Consumer insights – direct mail and people aged 16-24

The UK's 16-24 year olds are cost-conscious consumers who like receiving money-off vouchers and coupons in the post. Yet this young target audience received only 1.6% of all mailings sent in 2010, which is the lowest amount of any age group.

Using TGI, BMRB and Ebiquity data, this 2011 MMC presentation profiles  the UK's 16-24 year old consumers and reveals this age group's media consumption compared with the UK average.

Key findings include:

•  3.1m people aged 16-24 always use money-off coupons.

•  They respond positively to the targeted direct mail they receive from brands they know.

•  33% of 16-24 year olds have done something in the past 12 months as a result of the direct mail they’ve received, and 23% have bought or ordered something.

• They are 73% 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, so sensory branding works well for them. 

• Mail about insurance and mail order is the most common type of post they receive.