By Lisa Yorgey Lester
Direct marketing is growing in this southern European country, which is approximately twice the size of Oregon. Fueling this growth are advances in printing and distribution, increased credit card usage, and a migration of the urban population out of cities and into more residential areas. Mail-order and DRTV marketing have grown in response to more women joining the workforce and seeking time-saving alternatives to traditional shopping.
Population: 40.2 million (July 2003 est.)
Exchange Rate: 0.85 EURO = $1 U.S. (as of Nov. 13, 2003)
GDP per Capita: $20,700 (2002 est.)
Direct Mail: 66.2 pieces per household/yr. (1999)
Credit Card Penetration: 1.5 per household
Payment Methods: Credit Card, Giro, c.o.d.
Internet: E-commerce is growing in Spain. About 20.3 percent of the population has access to the Internet—12.5 percent of which make online purchases.
DMA: Federación de Comercio Electrónico, Avenida Diagonal 4375, 08036 Barcelona, SPAIN
Sources: Universal Postal Union World Guide to Direct Mail Marketing, CIA World Factbook
Payment: A Medley of Choices
Good news for e-merchants: Online credit card payment is on the rise in most countries, according to a recently published research brief by Forrester Research.
"Europe's Online Payment Method Potpourri" finds credit cards were used in more than 60 percent of recent online purchases made by consumers in France and the United Kingdom. Spain and Sweden also ranked credit cards high on the list of preferred online payment methods. Germany—where online credit card usage actually has decreased—remains a holdout.
To reach 80 percent of consumers in these countries, Forrester recommends marketers offer more than four payment methods, which may include direct debit or giro, debit card, electronic transfer and check in addition to credit card.