Appendix A3: Standard Mail

PFY 1999 Tables	Description	GFY 2010 Tables
3 - 1	Total Domestic Mail Originating in Households and Nonhouseholds	A1-1
3 - 2	Mail Received by Households by Class	A1-2
3 - 3	Total Mail Overview: Content of Mail Received by Households	A1-3
4 - 10	First-Class Mail Contents of Mail Received by Households	A2-1
4 - 2	First-Class Mail Received -- Content by Quarter (Pieces Per Household Per Week)	A2-2
4 - 20	Use of First-Class Advertising-Only Mail -- by Industry	A2-3
4 - 5	Percentage of First-Class Mail Containing Advertising by Household Income (Percentage of Pieces)	A2-4
4 - 24	First-Class Mail Usage of Reply Envelopes -- by Industry (Percentage of Pieces)	A2-5
4 - 23	First-Class Mail -- Enclosure of Reply Envelopes -- by Content (Percentage of Pieces)	A2-6
4 - 25	First-Class Mail -- Industry Usage of Reply Envelopes (Percentage of Pieces From Each Industry That Contain Reply Mail)	A2-7
4 - 18	First-Class Mail -- Industry Mail to Households	A2-8
4 - 19	First-Class Mail -- Bills and Statements	A2-9
4 - 22	Use of First-Class Business Invitations/Announcements Mail -- by Industry	A2-10
4 - 21	Use of First-Class Advertising-Enclosed Mail -- by Industry	A2-11
4 - 9	First-Class Mail Received -- by Number of Financial Accounts and Insurance Policies	A2-12
4 - 8	First-Class Mail Received -- by Number of Credit Cards	A2-13
4 - 7	First-Class Mail Receipt -- Content by Age of Head of Household (Pieces Per Household Per Week)	A2-14
4 - 6	First-Class Mail Receipt -- Content by Education of Head of Household (Pieces Per Household Per Week)	A2-15
4 - 4	First-Class Receipt -- Content by Income (Pieces Per household Per Week)	A2-16
4 - 27	First-Class Mail -- Percent of Nonpersonal Mail Received by Households Which is Sent Presort -- by Content	A2-17
4 - 26	Total Percentage of Industry's First-Class Mail Received by Households Which is Sent Presort	A2-18
4 - 32	First-Class Mail -- Total Envelopes by Sector (Percentage of Pieces)	A2-19
4 - 33	First-Class Mail -- Total Envelopes by Content (Percentage of Total Envelopes)	A2-20
4 - 34	First-Class Mail -- Total Envelopes by Industry (Percentage of Total Envelopes)	A2-21
4 - 35	First-Class Mail -- Nonpresort Envelopes by Sector (Percentage of Pieces)	A2-22
4 - 38	First-Class Mail -- Total Cards by Sector (Percentage of Pieces)	A2-23
4 - 39	First-Class Mail -- Total Cards by Industry (Percentage of Total Cards)	A2-24
4 - 40	First-Class Mail -- Total Cards by Content (Percentage of Total Cards)	A2-25
4 - 41	First-Class Mail -- Cards Received by Households -- Household's Percentage of Total Mail Sent at Each Card Rate Category	A2-26
4 - 42	First-Class Mail -- Cards Received by Households -- Household's Percentage of Total Mail Sent at Each Card Rate Category -- by Industry	A2-27
4 - 48	First-Class Mail Sent by Households to Nonhouseholds	A2-28
4 - 01	First-Class Mail Originating in Households and Nonhouseholds	A2-29
4 - 60	First-Class Mail Media by Which Mail Order Purchases Made in Past Month Were Ordered (Percentage of Orders)	A2-30
4 - 49	First-Class Mail -- Method of Payment (From Entry Interview)	A2-31
4 - 51	First-Class Mail -- Use of Automatic Deductions (Percent of Households)	A2-38
4 - 52	First-Class Mail -- Use of Automatic Deductions -- by Income (Percentage of Households)	A2-39
4 - 53	First-Class Mail -- Use of Automatic Deductions -- by Age (Percentage of Households)	A2-40
6 - 2	Standard Mail Content of Mailpiece (Percentage of Standard Mail Received by Households)	A3-1
6 - 6	Standard Mail by Major Industry by Quarter (Mean Pieces Per Household Per Week)	A3-2
6 - 4	Standard Mail Addressee (Percentage of Total Standard Mail)	A3-3
6 - 5	Standard Mail Addressee by Industry (Percentage of Pieces)	A3-4
6 - 7	Standard Mail by Shape	A3-5
6 - 8	Standard Mail Industry by Shape (Percentage of Pieces Received by Households)	A3-6a/b
6 - 9	Standard Mail Shape by Industry (Percentage of Pieces)	A3-7a/b
6 - 11	Standard Mail Shape by Addressee (Percentage of Pieces)	A3-8
6 - 13	Standard Mail Demographics -- Pieces Received Per Household Per Week	A3-9
6 - 14	Receipt of First-Class and Total Standard Mail (Including NonProfit Mail) by Number of Mail Order Purchases Made in the Past Year (Pieces Per Household Per Week)	A3-10
6 - 15	Standard Mail by Familiarity With Institution (Percentage of Mail Pieces Received by Households)	A3-11
6 - 16	Standard Mail by Industry and Familiarity (Percentage of Pieces)	A3-12
6 - 17	Standard Mail -- Shape by Familiarity With Organization (Percentage of Pieces)	A3-13
6 - 18	Standard Mail -- Mail Order Industry Shape by Familiarity With Organization (Percentage of Mail Pieces Received by Households)	A3-14
6 - 20	Standard Mail Receipt by Number of Financial Accounts and Insurance Policies	A3-15
6 - 19	Standard Mail Receipt by Number of Credit Card Accounts	A3-16
6 - 22	Standard Mail Treatment of Mail Piece by Familiarity With Organization (Percentage of Mail Received by Households)	A3-17
6 - 23	Standard Mail Usefulness of Mail Pieces by Familiarity With Organization (Percentage of Mail Received by Households)	A3-18
6 - 24	Standard Mail Response to Advertising by Familiarity With Organization (If Pieces Contained an Advertisement or Request for Donation and Was from One Organization Only)	A3-19
6 - 25	Standard Mail Treatment by Usefulness (Percentage of Pieces)	A3-20
6 - 26	Standard Mail Usefulness by Treatment (Percentage of Pieces)	A3-21
6 - 27	Standard Mail Treatment by Intended Response (Percentage of Pieces)	A3-22
6 - 28	Standard Mail Intended Response by Treatment (Percentage of Pieces)	A3-23
6 - 29	Standard Mail Usefulness by Intended Response (Percentage of Pieces)	A3-24
6 - 30	Standard Mail Intended Response by Usefulness (Percentage of Pieces)	A3-25
6 - 31	Standard Mail Pieces From Credit Card Industry Response to Mail Piece by Familiarity With Organization (Percentage of Pieces)	A3-26
6 - 32	Standard Mail Pieces From Insurance Companies Response to Mail Piece by Familiarity With Organization (Percentage of Pieces)	A3-27
6 - 33	Standard Mail Pieces From Department Stores Response to Mail Piece by Familiarity With Organization (Percentage of Pieces)	A3-28
6 - 34	Standard Mail Pieces From Mail Order Companies Response to Mail Piece by Familiarity With Organization (Percentage of Pieces)	A3-29
6 - 35	Standard Mail Pieces From Publishers Response to Mail Piece by Familiarity With Organization (Percentage of Pieces)	A3-30
6 - 36	Standard Mail Treatment of Mail Piece by Shape (Percentage of Mail Pieces Received by Households)	A3-31
6 - 37	Standard Mail Usefulness of Mail Piece by Shape (Percentage of Mail Pieces Received by Households)	A3-32
6 - 38	Standard Mail Response to Advertising by Shape (If Mail Pieces Contained Advertising or Request Donation)	A3-33
6 - 39	Standard Mail Percentage of Pieces Read Immediately and Set Aside by Shape and Familiarity With Organization	A3-34
6 - 40	Standard Mail Percentage of Pieces Eliciting Intended Response by Shape and Familiarity With Organization	A3-35
6 - 41	Standard Mail Percentage of Pieces Found Useful by Shape and Familiarity With Organization	A3-36
6 - 42	Standard Mail From Department Stores Reaction to Mail Piece by Shape (Percentage of Pieces)	A3-37
6 - 43	Standard Mail From Department Stores Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces)	A3-38
6 - 44	Standard Mail From Mail Order Companies Reaction to Mail Piece by Shape (Percentage of Pieces)	A3-39
6 - 45	Standard Mail From Mail Order Companies Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces)	A3-40
6 - 46	Standard Mail from Publishers Reaction to Mail Piece by Shape (Percentage of Pieces)	A3-41
6 - 47	Standard Mail from Publishers Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces)	A3-42
6 - 48	Standard Mail from Credit Card Companies Reaction to Mail Piece by Shape (Percentage of Pieces)	A3-43
6 - 49	Standard Mail from Credit Card Companies Reaction to Mail Pieces by Familiarity and Shape (Percentage of Pieces)	A3-44
6 - 50	Standard Mail from Insurance Companies Reaction to Mail Pieces by Shape (Percentage of Pieces)	A3-45
6 - 51	Standard Mail from Insurance Companies Reaction to Mail Pieces by Familiarity and Shape (Percentage of Pieces)	A3-46
6 - 52	Standard Mail Reaction by Industry (Percentage of Mail Received by Households)	A3-47a/b
6 - 53	Standard Mail Reaction to Mail Piece by Income	A3-48
6 - 54	Standard Mail Reaction to Mail Piece by Age of Head of Household	A3-49
6 - 55	Standard Mail Reaction to Mail Piece by Education of Head of Household	A3-50
6 - 56	Standard Mail Users of Reply Envelopes by Industry (Percentage of Pieces)	A3-51
6 - 57	Standard Mail Industry Usage of Reply Mail (Percentage of Pieces From Each Industry That Contain Reply Mail)	A3-52a/b
6 - 58	Standard Mail Intended Response Rates for Major Industries by Enclosure of Reply Envelopes/Cards (Percentage of Pieces to Which Recipients Intend to Respond)	A3-53
6 - 59	Standard Mail Reaction to Mail Piece by Addressee (Percentage of Pieces)	A3-54
6 - 60	Standard Mail Reaction to Pieces From Department Stores by Addressee (Percentage of Pieces)	A3-55
6 - 61	Standard Mail Reaction to Pieces From Publishers by Addressee (Percentage of Pieces)	A3-56
6 - 68	Number of Mail Order Purchases Within the Last Year by Income (Percentage of Households)	A3-57
6 - 69	Number of Mail Order Purchases Within the Last Year by Education of Head of Household (Percentage of Households)	A3-58
6 - 70	Number of Mail Order Purchases Within the Last Year by Age of Head of Household (Percentage of Households)	A3-59
6 - 71	Number of Mail Order Purchases Within the Last Year by Number of Adults (Percentage of Households)	A3-60
6 - 72	Standard Mail Order Pieces Received by Number of Mail Order Purchases Made Within Last Year	A3-61
6 - 73	Standard Mail Reaction to Pieces From Mail Order Industry by Number of Mail Order Purchases Made Within the Last Year (Percentage of Pieces)	A3-62
6 - 77	Unaddressed Mail Received (Percentage of Pieces)	A3-64
6 - 78	Unaddressed Mail Received Reaction	A3-65
6 - 79	Unaddressed Mail Received Response to Bundled Flyers by Industry (Percentage of Mail Received by Households)	A3-66
6 - 80	Nonprofit Standard Mail Received by Households By Shape	A3-67
6 - 82	Nonprofit Standard Mail by Industry by Shape (Percentage of Pieces)	A3-68
6 - 84	Nonprofit Standard Mail Content by Industry (Percentage of Pieces)	A3-69
6 - 85	Nonprofit Standard Mail Pieces Received Per Household Per Week	A3-70
6 - 86	Percent of Non-Profit Standard Mail Containing a Request for Donations by Age Of Head of Household	A3-71
6 - 87	Nonprofit Standard Mail Treatment of Mail Piece by Familiarity With Organization (Percentage of Pieces)	A3-72
6 - 88	Nonprofit Standard Mail Response to Advertising by Familiarity With Organization (If Piece Contained an Advertisement or Request for Donation and Was From One Organization Only)	A3-73
6 - 89	Nonprofit Standard Mail Treatment of Mail Piece by Shape (Percentage of Mail Received by Households)	A3-74
6 - 90	Nonprofit Standard Mail Usefulness of Mail Piece by Shape (Percentage of Mail Received by Households)	A3-75
6 - 91	Nonprofit Standard Mail Response to Advertising by Shape (If Piece Contained Advertising or Request for Donation)	A3-76
6 - 92	Nonprofit Standard Mail Reaction by Industry (Percentage of Mail Pieces Received by Households)	A3-77
3 - 7	Total Pieces of Advertising Mail Received Per Week by Income	A4-1
3 - 8	Total Pieces of Advertising Mail Received Per Week by Age of Household Head	A4-2
3 - 9	Total Pieces of Advertising Mail Received Per Week by Education of Head of Household	A4-3
3 - 15	Total Mail Overview: Treatment of Advertising Mail by Actual Weekly Standard Mail Receipt (Percentage of Households - From Entry Interview)	A4-4
3 - 4	Total Mail Overview: Intended Response to Advertising Mail by Class (Percentage of Pieces)	A4-5
3 - 5	Response Rates to Advertising: First-Class Advertising Only vs. Standard Mail Envelopes and Cards (Percentage of Pieces)	A4-6
3 - 17	Entry Interview Treatment of Advertising Mail by Household Income (Percentage of Households)	A4-7
3 - 10	Entry Interview Treatment of Advertising Mail (Percentage of Households)	A4-8
3 - 19	Entry Interview Attitude Towards Mail Advertising by Age of Head of Household (Percentage of Households)	A4-9
3 - 21	Entry Interview Treatment of Advertising Mail by Education of Head of Household (Percentage of Households)	A4-10
5 - 1	Periodicals Received	A5-1
5 - 2	Periodicals -- Type of Publication	A5-2
5 - 9	Newspapers Received by Mail And Not by Mail --Number of Different Newspapers Per Household (From Entry Interview)	A5-3
5 - 10	Periodical Mail -- Type of Subscription	A5-4
5 - 11	Periodical Mail -- Source of Publications	A5-5
5 - 12	Periodical Mail -- Type and Source of Mail Received by Households (Percentage of Subscription Type by Source)	A5-6
5 - 13	Periodicals -- Satisfaction With Delivery (Percentage of Pieces)	A5-7
5 - 14	Periodicals -- Need For Delivery (Percentage Of Pieces)	A5-8
5 - 16	Periodicals -- Satisfaction With Delivery by Postal Region (Percent of Pieces Received by Households)	A5-9
5 - 17	Periodicals -- Households' Need for Delivery by Postal Region (Percentage of Pieces)	A5-10
*3 - 22	Household Electronic Mail Capability by Household Income (Percentage of Households)	A7-1
3 - 23	Household Electronic Mail Capability by Education of Head of Household (Percentage of Households)	A7-2
3 - 24	Household Electronic Mail Capability by Age of Head of Household (Percentage of Households)	A7-3

