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In this issue:
• Marketing Article: Experian Study Focuses on U.S. Consumer Credit Card Usage
• Marketing Article: New Study: 32% More Women 25-44 Read Direct Mail Over Email

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Our list Move Update / Cleaning Services are an all-in-one solution to make sure you do not waste postage by mailing to non-existant addresses. It includes:

Experian Study Focuses on U.S. Consumer Credit Card Usage
by Accutips.com © 2007

Approximately 14 percent of the US population has more than 10 credit cards, according to the latest National Score Index study by Experian Consumer Direct, the provider of online direct-to-consumer credit reports, scores, and monitoring products.

The study examines consumer credit card use on both a statewide and a national level. Experian Study Focuses on U.S. Consumer Credit Card Usage by dma.org

The states with the highest percentage of consumers with at least 10 credit cards are New Hampshire and New Jersey, where the average is approximately 20 percent.

More critical to financial management is how much consumers use the cards they carry. Nationally, one in seven consumers (14.3 percent) use 50 percent or more of their available credit. Alaska and Hawaii top this category, with about 17 percent of their residents using more than 50 percent of their available credit.

Other key findings from Experian's study include the following:

* US consumers have an average of four credit cards
* Approximately 51 percent of the US population has at least two credit cards.
* Approximately 14 percent of the US population has more than 10 credit cards.
* About 14 percent of the US population uses at least 50 percent of their available credit.
* US consumers who use at least 50 percent of their available credit carry an average of 6.6 credit cards.
* The national average credit score for those with credit card utilization of at least 50 percent is 645, compared with the overall national average of 674

"Using credit cards to purchase items now and pay them off over time is a convenient way for consumers to get the items they want or need that they may have never been able to afford if they had to pay in full at the time of purchase," said Ty Taylor, president of Experian Consumer Direct. "Although credit is convenient, consumers should keep in mind that good credit management means being able to pay on time each month and paying off debt in a reasonable amount of time. Maxing out credit cards may also have a negative effect on their credit score. "
—From the-dma.org

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New Study: 32% More Women 25-44 Read Direct Mail Over Email
by Accutips.com © 2007

According to a new study by Baltimore-based Vertis Communications, 85% of women ages 25-44 read printed direct mail marketing pieces, despite the influx of electronically generated advertisements throughout the past decade.

This was a key finding from the company's study, titled "2007 Customer Focus: Direct Mail," released on Jan. 16. The survey of 2,500 adults measures both general and industry-specific shopping trends.

The study also reveals that 53% of all women surveyed ages 25-44 who have access to email read these advertisements, almost consistent with the 54% that did so in 2005. Furthermore, Vertis' study indicates marketers can increase the effectiveness of their direct mail campaigns by offering target consumers exclusive deals and coupons. 72% percent of total adults surveyed said they have replied to direct mail containing a "buy one, get one free" offer.

Additionally, 63% of all adults indicated they have responded to direct mail collateral offering a percentage discount on merchandise, up from 54% in 2005.

The direct mail study revealed the following additional results:

* Total adults who responded to direct mail via in-store visits, Websites, 800 numbers or mail remains steady, with 47% in 2003 and 46% in 2007
* The number of Hispanics who responded to direct mail marketing jumped drastically, from 38% in 2003 to 54% in 2007
* 57% of women ages 35-64 prefer that companies they express interest in, send follow-up communication through direct mail pieces personalized to their needs
* 38% of men 35-49 prefer generic direct mail when being contacted by a company in which they have expressed interest
* While 45% of total adults are open to receiving personalized, follow-up emails, younger men and women seem to be more responsive to this medium, with 52% of men ages 25-34 and 56% of women the same age stating email is an acceptable form of follow-up communication
* Text messaging is the most desired method of follow-up communication for younger men ages 18-24, with 23% desiring contact via text message from a company they are interested in, compared to 5% of women the same age
* Comfort levels of adults providing credit card numbers online have increased throughout the years, with 42% of total adults being "very" or "somewhat comfortable" in 2007, up from 32% in 2003
* 40% of total adults in 2007 indicate they are not at all comfortable providing credit card information online, down from 52% in 2003.

The Vertis Communications 2007 Customer Focus survey series also includes findings from the financial, credit card, insurance, publishing, casino gaming, retail and automotive industries.

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AccuTips is a free monthly e-newsletter full of direct marketing news and legislation, strategies, how-to information, case studies, resources and more. For more information, visit www.accutips.com.