Consumer insights – direct mail and people aged 55-64

Adults aged between 55-64 are likely to face key life stages in the next 12 months, such as their retirement, the marriage of a child or the birth of a grandchild. These milestone events present specific marketing opportunities for advertisers.

This 2009 MMC report uses data from TGI, Billetts and BMRB to examine their attitudes to marketing across all media channels and specifically how they respond to direct mail.

Key findings include:

• 47% of 55-64 year olds expect to buy a car in the next five years

• 3.3 million of these cost-conscious consumers always use coupons

• They are 39% more likely than average UK adults to have an ISA

• 78% of people in this age group open all their post and have a positive attitude to mail

• This group are more likely than average UK adults to respond to direct mail using a landline phone or by post.