Table A1-1 Total Domestic Mail Originating in Households and Nonhouseholds Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)


Sector	Percentage of Total Domestic Mail	Pieces Per Household Per Week
1987	2009	2010	1987	2009	2010
Household-to-household	4.8	3.1	3.0	1.6	0.9	0.8
Household-to-nonhousehold	6.4	7.1	7.0	2.1	2.1	2.0
Nonhousehold-to-household	55.5	70.6	70.4	18.5	20.4	19.7
Unknown incoming	0.3	0.5	0.5	0.1	0.1	0.1
Unknown outgoing	1.0	1.6	2.3	0.3	0.5	0.7
Total Household Mail	69.1	82.8	83.3	23.0	24.0	23.3
Nonhousehold-to-nonhousehold	30.9	17.2	16.7	-	-	-
Total	100.0	100.0	100.0	-	-	-

Table A1-2 Mail Received by Households by Class Postal Fiscal Years 1987, 2009, and 2010 (Diary Data)


Class	Percent of Total Pieces Per Week	Pieces Per Household Per Week

1987	2009	2010	1987	2009	2010
First-Class¹	42.1	38.0	36.8	8.64	8.29	7.78
Periodicals	8.2	4.5	4.3	1.69	0.99	0.90
Standard Mail²	47.6	53.8	55.1	9.77	11.73	11.66
Package Services³	0.3	0.3	0.3	0.06	0.07	0.07
Government⁴	1.8	3.4	3.5	0.36	0.73	0.75
Total	100.0	100.0	100.0	20.52	21.81	21.16

¹ Includes Non-Governmental Priority mail and First-Class/Priority Packages
² Includes Non-Governmental Presorted Standard, Nonprofit, Unsolicited Periodicals and Standard Packages
³ Includes Non-Governmental Parcel Post, Parcel Select, Bound Printed Matter, Special Standard Mail and Library Rate
⁴ Includes Government Mail from First-Class Letters, Standard Mail, USPS-Delivered Packages and Unaddressed Material

Table A1-3 Total Mail¹ Overview: Content of Mail Received by Households (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010(Diary Data)


Content	1987	2009	2010

NON-ADVERTISING
Personal	7.5	3.9	3.9
Bills⁵	12.5	13.5	12.6
Financial Statements	4.2	5.0	4.5
ADVERTISING
First-Class advertising only	4.7	5.0	4.8
First-Class advertising enclosed	5.5	10.9	10.0
First-Class business invitations announcements	1.2	1.4	1.3
First-Class requests for donations	0.4	0.5	0.5
Standard Mail (A) advertising	30.7	38.8	39.5
Standard Mail (A) requests	0.5	0.4	0.5
Standard Mail (A) nonprofit advertising	2.4	2.3	2.2
Standard Mail (A) nonprofit requests	3.2	4.6	4.8
Total Advertising With Request For Donations	48.6	63.9	63.6
(not including Periodicals)
Total Advertising Without Request For Donations	44.5	58.4	57.8
(not including Periodicals)
Newspapers	2.9	1.4	1.0
Magazines	4.7	3.7	3.7
Total Advertising (including Periodicals)	56.2	69.0	68.4
OTHER:
Other Standard Mail (A)⁶	6.7	5.0	5.6
Other Standard Mail (A) nonprofit⁶	3.7	2.5	2.4
Federal Government	1.7	1.3	1.4
International	0.5	0.2	0.1
Other²	12.5	9.1	9.8
Total³	105.5	109.3	108.6
Pieces per household per week⁴	20.5	21.5	20.9

¹Does not include packages or expedited mail.
²Mostly other First-Class.
³Equals more than 100% because First-Class advertising enclosed may be counted twice.
⁴First-Class advertising enclosed is only counted once.
⁵Includes credit card statement/bill.
⁶Request for donations is now a separate category under advertising.

