Its latest report, the Annual Door Drop Advertising Expenditure Survey, revealed that in 2008, the average UK household received 9.1 items each week, representing a 25% decline on 2005's figures.
While both volumes and expenditure dropped, the amount of door-drop literature declined at a faster pace, down 11% to 9bn items in 2008, compared with just a 5% fall in spending to £277m.
The survey, which excluded local free newspapers, items that are inserted mechanically into paid or free publications and national directories from its findings, identified improved data usage and increased digital advertising as reasons behind the decline.
Lance Hill, group sales and marketing director at the 4DM Group, said that the transition in door-drop mailing echoed what was happening in the personalised direct mail sector, the company's speciality.
4DM mailed approximately 220m packs on behalf of its clients in 2008, down to just under 190m packs in 2009.
"Without doubt, there is a definite move towards utilising multi-channel communications, which is proving to be very effective in terms of greater returns and uplifts in response rates."
Commenting on the survey, Mark Young, chair of the DMA Door Drop Council, said the difference in the decline in volume and spend was "a clear indication of the increasing sophistication of door-to-door media".
He added: "The current economic situation has impacted spend across all media, but this research paints a clear picture of clients using door drops as a strategic and tactical tool in a targeted and responsible manner."
Rise in targeted mailings leads to '25% fall in door drops'
The increased implementation of targeted direct mail campaigns has led to a decline in the volume of household door drops, according to a new report by the Direct Marketing Association (DMA).
