Consumer Survey Results Reveal Direct Mail Is Most Preferred Channel for Receipt of Brand Communications

Epsilon Targeting Study Shows 66% Increase in Use of Facebook to Find Consumer Product Information Since 2010

Epsilon Targeting, the leading provider of consumer information for targeted marketing solutions, today released the 2011 Channel Preference Study, which shows that through economic turmoil, technology advances and channel proliferation, direct mail continues to deliver as consumers' preferred means of receiving marketing messages from brands.

Epsilon Targeting's Channel Preference Study, titled The Formula For Success: Preference and Trust, reveals 66% growth in U.S. consumers' use of Facebook in the past year to research and review consumer product information. In response to an annual Epsilon Targeting survey of consumer channel preferences, 10% of U.S. respondents said they used Facebook for consumer product information, a jump from 6% in 2010.

At the same time, roughly a third of U.S. and Canadian survey respondents (33% U.S. and 31% Canadian) said they don't find ads on social media sites useful.

The 2011 research shows that despite direct mail's reputation for being "old school" or expensive, it is the top choice of U.S. and Canadian consumers for the receipt of brand communications in almost every category, ranging from health to household products, to household services, insurance and financial services, including credit card offers. The preference for direct mail also extends to the 18-34 year old demographic.

Key findings from the study include:

  • 36% of U.S. consumers and 40% of Canadians said direct mail is the preferred channel to receive financial services information;
  • 26% of U.S. consumers and 30% of Canadians said direct mail is more trustworthy than email;
  • 50% of U.S. consumers and 48% of Canadians said they pay more attention to postal mail than email;
  • 60% of U.S. consumers and 64% of Canadians said they enjoy checking the mailbox for postal mail, highlighting an emotional connection;
  • 30% of U.S. consumers said they're receiving more mail that interests them compared to a year ago, and just 50% (down from 63% in 2010) said more information is sent to them in the mail -- indicating marketers are improving targeting efforts;

The perception that reading email is faster declined among U.S. email account holders to 45% in 2011 (from 47% in 2010), suggesting clogged inboxes are draining time.

 

 


Source : www.epsilon.com