Young Men Age 18-34 prove to be avid readers of grocery store direct mail.

Vertis Communications announced the results of its proprietary Customer Focus Retail Direct Mail survey, which revealed that 90 percent of male direct mail readers, age 18-34, read grocery store direct mail pieces, compared to 83 percent of female direct mail readers this same age. Furthermore, the study finds that men in older age groups are less likely to read grocery store direct mail, while older women read increasingly more. Eighty percent of men age 35-49 and 79 percent of men age 50 and older indicate they read grocery store direct mail pieces. However, 88 percent of women age 35-49 and 89 percent of women age 50 and older indicate they read direct mail pieces from grocery store retailers. Additionally, study findings show that while 67 percent of middle-aged men age 35-49 read direct mail items from a value retailer, an overwhelming 87 percent of women this same age read this same category of direct mail.

“The results of our study reflect the dichotomy and shift in roles between older men and women,” said Jim Litwin, vice president of market insights at 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.”

Further, Vertis’ retail study shows 74 percent of younger men age 18-34 respond to retail direct mail that offers a discount off one single item, compared to only 61 percent of women this same age. This group of men also seems to be enticed by gift card mail offers, with 58 percent responding to this type of direct mail, compared to 53 percent of their female counterparts. However, results indicate attraction to gift cards sharply declines with a man’s age, as only 36 percent of men 35-49 and 33 percent of men 50 and older indicate they’ve responded to direct mail offering retail gift cards.

The Vertis Communications Customer Focus Direct Mail study, which surveyed respondents via telephone, also revealed the following:

Discount Store Direct Mail Most Popular Across Generations and Genders

88 percent of total adults indicate they read direct mail items issued from discount retailers; whereas direct mail issued from upscale department stores seem to be least popular, with only 31 percent of all adults indicating they read such direct mail items (Slide A).

Looking across generations, 78 percent of Generation X consumers (born 1965-1976) say they read direct mail pieces from a value retailer, compared to 73 percent of Generation Y consumers (born 1977-1994).

Retail direct mail from home improvement and office supply stores are also popular among Gen X consumers, with 67 percent and 56 percent, respectively, saying they read these retail pieces.

Gen X Reads More Retail Direct Mail, But Gen Y More Likely to Respond to Offers

37 percent of Gen Y consumers have responded to retail direct mail offering a gift with purchase, as opposed to 30 percent of Baby Boomers (born 1946-1964) and 31 percent of total adults (Slide B).

Additionally, 70 percent of Gen Y consumers surveyed indicate they’ve responded to retail direct mail with a percent off discount, compared to 61 percent of Baby Boomers and 63 percent of total adults.

56 percent of Gen Y consumers also indicate they respond to direct mail offering gift cards, while 49 percent of Baby Boomers and 48 percent of total adults respond to such gift card offers.

Wealthier Consumers More Likely To Respond to Direct Mail Discounts

Surprisingly, results indicate 76 percent of consumers with an annual income of $100,000 or higher have responded to buy one get one free retail direct mail offers, compared to 72 percent of consumers earning $30,000 or less a year who have responded to the same offer (Slide C).

Similarly, 69 percent of consumers earning $100,000 or more each year have responded to direct mail offering percentage off a retail purchase, as opposed to 59 percent of consumers making an annual salary of $30,000 or less.

By comparison, 35 percent of adults with a household income of $30,000 or less have responded to direct mail pieces offering gifts with purchase, and 32 percent have responded to loyalty card offers, while only 27 percent of adults with a household income of $100,000 or more have responded to these same incentives.

High-Income Adults Just as Likely to Enter Sweepstakes as Low-Income Adults

While 26 percent of total adults plan to participate in a sweepstakes or contest in the coming year, 28 percent of consumers surveyed with an annual household income of $100,000 or higher surprisingly mention the same sweepstakes plans (Slide D).

Comparably, 29 percent of adults with an annual household income of $30,000 or less plan to participate in a sweepstakes or contest in the next 12 months, and only 25 percent of consumers with an income between $30,000 and $50,000 plan to participate in a similar contest.

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