A new study has found that 18 to 34-year-olds in the US are more influenced by email and direct mail than marketing messages via social networks.
The research from Ball State University and ExactTarget combines observational data on people’s media use with data on consumers’ attitudes toward marketing messages received through distinct channels.
Mike Bloxham, director, insight and research, Ball State University’s Center for Media Design, said: “One of the key findings in this research is that 18 to 34-year-olds claim they are more likely to be influenced to make purchases based on e-mail marketing messages and direct mail than marketing messages on social networks.
“It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages. This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”
The study also found that 20% of wired consumers have subscribed for marketing communications via SMS, more so than any other group, but they want to receive texts only for urgent customer service issues such as financial alerts or travel updates.
GfK’s recent mobile advertising report showed that 85% of mobile users in India, 51% in the UK, and 37% in the US said they receive advertising messages through their mobiles (see High Percentage Of Mobile Users Receiving Advertising Messages).
Text messaging remains the most common advertising format in all three countries, said GfK, with 74% of respondents recalling advertising in India, compared to 48% in the UK and 22% in the US.
ExactTarget found that more than 50% of young homemakers use social networks and SMS during the day, but direct mail and e-mail are their two preferred marketing channels.
It was also revealed that 81% of retired consumers have purchased online, and 94% have been influenced by some form of direct marketing to make a purchase.
At the start of the year, JupiterResearch forecast that e-mail marketing spending would grow from $1.2 billion in 2007 to $2.1 billion in 2012 (see E-Mail Marketing Spend To Top $2 Billion by 2012).
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