Sep 2014

Three Quarters of Kiwis Read Junk Mail – Survey

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Despite our assertions otherwise a new survey reveals that New Zealanders want to receive free samples and love reading junk mail.

Greg Radford 2Kiwi consumers are coupon collectors, want to receive free samples and love reading junk mail, even in bed according to a new study.

The Reachmedia survey investigated New Zealand attitudes towards unaddressed or junk mail, and despite our assertions otherwise, Kiwis are actually fans of the advertising medium.

More than 88% of circulars delivered are actually being read by someone in the household, with more than four in ten (43%) so riveted by the bargain shopping content, they read it standing up or walking back from the letterbox.

It seems for some of us sitting down with our circulars is just as enticing as a cuppa and a good magazine, the majority (55%) of respondents saying they like to “take their time” and read the circulars sitting down.

And if you’re wondering why your love life has become a bit lacklustre then this study could answer some of the reasons why. Four percent of Kiwis admit to reaching for the junk mail instead of each other, when it comes to bedtime.

Almost three in ten (28%) of those surveyed said they liked the access to new product information provide in the circulars, with another 28% saying they liked to read material in their own time. Interestingly despite Kiwis’ early adoption of digital marketing, six percent of those surveyed said they liked having a hard copy of information they could refer to.

Unsurprisingly, the most popular types of unaddressed mail were those that bought us financial benefits either free samples for more than two thirds of consumers (67%) or coupons and vouchers with more than half (55%) of Kiwis.

The CEO of Reachmedia Greg Radford says despite common perception of unaddressed mail, it remains one of the most popular advertising mediums.

“As consumers much of the advertising messages we are exposed to is when we are on the go, or increasingly in a digital format which makes it hard to store and access when we need it. Unaddressed mail is one of the few mediums of marketing communication where we get take out time and absorb the information,” he says.

“The research showed that shoppers have a clear desire to remain informed. Whether it is about a new product release or a way to save money and make our lives easier, advertising does serve a valuable purpose in society,” he says.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
Three Quarters of Kiwis Read Junk Mail – Survey
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