Direct marketing generates £107 billion worth of sales in the UK every year according to new DMA research

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
• Consumers spend £67 billion per annum on direct marketing, just under 9% of total consumer spend in the UK
• 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)
• £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
• Business-to-business direct marketing sales generate £40 billion
• 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)
• Companies spent over £14 billion on direct marketing activities in 2004.

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.”