Table A2-5 First-Class Mail Usage of Reply Envelopes -- by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)
Financial:
Credit Card	12.2	9.4	9.1	14.0	26.0	24.2	13.7	22.8	21.0
Bank	10.5	6.4	6.8	5.5	6.6	6.7	6.8	6.5	6.7
Securities	9.5	3.8	4.1	1.4	0.9	1.4	3.1	1.5	2.0
Money Market	1.1	0.5	0.3	0.2	0.2	0.2	0.4	0.2	0.2
Insurance	13.0	8.5	8.7	9.5	8.7	8.4	10.3	8.6	8.4
Mortgage	1.6	1.4	1.0	0.4	2.1	2.0	0.6	2.0	1.8
Other Financial	1.4	0.6	0.8	0.4	0.2	0.7	0.6	0.3	0.7
Total Financial	49.3	30.6	30.8	31.4	44.7	43.5	35.0	42.0	40.8
Merchants:
Supermarkets	0.0	0.0	0.2	0.0	0.1	0.0	0.0	0.1	0.1
Department Store	3.7	0.7	0.4	9.4	1.1	0.9	8.1	1.0	0.8
Mail Order	4.6	1.2	1.7	2.3	1.1	1.3	2.6	1.1	1.4
Other Store	1.2	0.4	0.4	1.8	0.7	0.6	1.6	0.7	0.6
Publisher	8.2	4.4	2.3	6.8	2.4	2.2	7.0	2.8	2.2
Land Promotion	0.5	0.0	0.0	0.1	0.0	0.1	0.2	0.0	0.0
Online auction	N/A	0.0	0.1	N/A	0.1	0.1	N/A	0.1	0.1
Restaurant	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Consumer packaged goods/manufacturers	0.7	1.4	0.7	0.1	0.2	0.2	0.2	0.5	0.3
Auto dealers	0.3	0.1	0.1	0.0	0.1	0.0	0.1	0.1	0.1
Service stations	0.0	0.1	0.1	0.0	0.0	0.1	0.0	0.1	0.1
Other Merchants	0.8	0.7	0.4	0.7	0.6	0.4	0.7	0.6	0.4
Total Merchants	21.1	9.0	6.4	21.2	6.4	5.9	21.2	6.9	6.0
Services:
Telephone	3.6	2.9	2.1	11.8	10.6	9.1	10.3	9.1	7.6
Other utility	3.1	3.6	3.9	14.4	13.2	13.6	12.1	11.4	11.6
Medical	3.8	5.8	5.9	8.6	9.8	11.3	7.6	9.1	10.1
Other professional	1.0	0.6	1.5	0.4	0.6	0.6	0.6	0.6	0.8
Leisure service	1.6	1.2	0.6	0.7	0.4	0.4	0.9	0.5	0.4
Cable TV	0.5	0.9	1.4	3.5	4.9	4.8	2.9	4.1	4.1
Computer	0.1	0.1	0.1	0.0	0.3	0.2	0.0	0.2	0.2
Craftsman	0.1	0.3	0.2	0.1	0.1	0.1	0.1	0.1	0.1
Netflix and Blockbuster	N/A	24.9	23.6	N/A	0.0	0.0	N/A	4.9	5.0
Other services	1.8	2.9	3.6	1.0	1.4	1.2	1.2	1.7	1.7
Total Services	15.6	43.2	43.1	40.5	41.2	41.2	35.5	41.6	41.6
Federal government	N/A	3.0	5.7	N/A	1.0	0.9	N/A	1.4	1.9
Nonfederal government	10.0	3.9	3.5	2.1	2.3	3.5	2.2	2.6	3.5
Social/Charitable/Political/Nonprofit	2.6	10.1	10.1	3.6	4.1	4.5	5.0	5.3	5.7
Don't know/No answer	1.4	0.3	0.4	1.2	0.1	0.4	1.2	0.2	0.4
Total Nonhousehold Mail Received	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
by Households
Pieces per household per week	0.5	0.5	0.6	2.1	2.3	2.1	2.7	2.8	2.7
Note: Totals may not sum to 100 due to rounding.

Table A2-9 First-Class Mail -- Bills and Statements Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)
Financial:
Credit Card	1.8	8.8	8.3	0.3	0.8	0.7	0.1	N/A	N/A	0.0	N/A	N/A
Bank	1.0	2.1	2.1	0.2	0.2	0.2	3.2	7.2	6.5	0.6	0.6	0.5
Securities	0.1	0.1	0.1	0.0	0.0	0.0	0.7	2.6	2.5	0.1	0.2	0.2
Money Market	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.3	0.2	0.0	0.0	0.0
Insurance	1.6	4.2	4.0	0.3	0.4	0.3	0.3	0.9	0.9	0.1	0.1	0.1
Mortgage	0.1	0.7	0.6	0.0	0.1	0.1	0.0	0.1	0.2	0.0	0.0	0.0
Other Financial	0.1	0.1	0.2	0.0	0.0	0.0	0.1	0.2	0.2	0.0	0.0	0.0
Total Financial	4.7	16.0	15.3	0.8	1.4	1.3	4.5	11.4	10.5	0.8	1.0	0.9
Merchants:
Supermarkets	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Department Store	1.3	0.3	0.3	0.2	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Mail Order	0.2	0.2	0.2	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Other Store	0.4	0.3	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Publisher	0.9	0.7	0.6	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Land Promotion	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Online Auction	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0
Restaurant	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Consumer packaged goods/manufacturers	0.0	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Auto dealers	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Service stations	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Other Merchants	0.1	0.2	0.1	0.0	0.0	0.0	0.0	0.1	0.1	0.0	0.0	0.0
Total Merchants	2.9	1.9	1.5	0.5	0.2	0.1	0.1	0.2	0.2	0.0	0.0	0.0
Services:
Telephone	1.6	3.4	2.9	0.3	0.3	0.2	0.0	0.0	0.0	0.0	0.0	0.0
Other utility	2.4	4.9	4.9	0.4	0.4	0.4	0.0	0.0	0.0	0.0	0.0	0.0
Medical	1.7	3.7	4.0	0.3	0.3	0.3	0.1	0.1	0.2	0.0	0.0	0.0
Other professional	0.1	0.3	0.3	0.0	0.0	0.0	0.0	0.1	0.1	0.0	0.0	0.0
Leisure service	0.1	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Cable TV	0.5	1.6	1.5	0.1	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0
Computer	0.0	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Craftsman	0.0	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Netflix and Blockbuster	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0
Other Services	0.2	0.5	0.5	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Total Services	6.7	14.7	14.3	1.2	1.3	1.2	0.2	0.3	0.4	0.0	0.0	0.0
Federal government	N/A	0.2	0.2	N/A	0.0	0.0	N/A	0.3	0.3	N/A	0.0	0.0
Nonfederal government	0.3	0.6	0.7	0.1	0.1	0.1	0.1	0.2	0.2	0.0	0.0	0.0
Social/Charitable/Political/Nonprofit	0.2	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Don't Know/No Answer	0.2	0.0	0.1	0.0	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0
Total Bills or Statements Received by	14.9	33.4	32.0	2.6	2.9	2.6	5.0	12.5	11.6	0.9	1.1	0.9
Households
¹ Includes credit card statement/bill.
Note: Totals may not sum due to rounding.

Table A3-6a Standard Mail¹ Industry by Shape (Percentage of Pieces Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)
Financial:
Credit card	59.5	86.4	84.9	28.1	3.4	3.3	0.4	0.5	0.5	3.1	0.6	0.5
Bank	65.0	64.4	67.8	14.6	3.2	4.4	3.4	2.3	2.4	1.8	0.5	0.5
Securities broker	56.3	42.5	44.7	18.7	22.5	24.0	0.5	0.2	0.5	5.2	5.9	4.6
Money Market	66.1	40.2	47.2	8.3	23.9	14.1	0.7	1.2	3.0	8.5	4.9	5.2
Insurance Company	66.8	74.1	76.1	19.9	7.3	6.2	0.7	2.0	0.9	1.4	0.6	0.4
Real Estate/Mortgage	32.1	42.7	44.3	7.3	3.5	1.9	10.7	6.2	8.0	3.2	2.0	1.6
Total Financial	60.1	71.1	73.8	19.4	6.8	6.1	2.0	1.6	1.3	2.6	1.2	0.9
Merchants:
Supermarkets	4.0	4.6	5.9	2.7	2.6	3.0	0.7	4.3	4.6	5.2	6.9	4.4
Department store	8.8	12.7	10.4	3.6	2.6	2.0	3.3	6.6	6.8	40.8	26.6	22.1
Mail order company	20.8	15.7	13.9	22.0	2.3	2.0	0.8	0.9	0.5	48.5	71.3	73.6
Specialty store	10.5	6.8	7.0	6.5	1.0	0.7	5.1	3.2	3.5	26.8	36.7	35.3
Publisher	26.5	59.9	63.2	34.1	4.5	3.6	1.2	1.2	0.5	4.4	3.0	3.2
Land promotion company	78.1	23.6	15.6	4.4	6.1	14.2	1.3	14.4	29.5	3.4	2.7	12.9
Online Auction	N/A	27.7	37.8	N/A	6.9	26.2	N/A	5.3	5.3	N/A	25.0	4.5
Restaurant	4.5	5.5	4.1	1.6	0.6	0.4	21.8	6.1	7.4	2.1	0.8	0.5
Consumer packaged goods	35.1	31.9	27.3	16.1	3.6	2.3	2.2	2.1	2.3	5.6	14.9	14.2
Auto dealers	28.1	26.2	21.6	13.6	4.3	1.9	6.5	2.0	1.6	7.1	1.7	0.6
Service stations	14.2	9.3	8.9	0.0	0.6	0.3	5.9	7.7	9.3	0.0	0.8	0.2
Mall	0.7	0.0	0.0	0.0	0.0	0.0	0.9	4.4	5.4	21.6	10.0	0.0
Total Merchants	18.0	18.1	16.9	16.3	2.4	1.9	2.5	3.0	3.0	28.1	38.1	37.8
Services:
Telephone	28.9	52.6	49.7	42.9	3.7	4.5	5.2	1.8	1.4	6.2	3.3	1.2
Other Utilities	33.1	47.5	59.8	9.5	3.7	2.3	2.2	6.3	4.4	6.0	1.5	0.9
Medical	27.1	35.5	39.7	8.1	5.6	3.6	6.9	4.6	4.4	2.6	1.9	1.4
Other professional	48.6	50.3	56.1	14.0	10.4	2.1	1.8	5.0	4.6	1.9	1.2	1.3
Leisure service	41.5	25.5	27.5	15.9	3.2	4.1	4.2	6.0	4.9	4.1	7.9	6.7
Cable TV	15.4	54.9	54.2	14.4	1.5	2.7	7.8	1.7	1.8	20.6	1.1	0.5
Computer	30.7	29.2	26.4	27.6	2.8	1.0	0.0	3.3	4.4	16.2	14.1	3.5
Craftsman	13.2	27.9	29.0	9.9	0.2	0.6	5.9	6.2	7.5	0.0	0.9	0.2
Total Services	32.8	39.7	41.3	17.5	2.9	3.0	6.0	4.0	3.9	6.1	2.8	1.7
Government:
Federal Government	N/A	27.7	19.1	N/A	5.5	9.8	N/A	7.8	11.1	N/A	4.1	4.6
Nonfederal Government	17.5	26.2	21.0	9.1	2.5	4.7	4.0	5.3	5.1	10.0	3.8	6.1
Social/Charitable/Political/Nonprofit:
Union or Professional Organization	38.3	36.7	35.7	17.7	6.8	6.9	2.2	2.1	3.1	3.4	2.1	2.7
Church	36.3	34.8	25.1	10.1	6.5	4.5	3.5	10.3	7.4	4.3	5.5	4.1
Veterans	N/A	62.4	63.8	N/A	0.0	11.3	N/A	0.0	7.2	N/A	0.0	0.0
Educational	40.0	39.0	41.2	14.2	3.4	4.7	3.0	5.2	4.5	7.1	9.0	5.9
Charities	N/A	59.6	45.0	N/A	11.1	6.5	N/A	16.1	10.8	N/A	1.5	5.9
Political Campaign	33.1	10.4	14.5	2.7	0.8	1.2	8.4	5.8	7.3	0.4	0.4	0.3
AARP	20.9	67.4	70.7	57.2	9.3	5.5	0.0	0.0	0.0	8.1	1.8	1.5
Total Social/Charitable/Political/Nonprofit	37.0	31.1	30.0	12.4	4.1	3.6	4.5	4.8	5.8	3.3	3.1	2.4
Total	23.5	33.7	35.6	16.2	3.5	3.2	2.5	2.6	2.6	19.2	17.7	16.5
Note: Percentages are row percentages within each Industry.
¹Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached Address Labels in the Carrier Cost System (CCS). Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS. These CCS volumes are used as a control for survey results.

