Grizzard Performance Group posed this question in a recent survey: You're planning on purchasing a large item, like a TV. After much research, you decide on Brand X. But before you buy, you get a 15%-off coupon from Brand Y.
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Twice as many respondents aged 18 to 24 said they would be very likely to choose a direct mail offer compared with those 45 and older (18% vs. 9%, respectively).
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Significantly more African-American and Hispanic respondents said they'd be very likely to go with a direct mail offer compared with white respondents (18%, 15% and 10%, respectively).
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64% of respondents said they would be very or somewhat likely to use the direct mail offer to purchase Brand Y. Only 36% said they'd be somewhat or very unlikely to use it.
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While roughly two-thirds in each income category said they would be likely or very likely to use a direct mail offer, significantly more respondents earning less than $25,000 annually said they'd be very likely to use it compared with respondents earning more than $50,000 a year (14% vs. 10%, respectively).
