A new study conducted by Epsilon Targeting reveals that most young people prefer offline print marketing over online marketing communication channels. The report, called "Finding the Right Channel Combination: What Drives Channel Choice?" surveyed 2,500 U.S. and 2,200 Canadian households, finding that most 18-34 year-olds favor direct mail marketing in almost all categories.
Two-thirds (66 percent) of young people would rather receive print or offline marketing materials for food and cleaning products. In addition, the preference to receive print information for personal care products was 62 percent. The only area where the young people preferred online marketing material over offline was for travel information and advertising.
The report illustrates the importance of maintaining a versatile marketing campaign by utilizing as many different mediums as possible to optimize exposure.
"The research reinforces that marketers must employ a fully integrated data-driven multichannel, multi-touch approach in order to ensure maximum engagement with customers," the report says. "This integrated approach, ICOM experts say, is the single winning strategy for achieving increased sales, greater brand awareness and more loyal customers."