Table A3-6a Standard Mail¹ Industry by Shape (Percentage of Pieces Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)
Financial:
Credit card	8.1	8.6	10.2	0.0	0.1	0.0	0.6	0.4	0.6	100.0	100.0	100.0
Bank	14.3	28.0	23.5	0.1	1.2	0.7	0.7	0.4	0.8	100.0	100.0	100.0
Securities broker	16.6	13.4	14.6	1.6	10.5	7.5	1.1	5.1	4.2	100.0	100.0	100.0
Money Market	14.6	14.8	10.7	0.0	11.5	11.7	1.8	3.5	8.1	100.0	100.0	100.0
Insurance Company	10.2	13.2	13.0	0.5	2.3	2.4	0.5	0.6	0.9	100.0	100.0	100.0
Real Estate/Mortgage	44.9	43.5	40.5	1.4	1.7	3.0	0.5	0.5	0.7	100.0	100.0	100.0
Total Financial	14.7	16.0	15.0	0.5	2.4	1.8	0.8	1.0	1.1	100.0	100.0	100.0
Merchants:
Supermarkets	85.7	72.0	77.6	0.8	8.6	3.4	0.7	1.1	1.2	100.0	100.0	100.0
Department store	42.5	45.1	52.5	0.3	2.6	2.5	0.6	3.7	3.7	100.0	100.0	100.0
Mail order company	7.0	6.0	6.6	0.2	0.9	0.9	0.8	2.9	2.4	100.0	100.0	100.0
Specialty store	49.8	49.5	51.5	0.3	1.5	0.8	0.7	1.4	1.2	100.0	100.0	100.0
Publisher	20.4	7.0	7.9	12.1	23.1	20.3	1.2	1.3	1.3	100.0	100.0	100.0
Land promotion company	12.7	50.7	25.6	0.0	0.9	2.3	0.0	1.5	0.0	100.0	100.0	100.0
Online Auction	N/A	27.4	20.1	N/A	5.5	3.6	N/A	2.1	2.6	N/A	100.0	100.0
Restaurant	70.0	84.9	87.3	0.0	0.6	0.0	0.0	1.4	0.3	100.0	100.0	100.0
Consumer packaged goods	38.0	40.2	49.8	1.8	5.0	2.3	1.2	2.4	1.8	100.0	100.0	100.0
Auto dealers	42.7	62.8	73.2	1.8	1.4	0.5	0.2	1.6	0.5	100.0	100.0	100.0
Service stations	79.9	81.3	80.9	0.0	0.2	0.0	0.0	0.0	0.4	100.0	100.0	100.0
Mall	75.9	79.7	94.6	1.0	0.0	0.0	0.0	5.9	0.0	100.0	100.0	100.0
Total Merchants	31.3	31.7	34.8	2.9	4.6	3.5	0.9	2.3	2.1	100.0	100.0	100.0
Services:
Telephone	14.3	36.8	42.3	1.3	0.7	0.3	1.3	1.2	0.5	100.0	100.0	100.0
Other Utilities	29.3	33.4	29.1	5.0	7.1	2.2	14.7	0.5	1.2	100.0	100.0	100.0
Medical	50.5	45.2	46.2	4.4	6.3	4.1	0.5	1.0	0.6	100.0	100.0	100.0
Other professional	31.5	28.0	31.0	2.2	4.0	3.1	0.0	1.0	1.9	100.0	100.0	100.0
Leisure service	33.1	52.2	53.3	0.8	3.8	2.3	0.4	1.5	1.2	100.0	100.0	100.0
Cable TV	36.0	39.6	39.9	3.9	0.7	0.1	1.9	0.5	0.9	100.0	100.0	100.0
Computer	24.9	47.9	63.9	0.7	0.6	0.8	0.0	2.2	0.0	100.0	100.0	100.0
Craftsman	70.4	64.0	62.6	0.6	0.6	0.0	0.0	0.2	0.1	100.0	100.0	100.0
Total Services	34.3	47.3	47.9	2.0	2.3	1.4	1.3	0.8	0.8	100.0	100.0	100.0
Government:
Federal Government	N/A	41.5	44.8	N/A	11.7	7.6	N/A	1.6	3.0	N/A	100.0	100.0
Nonfederal Government	55.8	35.9	40.8	2.2	23.3	20.6	1.3	3.1	1.7	100.0	100.0	100.0
Social/Charitable/Political/Nonprofit:
Union or Professional Organization	35.6	24.2	23.2	2.8	27.5	26.6	0.0	0.6	1.7	100.0	100.0	100.0
Church	38.5	25.3	26.8	1.0	15.0	31.5	0.3	2.6	0.5	100.0	100.0	100.0
Veterans	N/A	11.8	8.1	N/A	24.5	7.5	N/A	1.3	2.1	N/A	100.0	100.0
Educational	33.7	35.8	36.7	1.4	6.4	5.8	0.6	1.1	1.2	100.0	100.0	100.0
Charities	N/A	7.5	25.7	N/A	1.3	5.7	N/A	2.9	0.4	N/A	100.0	100.0
Political Campaign	54.0	80.3	76.1	1.3	1.7	0.5	0.2	0.5	0.1	100.0	100.0	100.0
AARP	6.7	16.1	15.7	7.0	3.8	6.7	0.0	1.6	0.0	100.0	100.0	100.0
Total Social/Charitable/Political/Nonprofit	39.8	48.4	50.0	2.4	7.5	7.3	0.4	1.0	0.8	100.0	100.0	100.0
Total	27.2	35.0	36.9	2.3	5.1	2.9	1.3	2.3	2.2	100.0	100.0	100.0
Note: Percentages are row percentages within each Industry.
¹Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached Address Labels in the Carrier Cost System (CCS). Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS. These CCS volumes are used as a control for survey results.

Table A3-7a Standard Mail¹ Shape by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)
Financial:
Credit card	7.5	17.3	22.3	5.1	6.5	9.7	0.5	1.3	1.9
Bank	6.9	7.5	7.6	2.3	3.6	5.5	3.4	3.5	3.6
Securities broker	2.7	2.7	2.5	1.3	13.8	14.8	0.2	0.2	0.3
Money Market	0.4	0.3	0.2	0.1	1.5	0.8	0.0	0.1	0.2
Insurance Company	10.8	16.2	16.5	4.7	15.2	15.0	1.0	5.6	2.7
Real Estate/Mortgage	1.4	1.1	1.2	0.5	0.9	0.6	4.4	2.1	3.0
Other Financial	0.6	0.4	0.5	0.3	0.4	0.7	0.0	0.2	0.0
Total Financial	30.3	45.6	50.7	14.3	41.8	47.0	8.5	13.0	11.7
Merchants:
Supermarkets	0.5	0.2	0.2	0.5	1.0	1.2	0.9	2.2	2.2
Department store	5.6	2.8	2.2	3.3	5.6	4.7	19.7	18.8	19.3
Mail order company	14.4	6.0	4.9	22.1	8.2	7.9	5.2	4.4	2.3
Specialty store	4.1	2.5	2.3	3.7	3.5	2.5	19.0	15.1	15.8
Publisher	15.5	9.8	8.4	28.9	7.0	5.3	6.4	2.6	1.0
Land promotion company	1.9	0.1	0.0	0.2	0.2	0.4	0.3	0.5	0.9
Online Auction	N/A	0.1	0.1	N/A	0.2	0.6	N/A	0.2	0.1
Restaurant	0.1	0.1	0.1	0.1	0.2	0.1	6.1	2.1	3.2
Consumer packaged goods	2.4	2.4	1.9	1.6	2.6	1.8	1.4	2.0	2.2
Auto dealers	0.7	0.6	0.5	0.5	1.0	0.5	1.4	0.6	0.5
Service stations	0.1	0.1	0.2	0.0	0.1	0.1	0.3	1.6	2.2
Mall	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.1
Other merchants	2.7	0.5	0.4	2.2	1.7	0.8	1.9	1.7	1.7
Total Merchants	48.0	25.2	21.2	63.1	31.0	25.9	62.7	51.9	51.5
Services:
Telephone	1.0	4.0	2.8	2.1	2.7	2.8	1.7	1.8	1.1
Other Utilities	0.3	0.9	1.5	0.1	0.6	0.6	0.2	1.5	1.4
Medical	1.1	2.1	2.4	0.5	3.2	2.5	2.5	3.5	3.6
Other professional	0.8	0.4	0.5	0.3	0.8	0.2	0.3	0.5	0.6
Leisure service	2.9	1.9	1.7	1.6	2.3	2.9	2.7	5.6	4.2
Cable TV	0.6	5.2	5.1	0.8	1.4	2.8	2.9	2.0	2.3
Computer	0.3	0.3	0.3	0.4	0.3	0.1	0.0	0.4	0.6
Craftsman	0.1	0.6	0.8	0.1	0.0	0.2	0.4	1.7	2.6
Other services	2.3	3.2	3.5	1.4	1.8	2.9	5.4	5.5	5.4
Total Services	9.4	18.5	18.6	7.3	13.0	15.1	16.1	22.5	21.9
Federal Government	N/A	0.5	0.3	N/A	0.9	1.4	N/A	1.6	2.0
Nonfederal Government	0.7	0.6	0.5	0.6	0.6	1.2	1.6	1.6	1.5
Social/Charitable/Political/Nonprofit:
Union/professional	0.6	0.4	0.3	0.4	0.7	0.7	0.3	0.3	0.4
Church	0.3	0.2	0.1	0.1	0.3	0.2	0.3	0.6	0.4
Veterans	N/A	0.1	0.2	N/A	0.0	0.4	N/A	0.0	0.3
Educational	1.2	1.1	1.1	0.6	0.9	1.3	0.8	1.8	1.6
Charities	N/A	0.2	0.3	N/A	0.4	0.4	N/A	0.8	0.9
Political	1.6	0.4	0.6	0.2	0.3	0.5	3.7	3.0	4.1
AARP	0.1	0.6	0.2	0.5	0.8	0.2	0.0	0.0	0.0
Other Social/Charitable/Political/Nonprofit	1.1	0.6	0.4	0.6	1.1	0.5	0.5	0.5	0.7
Total Social/Charitable/Political/Nonprofit	4.9	3.5	3.2	2.4	4.5	4.3	5.6	7.0	8.4
Not from one organization	4.3	4.9	4.8	10.9	6.9	3.8	2.9	1.7	1.1
Don't know/No answer	2.4	0.7	0.6	1.4	1.2	1.2	1.6	0.6	1.9
Total	100.0	99.6	99.8	100.0	99.9	99.9	100.0	100.0	100.0
Note: Sub-totals and Totals may not sum due to rounding.
¹Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached Address Labels in the Carrier Cost System (CCS). Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS. These CCS volumes are used as a control for survey results.

