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A New Report From Aite Group |
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Boston, MA, June 30, 2008
– A new report from Aite Group, LLC provides insight into the demographics, attitudes and behaviors that can be used to predict a consumer's willingness to
receive marketing offers. Based on a survey of 500 consumers, conducted in January 2008 by Aite Group, the report looks at customers' interest in receiving
marketing offers through each of the following four channels: e-mail, online (when accessing accounts), at the ATM and on their cell phones.
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While marketers might be disappointed to learn that not everyone wants to receive marketing offers at every point of contact, the good news is that many - nearly six in 10, in
fact - are interested in receiving marketing offers in at least one of the four channels Aite Group looked at. Consumers expressed the greatest interest in receiving offers through e-mail, with nearly
four in 10 survey participants interested in receiving special offers and coupons by e-mail. Gen Xers demonstrated the strongest interest (53% of the Gen X population surveyed) in e-mail marketing,
followed closely by of Gen Yers (47%). In contrast, baby boomers are less interested, in general, and senior citizens demonstrate the least interest.
"While a surprisingly high number of consumers are open to receiving marketing offers, financial services marketers must take certain measures to capitalize on the
opportunity," says Ron Shevlin, senior analyst with Aite Group and author of this report. "They must develop
channel preference models, integrate marketing technologies and improve consumer trust in e-mail."
This 24-page Impact Report contains eight figures and 26 tables. Clients of Aite Group's Retail Banking service can download the report by clicking on the icon
to the right.
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Related Aite Group Research:
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To purchase this report or
for additional information,
please contact:
Aite Group Sales
Tel: +1.617.338.6050
sales@aitegroup.com |
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