Examining the success of traditional and online media channels in driving purchases, ExactTarget's commissioned 2009 Channel Preference Study found both young and old are still directly influenced by direct mail for the purchase of an item or a service more than any other channel.
The second annual study on the topic of consumers' use of different channels for interpersonal communication and their attitudes toward marketing communications, conducted by Forrester Research for the on-demand e-mail communications software company finds:
Three of four Internet users surveyed say they were directly influenced to purchase an item or a service thanks to a direct mail piece (76%); TV came in second at 67% and email third at 58%. Other influencing variables were: Infomercial on TV - 39%, Phone - 17%, Social Media - 8$, Text messaging - 7%, and Instant Messaging - 5%.
In addition; three-quarters (75% of 25 to 34 year olds have made a purchase resulting from direct mail. An almost identical number have been directly influenced by a tv commercial. Young adults, 18 to 24 years old, are also most likely to be influenced by direct mail (62%), with older consumers even more likely to have made a purchase as a result of this channel. The only exception is for teens, where direct mail-influenced purchases (55%) are second to television commercials (62%).
Across every age group, email is third on the list of channels evaluated (in terms of percentage of consumers who have made a purchase as the direct result of a marketing message), behind direct mail and television commercials. Teens are least likely to have made online purchases through email (36%).
The second annual study on the topic of consumers' use of different channels for interpersonal communication and their attitudes toward marketing communications, conducted by Forrester Research for the on-demand e-mail communications software company finds:
Three of four Internet users surveyed say they were directly influenced to purchase an item or a service thanks to a direct mail piece (76%); TV came in second at 67% and email third at 58%. Other influencing variables were: Infomercial on TV - 39%, Phone - 17%, Social Media - 8$, Text messaging - 7%, and Instant Messaging - 5%.
In addition; three-quarters (75% of 25 to 34 year olds have made a purchase resulting from direct mail. An almost identical number have been directly influenced by a tv commercial. Young adults, 18 to 24 years old, are also most likely to be influenced by direct mail (62%), with older consumers even more likely to have made a purchase as a result of this channel. The only exception is for teens, where direct mail-influenced purchases (55%) are second to television commercials (62%).
Across every age group, email is third on the list of channels evaluated (in terms of percentage of consumers who have made a purchase as the direct result of a marketing message), behind direct mail and television commercials. Teens are least likely to have made online purchases through email (36%).
