Consumer insights – direct mail and people aged 16-24

This young target audience received only 1.42% of all mailings sent between June 2008 to May 2009, which is the lowest amount of any age group, yet they have a positive response to mail and represent a significant marketing opportunity.

Using TGI, BMRB and Billetts data, this 2009 MMC presentation profiles  16-24 year old consumers and reveals:

• Media consumption by this age group compared with the UK average

• They are 80% more likely than the average UK adult to respond to direct mail by mobile phone

• They are more likely than average to open mail that appeals to their senses: sound, smell and taste

• Insurance is the most common type of mail they receive.