Direct mail sales up 4.7% this year according to DMIS
LONDON - Fresh research by the Direct Mail Information Service suggests that sales via direct mail have risen by 4.7% this year.
The survey valued consumer sales at £26.3bn for 2003, up from £25.1bn last year. It claimed that consumers spent an average of £577 in the last year as a result of being mailed, with 41% of consumers now buying in response to the medium.
The largest single area of spending is clothing, accounting for £9.5bn (36%) of the total, while books bring in £4bn of sales and entertainment £0.6bn.
By contrast, spending on electrical goods and household supplies fell back. The survey claims that electrical goods sales dropped from £4bn in 2002 to £1.8bn this year, and that household supplies plummeted 73% year-on-year to £0.9bn.
Consumers in the ABC1 bracket accounted for 62% of DM sales, with the rest from the C2DE group. The survey also indicates that consumers in the north of Britain are more likely to purchase through direct mail, with 66% of sales compared to 34% for the south.
The majority of those who purchase via DM -- 20% -- spend under £100, while 1% admit to spending over £10,000.
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