Consumers are responding more to marketing now, than at this time last year new research shows.

Figures released by The British Marketing Survey found that in the three months up to August, 22.4 per cent of the population aged 15 plus, responded to one or more marketing channels. In 2009, the figure stood at 19.2 per cent meaning the rise equates to an additional 1.5 million people.

Industry experts say last August marked the start of a recovery which lasted until the beginning of 2010. According to Steve Abbott marketing director of the British Population Survey, if 2010 follows a similar pattern there is definitely “cause for optimism.”

The fact that more people are responding to marketing does put the industry in a better position to the one it was in this time last year.

“More people are responding to marketing, so the signs are encouraging,” Mr Abbott said.

According to the story on marketing news website Marketing Week, the type of marketing people are most responsive to has changed very little over the last 12 months. The most effective type of marketing continues to be leaflets posted through consumer’s doors, followed by television, newspaper and magazine adverts and the internet.

Email marketing continues to be popular, however Mr Abbott suggested that this may not continue for much longer.

“We haven’t yet got to the point where people are ignoring email marketing totally, but there could soon be a tipping point. The same thing happened to direct mail – people just got bombarded,” he explained.

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