Seventy-three percent of adults who plan to buy a new
vehicle responded to automotive direct mail, according to a
study released yesterday by Vertis.
The survey of 2,000 adults conducted in August and September measures both general and industry-specific shopping trends.
According to the study, 35 percent of adults who responded to automotive direct mail by visiting an automotive Web site plan to buy a new vehicle in the next 12 months.
However, 26 percent of adults who planned to make an automobile purchase within 12 months responded by visiting a dealer in person. Overall, 14 percent of adults surveyed plan to buy a new vehicle in the next 12 months.
Other findings:
· Of the male automotive direct mail readers, 37 percent visited a dealer in person after receiving information in the mail compared with 39 percent of female automotive direct mail readers.
· 23 percent of male automotive direct mail readers said they visited a sender’s Web site for additional information compared with 13 percent of female automotive direct mail readers.
· 6 percent of male automotive direct mail readers called an 800 number available on the mailing versus 11 percent of female automotive direct mail readers.
· 8 percent of male automotive direct mail readers replied to an offer from an automotive company via mail versus 6 percent of female automotive direct mail readers.
· Of the automotive direct mail readers classified as younger baby boomers (born between 1956 and 1964), 46 percent said they visited a dealer in person, compared with 38 percent of Generation Y (born between 1977 and 1994) adults.
· 32 percent of Generation Y automotive direct mail readers stated that they visited a sender’s Web site, and 24 percent of Generation X (born between 1965 and 1976) responded the same way.
· 13 percent of Generation Y automotive direct mail readers called an 800 number on the mailing compared with 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 7 percent of younger baby boomers replied through this medium.
Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
