IPC has collaborated with the Global Envelope Association (the GEA) to carry out the Advertising and E-commerce Survey 2018. This is based on 3,000 consumer responses from three countries: Germany, Japan and the USA in July 2018.
Topics covered by the research include:
- Consumer preferences for advertising from multiple sources, including direct mail and unaddressed mail
- Consumer preferences and experiences related to e-commerce product packaging and sustainability
- Details of most recent online purchase, including details about packaging and advertising mail influence on this purchase
- Experiences of receiving advertising mail from e-retailers
Highlights from the public report are:
- The letterbox is checked at least daily in most households, with the majority checking their letterbox at least once per day (78%).
- In total, 56% of respondents said they received printed advertising (addressed mail as well as brochures, catalogues and flyers) in their letterbox more than once per week.
- In response to the printed advertising mail they receive, 58% said that they were likely to open it and 52% said that they were likely to read it.
- Consumers in all three markets are looking for discount codes before making online purchase (72% agreement).
- Advertising mail results in additional 4.4 online purchases per year.
- In terms of advertising mail, 7% of online purchases were influenced by a catalogue and 5% were influenced by an advertising letter.
- Approximately two-thirds (66%) of consumers would be more likely to buy from an e-retailer that used sustainable packaging.
- The majority of consumers (56%) would be prepared to pay an additional fee of 10¢ for sustainable packaging.
Methodology and sample
Methodology: Quantitative research using online access panels
Sample size: 3067 responses at total level (1014 in Germany, 1053 in Japan, and 1000 in the USA). At national level, based on c.1000 responses, the margin of error is +/-3.2%. At total level, based on 3067 responses, the margin of error is +/-1.8%.