Royal Mail research shows our response to post changes as we age

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).

A Royal Mail Group Ltd. employee carries a bundle of letters during his delivery round in London, U.K. on Thursday, May 30, 2013. The U.K. government appointed UBS AG and Goldman Sachs Group Inc. as joint global coordinators and joint bookrunners for the sale of Royal Mail Group Ltd., the state-owned postal service. Photographer: Simon Dawson/Bloomberg via Getty Images
Royal Mail has made it its business to understand how we respond to receiving post, be it greeting cards or junk mail.

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.

 

16. Mailman image Screenshot 2017-07-31 18.04.49
The research findings from Mailmen is freely available to everyone.

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.

 

 

MORE NEWS
 
Card retailer goes speed dating to promote Valentine’s Day...
 
Almost half the population say cards are the best form of gratitude...
 
Pigment shows its artistic temperament with two revered artists...
 
Retailers can now enter The Retas awards, publishers to nominate who they think are the tops...
 
Greeting card publisher launches cards based on Tatty Devine jewellery...
 
GCA gives retailers the PoS tools to boost Spring Seasons sales...
Get the latest news sent to your inbox
Subscribe to our daily newsletter