Direct Mail 'Binned' By A Third Of Britons
Two thirds of British people aged over 35 who receive direct mail either throw it in the bin (36%) or want it to stop (29%), according to research by MORI. The survey, commissioned by The REaD Group, shows two in five (42%) believe they receive seven or more pieces of direct mail a week.
Two thirds of British people aged over 35 who receive direct mail either throw it in the bin (36%) or want it to stop (29%), according to research by MORI. The survey, commissioned by The REaD Group, shows two in five (42%) believe they receive seven or more pieces of direct mail a week.
Of those who have received direct mail addressed to a deceased family member or friend, one in five (19%) say they thought "I'd never purchase from that company again" and a further 14% say they have thought twice about purchasing from that company.
Technical details
A nationally representative sample 1,545 British adults aged 35 and over were interviewed throughout Great Britain on the MORI Omnibus, across approximately 201 sampling points. Interviews were carried out using CAPI (Computer Assisted Personal Interviewing), face-to-face in respondents' homes between 6th and 10th February 2003. Data have been weighted to reflect the known national population profile.
Topline Results
Q1 Direct mail is a way of promoting goods and services by writing to people to give them information about a product or services. For example receiving mail personally addressed to you or a member of your household from a financial company advertising a credit card. It does NOT include fliers advertising local restaurants or services. On average, roughly how many items of direct mail do you or your household receive each week?
| % | |
|---|---|
| 1-2 | 10 |
| 3-4 | 17 |
| 5-6 | 21 |
| 7-10 | 21 |
| 11-20 | 17 |
| More than 20 | 4 |
| None/no answer | 5 |
| Don't know | 5 |
Q2 Now thinking about the direct mail you have received, has any of the direct mail been addressed to a previous occupant of your home, or not?
Base: All who did receive direct mail or don't know how much they receive (1,464)
| % | |
|---|---|
| Yes, addressed to a previous occupant | 31 |
| No, not addressed to a previous occupant | 68 |
| Don't know | 1 |
Q3 Please tell me which, if any, of the following statements best applies to your attitude towards direct mail.
Base: All who did receive direct mail or don't know how much they receive (1,464)
| % | |
|---|---|
| It goes straight in the bin without anyone looking at it | 36 |
| I wish it would stop | 29 |
| I usually look at direct mail, addressed to me, that comes through my letter box | 23 |
| Direct mail doesn't bother me | 12 |
| None | * |
| Don't know | 1 |
Bereavement and Mail
Q4 I'd now like to ask you about direct mail you may have received for a deceased household/family member or friend either at your own address or the deceased person's address. Have you or any member of your household ever received direct mail addressed to a deceased family member or friend, or not?
Base: All who did receive direct mail or don't know how much they receive (1,464)
| % | |
|---|---|
| Yes, at my own address | 11 |
| Yes, at the deceased person's address | 6 |
| No, have not received any | 83 |
| Don't know | 1 |
| Yes | 16 |
Q5 What action, if any, did you or your household take to try and prevent further direct mail being sent to your deceased household/family member or friend?
Base: All who have received direct mail addressed to a deceased family member or friend (241)
| % | |
|---|---|
| Opened the mail in order to be able to contact the sender | 31 |
| Returned the mail item to sender without opening the mail | 19 |
| Threw the mail in the bin | 17 |
| Phoned the sender of the mail item without opening the mail | 14 |
| Contacted Royal Mail | 7 |
| Contacted the Mailing Preference Service/Direct Marketing Association | 6 |
| Would like to have stopped it but didn't know what to do | 5 |
| Contacted the Post Watch | 1 |
| Contacted a data management company | 1 |
| Contacted Postcomm | * |
| Other (please specify) | 5 |
| Nothing/Did not take any action | 19 |
| Don't know | 3 |
| Took action | 66 |
| Didn't take any action | 32 |
Q6 Have you received direct mail for your deceased household/family member or friend from the same company on more than one occasion?
Base: All who have received direct mail addressed to a deceased family member or friend (241)
| % | |
|---|---|
| Yes | 48 |
| No | 47 |
| Don't know | 5 |
Q7 What kind of company was it?
Base: All who have received direct mail addressed to a deceased family member or friend more than once from the same company (113)
| % | |
|---|---|
| Financial -- e.g. Banks, Building Societies, Credit Card Companies, Insurance Companies | 40 |
| Catalogues | 27 |
| Postal clubs -- e.g. Book clubs, CD clubs, DVD clubs, | 17 |
| Utilities -- e.g. Gas, Electricity, Telecoms companies | 16 |
| Holiday companies | 14 |
| Motor/Automotive | 10 |
| Charity | 3 |
| Disabled/deaf supplier | 2 |
| Medical/Dental | 2 |
| DSS | 2 |
| Local Authority | 2 |
| Other (Please specify) | 4 |
| Don't know | 5 |
Q8 Having received direct mail for a deceased household/family member or friend, which of the following best describes your attitude towards purchasing from the company or companies that sent it?
Base: All who have received direct mail addressed to a deceased family member or friend (241)
| % | |
|---|---|
| It would not stop me from purchasing from that company in the future | 21 |
| I thought "I'd never purchase from that company again" | 19 |
| I have thought twice about purchasing from that company | 14 |
| I have purchased from that company since | 8 |
| I have encouraged friends and family not to purchase from that company | 5 |
| Other | 4 |
| None | 26 |
| Don't know | 5 |
