Consumer study reveals direct mail matters in connected world
New research into consumers’ attitudes to printed marketing, entitled From letterbox to inbox 2013, has revealed that 79% of consumers act on direct mail immediately, demonstrating the continuing power of print.
Supporting that finding was a 10% increase in people who visited a brand’s website in response to direct mail than responded to an email. Similarly, nearly half those surveyed said they had retained printed items, with 17% saying they did so regularly.
The findings were part of From letterbox to inbox 2013, an attitudinal print tracking study of 1,232 UK adults conducted by the Direct Marketing Association (DMA) and fast.MAP, and sponsored by HP. According to the findings, consumers regard direct mail and other printed communications as being essential to their overall experience of brands of which they’re customers or in which they’re interested.
Respondents also highlighted the essential role direct mail plays within their lives as consumers, with 56% saying they found printed marketing to be the “most trustworthy” of media channels.
In other findings, 90% say that they ‘could not imagine living without a letterbox’, compared to 94% who said they could not live without home internet access and 86% who could not live without a mobile. One in five (20%) believe that printed communications will never be replaced entirely by digital, compared to just one in 10 (9%) of people aged 55 or older.
Yoou can read the full story on the DMA website here: http://dma.org.uk/news/consumer-study-reveals-%E2%80%98direct-mail-matters%E2%80%99-connected-world