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DMA Releases 2010 'Statistical Fact Book'
Report Shows the
Purchased Through Mobile Phones
New York, NY, February 1, 2010 — The Direct Marketing Association (DMA) today released the 2010 Edition of its Statistical Fact Book. Now in its 32nd year of publication “The Definitive Source for Direct Marketing Benchmarks” continues to adapt with the ever-changing business landscape, replacing and updating information as necessary.
This year’s reference book contains 10 revised chapters and two new chapters: Catalog; Consumer Demographics; Direct Mail; Direct Marketing Overview; Email; Financial Services; Hispanic Market; Internet; Mobile (new); Nonprofit; Social Media (new); and USPS Information, giving marketers the most current and accurate data needed to successfully plan and navigate integrated, multichannel marketing campaigns.
“What makes this book such an invaluable resource is that it evolves every year, allowing marketers to improve upon their current strategies as well as learn something new,” said
DMA’s Statistical Fact Book, in addition to the wealth of new research and data, provides information from 75 prominent sources. Some key findings include:
· 79 percent of households either read or skim advertising mail sent to their home.
· The average salary range for a creative copywriter for catalogs with 1 – 3 years experience is $60,000 to $77,000.
· Emails with subject lines of less than 35 characters have higher click through rates.
· One in four Inc. 500 companies consider Twitter an appropriate vehicle for B-to-B communications. (The Inc. 500 is a list of fastest-growing, private
· 22 million Hispanic Americans were online in 2009, a 63 percent increase from 2004.
· 47 percent of spending on Internet advertising in the
The Statistical Fact Book is available for purchase on DMA’s online bookstore. The cost is $260 for DMA members and $470 for non-members. To purchase, please click here.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,100 companies from dozens of vertical industries in the
In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounts for 54.3% of all ad expenditures in the
The Power of Direct: Relevance. Responsibility. Results.
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WHAT TYPES OF PRODUCTS HAVE YOU PURCHASED FROM YOUR MOBILE PHONE IN THE PAST 12 MONTHS? Source: PriceGrabber.com, 2009. 58 % of consumers who made purchases from their mobile phone used the mobile Internet to purchase digital content for their phone.
WHAT TYPES OF PRODUCTS HAVE YOU PURCHASED FROM YOUR MOBILE PHONE IN THE PAST 12 MONTHS?
Source: PriceGrabber.com, 2009.
58 % of consumers who made purchases from their mobile phone used the mobile Internet to purchase digital content for their phone.