New Keypoint Intelligence–InfoTrends study dispels myths about Millennials and direct mail

Keypoint Intelligence–InfoTrends has launched a study designed to explore mail habits and preferences for the largest generation in the world. Much has been reported about the Millennial generation (born between 1982 and 2000) and its obsession with digital communications and screen time. While this obsession may be accurate, what does it really mean for print? The new study, Dispelling Myths About Millennials & Mail, will explore how Millennials align with and differ from other demographics when it comes to direct mail as a communications channel. The objective of the study is to dispel myths about Millennials and their supposed lack of interest in receiving magazines, catalogues, and other printed marketing communications by mail.

Kate Dunn.
Kate Dunn.

“Despite generalizations about Millennials’ preference for digital communication, our research indicates that print remains an important part of the mix,” said Kate Dunn, Director of the Business Development Service at Keypoint Intelligence–InfoTrends. “Our recent State of Marketing Communications study showed that 71% of Millennials look at most of the direct mail they receive, with 36% of those respondents believing that companies sending direct mail are more serious about winning their business. This is a topic that we as an industry must focus on, to help change perceptions in the marketplace,” she added. The research methodology will include:

  • Web-based surveys of 2,000 respondents in the U.S. (1,000 aged 18-34 and 1,000 aged 35+)
  • 25 in-depth phone interviews based in the U.S. (aged 18-34)
  • Secondary research consisting of previously-published research conducted as part of Keypoint Intelligence–InfoTrends’ ongoing analysis

Results of this study should be available this October. Subscribers will receive an executive summary with key findings and recommendations, research charts and PowerPoint summary slides, as well as Excel files with data cross-tabulation.

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Tony Curcio is the editor of Graphic Arts Magazine.