Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

Projected Change in Media Usage in the Next 12 Months CHART 11

N = 207

Decrease use

Stay the same

Increase use

63%

50%

49%

46%

46%

45%45%

42%

39%

36%

25%25%

25%

18%

12%

12%

12%

10%

Email

Direct Mail

Paid Search

Display

Social Ads

SMS

How will your use of the media types covered in this study change in the upcoming 12 months?

Insight: SMS/Text is projected to have the greatest increase in usage over the next 12 months. Direct mail usage is polarized, showing the second largest projected increase as well as the largest projected decrease. Respondents project email to have the smallest decrease in usage. Almost half (49 percent) of respondents using social ads plan to hold usage steady.

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