Consumer insights – direct mail and people interested in technology

As the recession bites, people are staying in more and looking for entertainment at home. This, combined with keen retail pricing, means the home technology market - flatscreen TVs, home cinemas, games consoles and MP3s - is holding steady and ad spend in this sector has increased by 19% since 2005.  

This 2009 MMC presentation uses Mintel, TGI, Nielsen Ad Dynamix and Billetts data to explore the strengths, weaknesses and opportunities in the home and in-car technology market. It also examines how people who are interested in technology respond to direct mail and other media.

Key insights include:

• The in-car technology sector is set for rapid growth.
• 16-34 year olds are the age group most interested in gadgets and new technology, yet are significantly under-mailed.
• Women are also disproportionately under-mailed by this sector.
• 50% of adults who keep up with technology have done something in the past 12 months as a result of the direct mail they’ve received.
• Adults interested in hi-tech trends and goods are also heavy internet and cinema users.