Consumer insights – direct mail and nest builders

Nest builders are married 15-34 year olds who don't have any children and account for about 5% of the UK population. But what sets them apart from other people in their age group is their spending – particularly on home improvements and white goods.

This 2009 MMC report uses TGI and BMRB data to examine how they spend their household income and how they respond to different media.

Key findings about this pre-family group include:

• They are more likely than the average 15-34 year old to have loans and credit cards, and to have bought a house or flat in the past 12 months.

• They are heavy internet users, active cinema-goers and heavy consumers of outdoor media.

• 46% of them have done something in the past 12 months as a result of the direct mail they’ve received.