DM Drives Discount Offers: Survey

American consumers tend not to comparison shop, according to survey results commissioned by the Grizzard Performance Group.

Of American consumers who have done research and decided to purchase via the Internet, 64% would consider purchasing a comparable brand if they received a direct response offer of a 15% discount for the comparable brand, the survey continued.

In addition, the survey found that Significantly more African American and Hispanic respondents would be very likely to use a direct mail offer, compared to White respondents (18%, 15% and 10% respectively).

Twice as many respondents age 18-24 years old said they would be very likely to use a direct mail offer compared to those ages 45 and older (18% vs. 9% respectively), the survey continued.

The study surveyed 13,260 consumers between May and June.