political mail influences younger and older millennials · millennials (ages 18-25) than older ones...
TRANSCRIPT
Political mail is more likely to motivate younger millennials (ages 18-25) than older ones (26-34) to visit a candidate’s website, social media, and to serve as a reminder of when and where to vote, according to a survey from the USPS® and Summit Research.
Older millennials, on the other hand, are more likely to be inspired by political mail to have a conversation about a campaign with family and friends,
Political mail influences younger and older millennials
and to regard political mail as a “comfortable” and “familiar” source of information.
Campaigns during election season deploy multiple advertising channels to communicate messages and inspire action. Findings from our survey show that one often overlooked strategy for millennials—direct mail—has considerable value in reaching these important voters.
Both younger and older millennials are highly likely to read political mail.
However, when they read it differs.
Political mail drives younger millennials to social media and websites, more so than older millennials.
Older millennials are more comfortable and familiar with political direct mail.
Political mail serves as a conversation starter for most millennials surveyed, but especially for older millennials.
Older millennials are more likely than younger ones to rate political mail as important in down-ballot races.
When I first see my political mail, I…
As a result of receiving political mail, I have searched online for more information about a candidate.
Political mail is important for...
Political mail is a familiar and comfortable way to receive political information.
After I read political mail, I...
USPS and Summit Research conducted a national online survey among 1,156 U.S. adults from March 18-23, 2016. Due to utilization of an oversample, total sample size for Millennials = 671.
For more information on survey methodology, question wording, or to see a white paper with more findings from this study, please visit deliverthewin.com
0
20
40
60 54%60%
33%
13%9%
31%
Read immediately
Read later Don’t read
Millennials ages 26-34
Millennials ages 18-25
0
20
40
6054%60%
77% 79% 84%68%
80%83%76% 76%
33%
13%9%
31%
Read immediately
National elections State elections Local elections Referendum proposals
Read later
Talk to my family or friends
Don’t read
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34Millennials ages 18-25
Millennials ages 18-25
Agree Agree
Yes Yes
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34
68% 74%
20 60 100
75%
81%
70% 61%
20
60
100
0
20
40
60 54%60%
77% 79% 84%68%
80%83%76% 76%
33%
13%9%
31%
Read immediately
National elections
State elections Local elections Referendum proposals
Read later
Talk to my family or friends
Don’t read
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34Millennials ages 18-25
Millennials ages 18-25
Agree Agree
Yes Yes
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34
68% 74%
20 60 100
75%81%
70% 61%
20
60
100
0
20
40
6054%60%
77% 79% 84%68%
80%83%76% 76%
33%
13%9%
31%
Read immediately
National elections State elections Local elections Referendum proposals
Read later
Talk to my family or friends
Don’t read
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34Millennials ages 18-25
Millennials ages 18-25
Agree Agree
Yes Yes
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34
68% 74%
20 60 100
75%
81%
70% 61%
20
60
100
0
20
40
60 54%60%
77% 79% 84%68%
80%83%76% 76%
33%
13%9%
31%
Read immediately
National elections
State elections Local elections Referendum proposals
Read later
Talk to my family or friends
Don’t read
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34Millennials ages 18-25
Millennials ages 18-25
Agree Agree
Yes Yes
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34
68% 74%
20 60 100
75%81%
70% 61%
20
60
100
0
20
40
60 54%60%
33%
13%9%
31%
Read immediately
Read later Don’t read
Millennials ages 26-34
Millennials ages 18-25
0
20
40
60 54%60%
33%
13%9%
31%
Read immediately
Read later Don’t read
Millennials ages 26-34
Millennials ages 18-25
Millennials ages 26-34
Millennials ages 18-25
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