January 23, 2005

Vertis announced the results of its proprietary Customer Focus 2005 Automotive Direct Marketing study, which reveals that 73 percent of adults who plan to purchase a new vehicle responded to automotive direct mail they received.

“Consumers are becoming more knowledgeable about the products and services they buy, which causes them to turn to various media for information,” said Thérèse Mulvey, vice president, marketing research, at Vertis. “Based on the readership increase among adults, companies and organizations should consider including a direct mail component in their marketing campaigns when outreaching to new and existing customers.”

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 (See Figure A). 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. It is important for automotive dealerships to know how different demographics respond to their messages in order to better serve and accommodate their needs.

The Vertis Customer Focus® 2005: Automotive Direct Marketing study shows the following additional findings, which provide insight into the direct mail readership of consumers in the automotive industry:

How Male Consumers Respond To Direct Mail Offerings From An Automotive Company

• Of the male automotive direct mail readers, 37 percent visited a dealer in person (See Figure B)
• 23 percent of male automotive direct mail readers said they visited a sender’s Web site for additional information
• Six percent of male automotive direct mail readers called an 800 number available on the mailing
• Eight percent of male automotive direct mail readers replied to an offer from an automotive company via mail

How Female Consumers Respond To Direct Mail Offerings From An Automotive Company

• 39 percent of female automotive direct mail readers visited a dealer in person after receiving information in the mail
• 13 percent of female automotive direct mail readers stated they visited a sender’s Web site for additional information
• Of the female automotive direct mail readers who looked at mail in the last 30 days, 11 percent called the 800 number on the mailing
• Six percent of female automotive direct mail readers replied to the information they received via mail

How Generation Y Responds To Direct Mail Compared To Other

Generations

• Of the Younger Baby Boomers (1956-1964) automotive direct mail readers surveyed, 46 percent said they visited a dealer in person, compared to 38 percent of Generation Y (1977-1994) adults (See Figure C)
• 32 percent of Generation Y automotive direct mail readers stated they visited a sender’s Web site, and 24 percent of Generation X (1965-1976) responded the same way
• 13 percent of Generation Y automotive direct mail readers called an 800 number on the mailing, compared to 10 percent of Younger Baby Boomers who responded in the same manner
• 14 percent of Generation Y automotive direct mail readers replied to the offerings from an automotive company via mail, while seven percent of Younger Baby Boomers replied through this medium

To view charts CLICK above on 'More Images'.

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