MediaBuyerPlanner: More men between the ages of 18 and 34 read grocery store direct mail pieces than women, according to a Vertis Communications‘ 2007 Customer Focus: Retail Direct survey.
While 83 percent of women in the age bracket read their grocery store direct mail, 90 percent of men in the same group do, writes DM News. As men age, they are less likely to read grocery store direct mail, while women become more inclined to do so. Young men are also more likely than women to respond to direct mail that offers a discount on a single item.
The study also shows that 67 percent of men aged 35-49 read direct mail from a value retailer, while 87 percent of women in the same group do.
The article further breaks down responses to direct mail by Gen X, Gen Y and baby boomer consumers.
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- Vertis Acquires USA Direct
- Direct Marketing No Longer Such a Snoozer
- DMA: Positive Overall Growth, Big Drop in B-to-B Direct Marketing Sales
