Warren Storey

Mobile has generated buzz lately as a rapidly growing tool for holiday shopping. But an annual survey by marketing services provider Epsilon suggests most people still aren’t crazy about getting messages on their mobile devices. The company’s "Channel Preference 2012" report found, for instance, that 80 percent of U.S. consumers surveyed are not yet interested in receiving location-based mobile offers during or after a visit to a brick-and-mortar store. Mobile users, however, were more likely to be open to receiving messages via digital means than non-users. Consumers overall continue to favor direct mail over email and company Web sites

Direct mail repeatedly and erroneously has been given up for dead. There was the clutter of junk mail, making direct mail the victim of its own success. Then came the technological wonders of email. Then the sky-is-falling demise of the post office. And the threat du jour — abandonment in favor of the lure and hipness of social media.

In a very recent study titled Finding the Right Channel Combination: What Drives Channel Choice, ICOM, a division of Epsilon Targeting, surveyed over 2500 U.S. and 2200 Canadian households, specifically consumers in the 18-34 year-old demographic. The study found that these consumers overwhelmingly prefer—two to three times—to learn about marketing offers via postal mail and newspapers rather than online sources such as social media sites.

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