Almost a quarter of Austrian households refuse to post direct mail.
“Please no advertising” or similar mailbox stickers are enjoying increasing popularity. With this, more and more households in Austria are signaling that they no longer want to receive unaddressed mail. 22.3 percent of Austrian households now refuse to drop leaflets. This is the result of a current survey by Offerista Studies by the Offerista Group Austria.
High level of advertising discomfort in metropolitan areas
Especially in metropolitan areas and larger cities, the number of those who refuse to advertise is above average. With 45 percent, Vienna is the absolute front runner in terms of advertising discomfort, followed by Lower Austria. Above all, the conurbation around the capital means that the largest Austrian federal state in terms of area, with 34.1 percent of those who refuse to advertise, is just as far above the national average. At the lower end of the scale are federal states with a lower degree of urbanization, such as Vorarlberg with 16.4 percent and Carinthia with 13.9 percent.
The motives for refusing direct mail are different. According to a study by IFH Cologne, there are five types of those who refuse to advertise: Convenience-oriented impulse buyers: people reject brochures and prefer to buy what they want without planning. Urban single shoppers: inside reject leaflets because they prefer to do lots of small purchases for shops within walking distance. Suburban bargain hunters: inside prefer bonus cards and offers at the POS. Environmentally conscious digitalists reject print brochures for environmental reasons and use digital brochures instead. Image-oriented validity consumers find prospectuses too restrictive.
Constantly increasing quota
The advertising refusals rate in Austria is increasing slowly but steadily and thus they will remain a relevant factor for retail in the future. Because brochure advertising and leaflets no longer reach every household. In Vienna alone there are 410,000 households that can no longer be reached with direct mail. And in Austria a total of around 870,000.
And these are just the numbers of those households that do not receive brochures. But what about those who have the direct mail in their mailboxes? Do they really look at the leaflets? According to the last study on information behavior in the communication of offers in retail, the use of brochures fell by 25 percent from 2016 to 2020.
© Alexandra Vasak/Offerista Group Austria
And another result of this survey: already every second person (53 percent) perceives the number of leaflets delivered as too many. And in some residential buildings there are now paper trash cans in the immediate vicinity of the mailboxes. That is why the German Environmental Aid suggested last autumn to simply reverse the principle and instead of a “Please no advertising” sticker, only those who want advertising should use a sticker. So that the flood of paper is contained.
The time of the printed prospectus is slowly over
All of this shows that the days when the printed brochure was one of the most important communication channels for local offer communication are slowly over. Because you can no longer reach a lot of people with it. The circulation of daily newspapers has also been shrinking for decades, and the reach of commercials on linear television is also falling. In line with this, spending on print advertising is falling. The gross expenditure for print advertising in Austria in 2020 was still around 1.8 billion euros. However, this already corresponds to a decrease of 8.2 percent.
Consumers’ environmental awareness, rising distribution costs and the increase in the number of people who refuse to advertise pose the challenge of rethinking conventional marketing measures for retailers.
The digital alternative
Only one medium continues to grow: the Internet, and thanks to the smartphone, almost anyone can be online at any time today. Therefore, not only is there more surfing, but more and more people are also finding out about current offers online. 35 percent of Austrians state that the digitization of trade communication has already replaced the printed leaflet for them.
51 percent find out about promotions online at least once a week. Consumers appreciate the digital offer communication options for specific searches, the better comparability of prices and constant availability. And a very important motive in Austria – the environmental awareness and the interest in less paper waste.
A mainstay not to be underestimated
Digital marketing has become a mainstay that should not be underestimated for the communication of offers. Various advantages compared to print distribution and the scalability through cross-channel, coordinated communication make digital campaigns an increasingly important component in a retailer’s marketing mix.
“The number of those who refused to advertise shows that you can no longer reach a large number of people with the classic leaflet. We at Offerista Group Austria are counteracting this. With wogibtswas.at, we not only offer a digital leaflet portal and app, we also bet Cross-channel campaigns for retail. The use of the advertising budget is optimized in real time on all selected channels and the focus is increasingly placed on the customer’s KPIs. Our current case studies show that complex offer communication with a professional setup without much Expenditure of time can be created “, says Oliver Olschewski, Managing Director of the Offerista Group Austria. (as)