Excerpted from Even Younger Demographics Prefer Direct Mail, Chief Marketer Online, by Peter Meyers
Meyers says younger demographics prefer direct mail citing a recent survey conducted by ICOM Information and Communications of 1529 households.
The survey results suggests:
- Young professionals ages 18-34 communicated a strong preference for receiving information in the mail over electronic options. Privacy was pegged as one of the main reasons for this surprising partiality.
- In the survey, conducted in February, those respondents in the 18-34 year old demographic proclaimed nearly a two-to-one preference for receiving product information by direct mail over e-mail or online, across all categories.
- 57.7% of 18-34 year olds preferred information by direct mail, as opposed to only 27.3% preferring e-mail and online combined. In another key category, over the counter medication, 55.8% preferred mail to 29.3% opting for online methods.
- Perhaps most interesting is that the 18-34 year olds harbored nearly the strongest preference for communication by direct mail of all the groups surveyed. Respondents were segmented into the following age breakdowns: 18-34, 35-44, 45-49, 50-54, 55-59, 60-64, 65-69 and 70+ years old. As expected, those 65 and older also overwhelmingly chose mail as their preferred information source.
