Consumer insights – direct mail and people aged 45-54

People aged 45-54 are 62% more likely than the average adult to have a family income of £50k+, making them the UK's most affluent consumers and an important target audience for marketers.

This 2011 MMC report uses research by TGI, BMRB and Ebiquity to profile this heavily mailed consumer group to reveal what they think of direct mail and how it drives response via other media, particularly the internet.

It also analyses the different types of post they receive, from mail order to personal banking.

Key insights include:
*47% of 45-54 year olds did something in the past 12 months as a result of mailings they've received.
*They received a significant proportion of all mailings sent in 2010 - almost 23%.
*This age group are 25% more likely than the average UK adult to try a new product or service as the result of receiving direct mail. 
* 90% of adults aged 45-54 will open mail if they are already an existing customer of the sender.