New research from the Direct Mail Information Service shows that UK consumers purchased over £27 billion worth of goods in the last twelve months as a result of Direct Mail promotions. This is a 0.9% increase on the previous year.
The study reveals that the average UK consumer spent just under £595 in the last year as a result of being mailed. Of the 42% of the sample quizzed who had purchased through Direct Mail, 20% spent between £1 and £100 with 21% spending between £101 and £300.
Of the overall £27.1 billion, just over 50% - £13.6 billion - is spent on clothes with £2.4bn being spent on electrical goods. Expenditure on books accounts for £2bn with £1.4 billion spent on household items.
Some 38% of the overall spend was generated by those in the ABC1 segment with the remaining 62% from the C2DE segment. Geographically, those in the North continue to spend more through Direct Mail, accounting for 57% of the total compared to 43% in the South. Those in the 35-54 age bracket are most likely to purchase through Direct Mail with 46% purchasing at least once in 2005. This compares to 41% for the 16-34 age group and 37% for the 55+ age group.
Commenting on the research, DMIS Managing Director, Jo Howard Brown, says: “This research once again shows just how much of an integral part Direct Mail plays in people’s lives – even if they sometimes don’t realise it. The medium is key to the prosperity of many UK businesses and a trusted purchasing channel for many millions of 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
