In the three months to August 2010, 22.4% of the population (aged 15+) responded to one or more marketing channels. In 2009 the figure was 19.2%. The rise equates to 1.5 million more people.
Last year, August saw the start of a recovery in response which lasted into the New Year. If 2010 follows a similar pattern then there is certainly “cause for optimism”, says Steve Abbott, the British Population Survey’s marketing director.
In theory, he says, the marketing industry is in a better position than this time last year. “More people are responding to marketing, so the signs are encouraging,” he adds.
Regarding the types of marketing people are most responsive to, little has changed in the past 12 months, however. Leaflets posted through the door remain top, followed by TV, newspaper/magazine ads and the Internet.
Email also remains high on the list, though Abbott suggests this might not be for long. “We haven’t yet got to the point where people are ignoring email marketing totally, but there could soon be a tipping point,” he explains. “The same thing happened to direct mail – people just got bombarded.”