Total expenditure on Direct Mail in the quarter rose by 2.1% year on year to £568.84m. An increase in mailing activity by the government and by utilities helped increase Direct Mail volume and expenditure in the third quarter of 2004, according to statistics just released by the Direct Mail Information Service.
The July-September 2004 figures show that 1297 million items were sent in the third quarter, up 1.4% year on year. Consumer Direct Mail volume increased by 1.3% to 1016.40 million items while business to business volume was up 1.8% to 280.63 million.
Analysis of the volume figures highlights contrasting fortunes. On the plus side, sectors showing significant growth in activity included Government (volume up 32% year on year), education (up 15.4%) and utilities (up 11.6%). The retail and home shopping sectors saw increases of 7.5% and 8.9% respectively.
In contrast, financial services companies by far the biggest mailers continued to rein back their activity with volume down 10.1% year on year. To put this in perspective, however, financial services mailings still accounted for 31% of total mail volume in the quarter.
The figures also show above average increases in Direct Mail receipt for the AB socio-economic group up 15.5% on the previous year. The C2 socio-economic group saw a decrease in volume of 14.5%.
The volume of Direct Mail received by females increased by 2.3% this quarter, whilst males dropped by 0.2%. Receipt by both the 4554 and 5564 age groups increased by 9.2%.
Commenting on the figures, DMIS Managing Director, Jo Howard-Brown, says: The figures reflect economic reality certain sectors are seeing an upturn and others are still flat. Overall, however, the trend is still upwards and the third quarter figures put Direct Mail well on course to exceed 2003 levels.
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
