Desktop continues to trump mobile in directing online traffic from print according to new DMA research
DMA's report on 'Mobilising Print Media' polled over 1,000 UK adult consumers, to find out how consumers are 'driven online by brand and charity print marketing'. Nick Barnard, Chair of the DMA Inserts Council and head of Telegraph Reach at Telegraph Media Group, said: '
Today, the path to purchase is more complex than often thought, particularly on how certain media channels are perceived. What media owners, agencies and clients need to remember is that in the end the consumer is always the most integrated and important person in the marketing mix.'
Results were interesting as collated in the Infographic, which highlights:
- 54% of respondents were more likely to visit a brand/charity's website after receiving a direct mail piece; 25% visited the website from a smartphone or tablet.
- Main barrier to mobile phone usage for direct response is the functionality; 1 in 4 felt sites were hard to scroll through or browse, and buttons were too small. Though, 18% have purchased via a mobile device.
- Even though consumers are moving towards digital, print media is still a significant driver for online activity.
'According to Mark Davies, member of the DMA’s Door Drop Board Committee and Managing Director of TNT Post Ltd, print and digital integration is gaining great traction among consumers'. The findings of the DMA’s Mobilising print media can be viewed by downloading the infographic from the DMA website.