Direct marketing purchasers are smarter, happier, kinder and more physically fit than everyone else. And they have the best marriages.
They are also the most likely to complain, or to have their name removed from a mailing list.
Those are among the findings of this year’s Direct/Yankelovich survey of consumer attitudes about direct marketing.
DM purchasers are better educated, make more money and score higher than non-purchasers in many areas, according to Craig Wood, president of Yankelovich division Monitor MindBase, and Direct senior writer Richard H. Levey, who discussed the results during a session at the National Center for Database Marketing Conference in Long Beach, CA.
For example, purchasers are more likely than non-purchasers to see being in control of their lives as a sign of accomplishment. They feel the same way about spending more time with their families and donating their time to help others in need.
They are less likely to say that the only meaningful measure of success is money.
And they feel that they are successful if they strike a balance between work and their personal lives.
According to Yankelovich, 80% of all DM purchasers have a computer in their home, compared with 60% for non-DM responders. In addition, 60% use a commercial online service.
Yankelovich also found that 70% of the purchasers use the Internet to shop for products or services online, 63% to purchase and 27% to conduct financial transactions-all at higher rates than non-responders.
And purchasers are more likely to tell people about a product or service they like.
To get these results, Yankelovich added special questions focusing on direct marketing attitudes to the 2003Yankelovich Monitor questionnaire. It was fielded door-to-door among a representative sample of 25,10 adults, ages 16-plus, from Jan. 2 to May 3, 2003. For the full results, see the August issue of Direct magazine.
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