News
 Are
Hispanics Receptive to Direct Marketing Media?
Hispanics are purchasing products through more
direct marketing channels, says a recent report from
the Direct Marketing Association. One of those
channels is direct mail – and they want to receive
more of it.
According to the study, of those 788 individuals who
made purchases from mail, catalog, online, telephone
or DRTV – 36 percent purchased through more than one
channel. The study also notes that Hispanics show
more tolerance toward receiving advertisement mail,
compared with the total U.S. population.
Close to half of all the respondents (49 percent in
2004 vs. 42 percent in 2006) say they either
received just the right amount of ad mail, or that
they wouldn’t mind receiving more mail.
For those respondents who don’t go the direct
marketing route – here’s why. The study notes that
of those respondents who don’t purchase through
direct marketing channels (328 respondents) – the
majority (68 percent) cited two main reasons for not
buying:
• More than a third (39 percent in 2006) said
they’re not interested in the products advertised.
• Slightly fewer (29 percent in 2006) indicated they
preferred to see and touch the items.
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