Table A3-7b Standard Mail¹ Shape by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)
Financial:
Credit card	0.5	0.2	0.3	0.9	1.7	2.6	0.0	0.2	0.1
Bank	0.2	0.1	0.1	1.3	3.2	2.5	0.1	0.9	0.9
Securities broker	0.3	0.7	0.5	0.7	0.8	0.8	0.8	4.5	5.0
Money Market	0.1	0.1	0.1	0.1	0.1	0.1	0.0	0.5	0.7
Insurance Company	0.3	0.2	0.2	1.4	2.8	2.7	0.8	3.3	6.4
Real Estate/Mortgage	0.2	0.1	0.1	1.7	1.1	1.1	0.6	0.3	1.0
Other Financial	0.0	0.0	0.0	0.3	0.2	0.2	0.2	0.4	0.8
Total Financial	1.6	1.5	1.3	6.4	9.9	9.9	2.5	10.2	14.9
Merchants:
Supermarkets	0.9	0.5	0.3	10.0	2.8	2.7	1.1	2.3	1.5
Department store	31.9	11.3	9.9	23.4	9.7	10.5	2.1	3.8	6.3
Mail order company	41.0	51.7	56.0	4.2	2.2	2.3	1.4	2.3	3.9
Specialty store	12.9	26.2	25.3	17.0	17.8	16.5	1.4	3.7	3.1
Publisher	3.2	0.9	0.9	10.3	1.1	1.0	71.9	25.1	32.7
Land promotion company	0.1	0.0	0.1	0.3	0.1	0.1	0.0	0.0	0.1
Online Auction	N/A	0.1	0.0	N/A	0.1	0.0	N/A	0.1	0.1
Restaurant	0.1	0.0	0.0	1.8	2.2	2.7	0.0	0.1	0.0
Consumer packaged goods	0.5	2.1	2.2	2.2	2.9	3.4	1.3	2.5	2.0
Auto dealers	0.2	0.1	0.0	0.9	1.5	1.5	0.4	0.2	0.1
Service stations	0.0	0.0	0.0	0.4	1.3	1.4	0.0	0.0	0.0
Mall	0.2	0.0	0.0	0.4	0.0	0.1	0.1	0.0	0.0
Other merchants	0.9	0.3	0.3	1.4	0.8	0.9	0.0	0.6	0.7
Total Merchants	91.9	93.3	95.1	72.3	42.5	42.9	79.7	40.8	50.3
Services:
Telephone	0.3	0.5	0.2	0.4	2.7	2.3	0.4	0.3	0.2
Other Utilities	0.1	0.1	0.0	0.2	0.6	0.7	0.4	0.9	0.7
Medical	0.1	0.2	0.2	1.7	2.6	2.7	1.7	2.5	3.1
Other professional	0.0	0.0	0.0	0.5	0.2	0.3	0.4	0.2	0.4
Leisure service	0.3	1.1	0.9	2.0	3.7	3.2	0.6	1.9	1.8
Cable TV	1.0	0.2	0.1	1.2	3.6	3.6	1.6	0.4	0.1
Computer	0.2	0.3	0.1	0.2	0.5	0.6	0.1	0.0	0.1
Craftsman	0.0	0.0	0.0	0.5	1.3	1.6	0.0	0.1	0.0
Other services	0.2	0.1	0.1	1.8	4.9	4.6	0.8	0.9	1.6
Total Services	2.2	2.5	1.6	8.5	20.1	19.6	6.0	7.2	7.9
Federal Government	N/A	0.1	0.1	N/A	0.7	0.6	N/A	1.3	1.2
Nonfederal Government	0.5	0.2	0.3	2.0	0.8	0.9	1.0	3.8	5.5
Social/Charitable/Political/Nonprofit:
Union/professional	0.1	0.0	0.1	0.4	0.3	0.2	0.4	2.0	3.1
Church	0.0	0.0	0.0	0.3	0.1	0.1	0.7	0.4	1.7
Veterans	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.3	0.3
Educational	0.3	0.5	0.3	0.9	0.9	0.9	0.4	1.2	1.8
Charities	N/A	0.0	0.1	N/A	0.0	0.2	N/A	0.0	0.4
Political	0.0	0.0	0.0	2.2	3.1	3.0	0.6	0.4	0.2
AARP	0.1	0.0	0.0	0.0	0.1	0.0	0.4	0.2	0.2
Other Social/Charitable/Political/Nonprofit	0.0	0.0	0.0	0.7	0.7	0.7	0.8	1.1	1.7
Total Social/Charitable/Political/Nonprofit	0.5	0.7	0.6	4.5	5.3	5.1	3.3	5.7	9.5
Not from one organization	1.9	1.3	0.6	4.9	20.4	20.8	6.0	30.3	9.5
Don't know/No answer	1.4	0.4	0.4	1.4	0.2	0.2	1.5	0.8	1.2
Total	100.0	100.0	100.0	100.0	99.9	99.9	100.0	99.9	100.0
Note: Sub-totals and Totals may not sum due to rounding.
¹Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached Address Labels in the Carrier Cost System (CCS). Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS. These CCS volumes are used as a control for survey results.

Table A3-12 Standard Mail by Industry and Familiarity (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Previous Customer			Organization Known			Organization Unknown			Don't Know/ No Answer			Total
	Previous Customer			Organization Known			Organization Unknown			Don't Know/ No Answer			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit card	52.4	57.5	53.4	19.9	28.5	33.1	17.7	5.0	5.5	10.0	9.0	7.9	100.0	100.0	100.0
Bank	43.6	55.2	59.4	17.3	20.0	19.1	23.1	12.6	11.0	16.0	12.1	10.5	100.0	100.0	100.0
Securities broker	49.5	83.1	84.4	13.5	3.8	5.0	25.7	5.0	4.5	11.3	8.1	6.1	100.0	100.0	100.0
Money Market	55.3	76.3	80.7	13.3	6.2	6.2	15.9	12.4	11.0	15.5	5.1	2.1	100.0	100.0	100.0
Insurance Company	33.6	33.4	35.4	21.8	37.9	38.7	32.3	15.4	13.0	12.3	13.3	12.9	100.0	100.0	100.0
Real Estate/Mortgage	13.3	26.8	31.8	41.1	28.6	26.9	32.6	37.5	31.4	13.0	7.1	9.9	100.0	100.0	100.0
Total Financial	40.5	50.2	50.4	21.3	27.3	29.7	25.7	11.7	10.1	12.5	10.8	9.8	100.0	100.0	100.0
Merchants:
Supermarkets	60.1	80.1	78.1	15.2	9.5	10.8	5.4	2.5	2.0	19.3	8.0	9.1	100.0	100.0	100.0
Department store	75.2	86.4	87.9	9.1	4.4	4.6	4.3	1.2	0.8	11.4	8.0	6.7	100.0	100.0	100.0
Mail order company	50.8	59.1	61.6	17.3	16.2	15.6	22.4	12.6	10.9	9.4	12.2	11.9	100.0	100.0	100.0
Specialty store	50.5	74.0	77.2	20.0	11.9	10.2	17.2	5.2	4.5	12.4	8.9	8.1	100.0	100.0	100.0
Publisher	40.9	52.4	53.6	18.6	19.0	20.6	14.3	9.5	8.9	26.2	19.0	16.9	100.0	100.0	100.0
Land promotion company	3.0	11.5	31.2	15.4	22.3	35.0	70.4	45.5	33.1	11.2	20.7	0.7	100.0	100.0	100.0
Online Auction	N/A	57.4	50.1	N/A	20.2	29.4	N/A	20.1	20.5	N/A	2.2	0.0	N/A	100.0	100.0
Restaurant	50.2	54.6	52.8	20.2	22.0	17.9	13.4	15.2	18.4	16.2	8.1	11.0	100.0	100.0	100.0
Consumer packaged goods	55.7	60.2	62.0	20.5	20.0	18.9	11.7	9.1	9.1	12.1	10.8	10.0	100.0	100.0	100.0
Auto dealers	48.2	38.7	46.8	27.1	38.8	34.5	12.5	13.8	12.4	12.2	8.7	6.4	100.0	100.0	100.0
Service stations	23.6	62.4	61.9	34.1	20.6	23.3	24.7	9.3	7.4	17.6	7.7	7.4	100.0	100.0	100.0
Mall	39.8	66.4	34.0	2.5	18.3	12.8	0.4	0.0	13.4	57.3	15.3	39.8	100.0	100.0	100.0
Total Merchants	54.0	67.3	69.7	16.1	13.6	13.0	14.7	8.0	7.1	15.2	11.1	10.2	100.0	100.0	100.0
Services:
Telephone	65.1	62.7	64.2	17.1	23.7	20.6	5.9	2.5	3.4	11.9	11.0	11.8	100.0	100.0	100.0
Other Utilities	70.9	71.9	69.4	5.8	14.0	12.1	7.9	6.6	10.4	15.4	7.5	8.1	100.0	100.0	100.0
Medical	35.0	34.8	34.6	19.5	19.4	20.3	34.4	35.5	34.1	11.2	10.3	11.0	100.0	100.0	100.0
Other professional	43.9	35.5	31.6	13.9	18.7	17.7	31.2	39.1	38.9	11.0	6.7	11.9	100.0	100.0	100.0
Leisure service	33.7	60.9	61.9	21.2	16.0	17.1	31.0	11.6	12.3	14.1	11.5	8.7	100.0	100.0	100.0
Cable TV	65.4	45.9	46.7	17.7	40.2	36.1	6.1	4.3	4.7	10.8	9.6	12.5	100.0	100.0	100.0
Computer	42.7	53.3	45.2	26.7	25.3	30.6	22.7	12.8	17.5	8.0	8.6	6.7	100.0	100.0	100.0
Craftsman	7.7	10.1	15.2	32.1	23.7	27.8	47.7	50.7	47.3	12.5	15.5	9.7	100.0	100.0	100.0
Total Services	41.6	46.0	45.9	20.0	26.1	25.2	24.9	16.9	18.3	13.5	10.9	10.5	100.0	100.0	100.0
Nonfederal Government	47.8	53.7	62.0	26.5	23.4	21.6	8.9	7.5	7.0	16.9	15.4	9.4	100.0	100.0	100.0
Note: Percents are row percentages within each Industry classification.

