Consumer insights – direct mail and households with children

This 2009 MMC report uses TGI, BMRB and Royal Mail Consumer Panel research to provide an insight into the attitudes and behaviour of this promotion-driven and brand-savvy target audience, who are highly susceptible to pester power.

Key findings include:

• 84% like receiving money-off vouchers, special offer or coupons.

• 57% admit that they buy brands their children prefer.

• 75% welcome mailings that reward their loyalty.

• They are high responders to direct mail – 47% have done something as a result of the direct mail they've received.

• Direct mail doubles the effectiveness of internet and TV campaigns for this audience.