When it comes to modern marketing campaigns, almost every company is trying to crack the code of how they should market to younger generations. For the last several years, the main topic of conversation has concerned millennials. The conversation has evolved to include discussions concerning Gen Y and Gen Z..
Is print marketing still a viable choice for reaching millennials along with Gen Z and Gen Y? Will younger consumers engage with print marketing on any level?
In this article, we examine some statistics that highlight whether print marketing to younger generations works. We will find out if they care about this marketing method and, if so, which specific print marketing techniques they enjoy the most.
Do Millennials Read Magazines?
On average, millennials are reading magazines for about one hour each week. This slight desire to read magazines on the part of millennials is corroborated by other statistics regarding the behavior and attitudes of younger generations and how they relate to print marketing and communication. The main factors that go into their enjoyment of print marketing are trust in the medium, the physical experience of reading the magazine, and a nostalgic resurgence among that generation (much like vinyl records).
GenZ Prefers to Learn Using Printed Material
A recent study shows that 62% of Gen Z (including college students) prefers to learn using print media instead of digital materials. They find physical printed materials easier to read and pay more attention to them instead of simply skimming on screen text.
Millenials Love Getting Direct Mail
Millennials love to receive direct mail and enjoy the connection it creates with a brand. It has been reported that 75% of millennials say that receiving personal mail makes them feel special while 88% of them take the time to examine their mail to make sure they are not throwing away any information or an offer that might be useful in the future.
Younger Generations Like Using Coupons
The belief that younger generations are only interested in digital offers is not always the case. They like printed offerings such as coupons as they trust the privacy of direct mail over the privacy of digital communications. One study showed 65% of younger consumers say they like to use coupons at retail businesses while 69% of them like to use coupons at restaurants.
Does Gen Y Pay Attention to Print Ads
The volume of information and offers found online can be overwhelming at times. There are so many digital ads on a daily basis that Gen Y will simply ignore digital ads about 50% of the time. The ability to hold a print ad and examine it on their own schedule results in them only ignoring print ads about 15% of the time.
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