The DMA's second annual consumer survey asked almost 2,000 consumers about their receptiveness to various forms of direct marketing.
Overall, 13% had shown a positive response meaning they had either made a purchase, requested extra information or passed the communication on to someone else. This is an improvement on last year's figure of 9%.
Among the various direct marketing media, customer magazines had the highest level of positive response at 34%, with direct mail next with 27%. Email got 15% and mobile phone communications got 7%, which the DMA deems "very strong for a young medium".
Figures for door-drops and interactive TV were included in the survey, but not disclosed.
The survey also found that less than a third of all communications sent out by companies were destined for existing customers, while more than half were sent to non-customers and the remainder to past customers.
The number of consumers wishing to pick and choose between the ways they receive information about companies was up by 10% on last year.
James Kelly, managing director of the DMA, said: "Consumers are increasingly demanding greater relevance of information from the direct marketing they receive, as they look to take control of what and how they purchase goods and services."
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