As US Digital Natives move into their peak earning years, they become the nation’s most dominant consumer group. This study looks to understand their unique communications expectations and needs.
As US Digital Natives move into their peak earning years, they become the nation’s most dominant consumer group. For this reason, it becomes increasingly important for the Postal Service and members of the mailing community to understand their unique communications expectations and needs.
The U.S. Postal Service Office of Inspector General commissioned two focus groups of Digital Natives, aged 16–25, to gauge their current uses and perceptions of the mail, as well as their reactions to digitally interactive and well-designed mailpieces. The results of this project are based on these focus groups and secondary research. The results shed light on how the Postal Service and its stakeholders can enhance the value of mail for Digital Natives.
- Digital Natives, born and raised in the age of the Internet, are now the largest segment of the U.S. population.
- Digital Natives still see value in mail but have very low tolerance for receiving advertisements not directly relevant to them.
- Parcels drive Digital Natives’ interest in mail and are the new mainstay to the mail.
- Digital Natives responded positively to well-designed mailpieces and interactive features and expected the content to be relevant to their needs and interests.
Access the full report here.