Consumers spend an average of 30 minutes daily reading catalogs and 25 minutes reading direct mail, according a new survey of 1,500 households commissioned by the U.S. Postal Service, which found that 67% of consumers consider mail more personal than the Internet.
The study also quantified the synergy between mail and the Internet. It found that catalogs typically generate 22% of a company’s Web site traffic and that direct mail generates 37% of e-commerce revenues.
Findings of the survey conducted by InnoMedia Inc. were released Monday at the National Postal Forum in Nashville, TN.
About 98% of consumers bring mail into their homes on the day it’s delivered. Then about 77% of consumers will sort through it immediately.
Consumers consider direct mail useful and are most likely to read it to browse for new purchases and for help managing a household or overseeing finances, according to the survey.
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