12 April 2007

Young Men Read Direct Mail

A new Vertis Communications Retail Direct Mail survey found that 90 percent of male direct mail readers, ages 18-34, read the direct mail from grocery stores. This is in comparison to only 83 percent of female readers, ages 18-34. The study finds that men in older age groups are less likely to read grocery store direct mail, while older women read increasingly more.

According to Mr. Jim Litwin of Vertis Communications
...Marketers looking to bring men into grocery and value retailers should target direct mail to young bachelors living alone. Similarly, as women become older and gain control over household purchasing decisions, they become more responsive to retail direct mail targeted toward them.
Read more results of this study here (PDF).

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