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Direct mail 'most attractive to 15 to 24-year-olds'
Sep 7 2010, 10:49 AM
Address management tools may be in demand among companies aiming to attract customers aged between 15 and 24 years old following the results of a new survey.
According to research conducted by Experian, this demographic is the one that is most receptive to receiving direct mail.
They are also the age group most likely to research products on the internet before heading to the high street to make a purchase, reported My Customer.
Nigel Wilson, managing director of Experian's marketing information services unit, said: "Advances in marketing technologies have increased receptiveness towards this channel."
The second-most receptive group to receiving direct mail was those aged over 65.
According to the recently published Marketing Agencies Association Agency Barometer, 87 per cent of marketers feel positive about the future, with the same percentage forecasting that their client budgets will be maintained or increase during the rest of 2010, reported the Direct Marketing Association.
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