First quarter of 2004 sees direct mail growth

Official figures released by the Direct Mail Information Service show that in the January - March period of this year Direct Mail volume reached 1475 million items. This is a 3.8% increase on the same quarter last year.

Consumer Direct Mail volume was up 5.3% to 1171 million items whilst business to business volume was down by 1.6% to 304 million items.

Expenditure on Direct Mail was up to £685.52 million in this quarter, an increase of 4.2% year on year. This figure is split between production (59%) at £404.49 million and postage (41%) at £281.03 million.

Analysis of the consumer volume figures show that the increase has been fuelled by above average increases in the utilities (+40.5%), retail (+13.9%) and education (+10%) sectors. The home shopping sector saw a decrease of 4.1% in this quarter. .

All socio-economic groups saw a rise in Direct Mail volumes with C1s (+7.4%) and C2s (+6.7%) showing the greatest increase. .

The majority of age groups have also seen a rise in the amount of Direct Mail they receive. The most significant rise being for the 45-54 age group, up 13.5% year on year to 226.74 million items, and the 55-64 group were up 12.6% to 256.54 million items.

Commenting on the figures, DMIS Managing Director, Jo Howard-Brown says : "These first quarter statistics show that Direct Marketers continue to maximize their budgets by using Direct Mail - the most responsive medium, according to recent DMIS research."

Notes for editors:

Direct Mail continues to be the most responsive medium with 60% of consumers ever responding to the medium, with press attracting response from 55% of consumers and TV ads from 25%. Source: Direct Mail Consumer Trends Survey 2004 .

DMIS is the official provider of UK Direct Mail statistics. DMIS has carried out research into consumer behaviour and attitudes towards Direct Mail since 1985.

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