Australiana are dealing with a junk mail bonanza as shops, banks, car dealers, mobile shops and even politicians attempt to convice consumers. And, if recent data is believed, Australians are co-operating.
Even after years of bad publicity and greater safeguards, the direct marketing industry is growing quicker than the rest of the advertising market. And recent studies have indicated that Australia is replying to brochures and catalogues in record numbers.
Nearly 90 per cent of respondents to a research survey indicated they were regular readers of junk mail. 48% stated that it helped in choosing their preferred shops and what products they wanted to purchase. 58 per cent said junk mail helped them with price comparison.
The survey also indicated that the majority of Australian shoppers were prepared to read 4 pieces of junk mail on a regular basis, with shop catalogues being amongst the most popular, with grocery shops and department stores also being very popular.
The Australia based survey also indicated that the average number of potential shoppers per household reading shopping related junk mail had risen to 2.5 people in 4 years.
Australian shops, phone companies, banks and car dealers and manufacturers were increasing their direct marketing budgets at annual growth of 6%, a faster rate than the 5% for TV, radio and press advertising.
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