Royal Mail’s MarketReach arm has commissioned two wide-reaching studies, looking at how we respond to different types of Mail at different stages in our lives.
The MarketReach’s research – carried out by Quadrangle and Trinity McQueen – makes for interesting reading and watching (see video below).
It’s based around the assumption that how we respond when opening a card, letter or circular depends very much on what we’re doing at that time. So, for example, a 26-year-old living at home with their parents will perhaps have a very different perception to a piece of mail than someone the same age with a young family.
The research found that younger audiences, also known as ‘the selfie generation’, are more likely to trust print information over digital, as well as being twice as likely to provide personal details to companies.
When it comes to couples, 26% have bought or ordered something as a result of receiving addressed mail, while 62% of young families have a specific place in the home where they keep letters.
‘Empty nesters’ – that is people whose children have now left home – spend on average 18 minutes reading their mail. Meanwhile, and encouraging for greeting cards, some 72% of older retirees love receiving mail if the content is relevant, hence a big thumbs up for greeting cards.
