Spanish consumers who respond to a mailing prefer to go to the point of sale to examine the advertised product for thems

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When it comes to defining the topics that interest men and women in Spain, the Unipost study shows clear differences. While female consumers are particularly interested in receiving direct marketing messages from cosmetics companies (97%), home decor (69%) and fashion (62%), men are especially receptive when the advertising that reaches their home is related to electronics (83%), cars (75%) and sports (71%).

Both sexes do, however, agree on their interest in messages related to entertainment, travel and tourism, or telecommunications. Although health and well-being topics capture the attention of citizens around the world, in Spain the interest is greater, to the point that 57% of consumers show affinity towards this type of advertising, compared to 43% of Europeans.

Although brands have a clear effect in our country when it comes to customer loyalty – 75% of Spaniards say they are loyal to their usual brands – almost half of consumers – 48% – are happy to try new products, a percentage higher than the European average, which stands at 38%.

The Direct Marketing Monitor International (DMMI), which is produced all country mobile number list outside Spain by DHL Global Mail in collaboration with the TNS Market Research Institute, defines the keys to success in direct marketing and consumer trends in 30 different markets. The study is particularly useful not only for understanding the behaviour of Spanish users, but also for companies with an export profile that are interested in entering foreign markets.

About Unipost

Unipost is the leading private operator in the Spanish postal sector, with more than 3 million deliveries per day. The group, which has a network of more than 185 centres spread throughout Spain, manages postal communications for some 15,000 companies in our country, offering them global coverage. Unipost's shareholders include Deutsche Post, the world leader in the postal sector, which allows the Spanish company to coordinate the distribution of deliveries in more than 200 countries.