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).