Consumer insights – direct mail and people aged 15-19

UK teenagers have a positive attitude to mail, particularly if they're sent customer magazines or money-off vouchers, yet this cost-conscious audience is under-mailed by marketers and advertisers.

This 2011 MMC report uses TGI and Ebiquity data to examine how young people aged between 15 and 19 respond to direct mail and other media to identify opportunities for marketers.

Key insights include: 

• 76% of 15-19 year olds like mail to be relevant and give them useful information. They also like mail that appeals to their senses. 

• 1.5m 15-19 year olds always use money-off coupons and 473,000 have used a voucher or coupon sent to them by post in the past 12 months.

• 32% of 15-19 year olds have done something in the past 12 months as a result of the direct mail they’ve received, with 24% buying a product or service.