Consumer insights – response to direct mail via the internet

E-commerce sales continue to grow dramatically  - £58.8bn was spent online in 2010, up 18% on the previous year. Online sales for 2011 are forecast to reach £69bn by year end.

Advances in web technology and mobile devices will offer improved e-commerce experiences, such as personalised advice and virtual dressing rooms. And social network sites such as Facebook and Twitter are now part of the online shopping experience.

Integrated marketing plays a key role in driving online purchasing. Using IMRG, TGI and Mintel data, this 2011 MMC presentation gives a detailed profile of consumers who have responded to direct mail via the internet.

Key findings about this affluent and responsive target audience include:

• 64% are aged 15-44 and 65% are in the ABC1 socio-economic group.

• Adults who have responded to mail via the internet are at least 50% more likely than the average UK adult to have family incomes of £30,000+.

• 21% are 'playschool parents' (live with son or daughter and youngest child is 0-4).  They are 120% more likely than the average UK adult to receive more than 20 items of direct mail per week.

• 93% of adults who responded to direct mail via the internet bought something.

• Adults who receive 20+ pieces of direct mail per week are 85% more likely than the national average to purchase online once a week.