Consumer insights – direct mail and urbanites

Young urban professionals are a key target audience for marketers and this 2009 MMC report uses Acorn, BMRB and TGI research to pinpoint this time-poor, brand-savvy group's attitudes to mail and other media channels.

It includes analysis of how this educated, affluent and highly aspirational segment uses and responds to mail, including recycling habits and attitudes to brands and advertising. The report reveals that:

• urbanites are 10% more likely than the average UK adult to be heavy consumers of direct mail

• 80% tend to open all their post

• they are happy to recycle leaflets and circulars

• urbanite high direct mail respondents are 54% more likely than the average UK adult to like changing brands.