DMA Study Says Marketers Are Online

A recent study by the Direct Marketing Association, Washington, found that most U.S. marketers have Web sites and more than half are conducting online transactions. The DMA’s State of the Interactive eCommerce Marketing Industry, which was conducted with the Association for Interactive Media and the Internet Alliance, profiles more than 400 businesses involved in direct and interactive marketing.

Among the study’s findings:

• Ninety-four percent of U.S. marketers have Web sites, and 51 percent conduct e-commerce transactions.

• Thirty-four percent of respondents reported that their average dollar amount per transaction was $99 or more, and 42 percent said their online revenues were $200,000 or more.

• Ninety-three percent of companies said they accept online transactions from outside the United States, with Canada, the United Kingdom and Japan accounting for the largest chunk of international transactions. Sixty-five percent of companies said international customers represented up to 10 percent of their business.

• Fifty-five percent of companies indicated cost savings as the primary benefit of Internet transactions, while 46 percent cited increased revenues.

The full DMA report is available to DMA members for $595 ($995 for nonmembers) and can be purchased by calling 301/604-0187.

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