on Oct 25th, 2010 in Strategy & Public Policy | 8 comments
A recent consumer study released by Epsilon Targeting shows direct mail is still important to us. As a method to advertise goods and services, direct mail plays a major role in many consumer decisions — especially among young adults. The market research firm conducted a survey of adults in more than 4,700 U.S. and Canadian households, looking at their preferences among the traditional and new media channels for obtaining information. The survey confirmed findings from 2008, which noted that consumers are using a larger number of media, with their choices influenced by factor, such as convenience, trust, depth of content, and the “green factor.” The survey indicated younger consumers not only found direct mail to be more trustworthy than other channels, including online, but also found that it was the preferred channel for obtaining information. In the 14 consumer categories covered in the survey, American respondents in the 18-34 year age bracket preferred mail as an information source by a wide margin in almost every category, except travel. Although there’s little doubt e-mail and social networking have found a way into the marketing mix, the findings of this study show that direct mail and other “offline” media still play a role with consumers across every age. Does direct mail still play a role in your shopping choices? Let us know! This topic is hosted by the OIG’s Risk Analysis Research Center (RARC).


Contrary to what the Postal Service management in Washington DC would like the public to believe, the mail and direct mailings are still vital to us.
We enjoy the task of checking our mailboxes after work, looking at the ads and catalogs at our leisure and we share are findings with other family members and friends.
As internet users also, we do not pay much attention to banner ads. In fact, the ads are an annoyance. Using up valuable bandwidth and slowing down our websurfing. A service which we pay for, unlike the free mail delivery we love to receive.

If I know of a crime, within the Postal Service, involving Fraud, Waste, or Abuse, since the OIG has become a semi-independent diversionary auditing and paperwork shuffling department of the USPS, who do I call??? Are there any Federal Cops for the Postal Service anymore???

I like looking through a catalog rather than navigating all over a computer looking for something. In browsing a hardcopy catalog, I may see something that catches my eye that I hadn't thought of or wanted to order until seeing it in the catalog. Likewise with newspapers; I like the hardcopy and not trying to read everything on the computer. With the real thing, you are able to see all articles available as opposed to trying to pick & choose on the net.

in our area the union-tribune paper delivers some ads by the same person who delivers the paper, problem is the ads go to every third house and sometimes the hole block misses them.

direct mail is the only guaranteed way to get the message delivered!

I agree that mailing method to advertise goods and services still plays a major role in many consumer decision for most adults.

I always enjoy the printed copy. I receive magazines I could read online. But have you ever been reading an article and the website goes down or the server goes down? I know the internet has taken a toll on the printed matter. But I prefer to have a HARD COPY in front of me.

I still enjoy browsing the contents of my mailbox as well. And I also think first class mail is a great national resource and a bargain.

Interesting study, will pass this along to my friends

Add new comment

This site provides a forum to discuss different aspects of the United States Postal Service and how it can be improved. We encourage you to share your comments, ideas, and concerns.

This is a moderated site—we will review all comments before posting them. We expect that participants will treat each other with respect. We will not post comments that contain vulgar language, personal attacks of any kind, or offensive terms that target specific individuals or groups. We will not post comments that are clearly off-topic or that promote services or products. Comments that make unsupported accusations will also not be posted.

We ask that reporters send questions to the USPS OIG Media Office through their normal channels and refrain from submitting questions here as comments. We will not post questions from reporters.

We recognize that the Web is a 24/7 medium, and your comments are welcome at any time. Given the need to manage Federal resources effectively, however, we will review comments and post them from 9:00 a.m—5:00 p.m Eastern Time, Monday through Friday. We will read and post comments submitted after hours, on weekends, or on holidays as early as possible the next business day.

To protect your own privacy, and the privacy of others, please do not include personal information or personally identifiable information such as names, addresses, phone numbers or e-mail addresses in the body of your comment.

Except when specifically noted, any views or opinions expressed on this forum (or any other forums available via an RSS feed) are those of the individual bloggers. The views and posted comments do not necessarily reflect those of the U.S. Postal Service Office of Inspector General, or the Federal government.

Thank you for taking the time to read this comment policy and disclaimer. We plan to blog weekly on as many emerging new media topics as possible. We encourage your participation in our discussion and look forward to an active exchange of ideas.