Consumer insights – direct mail and speakers of foreign languages

This 2011 MMC report how speakers of other languages consume different media and respond to different channels such as mail and online.

The comprehensive presentation analyses data from BMRB, Office of National Statistics and TGI to reveal how speakers of a wide range of languages – including Hindi, Punjabi, Russian, French, Italian, Welsh and Polish – can be targeted effectively in marketing campaigns.

The research also reveals response rates, attitudes to recycling and how vouchers and coupons are used.

Key insights include:  

• Polish, French, Spanish, Hindi, Italian, Portuguese, Punjabi and Russian speakers are all at least 25% more likely than the average adult to be heavy users of direct mail

• Polish speakers are more likely than other foreign language speakers to respond by mobile phone

• 1.24m French speakers used a voucher or coupon they received from direct mail in the last 12 months

• Hindi speakers are 24% more likely not to open mail if their name being spelt incorrectly

• Most Italian and Punjabi speakers respond to direct mail via a landline.

To read this report in full, click the 'download' button below.