How much response goes online? | DMA
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How much response goes online?

09 May 2012

T-53c7e96f0579a-online-response_53c7e96f05628-2.jpg

Executive summary

  • Online response is increasing
  • Online response range: 20-83%
  • “Personal” sectors are higher (as previous)
  • Retail still had 20% online – and new customers!
  • Other factors affect % response online

- Product being promoted

- The number of response channels

- The readership demographics

- The online usage of that readership

  • Online response is significant
  • Measurement is more vital than ever
  • New technology can make measurement easier and more accurate
  • New response channels can bring new customers
  • The Power of Print can work with the internet

how_much_response_goes_online_-_go_integrated_mar_2012.pdf

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