Royal Mail MarketReach report dispels DM engagement myths
The report categorised people into seven life stages: fledglings; sharers; couples; young families; older families; empty nesters; and older retirees.
The results found that far from being disinterested in DM, young people living at home with their parents - fledglings - were 18% more likely than any other group to be receptive to mailings.
The study showed 23% had bought or ordered something as a result of receiving direct mail in the last 12 months. Only the retiree group scored higher with 32%.
Additionally a third of fledglings had kept a piece of direct mail for future reference, while 17% - more than any other category - had passed it on to others.
"There is a myth in the market that only older people engage and respond to direct mail, but we found through this research that there is a much deeper picture and from the fledgling point of view it's quite surprising," said Emma Springham, head of marketing at MarketReach.