New research from The Direct Mail Information Service shows that UK consumers purchased nearly £27 billion worth of goods in the last twelve months as a result of direct mail promotions. This represents a 2.3% increase on the 2003 figure.
The study reveals that the average UK consumer spent just under £590 in the last year as a result of being mailed. Of the 39% of the sample quizzed who had purchased through direct mail, 24% spent between £1 and £100 with 26% spending between £101 and £300.
Of the £27 billion, over 41% - £11 billion – is spent on clothes, £2.8 million on books and £1.8 billion on electrical goods. There are significant increases in travel/holidays, which now accounts for £3.3 billion, an increase of 260% on 2003 and DIY Goods, up 162% on last year to £0.5 billion.
Some 49% of the overall total spend was generated by those in the ABC1 segment, with the remaining 51% from the C2DE segment.
Those in the 35-45-age bracket are most likely to purchase through direct mail with 45% purchasing at least once in the last year. This compares to 39% for the 16-34 age group and 32% for the 55+ age group.
Geographically those in the North spend more through direct mail, accounting for 73% of the total compared to 27% in the South.
Commenting on the research, DMIS Managing Director, Jo Howard-Brown, says: “If you were to believe certain segments of the British media, all Direct Mail is hated and immediately binned. The reality, of course, is quite different and this research graphically illustrates just how important the Direct Mail medium is, not just to businesses, but to UK consumers.”
For further information contact:
Jo Howard-Brown,
Managing Director, DMIS
Tel: 020 7494 0483,
Fax: 020 7494 0455,
E-mail: jo@dmis.co.uk,
Web site: www.dmis.co.uk
