had increased (from 24%).