Direct Mail volume and expenditure continues to rise, according to the latest figures from the Direct Mail Information Service a quasi-independent body funded by the Royal Mail.
During the quarter April to June 2002, dm volumes rose 8.8% year-on-year to 1.36 billion items, making it the first period since Q1 1999 that consumer direct mail posted a greater increase increased than business-to-business mail. The former rose by 9.9%, the latter by 6.2%.
Total expenditure on the medium in Q2 2002 was £527 million ($803.72m; €825.12m) – an increase of 9.7% over the same period in 2001.
The Financial Services sector remains the largest mailer with 236 million items – an increase of 3.4% on the 2001 quarter. Home Shopping follows with 139m items, up nearly 23%.
The Media sector (including book clubs, newspapers, television/cable/satellite companies) dropped by over 11% to 69 million items.
There was an increase in volume across all socio-demographic groups. The largest increase was in the DE sector which received over 19% more mailings year-on-year, followed by the ABs with a 10% increase.
Analysis by age shows that the 16-34 age group saw a drop of more than 23% in the number of mailings; all other age groups saw an increase. The largest increase of 25% was in the 55-64 age group.
News source: Direct Mail Information Service