Mail in the home shopping sector

This 2009 MMC report uses data from a range of sources including TGI, Mintel, Billetts and Nielsen Ad Dynamix to give insights into direct mail's effectiveness in the home shopping sector.

It reveals that while the sector is spending less on advertising, direct mail still dominates the media mix with 67% of marketing spend. In fact, a multi-channel approach works well for this sector, with catalogues and mailings driving traffic to retailers' websites.

Key findings include:

• The home shopping market was worth an estimated £20bn in 2008.
• High direct mail responders are 33% more likely than average to regularly buy online.
• Younger age groups (16-34) and households with children are particularly responsive to direct mail.
• The under-mailed younger age group offers an opportunity to gain share of voice.