A Direct Marketing Association study found that most U.S. marketers (94%) have Web sites, and more than half (51%) conduct e-commerce online. Most respondents considered marketing/information to be the primary purpose of their Web site. Their primary targets are baby boomers.
According to the study, by the New York-based association, approximately one-third (34%) of respondents indicated that their average dollar amount per transaction was $99 or higher, while 42% of companies reported online revenues for their Web business at $200,000 or more.
Proving that the Internet has no borders, 93% of respondents said they accept transactions from outside the U.S., with Canada, the U.K. and Japan being the largest international markets.
Fifty-five percent of companies indicated cost savings, and 46% cited increased revenues as the primary benefits of using interactive media.
The DMA conducted the study with the Association for Interactive Media (AIM) and the Internet Alliance (IA). It profiles how more than 400 companies involved in direct and interactive marketing are making a profit on the Internet.
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