Consumer insights – direct mail and people aged 45-54

People aged 45-54 are 65% more likely than the average adult to have a family income of £50k-plus making them the UK’s most affluent consumers and an important target audience for marketers.

This age group is also likely to see their children get married or go to university, and is 25% more likely to undertake home improvements.

This 2010 report by MMC uses research by TGI, BMRB and Billetts to profile this heavily mailed consumer group to reveal what they think of direct mail and how it drives response via other media, particularly the internet. It also analyses the different types of post they receive, from mail order to personal banking.

Key insights include:

• People aged 45-54 are 11% more likely than average to be heavy users of direct mail.
• 50% of 45-54 year olds did something in the past 12 months as a result of mailings they’ve received.
• They received a significant proportion of all mailings sent in 2009 – almost 23%.
• Consumers aged 45-54 are more likely than the average UK adult to keep a mailing for later reference or to use a voucher or a coupon they receive by post.
• 90% of adults aged 45-54 will open mail if they are already an existing customer of the sender.
• Just over 1m 45-54 year olds responded to direct mail via the internet in 2009.