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Direct mail: The answer for consumers who don't use the Web
The Internet seems to have infiltrated every aspect of our day-to-day lives. From work to entertainment to our social lives, we depend on technology now more than ever before. However, this certainly doesn't eliminate the need for postal address verification software, as there are plenty of us who still aren't connected via the Web.
Who isn't online?
Technology is often thought of as the younger generation's domain. This belief holds somewhat true - according to a 2013 report from the Pew Research Center's Internet Project, 44 percent of individuals over 64 did not go online. Nearly half of all non-Internet users were in this demographic.
According to a Pew Internet & American Life report from 2012, African-Americans and those of Hispanic descent were less likely to be online than other demographics. Household income also played a role in access: As household income rose, so did the percentage of adults using the Internet.
"Fifteen percent of American adults don't use the Internet at all."
Why aren't people using the Web?
The Pew 2012 report showed 20 percent of U.S. adults were not online. By 2013, Pew reported the number of adults 18 and over who weren't on the Web at all had dropped to 15 percent. While 5 percentage points lower than the previous year, this is still a significant sum, and presents plentiful opportunities for companies that rely on more traditional marketing channels, like direct mail.
Why are these individuals not connected to the Web? Thirty-four percent claim the Internet isn't relevant to their lives, and 32 percent say it's difficult or frustrating to use or they're worried about spam and malware. Nearly 1 in 5 of this group said they were held back by lack of computer or the inability to pay for Internet access. Only 7 percent cited a physical lack of availability or access.
Why do these statistics matter?
While email or other forms of digital marketing may work in attracting certain target markets, they won't necessarily work to help your company connect with certain demographics. This especially rings true for businesses that want to reach older individuals - if these people aren't online, they need to learn about your product or services in another way. In these instances, direct mail can be the ideal solution and help spread your message to those who may miss your online messages. Using postal software to send out these mailers will guarantee a campaign is as successful with this audience as possible.
