Consumer insights – direct mail and the leisure and entertainment sector

UK consumers are spoilt for choice in the entertainment sector - whether it's digital TV and on-demand services in their own homes; visting cinemas, theatres and galleries; working out at the gym or pubbing and clubbing. Yet as spending on leisure shrinks in response to the credit crunch, they are switching to in-home entertainment and prioritising their weekend activities over mid-week trips out.

This 2009 MMC report uses Billetts, BMRB, TGI and Mintel data to build a comprehensive picture of the marketing responses among different audiences across this diverse sector.

Key findings include:

• 56% of entertainment mailings were targeted at C2DEs aged 45+ but most entertainment consumers are ABC1s under 45.

• Over 6m people who are interested in individual sports followed up direct mail in person, for example, by visiting a shop.

• 54% of adults who often enter competitions have done something in the past 12 months as a result of the direct mail they’ve received.

• 48% of adults who gamble have done something in the past 12 months as a result of the direct mail they’ve received.