Despite the rise of social networking sites such as MySpace and Facebook, young people are still influenced by more traditional forms of marketing such as direct mail, new research shows.

A study ExactTarget found that despite the younger generation’s fondness of social media – 50 per cent of 18 to 34-year-olds use such websites regularly – the age group prefers to receive promotional correspondence through the post.

It was also discovered that despite using social networking sites more than any other strata, teenagers are still more likely to respond to email marketing through consumer lists or communications through the letter box.

“It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages,” director of insight and research for Ball State University’s Centre for Media Design, Mark Bloxham.

He concluded: “This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”

Related Topics: Direct Mail