1. Consumer insights – direct mail and people aged 35-44
September Author: MMC
Sources: BMRB, Ebiquity, TGI
The UK’s 8.6 million year olds have high average incomes and are experiencing a wide range of life events. They are highly responsive to direct mail, but receive less mail than older age groups.

2. affluent, with growing families
35-44 year olds:
affluent, with growing families
There are currently 8.6 million year olds in the UK; 17% of the adult population
They are 61% more likely than the average UK adult to have a family income in excess of £50,000 p.a. and 73% more likely to have a family income in excess of of £75,000
23% of year olds expect to get married in the coming year and 21% expect to purchase or sell a house or flat; 21% expect the birth of their first child and 28% expect the birth of their second child
20% expect a child to go to university in the coming year and 23% will make major home improvements
Source: TGI Q2 (January-December 2010)

3. Media consumption by people aged 35 to 44
Top media quintiles* (index)
Adults aged are 18% more likely than the UK average to be heavy responders to direct mail
They are also heavy users of the internet, outdoor media and radio
*‘Top media quintile = highest responders to direct mail and heaviest users of other media
Source: TGI 2011 Q2 (January-December 2010)

4. 35-44 year olds share of all mailings
All mailings sent by age, Jan 2010-Dec 2010 (%)
35-44 year olds received 17% of all mailings sent in 2010
This is a lower proportion of mailings than that received by older age groups
Source: Ebiquity January-December 2010

5. Top ten types of mail sent to 35-44 year olds
Number of mailings sent to year olds by sub-market
Mail Order, General Insurance and Charities mailings are the most common types sent to people in the age group
UK adults aged received 50.7 million Mail Order mailings and million General Insurance mailings in
50.7m
38.5m
27.2m
12.8m
11.6m
11.1m
8.5m
7.5m
6.8m
6.8m
Source: Ebiquity January– December 2010

6. 35 to 44 year olds welcome direct mail
Attitude to mail – agree with statements (%)
Response
% agree
Index
I tend to open all of my post
79% 94
I like receiving money-off vouchers, special offers or coupons
76%
102
I welcome mail if it is meant to reward my loyalty
72%
106
I welcome mail if it is meant to give me useful information
I welcome receiving mail from companies I'm already a customer of
61%
100
I like being informed about special or promotional offers by post
53%
104
When researching a purchase online, I'd like the option of requesting more information by post
52%
I welcome mail telling me about new and improved service/better offers 95
I often keep printed brochures/leaflets to read at my leisure
42% 92
79% of year olds open all their post
76% like receiving money-off vouchers and special offers
72% welcome mail that rewards their loyalty or that gives them useful information
Source: BMRB 2010

7. Reasons to open mail
People aged 35 to 44; reasons to open mail (%)
Response
% agree
Index
If I am the customer of the sender
91%
101
If it contains a coupon
80%
If it's something I have requested
76% 98
If I’m already considering buying the type of product
74% 99
If it contains a magazine
67% 97
If it contains a free sample
66% 96
If it contains a catalogue
56%
If it contains an interactive DVD
49%
If it contains something you can taste
46%
105
If it makes a sound (for example music)
40% 94
If it has a smell (for example the scent of a product)
35-44 year olds are motivated by mailings from companies that they already a customer of, and by mailings that include coupons
74% of year olds will open mail if they are already considering buying that kind of product
Source: BMRB 2010

8. Reasons to not open mail
People aged 35 to 44 (%)
Response
% agree
Index
If I've seen the same information before
65%
108
If it's addressed to 'the occupier'
56%
113
If it is from a company I have heard of but don't deal with
46%
102
If my name is spelt incorrectly
28% 85
If I don't know who it is from
26% 84
If I've had too much mail on that day
22% 91
35-44 year olds are not motivated to open mail if they have seen the same information before or if it’s addressed to ‘the occupier’
Source: BMRB Royal Mail 2009 Q1

9. 35 to 44 year olds redeem vouchers
Use of vouchers in past 12 months by people aged (000s)
3.9m adults aged always use money-off coupons and vouchers
2.1m used a voucher or coupon sent to them by direct mail in the last 12 months
Source: TGI 2011 Q2 (January-December 2010)

10. Response to direct mail by 35-44 year olds
Traditional ‘response rates’ are only part of the story: significant value is delivered beyond the initial interaction
46% of year olds have done something in the past 12 months as a result of the direct mail they’ve received
Bought something
29% bought or ordered something
8% made an enquiry or requested additional information
24% used a coupon
7% tried a new product or service
13% visited a store
18% kept it for later use
8% passed it on
6% paid more attention to ad
Asked for something
Did something
Source: TGI 2011 Q2 (January-December 2010)

11. Response mechanic
Response to direct mail received in the past 12 months by people aged 35 to 44 (000s)
More than 1.5 million adults aged visited a shop after receiving direct mail in the last 12 months and nearly million responded via the internet
35-44 year olds are 25% more likely to follow up via the internet and 22% are more likely to visit a shop than the average UK adult
(Index 122)
(Index 125)
(Index 79)
(Index 75)
(Index 97)
(Index 121)
Source: TGI 2011 Q2 (January-December 2010)

12. 35-44 year old consumers are …
likely to have high family incomes and growing families; they are a prime target audience for a wide range of consumer goods and services
highly responsive to direct mail, though they receive less mail than older age groups
Motivated by money off coupons and vouchers, and likely to make use of these
Highly likely to respond to mail by visiting a store or via the internet

13. Appendix Details of research surveys and terms used 13 BMRB
Royal Mail uses BMRB to pose additional questions to BMRB TGI respondents. A nationally representative sample of 2,000 respondents aged 16+ are drawn from the latest rolling TGI and re-contacted using CATI (Computer Assisted Telephone Interviewing). Their responses are then merged with their TGI data.
Ebiquity Plc A single source survey providing fast and accurate estimates of media expenditure in the UK across press, TV, radio, internet (including paid search), outdoor, cinema, direct mail and door drops. Ebiquity also provide a continuous monitor of consumers’ attitudes to direct mail.
fast.MAP
fast.MAP is an online, real-time research company with its roots in direct marketing. It produces fast, accurate, cost-effective insights for marketing clients and agencies. Its constantly refreshed and tested panel of 30,000 profiled UK adults accurately reflects national opinion. Geo-demographic profiling tools then deliver lifestyle information on specific groups of respondents.
Mintel International Group
Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, analysis and critical recommendations. Mintel's trusted portfolio of proprietary industry solutions and products has been supporting high profile clients in key sectors such as FMCG, financial services, media, retail, leisure and education for over 38 years. With office locations in London, Chicago, New York, Shanghai, Tokyo and Sydney our global presence continues to grow.
Nielsen
The Nielsen Company is the global leader in multinational media research and analysis. It is active in 40 markets, offering TV and radio audience measurement, advertising information services, print readership and customised research services.
Royal Mail Consumer Panel
TNS has run a Consumer Panel for Royal Mail since 1985, measuring all consumer activity in relation to Royal Mail including full details of all mail received and sent. Information collected from panel members’ diaries is used to estimate consumer mail volumes for the UK. The panel is based on a representative sample of 1,000 households in the UK (from a live panel of 1,350 households).
TGI
TGI is a continuous, single-source survey of consumer demographics, usage habits, lifestyles, media exposure and attitudes. Established in 1969, the survey provides accurate and independent marketing information on GB adults aged 15+. Annual sample size 24,000. Published by BMRB.
Quintile Media quintiles are created by separating media consumers into equal fifths from the heaviest to the lightest 20% in terms of their consumption of each medium. 13

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