No matter how much spam hogs their inboxes, consumers still like e-mail. According to a preliminary study released by the Direct Marketing Association on Wednesday, 19% of adult Americans bought a product or service as a result of a legitimate commercial e-mail in the 12 months prior to November 2003.
These 39 million consumers made an average of 6.5 purchases over that time period. And, they spent $32.5 billion on products and services. Those surveyed spent an average of $126 on their most recent purchase.
Respondents reported an average savings rate of 20% on their most recent purchase.
Consumers are not deterred by unsolicited commercial e-mail, said the study. Of those 6.5 purchases consumers made, 4.6 occurred in response to a solicited commercial e-mail, and 1.9 purchases happened in response to unsolicited commercial e-mail.
While consumers responding to legitimate e-mail spent an average of $114 on their most recent purchase, they spent more--$155—in response to their unsolicited e-mail.
A study conducted in the 12 months prior to May 2003 showed that consumers’ purchases totaled at least $7 billion in value. But that $7 billion quantified only respondents’ most recent purchases, not their total purchases over the 12 months. Of those $1.9 billion was accounted for by purchases in response to an unsolicited e-mail.
The study sampled more than 1,000 American adults. A final study will be released in March.
