Millenials will outnumber any other generation by 2019. Millenials are the members of the population born between 1980 and 1996. Millenials are known for extensively using mobile devices and multi-tasking. A recent report by the Office of the Inspector General (OIG) finds that millenials like the United States Postal Service (USPS). Millenials prefer direct mail more than you think! Other USPS OIG findings are as follows:
- Millenials grew up using digital devices; however, still prefer print. USPS research shows that half of millenials agree they “like to discover what the mail brings every day and consider time spent looking at/reading mail time well spent.”
- A Gallup poll found that 95% of adults 18 to 29 enjoy receiving personal mail.
- Ninety-percent (90%) of people ages 25 to 34 find direct mail reliable.
- Sixty-two percent (62%) of millenials said they have visited a store in the past month based on information received in the mail.
- Sixty-nine percent (69%) of millenials like receiving, and using, coupons by mail from local restaurants and retailers.
What does this mean?
Millenials are extremely familiar with digital devices and marketing; however, prefer print. Furthermore, millenials interact with mail in different ways than prior generations. Advertisers and marketers that can build seamless links between direct mail and digital advertising through a “multi-channel” campaign can perhaps most benefit from direct mail advertising.
Do any of the findings above surprise you? Feel free to leave a comment.
Source: The Postal Record, October 2018