Experian’s latest research via its consumer classification system, Mosaic, shows that 15- to 24-year-olds are "highly receptive" to direct mail, and are the demographic most likely to engage with it, after the over-65s.
The research also claims that although the younger generation spend a lot of time on the net, they have a greater tendency to buy things in shops rather than ordering online. Experian attributes this to teenagers being part of the "want it now" generation.
Nigel Wilson, managing director of marketing information services at Experian, said: "Younger UK consumers will engage with offline and online channels not only to get the best price, but also get their hands on the products as quickly as possible after purchase. After researching items and price comparisons on the internet, they will then purchase from the high street rather than wait for delivery.
"This really emphasises the rise of the ‘I want it now generation’, who use a cross-channel approach to optimise their purchasing experience."
The research also claims that although the younger generation spend a lot of time on the net, they have a greater tendency to buy things in shops rather than ordering online. Experian attributes this to teenagers being part of the "want it now" generation.
Nigel Wilson, managing director of marketing information services at Experian, said: "Younger UK consumers will engage with offline and online channels not only to get the best price, but also get their hands on the products as quickly as possible after purchase. After researching items and price comparisons on the internet, they will then purchase from the high street rather than wait for delivery.
"This really emphasises the rise of the ‘I want it now generation’, who use a cross-channel approach to optimise their purchasing experience."
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