JULY11, 2013 — New UK research into consumers’ attitudes towards direct mailings reveals that 79% of consumers surveyed act on brands’ direct mailings immediately, demonstrating the continuing power of print.
The finding is reported in From Letterbox to Inbox 2013, an attitudinal print tracking study of 1,232 UK adults conducted by the UK Direct Marketing Association (DMA), conducted by consumer research firm 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.
DIRECT MAIL TRIGGERS AN ONLINE RESPONSE
- The survey found there was a 10% greater percentage of consumers who visited a brand’s website in response to direct mail than responded to an email.
- The top three actions consumers take after receiving direct mail from a brand they’re interested in:
- 44% visit a brands’ website,
- 34% search online for more information about the product
- 26% keep the mailing for future reference.
DIRECT MAIL VIEWED AS TRUSTWORTHY
- Respondents 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.
DIRECT MAIL IS RETAINED FOR FUTURE REFERENCE
- Nearly half of those surveyed (48%) said they had retained direct mailings for future reference, with 17% saying they do so regularly.
Read the full article here: http://printinthemix.com/Fastfacts/Show/749 highlighting consumers views, young and old, and the takeaway from the study.