Experian used its Mosaic TrueTouch insight tool to conduct the research, and discovered that, after those aged 65 and over, 15-24 year olds are the next most responsive to direct mail.

‘At first glance it might be surprising that in the age of digital interaction, young people are so receptive to a traditional channel like direct mail but, in reality, advances in marketing technologies have increased receptiveness towards this channel,’ comments Nigel Wilson, managing director of Experian’s Marketing Information Services.

He continues: ‘For example, some brands now incorporate 2D discount barcodes into material that can be scanned by compatible mobile phones. The generation aged between 46 and 64 are less likely to benefit from these advances and, as a result of being over-targeted with direct mail in the past, are more indifferent to the channel.’

The Mosaic insight also showed that many young people also prefer to buy in-store or on the high street rather than over the internet.

While the 25-34 age group embraces the online channel, younger consumer groups, especially those living in terraced but diverse, multi-cultural inner city areas (Mosaic’s Terraced Melting Pot) and young well-educated city dwellers (Liberal Opinions) are most likely to purchase goods and services in-store.

Direct marketing is more likely to prompt older groups to purchase if retailers integrate activities with face-to-face engagement. 

The research highlights that the Yesterday’s Captains Mosaic type is the most receptive to this form of communication. This group encompasses retired professionals and managers on pensions from successful careers, living in attractive and spacious houses in well established suburbs of large provincial cities. The Active Retirement and Rural Solitude Mosaic groups are also cited as being responsive to face-to-face engagement.

Both these groups incorporate older and more isolated communities, who are likely to make purposeful visits to the high street, with a specific purchase in mind.