Consumers spending more on DM-promoted items

by Daniel Farey-Jones,, Brand Republic 02-Nov-04, 07:00

LONDON – UK consumers have increased spending stemming from direct mail promotions, according to new research carried out for the Direct Mail Information Service.

In the 12 months to September 2004, when the research was conducted, consumers spent £27bn on goods as a result of direct mail promotions. This represents a 2.3% increase on the figure from September 2003.

Clothes attracted by far the biggest slice of the total spend, £11bn or 41%, but travel registered an increase of 260% year on year, accounting for £3.3bn or 12%. This took it above books, which accounted for £2.8bn or 10%, and electrical goods on £1.8bn or 7%.

The average consumer spent just under £590, but people in the North spent much more, with 73% of the total spend, than people in the South, who made up the remaining 27%. Some 49% of the total spend was generated by those in the ABC1 segments, with the remaining 51% from the C2DE segments.

Those in the 35-45 age bracket are most likely to purchase through direct mail, with 45% purchasing at least once in the last year. This compares with 39% for the 16-34 age range and 32% for those 55-plus.

DMIS managing director Jo Howard-Brown said: "If you were to believe certain segments of the British media, all direct mail is hated and immediately binned. The reality, of course, is quite different and this research graphically illustrates just how important the direct mail medium is, not just to businesses, but to UK consumers."

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