Apr 7, 2005 6:05 AM, PROMO Xtra

(Direct Newsline)—Direct mail was the most popular channel used by Hispanics that made direct response purchases, followed by DRTV and online marketing. Telemarketing trailed a distant fourth, according to a new study from the Direct Marketing Association and Directo: the DMA's Council for Hispanic Marketing.

The study also found that:

• More than four in 10 Hispanics cite "convenience of shopping from home" as a reason for making direct purchases. Significantly, convenience was most frequently cited in reference to online purchases (56%). Those purchasing from television, mail or telephone offers respectively ranked convenience (45%, 44%, and 41%).
• More than a quarter view "discounted and reduced prices" as an incentive to shop from home or office.
• One quarter cited "time saved" as a reason to shop direct.
• Among those making online purchases, 62% made five or fewer purchases, while 36% made six or more purchases.
• Fifteen percent made a purchase by e-mail in the past year, with an average of 5.4 purchases.
• Forty two percent of DRTV buyers reported only a single direct purchase in response to a television ad or infomercial.

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