DMA SURVEYS USERS, NON-USERS OF DIRECT MEDIA.

Advertising Age, October, 1999

Direct Marketing Association, New York, hopes a study released late last week before the group's 82nd annual conference in Toronto will help its members better understand the 40% of consumers who don't make purchases through direct marketing avenues. The Direct & Interactive Marketing Buying Practices Study, sponsored in part by the U.S. Postal Service, surveyed direct marketing purchasers and non-purchasers nationwide in an attempt to discover what barriers customers perceive when it comes to purchasing through direct marketing channels. In the study, 89% of respondents said they have purchased from catalogs at some time and 57% made purchases within the past year. While just 20% had purchased from a Web site in the past 12 months, one in five Internet non-purchasers...

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