Thérèse Mulvey, vice president, marketing research, at Vertis, said "Consumers are becoming more knowledgeable about the products and services they buy, which causes them to turn to various media for information."
According to the Customer Focus study, 35 percent of adults who have responded to automotive direct mail by visiting the Web site are planning to purchase a new vehicle in the next 12 months. On the other hand, 26 percent of adults who planned to make a purchase within the next 12 months respond by visiting a dealer in-person. Overall 14 percent of total adults are planning to buy a new vehicle in the next 12 months.
The study shows additional findings to provide insight into the direct mail readership of consumers in the automotive industry:
Response to Direct Mail Offerings from Automotive Company read about or looked at in past 30 days:
|Total Adults||GenY (1977-'94)||GenX ('65-'76)||Boomers2 ('56-'64)||Boomers1 ('46-'55)||Young/ Olds ('30-'45)|
|Did not respond||45%||33||40||44||50||59|
|Visited dealer in person||38||38||41||46||29||36|
|Visited sender's website||19||32||24||12||15||9|
|Called 800 no. on mailing||8||13||8||10||7||4|
|Replied via mail||7||14||3||7||7||4|
Source: 2005 Vertis Customer Focus DM 2005
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