Direct mail was the most popular channel used by Hispanics that made direct response purchases, followed by DRTV and online marketing. Telemarketing trailed a distant fourth, according to a new study from the Direct Marketing Association and Directo: the DMA’s Council for Hispanic Marketing.
The study also found that:
* More than four in 10 Hispanics cite “convenience of shopping from home” as a reason for making direct purchases. Significantly, convenience was most frequently cited in reference to online purchases (56%). Those purchasing from television, mail or telephone offers respectively ranked convenience (45%, 44%, and 41%). * More than a quarter view “discounted and reduced prices” as an incentive to shop from home or office. * One quarter cited “time saved” as a reason to shop direct. * Among those making online purchases, 62% made five or fewer purchases, while 36% made six or more purchases. * Fifteen percent made a purchase by e-mail in the past year, with an average of 5.4 purchases. * Forty two percent of DRTV buyers reported only a single direct purchase in response to a television ad or infomercial.
Among the respondents that did not shop direct, more than a third (37%) indicated that they “preferred to see and touch items” and a little more than a fifth (21%) said that they were “not interested in items advertised.”
There were 1,124 completed interviews for the analysis. These interviews included 797 direct buyers/donors and 327 non-buyers.