Keypoint Intelligence–InfoTrends has launched a study designed to explore mail habits and preferences for the largest generation in the world.
Much has been reported about the Millennial generation—born between 1982 and 2000—and its obsession with digital communication and screen time. While this obsession may be accurate, Keypoint is asking what does it really mean for print?
The new study, entitled Dispelling Myths About Millennials & Mail, will explore how Millennials align with and differ from other demographics when it comes to direct mail as a communication channel.
“Despite generalisations about Millennials’ preference for digital communication, our research indicates that print remains an important part of the mix,” commented Kate Dunn, Director of the Business Development Service at Keypoint Intelligence–InfoTrends. “Our recent State of Marketing Communications study showed that 71 percent of Millennials look at most of the direct mail they receive, with 36 percent of those respondents believing that companies sending direct mail are more serious about winning their business. This is a topic that we as an industry must focus on to help change perceptions in the market.”
The objective of this study, according to Keypoint, is to dispel myths about Millennials and their supposed lack of interest in receiving magazines, catalogs, and marketing communications by mail. The research methodology will include:
- — Web-based surveys of 2,000 respondents in the U.S. (1,000 aged 18-34 and 1,000 aged 35+)
- — 25 in-depth phone interviews based in the U.S. aged 18-34
- — Secondary research consisting of previously-published research conducted as part of Keypoint Intelligence–InfoTrends’ ongoing analysis
Results of this study will be available in October 2018. Subscribers will receive an executive summary with key findings and recommendations, research charts and PowerPoint summary slides, as well as Excel files with data cross-tabulations.
The study can be found here.
