Consumer insights – direct mail and people aged 25-34

The UK's 25-34 year olds are the age group most likely to be high responders to direct mail.

Yet this target audience received only 7% of all mailings sent in the past year, despite being 37% more likely to respond to direct mail than the average UK adult - particularly via the internet or a visit to a store.

This 2011 MMC presentation uses research by TGI, BMRB and Ebiquity to explore the opportunities for targeting this audience and gaining share of voice.

Key findings include:

• Mail order is the most common type of mail sent to 25-34 year olds.

• 84% of 25-34 year olds like receiving money-off vouchers and 75% welcome mail that will give them useful information.

• 43% of 25-34 year olds have done something in the past 12 months as a result of the direct mail they’ve received and 31% bought or ordered something.

• They are more likely than the average UK adult to make enquiries/ requests for additional info, pay more attention to ads and try new products and services.