Research from the Direct Marketing Association indicates that 54 percent of consumers that visit a brand’s website in response to a printed insert are three times more likely to use a desktop or laptop than a smartphone or tablet. According to the Mobilising Print Media report, this is mainly because the mobile websites are difficult to use, with one in four (27%) citing the difficulty in scrolling and browsing products, and 23% saying that buttons are too small to enable effective use. One in five (22%) stated concerns about data security drove their preference for desktop over mobile connected devices.
However, in spite of these barriers two in five (18%) of the consumers polled said they had bought a product or service via smartphone or tablet in the past month. In addition, 5% of consumers ‘always’ visit a brand’s social media page, download a mobile app or sign up for an email in response to print marketing about a product or service they’re interested in. One in three (30%) of consumers have ‘sometimes’ used a mobile connected device to scan a QR code, while one in four (23%) ‘sometimes’ use an AR app.
Mark Davies, a member of the DMA’s Door Drop Board Committee and managing director of TNT Post Ltd, commented: “The results show that while consumer behaviour is trending towards the digital, print media is still playing a vital role in their consideration acting as a key stimulus to go online.”
The findings of the DMA’s Mobilising print media can be viewed by downloading the infographic from www.dma.org.uk/mobilisingprintmedia