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15 to 24-year-olds 'responsive to direct mail'

Rachel Wheeler Archive

US marketers may be interested to learn that 15 to 24-year-olds are highly responsive to direct mail advertising.

Despite common misconceptions, the youth demographic are likely to purchase goods as a direct result of the advertising medium, a study by Experian has found.

The news may lead to an increase in the number of marketing organizations looking to invest in address verification software to ensure they can successfully reach young consumers.

According to the research, while consumers of more than 65 years old are the most responsive to direct mail, the second most likely audience to engage are shoppers aged 15 to 24 years.

Nigel Wilson, managing director of Experian's marketing information services unit, said: "At first glance, it might be surprising that in the age of digital interaction, young people are so receptive to a traditional channel like direct mail but, in reality, advances in marketing technologies have increased receptiveness towards this channel."

Posted by Rachel Wheeler