Printed Direct Mail still number one

Ricoh hired Interquest to compare online to printed direct mail. The most significant conclusion is that printed direct mail has decreased in volume, but is still the most important. Despite the growth of online advertising at least two thirds of the marketing budget in the US is spent on printed matter (catalogues account for 40% and direct mail for 21%). 55% of households in the US reads the printed direct mail delivered to their homes and 24% browses through it. However, because of the trend to a more segmented and personalized direct mail there is a decrease in the volumes. It is estimated that this volume decreases yearly by 1,8%, in the US. This mainly concerns offset volumes (3,2% per year), the digitally printed direct mail volumes seem to be stable.