Survey: Consumers prefer receiving communications through offline channels

Consumers have more trust in offline communication channels.

8/31/10

While there are myriad channels through which businesses can reach consumers, a recent survey conducted by Epsilon found that prospective customers tend to most trust offline platforms, notably print marketing materials.

While industry professionals and peers are still the most-trusted sources of information, Epsilon found that 18 percent of consumers trust color brochures and flyers. This number is greater than several other modes of communication, including social networks and email.

Additionally, many consumers prefer print communications over other platforms. Forty-six percent of the highly coveted demographic of 18- to 34-year-old consumers say receiving print materials makes them feel more valued as customers. More than three-quarters of respondents (79 percent) also said that direct mail is more convenient for them.

Epsilon's report echoes a recent survey conducted by Fleishman-Hillard and Harris Interactive. According to their research, print materials influence the buying habits of 10 percent of consumers. The report also observed that consumers spent two hours per week reading information received through the post.

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