DMA reports on print and web integration

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

 


Posted

in

,

by

Syndicate content

You can license the articles from Printing and Manufacturing Journal to reproduce in other publications. I generally charge around £150 per article but I’m open to discussing this for each title, particularly for publishers that want to use multiple stories. I can provide high res versions of images for print publications.

I’m used to working with overseas publishers and am registered for VAT with the UK’s HMRC tax authority but obviously won’t charge VAT to companies outside the UK. You can find further details and a licensing form from this page, or just contact me directly here.

Support this site

If you find the stories here useful then please consider making a donation to help fund Printing and Manufacturing Journal, either as a one-off or a repeat payment. Journalism is only really useful if it’s truly independent and this is the only such news source serving the print/ manufacturing sectors.

However, there are costs involved in travelling to cover events, as well as maintaining this site, not to mention the time that it takes to carry out research, check facts and interview people. So if you value this work, then please help to maintain it and keep it free to read.

Subscribe

Never miss a story – subscribe to Printing and Manufacturing Journal to receive an email notification every time an article is published here. It’s completely free of charge and you can cancel the subscription at any point without any hassle. There’s no need to provide any information other than an email address and subscribers details are not for sale so there’s no risk of any further marketing spam.

Related stories

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *