Direct Mail Appeals to the Younger Generation

Digital media is a powerful way to communicate — you’re able to track in real-time and even answer any consumer questions or complaints almost immediately.  But, in a world where people seem to be constantly glued to a screen — from computer to T.V. to phone — the younger generation (18-34 years) is speaking out about print and the fact that they prefer print over digital for many different activities in their daily lives; today we’re going to discuss the study’s results.

Consumers between the ages of 18 and 24 reported that they prefer to receive print marketing for several different categories — Personal Care products, with 62 percent preferring offline communication, Food Products and Cleaning products, both with 66 percent preferring print messages over digital communication.  Finally 69 percent of people 18 to 24 prefer to read communications in print rather than on a screen.

Direct mail elicits a response from people 22 to 24 — with almost 20 percent reporting that they would respond to direct mail marketing messages.  Furthermore, people 15 to 24 represent the second-highest response rate demographic for direct mail marketing.

In addition to getting a response to your call-to-action, the study also found that young people find it easier to remember what they read when they read something in print as opposed to reading something on a digital screen.

Finally, more people between the ages of 18 to 34 believe that direct mail will never be replaced by digital messaging than consumers 55 and older.

These statistics were found in a “Business2Community” article, “Why Print Marketing is a Part of the Youth Movement.”

 

Timothy Freeman
President
Printing Industries Alliance

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