IPA 'TouchPoints' survey heralds mixed tidings for direct mail sector

The report heralds mixed tidings for the direct mail industry, with a 13% increase in adults who claim to find the marketing channel a nuisance - up to 66% from 53% in 2005.

However, it's not all bad news: despite more than a third saying they don't open direct mail, a third have bought or ordered something in response to a direct mailing in the past year.

Money-off vouchers or coupons, and samples in particular, are more popular with consumers. Forty-five per cent of the 5,400 adults participating in the survey have used a voucher or coupon in the last twelve months and more than half say they like receiving product samples.

Says Belinda Beeftink, senior media research manager at the IPA: "It's all too easy just to get carried away with the hype. TouchPoints 2 has proved that it's not all about traditional media being in decline. Digital is indeed coming to the fore, but it has its place alongside traditional channels. Direct mail just has to be more carefully planned and targed."

The survey was conducted by market research company Taylor Nelson Sofres (TNS) and describes a week in the life of a representative sample of the British adult population during late 2007 and early 2008 in terms of the media they consume, how they communicate, and their views on societal issues such as money, shopping and technology.