Teens and young adults most receptive to direct mail
Despite common preconceptions, 15 to 24 year olds are highly receptive to direct mail and are the most likely demographic to purchase goods and services on the high street after having done research online.
These are the findings of a study undertaken by information services firm Experian using its Mosaic TrueTouch consumer classification tool. The research found that, while consumers of more than 65 years old are the most responsive to direct mail, the second most like audience to engage are shoppers aged 15 to 24.
Nigel Wilson, managing director of Experian’s marketing information services unit, said: “At first glance, it might be surprising that in the age of digital interaction, young people are so receptive to a traditional channel like direct mail but, in reality, advances in marketing technologies have increased receptiveness towards this channel.”
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