Table A3-13 Standard Mail -- Shape by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Familiarity	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	44.5	48.0	48.5	48.6	60.0	62.9	17.9	6.3	5.2	48.7	59.2	61.2
Organization known	19.8	23.9	25.4	18.8	17.3	19.1	16.4	1.1	1.8	17.6	20.9	19.8
Organization unknown	23.9	10.9	10.3	19.8	10.4	8.5	30.0	2.1	0.8	20.9	14.2	13.9
More than one company/ Don't Know/ No Answer	11.9	17.2	15.8	12.8	12.2	9.5	35.7	90.5	92.1	12.8	5.7	5.1
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Familiarity	Catalog Not In Envelope			Flyers			Newspapers/Magazines
	Catalog Not In Envelope			Flyers			Newspapers/Magazines
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	63.1	67.7	69.8	49.4	44.1	45.6	24.4	40.1	54.0
Organization known	14.5	14.2	13.5	17.7	16.0	14.9	10.6	9.5	15.5
Organization unknown	13.0	8.3	7.8	13.5	10.7	10.5	6.3	3.6	4.3
More than one company/ Don't Know/ No Answer	9.5	9.9	9.0	19.5	29.1	28.9	58.8	46.8	26.3
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.


Familiarity	Catalog Not In Envelope			Flyers			Newspapers/Magazines
	Catalog Not In Envelope			Flyers			Newspapers/Magazines
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	63.1	67.7	69.8	49.4	44.1	45.6	24.4	40.1	54.0
Organization known	14.5	14.2	13.5	17.7	16.0	14.9	10.6	9.5	15.5
Organization unknown	13.0	8.3	7.8	13.5	10.7	10.5	6.3	3.6	4.3
More than one company/ Don't Know/ No Answer	9.5	9.9	9.0	19.5	29.1	28.9	58.8	46.8	26.3
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-14 Standard Mail -- Mail Order Industry Shape by Familiarity With Organization (Percentage of Mail Pieces Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Familiarity	Letter Size Envelope			Larger Than Letter Size Envelope			Catalog Not In Envelope			Flyers
	Letter Size Envelope			Larger Than Letter Size Envelope			Catalog Not In Envelope			Flyers
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	46.6	54.1	56.1	52.9	60.2	70.1	53.0	61.2	63.8	42.0	44.9	48.9
Organization known	17.1	13.6	12.4	15.4	18.0	15.0	18.8	16.9	16.1	15.5	13.6	15.6
Organization unknown	27.3	12.8	11.8	19.8	16.3	7.8	20.7	12.3	10.3	29.7	16.5	16.2
Don't know/No answer	9.0	19.5	19.7	11.9	5.5	7.1	7.5	9.5	9.8	12.8	24.9	19.3
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-15 Standard Mail Receipt by Number of Financial Accounts and Insurance Policies Pieces per Household per Week Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Postal Fiscal Year	Number of Accounts and Policies
Postal Fiscal Year	None (0)	Low (1-5)	Medium (6-8)	High (10+)
1987	2.7	4.9	8.0	11.0
2009	3.6	5.9	8.9	12.0
2010	4.2	5.9	8.9	11.8

Table A3-16 Standard Mail Receipt by Number of Credit Card Accounts Pieces per Household per Week Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Postal Fiscal Year	Number of Credit Cards
	None (0)	Low (1 - 3)	Medium (4 - 7)	High (8+)
	1987	4.0	6.4	9.3	12.5
2009	4.9	7.8	10.6	12.6
2010	5.1	7.8	10.4	13.2

Table A3-17 Standard Mail Treatment of Mail Piece by Familiarity With Organization (Percentage of Mail Received by Household) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment of Advertising	Previous Customer			Organization Known			Organization Not Known			Total¹
	Previous Customer			Organization Known			Organization Not Known			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read	58.4	61.2	63.2	31.2	28.7	27.6	26.2	25.3	25.2	41.5	44.8	46.0
Looked at	23.3	14.9	14.5	38.2	23.1	24.8	35.2	21.2	20.5	26.4	16.1	16.3
Discarded	7.0	16.0	15.1	23.5	44.1	44.2	31.1	49.5	50.4	14.0	24.6	24.1
Set Aside	10.2	7.7	7.0	6.3	3.9	3.3	6.4	3.8	3.4	8.1	6.1	5.6
Don't know/No answer	1.1	0.2	0.2	0.8	0.1	0.1	1.2	0.2	0.6	10.0	8.4	8.0
Total Mail Received by Household	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.
¹Total includes pieces for which no response was given as to familiarity.

Table A3-18 Standard Mail Usefulness of Mail Pieces by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Reaction to Advertising	Previous Customer			Organization Known			Organization Not Known			Total¹
	Previous Customer			Organization Known			Organization Not Known			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	62.5	61.4	62.5	25.9	18.7	16.8	14.8	11.8	11.7	40.2	42.2	42.5
Interesting	21.7	14.2	13.6	31.7	18.8	18.3	24.4	15.0	14.0	22.0	13.9	13.3
Not interesting	10.6	23.6	23.2	32.9	61.0	62.8	46.7	70.6	70.4	21.3	34.6	34.9
Objectionable	2.2	0.5	0.3	6.7	1.1	1.8	10.7	2.3	3.1	4.6	0.8	0.9
Don't know/No answer	3.1	0.3	0.4	2.8	0.4	0.3	3.4	0.3	0.7	12.0	8.5	8.2
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.
¹Total includes pieces for which no response was given as to familiarity.

Table A3-19 Standard Mail Response to Advertising by Familiarity With Organization (If Pieces Contained an Advertisement of Request for Donation and was from One Organization Only) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Response to Advertising	Previous Customer			Organization Known			Organization Not Known			Total¹
	Previous Customer			Organization Known			Organization Not Known			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Yes	21.6	18.4	21.0	5.7	2.9	2.2	4.6	2.4	1.6	14.6	12.2	13.5
No	47.7	56.5	49.0	78.6	87.7	87.0	83.0	89.6	87.6	58.6	62.7	58.0
Maybe	27.4	23.0	28.5	12.1	7.7	9.5	9.0	6.2	8.8	19.9	16.4	20.9
No answer	3.3	2.1	1.5	3.6	1.7	1.2	3.4	1.7	2.0	7.0	8.7	7.6
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Pieces Per Household Per Week	3.0	4.8	4.9	1.5	1.7	1.8	1.2	0.9	0.9	6.1	8.6	8.6
Note: Totals may not sum to 100 due to rounding.
¹Total includes pieces for which no response was given as to familiarity.

Treatment	Usefulness
	Objectionable			Don't Know/No Answer			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read	2.2	0.3	0.4	2.6	0.3	0.4	100.0	100.0	100.0
Looked at	5.2	0.8	0.9	12.4	0.2	0.3	100.0	100.0	100.0
Discarded	12.9	2.2	2.5	3.7	0.3	0.2	100.0	100.0	100.0
Set aside	4.6	0.1	0.4	3.2	0.2	0.4	100.0	100.0	100.0
Note: Percents are row percentages within each Treatment category.
Note: Totals may not sum to 100 due to rounding.

Appendix A3: Standard Mail

Table A3-21 Standard Mail Usefulness by Treatment (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment	Usefulness
	Useful			Interesting			Not Interesting			Objectionable
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read	70.2	78.0	79.5	38.0	47.1	50.6	13.6	14.8	14.5	20.0	17.4	17.0
Looked at	15.9	9.0	8.4	43.8	28.5	28.1	39.0	23.8	25.2	30.1	15.2	15.2
Discarded	1.6	2.8	2.6	8.2	15.8	14.4	43.7	59.6	58.5	39.6	66.6	64.7
Set aside	11.7	10.2	9.4	9.4	8.5	6.9	3.2	1.8	1.7	8.2	0.6	2.2
Don't know/No answer	0.6	0.1	0.1	0.6	0.1	0.1	0.5	0.0	0.1	2.1	0.3	0.9
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-22 Standard Mail Treatment by Intended Response (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment	Intended Response
	Yes			No			Maybe			No Answer			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	27.1	22.8	25.5	42.6	49.8	41.8	26.8	25.0	30.8	3.6	2.4	1.9	100.0	100.0	100.0
Read by more than one member of household¹	N/A	31.2	33.0	N/A	34.9	24.4	N/A	30.9	40.4	N/A	3.0	2.2	N/A	100.0	100.0
Looked at	4.9	2.9	2.7	77.9	84.9	81.8	14.1	10.1	13.6	3.1	2.1	1.8	100.0	100.0	100.0
Discarded	0.9	0.4	0.6	92.5	96.1	95.4	2.4	1.2	2.3	4.3	2.3	1.7	100.0	100.0	100.0
Set aside	15.4	13.7	13.0	35.3	36.4	26.6	46.2	47.7	58.7	3.0	2.1	1.7	100.0	100.0	100.0
Note: Percents are row percentages within each Treatment category.
Note: Totals may not sum to 100 due to rounding.

