Direct Mail Sees Sales Rise By 4.7% During 2003
The direct mail industry saw sales increase by 4.7% year on year during 2003 as it continued to benefit from a growing trend towards highly targeted advertising, according to new research from the Direct Mail Information Service.
The survey shows that consumer sales totalled more than £26.3 billion this year, up from just over £25.1 billion in 2002. The average consumer spent around £577 during the course of 2003 as a result of being mailed, with around 41% of consumers now buying in response to the medium.
According to the DMIS, the largest single area of spending is clothing, which accounts for £9.5 billion of the total, while books bring in £4 billion of sales and entertainment accounts for £0.6 billion.
However, spending on electrical goods and household supplies decreased during 2003 and the research shows that electrical goods sales dropped from £4 billion in 2002 to £1.8 billion this year. House supplies also fell with spend dipping by almost 75% year on year to below the £1 billion mark.
ABC1 consumers were found to account for 62% of direct mail sales, with the rest from the C2DE group. The research also shows that consumers in the north of England are more likely to purchase through direct mail and account for 66% of sales.
Earlier this month the latest Industry Trends Survey from the Direct Marketing Association revealed that the direct marketing industry saw a distinct improvement in business conditions in the three months to September 2003 (see Direct Marketing Industry Has Positive Third Quarter).
DMIS: 0207 494 0403 www.dmis.co.uk
Recent Related Stories from NewsLine Direct Mail Increases Share Of Below The Line Spend DMA Launches Boldest Ever Consumer Marketing Campaign New Research Reveals Strength Of Email Marketing
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left