Mail in the telecoms sector

With 70% of mobile phone users now using their handsets in the home and the rapid growth in mobile broadband usage, the telecoms sector is seeing major changes.

With the help of TGI, Nielsen, Billetts and Mintel data, this 2011 MMC report gives a snapshot of the current climate, including the impact of smartphones such as the iPhone on the market, and reveals how direct mail can form part of a successful marketing strategy for telecoms providers.

Key findings include:

• People who have been with their current mobile phone network for less than a year are high responders to direct mail.
• 42% of people who have been with their current mobile network took actions as a result of the direct mail they received.
• 35% of internet users who have changed networks have bought or ordered something in the past 12 months as a result of direct mail they received.
• Only 8% of mobile phone mailings are sent to 16-24 year olds but they make up 17% of mobile phone owners.