Table A3-23 Standard Mail Intended Response by Treatment (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment	Intended Response
	Yes			No			Maybe
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	18.8	69.1	70.7	30.8	29.3	27.0	57.0	56.3	55.3
Read by more than one member of household¹	N/A	18.9	19.2	N/A	4.1	3.3	N/A	13.9	15.2
Looked at	9.8	4.1	3.5	38.9	22.9	24.3	20.7	10.4	11.2
Discarded	0.9	0.9	1.2	23.7	40.1	42.8	1.8	1.9	2.8
Set aside	9.0	6.7	5.3	5.1	3.5	2.5	19.7	17.4	15.4
Don't know/No answer	1.5	0.4	0.2	1.5	0.2	0.2	0.9	0.0	0.1
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-24 Standard Mail Usefulness by Intended Response (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Usefulness	Intended Response
	Yes			No			Maybe
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	29.4	27.6	30.9	33.8	37.2	26.5	33.7	32.8	40.6
Interesting	6.2	3.2	2.5	72.6	80.9	76.7	17.9	13.9	19.3
Not interesting	1.3	0.8	0.7	92.2	94.8	94.2	3.0	2.2	3.3
Objectionable	3.7	2.1	0.7	83.6	93.1	94.5	9.0	2.2	2.2

Usefulness	Intended Response
	Don't Know/No Answer			Total
	1987	2009	2010	1987	2009	2010
Useful	3.2	2.4	1.9	100.0	100.0	100.0
Interesting	3.3	2.0	1.5	100.0	100.0	100.0
Not interesting	3.5	2.2	1.8	100.0	100.0	100.0
Objectionable	3.8	2.6	2.6	100.0	100.0	100.0
Note: Percents are row percentages within each Usefulness category.
Note: Totals may not sum to 100 due to rounding.

Table A3-25 Standard Mail Intended Response by Usefulness (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Usefulness	Intended Response
	Yes			No			Maybe
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	83.3	93.4	95.1	23.9	24.4	18.9	69.8	82.5	80.6
Interesting	10.2	3.8	2.6	30.0	18.9	18.7	21.8	12.4	13.1
Not interesting	2.0	2.4	2.0	36.1	55.2	60.5	3.4	4.9	5.9
Objectionable	1.2	0.1	0.1	6.7	1.3	1.7	2.1	0.1	0.1
Don't know/No answer	3.2	0.2	0.3	3.3	0.2	0.2	2.9	0.1	0.3
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-26 Standard Mail Pieces from Credit Card Industry Response to Mail Piece by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Familiarity		Read Immediately			Set Aside			Found Useful			Will Respond
Familiarity	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	51.4	46.5	47.6	7.2	3.2	3.0	40.0	35.4	36.5	9.3	5.8	7.1
Organization known	28.4	14.2	11.7	7.9	0.4	0.9	17.7	5.6	4.6	5.6	1.5	0.5
Organization unknown	30.2	16.1	16.5	4.2	0.9	1.0	21.3	1.4	5.9	7.8	0.0	0.6
NOTE: Percentages represent row percentages within each familiarity category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-27 Standard Mail Pieces from Insurance Companies Response to Mail Piece by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Familiarity		Read Immediately		Set Aside				Found Useful			Will Respond
Familiarity	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	56.7	58.8	57.5	5.6	6.9	4.8	48.2	53.4	50.1	12.9	10.1	9.9
Organization known	31.1	21.1	20.7	6.7	2.0	1.4	20.8	12.3	12.8	5.4	1.6	1.3
Organization unknown	20.2	21.6	19.9	1.9	2.1	1.2	8.5	7.4	5.7	1.9	2.2	1.0
NOTE: Percentages represent row percentages within each familiarity category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-28 Standard Mail Pieces from Department Stores Response to Mail Piece by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Familiarity	Read Immediately			Set Aside			Found Useful			Will Respond
	Read Immediately			Set Aside			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	52.4	71.7	74.3	11.2	8.4	6.8	64.4	76.9	79.2	17.6	28.1	33.3
Organization known	25.5	40.7	40.0	6.4	4.9	9.9	23.4	20.4	26.6	6.0	2.9	5.6
Organization unknown	24.4	59.6	27.6	4.5	4.2	14.8	17.5	14.8	25.0	7.1	2.7	7.1
NOTE: Percentages represent row percentages within each familiarity category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-29 Standard Mail Pieces from Mail Order Companies Response to Mail Piece by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Familiarity	Read Immediately			Set Aside			Found Useful			Will Respond
	Read Immediately			Set Aside			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	58.4	58.1	61.3	14.0	14.5	12.9	63.0	66.6	68.1	24.0	16.9	17.0
Organization known	32.3	35.2	37.1	10.3	11.5	10.2	26.8	29.8	25.9	6.5	3.0	2.8
Organization unknown	22.2	21.9	26.6	11.3	10.0	8.3	13.9	12.7	17.6	4.6	3.1	2.3
NOTE: Percentages represent row percentages within each familiarity category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-30 Standard Mail Pieces from Publishers Response to Mail Piece by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Familiarity	Read Immediately			Set Aside			Found Useful			Will Respond
	Read Immediately			Set Aside			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	65.1	65.4	65.5	8.7	4.6	6.0	54.5	55.7	55.8	27.9	20.6	18.5
Organization known	30.7	36.7	38.6	5.9	3.9	4.5	20.9	21.3	23.3	6.5	3.4	2.6
Organization unknown	27.2	37.6	26.6	9.4	3.6	8.9	16.0	13.1	14.3	6.5	2.4	1.6
NOTE: Percentages represent row percentages within each familiarity category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-31 Standard Mail Treatment of Mail Piece by Shape (Percentage of Mail Pieces Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	44.5	35.9	35.9	44.0	42.2	43.5	30.8	26.9	29.7	50.1	51.4	53.9
Read by more than one member of household ¹	N/A	4.9	4.3	N/A	7.8	7.7	N/A	6.0	8.6	N/A	10.0	11.4
Looked at	26.1	18.0	18.9	26.0	15.6	17.3	33.8	21.0	17.6	24.7	12.7	11.0
Discarded	15.3	29.3	29.4	13.8	24.1	22.0	19.6	31.0	33.9	15.7	21.2	20.2
Set aside	4.8	3.2	2.9	8.8	7.1	5.5	3.9	4.9	1.8	2.2	2.6	2.2
Don't know/No answer	9.3	8.6	8.6	7.4	3.1	4.0	11.9	10.2	8.4	7.4	2.0	1.3
Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	Catalog Not in Envelope			Flyers			Newspapers/ Magazines			Total¹
	Catalog Not in Envelope			Flyers			Newspapers/ Magazines			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	42.9	37.9	39.2	40.8	37.6	38.1	30.1	33.2	40.8	41.5	37.2	38.0
Read by more than one member of household ¹	N/A	9.0	11.1	N/A	7.9	9.1	N/A	15.7	15.5	N/A	7.6	7.9
Looked at	25.9	14.6	13.1	27.0	16.4	16.4	17.6	11.0	9.8	26.4	16.1	16.3
Discarded	9.7	18.7	17.1	15.1	25.0	23.6	9.4	16.1	14.4	14.0	24.6	24.1
Set aside	15.9	13.9	13.5	6.7	4.4	4.5	8.1	10.5	10.8	8.1	6.1	5.6
Don't know/No answer	5.6	6.1	6.1	10.5	8.6	8.3	34.9	13.5	8.6	10.0	8.4	8.0
Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.
¹Total includes pieces for which no response was given as to shape.

Table A3-32 Standard Mail Usefulness of Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Usefulness	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	32.6	30.7	29.8	36.4	44.5	45.2	26.8	22.6	27.0	38.4	49.9	53.4
Interesting	21.3	12.1	11.8	27.4	14.5	13.0	16.3	14.5	12.2	20.1	13.2	13.1
Not interesting	29.0	47.3	48.1	21.1	36.5	36.3	34.7	52.5	52.0	27.7	33.6	31.4
Objectionable	5.7	1.1	1.5	5.8	0.8	0.9	7.5	0.2	0.4	4.9	0.9	0.6
Don't Know/No answer	11.5	8.8	8.8	9.2	3.7	4.6	14.7	10.2	8.4	8.9	2.6	1.5
Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Usefulness	Catalog Not in Envelope			Flyers			Newspapers/ Magazines			Total¹
	Catalog Not in Envelope			Flyers			Newspapers/ Magazines			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	53.8	55.6	57.5	44.7	44.1	46.3	33.3	55.4	59.4	40.2	42.2	42.5
Interesting	26.1	21.5	19.8	19.4	12.0	11.8	16.7	12.4	14.7	22.0	13.9	13.3
Not interesting	10.8	16.5	16.0	19.5	34.4	32.7	9.0	17.9	16.6	21.3	34.6	34.9
Objectionable	2.3	0.3	0.4	3.8	0.8	0.8	2.5	0.4	0.3	4.6	0.8	0.9
Don't Know/No answer	7.0	6.1	6.3	12.5	8.8	8.5	38.5	13.8	9.0	12.0	8.5	8.2
Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.
¹Total includes pieces for which no response was given as to shape.

Table A3-33 Standard Mail Response to Advertising by Shape (If Mail Piece Contained Advertising or Request for Donation) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Response	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	Letter Size Envelope			Larger Than Letter Size Envelope			Detached Label Postcard			Postcard
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Yes	12.8	8.9	8.5	16.5	14.9	13.3	8.6	6.1	9.8	15.4	17.2	21.6
No	69.6	74.6	74.5	62.1	70.4	66.4	69.5	72.8	65.8	63.6	60.8	55.7
Maybe	13.1	9.4	11.3	16.7	11.4	17.5	10.5	9.0	11.9	13.6	18.2	20.4
No answer	4.5	7.1	5.8	4.8	3.2	2.8	11.4	12.0	12.5	7.4	3.8	2.3
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Response	Catalog Not in Envelope			Flyers			Newspapers/ Magazines			Total¹
	Catalog Not in Envelope			Flyers			Newspapers/ Magazines			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Yes	16.1	12.9	14.2	15.6	14.0	16.8	10.2	12.8	13.5	14.6	12.2	13.5
No	46.6	51.9	41.6	54.2	59.2	51.8	44.3	51.8	48.4	58.6	62.7	58.0
Maybe	32.5	28.3	37.6	21.2	16.2	21.4	16.9	19.6	31.8	19.9	16.4	20.9
No answer	4.8	6.9	6.6	9.1	10.6	10.0	28.6	15.8	6.3	7.0	8.7	7.6
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.
¹Total includes pieces for which no response was given as to shape.

