Consumers like door drops says new survey
|23 Aug 2011 2:41 BST||Back|
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Over 80% of UK consumers are happy to receive door drop material through their letterbox if it is of relevance to them, according to a Royal Mail study.
The survey into attitudes to door drops was carried out by FreshMinds Research and reveals an attitude that shows people to be particularly receptive to door drops from retailers and FMCG brands.
The findings contradict the view that consumers perceive the channel as junk mail, as reported in the Panorama junk mail programme last month.
The survey found that 81% of people happy to receive door drops from the retail sector at least once a month while a quarter of them want to receive such material at least a few times a week.
The next most popular sector was FMCG, with 74% saying they were happy to receive consumer goods leaflets on at least a monthly basis.
The survey also reveals that door drops are particularly effective for localised marketing by local retailers, councils and to a certain extent restaurants and takeaways.
74% of those surveyed said they were happy to receive door drops about local events while 70% were happy to receive information from their local council.
Free samples and vouchers are also in demand, with 60% of adults saying they are happy to receive them.
However, only a quarter of UK adults report having received a door drop voucher in the past two weeks. And only 12% have received a door drop free sample.
The online survey was carried out of 2,008 adults from across the UK and was followed up with a qualitative telephone interview with 27 respondents.