Market Research

Despite the rapidly rising popularity of the internet for email and social networking, new research has uncovered that only one in 10 businesses prefer electronic communications to more traditional printed mediums when it comes to corresponding with consumers.

The study, commissioned by Kall Kwik, revealed that 93 per cent of businesses still choose to use printed mailings ahead of electronic communications, and only 14 per cent of companies would consider using text messages - despite there being more than 90 million mobile phones in circulation across the UK.

The ease with which consumers can hit the 'delete' button was the key reason for rejecting electronic marketing, with consumers reading only two in every 10 corporate text messages and four in 10 marketing emails. By contrast, consumers read six of every 10 pieces of printed marketing collateral they received - a figure which further increases when the mail is personalised.