The US Postal service found that, on average, Millennials spend more than 9 minutes per day sorting through their mail, more than any other generation. They also are more engaged with their mail than the average consumer, taking more time to scan, read and organize their mail. In fact, 50 percent of Millennials say they like to discover what the mail brings every day, and consider scanning their mail time well spent.
Though they prefer to pay bills online, 83 percent of Millennials still use hard copies for bill management. They’re also open to certain types of direct mail: 54 percent said that businesses in their neighborhood need to do a better job of using mail to keep them informed.
Perhaps this preference for print isn’t as big a contradiction as one might think. After all, Millennials also use public libraries more than any other generation. They prefer printed books over digital ones. They’re driving a resurgence in bookstore sales. They make up nearly one-third of U.S. magazine readers.
Ultimately, Millennials appreciate print for the same reasons many people do: the tactile experience and the emotional connection. But, trust plays an important role too. One study found that 88 percent of Millennials believe print is more “official” than other channels, and 82 percent consider it more trustworthy.
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