Across all key verticals, with the exception of hearing about online sites to shop at, direct mail is overwhelmingly preferred to email for obtaining product information, offers and deals.
Source: Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer, 2012
CONSUMERS ENJOY RECEIVING MAIL AT HOME
Examining variations between email and online preferences, Epsilon found the majority of U.S. respondents agree with the following statements:
- I get a lot of email that I just don’t open (73%)
- I am getting more email now versus a year ago (70%)
- I get too many emails in one day (67%)
- I enjoy checking the mailbox for postal mail (62%)
- I enjoy getting postal mail from brands about new products (59%)
Comparatively, only 39% of respondents say they enjoy getting email from brands about new products and 6% like to receive mobile offers. Mobile device users were 40-50% more likely to prefer email and online communications, respectively, than non-users.
TOP REASONS CONSUMERS LIST FOR PREFERRING OFFLINE, ONLINE
Convenience, ability to easily reference and portability are the top reasons respondents prefer postal mail over email/online:
- Can read the info when it is convenient (73%)
- Can refer back to the info when needed (61%)
- Can take info easily to different place (40%)
- More private if sent through the mail than sent by email (36%)
Top reasons respondents prefer email/online over postal mail are much the same as above, just preferred by less respondents:
- Can refer back to the info when needed (45%)
- Can read the info when it is convenient (42%)
- Can pass info easily along to others (38%)
TOP TRUSTED SOURCES
Top source of trusted info for U.S. consumers is friends and family (52%), followed by newspapers, company websites and search engines (all at 22%). The least trustworthy sources of information are online and social media: email (11%), Facebook (8%) and YouTube (6%).
WOMEN PREFER DIRECT MAIL MORE THAN MEN
Women, more than men, prefer direct mail for obtaining information, with females ages 18 to 24 with incomes under $50,000 using more direct mail as an information source.
PERCEIVED USEFULNESS OF SOCIAL MEDIA ADS REMAINS LOW
Consumers still have a relatively low level of agreement on perceived usefulness of social media advertising. In 2011, 13% of U.S. consumers found ads on social media sites useful. In 2012, 14% say social media ads are engaging.
LOCATION MARKETING NOT EMBRACED
Epsilon found consumers aren’t quite ready to embrace the concept of location marketing — 80% of U.S. consumers aren’t interested in receiving digital offers during or after a visit to a store.
About: The 2012 study is based on completed surveys from 1,991 U.S. consumers and 3,816 Canadian consumers. The survey is representative sampling of U.S. and Canadian consumers. Conducted in June 2012, a 15 minute questionnaire was administered to respondents 18 years of age and older. Statistical significance is calculated at the 95%.
Reprinted curtsey of Print in the Mix, published by the The Cross-Media Innovation Center (CMIC) at RIT. Thank you for allowing us to share your fantastic findings. Source: Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer report, accessed December 5, 2012.