Consumer insights – direct mail and households with children

Using data from BMRB and TGI, this 2011 report looks at the attitudes and behaviour of adult consumers in households that include children – and how they respond to the all-important pester power.

Among the key findings:

• Mail is a highly effective route to reach this large target audience.

• Adults with families are heavy responders to direct mail, but do not currently receive lots of direct mail. 

• They are influenced by their children when choosing brands.

• They're promotion-driven and like receiving and using  money-off vouchers and coupons.

• They also like receiving catalogues and magazines.