DMA launches first major study into the economic impact of the UK direct marketing industry
Following the launch of its research into consumer perceptions of direct marketing in February, the DMA has today launched the findings of its next major research project which analyses the impact of direct marketing on the UK economy. The research was carried out by the Future Foundation on behalf of the DMA and is the first ever research project of this nature to be commissioned by the DMA.
Key findings from the Research show that:
Direct marketing generates £107 billion worth of sales in the UK every year
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Consumers spend £67 billion per annum on direct marketing, just under 9% of total consumer spend in the UK
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This is more money than is spent on clothes (£43 billion), alcohol (£27 billion) and furniture (£40 billion), and comes just behind Britons’ expenditure on eating out (£71 billion)
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£20 billion of sales generated by direct marketing comes from mail order/home shopping, £14 billion by internet sales and £73 billion through other channels
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Business-to-business direct marketing sales generate £40 billion
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814,000 people are employed directly and indirectly by the direct marketing industry - nearly 2.9% of total employment in the UK. It employs more than post and telecoms (517,000 people) and hotels (300,000 people)
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Over £14 billion was spent on direct marketing activities by companies in 2004.
Commenting on the findings of the research, Mike Barnes, DMA Director of Marketing and Business Development said, “The direct marketing industry has seen significant growth over recent decades yet we have never been able to prove the importance our industry plays within the UK economy.
These findings show the impact and success of direct marketing within the UK and will allow the DMA to highlight to Government and the business community at large, what an influential and immense industry we represent.”
For further information please contact:
Liz Bastone
DMA PR Manager
Tel: 020 7291 3315
Email: liz@dma.org.uk
