The report, conducted by Sweeney Research into the attitudes and usage of unaddressed advertising mail by Australian consumers, also found that 77 per cent of households have agreed to reading grocery unaddressed mail while 81 per cent of these people either sought more information on a product or made a grocery purchase after reading.

Ken Bishop, CEO of the ACA says the research went a long way to cementing the industry’s position as the most effective form of message delivery for retailers, in reaching their end-user consumers.

He says, “The fact is that almost nine out of 10 people regularly read at least one retail catalogue they receive while seven out of 10 use unaddressed advertising mail to find bargains and help save money.”

Bishop continues, “Consumers continue to believe unaddressed advertising mail is effective and much needed in the community. It improves the quality and availability of product and price information and helps consumers to make better purchasing decisions.”

The research was based on 600 interviews conducted Australia-wide, in order to identify trends from similar 2006 research conducted by Sweeney. The objective was to explore the understanding of the attitudes, behaviour and perceived effectiveness of unaddressed advertising material.

Bishop adds, “The research also demonstrates to Australian retailers the remarkable effectiveness of this form of marketing. It allows retailers to engage directly with the consumer and enables them to deliver important information about products into a consumer’s home, so they can make an informed decision at a time that suits them.”

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