Table A3-34 Standard Mail Percentage of Pieces Read Immediately and Set Aside by Shape and Familiarity With Organization Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Familiarity	Shape
	Letter Size Envelope						Larger Than Letter Size Envelope						Postcard
	Read			Set Aside			Read			Set Aside			Read			Set Aside
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	64.7	59.0	58.8	5.3	3.9	3.7	60.1	61.9	64.0	10.4	8.5	7.0	67.9	77.6	82.5	2.6	3.2	2.1
Organization known	34.6	23.1	21.3	5.8	2.3	1.6	30.3	30.1	28.0	6.2	3.4	2.2	38.3	43.1	41.1	2.1	2.3	3.4
Organization unknown	29.0	27.4	24.8	4.6	2.3	2.0	27.6	26.7	28.3	7.0	8.5	1.4	32.8	28.6	31.6	1.9	1.0	0.7


Familiarity	Shape
	Catalog Not in Envelope						Flyers						Newspapers/Magazines
	Read			Set Aside			Read			Set Aside			Read			Set Aside
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	53.1	56.9	60.4	17.6	15.5	15.1	57.0	64.7	66.8	8.0	4.9	4.8	56.3	64.8	69.8	15.7	13.3	12.8
Organization known	29.6	32.4	36.4	12.6	12.4	12.1	27.8	31.8	30.9	4.8	2.0	2.3	45.4	49.0	50.9	8.5	10.4	9.3
Organization unknown	20.8	20.7	22.8	15.1	12.0	10.9	24.5	24.1	25.3	5.9	1.7	1.9	21.9	28.7	28.4	5.6	4.8	19.8
NOTE: Percentages represent row percentages within each industry classification; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-35 Standard Mail Percentage of Pieces Eliciting Intended Response by Shape and Familiarity With Organization Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Familiarity	Shape
	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	20.3	24.6	21.6	22.7	3.7	2.7	20.3	4.6	5.0
Organization known	5.9	37.0	32.4	7.1	8.3	1.8	8.8	2.7	2.9
Organization unknown	5.0	30.0	29.0	5.2	4.6	3.6	3.6	7.6	5.0

Familiarity	Shape
	Catalog Not In Envelope			Flyers			Newspapers/Magazines
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	21.5	24.7	22.7	22.3	37.9	44.8	21.8	2.2	1.3
Organization known	6.4	15.4	17.0	4.6	34.2	42.1	0.0	1.3	2.0
Organization unknown	5.0	14.3	12.0	4.8	43.4	45.4	4.5	0.0	0.9
Note: Percents are row percentages within each familiarity classification.
Note: Totals may not equal exactly 100% due to unreported categories.

Table A3-36 Standard Mail Percentage of Pieces Found Useful by Shape and Familiarity With Organization Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Familiarity	Shape
	Letter Size Envelope			Larger Than Letter Envelope			Postcard
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	53.4	82.0	83.8	53.6	86.6	88.1	58.4	84.8	85.7
Organization known	22.8	10.1	9.8	19.8	8.8	7.0	28.3	9.2	9.0
Organization unknown	12.7	3.2	2.8	13.6	2.7	2.1	10.6	3.8	3.5

Familiarity	Shape
	Catalog Not In Envelope			Flyers			Newspapers/Magazines
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer	70.5	87.1	88.6	66.6	83.1	85.2	67.4	76.5	75.3
Organization known	30.2	7.8	6.7	28.7	9.5	7.9	46.0	10.6	12.6
Organization unknown	18.9	2.3	2.6	16.3	4.0	3.7	25.9	2.6	2.0

Note: Totals may not equal exactly 100% due to unreported categories.

Table A3-37 Standard Mail from Department Stores Reaction to Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read Immediately			Set Aside			Found Useful
	Read Immediately			Set Aside			Found Useful
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Letter size envelope	53.3	66.8	68.9	2.5	3.3	2.6	37.4	59.1	63.7
Larger envelope	45.8	71.9	80.8	10.2	6.4	3.7	40.8	69.0	65.2
Postcard	56.9	76.2	76.2	1.3	5.1	3.1	48.5	72.5	71.2
Catalog (not in envelope)	45.9	61.1	64.1	15.8	12.6	12.5	62.5	72.6	73.4
Flyers/Circulars	42.4	68.8	68.4	6.1	5.6	5.5	51.2	70.7	74.0

Shape	Will Respond			Percentage of Pieces Received
	Will Respond			Percentage of Pieces Received
	1987	2009	2010	1987	2009	2010
Letter size envelope	12.3	25.6	34.2	8.8	12.7	10.4
Larger envelope	10.9	33.8	27.6	3.6	2.6	2.0
Postcard	12.3	25.7	31.0	3.3	6.6	6.8
Catalog (not in envelope)	17.1	24.0	24.7	40.8	26.6	22.1
Flyers/Circulars	15.4	25.7	32.2	42.5	45.1	52.5
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-38 Standard Mail from Department Stores Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read (Immediately and Set Aside)			Found Useful			Will Respond
	Read (Immediately and Set Aside)			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer:
Catalog (not in envelope)	68.0	79.2	82.2	70.7	79.2	80.4	18.4	26.1	27.4
Flyers/Circulars	59.0	80.1	79.6	64.2	77.2	80.9	18.2	29.1	35.4
Organization known:
Catalog (not in envelope)	38.1	54.2	52.8	26.9	33.8	29.9	7.2	9.3	3.5
Flyers/Circulars	24.0	36.9	49.3	22.9	23.0	21.1	4.7	0.0	6.1
Organization unknown:
Catalog (not in envelope)	23.5	79.0	82.5	20.6	37.4	12.2	13.7	7.9	0.0
Flyers/Circulars	31.2	28.1	42.7	17.8	10.5	37.0	5.3	0.0	18.1
NOTE: Percentages represent row percentages within each familiarity and shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-39 Standard Mail from Mail Order Companies Reaction to Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read Immediately			Set Aside			Found Useful
	Read Immediately			Set Aside			Found Useful
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Letter size envelope	42.7	46.8	49.6	4.1	5.7	3.8	29.9	33.6	33.5
Larger envelope	48.2	56.3	57.1	10.4	5.5	3.3	41.1	38.5	39.2
Postcard	60.4	56.7	62.6	4.2	2.6	1.7	51.8	45.4	40.1
Catalog (not in envelope)	40.9	43.6	47.4	17.1	14.7	13.2	48.9	51.9	53.9
Flyers/Circulars	39.8	44.4	43.6	7.8	3.2	4.1	32.9	35.0	35.3
Magazines/Newsletters	57.0	59.0	59.8	0.0	10.7	13.9	62.3	53.0	53.7

Shape	Will Respond			Percentage of Pieces Received
	Will Respond			Percentage of Pieces Received
	1987	2009	2010	1987	2009	2010
Letter size envelope	12.3	17.1	12.3	20.8	15.7	13.9
Larger envelope	18.0	18.3	16.5	22.0	2.3	2.0
Postcard	18.6	12.6	13.1	0.8	0.9	0.5
Catalog (not in envelope)	15.8	10.4	11.4	48.5	71.3	73.6
Flyers/Circulars	10.0	7.7	7.7	7.0	6.0	6.6
Magazines/Newsletters	19.8	12.8	10.6	0.2	0.9	0.9
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-40 Standard Mail from Mail Order Companies Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read (Immediately and Set Aside)			Found Useful			Will Respond
	Read (Immediately and Set Aside)			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer:
Letter size envelope	65.0	70.5	71.2	52.2	54.3	50.6	18.8	25.4	18.8
Larger envelope	74.3	78.3	74.6	58.7	51.8	49.0	27.1	27.1	19.9
Catalog	74.9	72.6	74.7	70.3	69.9	72.0	25.1	15.2	16.9
Organization known:
Letter size envelope	34.2	44.9	42.2	13.3	9.3	16.4	5.6	2.6	1.9
Larger envelope	44.5	50.7	33.4	27.0	30.5	17.9	9.7	8.8	9.8
Catalog	44.6	46.9	50.0	31.5	33.6	28.9	6.7	2.9	2.7
Organization unknown:
Letter size envelope	29.4	33.3	41.7	7.0	7.3	10.6	6.7	7.8	3.1
Larger envelope	32.9	22.5	5.9	14.2	0.0	8.2	4.7	0.0	0.0
Catalog	36.8	32.7	34.1	17.7	14.9	20.7	3.5	2.4	2.2
NOTE: Percentages represent row percentages within each familiarity and shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-41 Standard Mail from Publishers Reaction to Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read Immediately			Set Aside			Found Useful
	Read Immediately			Set Aside			Found Useful
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Letter size envelope	51.1	50.6	48.4	6.0	2.9	3.9	37.9	34.4	34.3
Larger envelope	41.4	46.0	43.6	6.8	4.3	2.3	27.4	35.5	27.9
Postcard	45.2	55.2	44.6	5.9	4.7	0.0	30.4	46.1	20.9
Catalog (not in envelope)	40.8	48.0	43.3	16.3	11.1	9.5	48.2	45.3	47.9
Flyers/Circulars	45.8	37.2	44.4	8.4	2.3	9.7	46.6	29.1	46.7
Magazines/Newsletters	27.2	46.7	53.1	7.6	7.4	9.8	28.8	49.0	55.8

Shape	Will Respond			Percentage of Pieces Received
	Will Respond			Percentage of Pieces Received
	1987	2009	2010	1987	2009	2010
Letter size envelope	21.0	15.6	12.8	26.5	59.9	63.2
Larger envelope	16.6	15.0	13.0	34.1	4.5	3.6
Postcard	26.1	27.5	6.0	1.2	1.2	0.5
Catalog (not in envelope)	13.5	8.4	4.0	4.4	3.0	3.2
Flyers/Circulars	16.3	5.5	11.2	20.4	7.0	7.9
Magazines/Newsletters	9.1	5.2	12.5	12.1	23.1	20.3
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-42 Standard Mail from Publishers Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read (Immediately and Set Aside)			Found Useful			Will Respond
	Read (Immediately and Set Aside)			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer:
Letter size envelope	77.2	68.3	67.3	54.1	50.4	49.7	31.9	22.6	18.6
Larger envelope	68.8	65.1	69.8	44.8	51.2	45.8	25.8	21.8	22.7
Catalog	78.7	68.8	72.0	72.7	66.4	66.4	22.1	14.0	12.3
Organization known:
Letter size envelope	34.2	29.1	36.6	20.8	8.2	11.9	5.7	3.2	2.1
Larger envelope	31.3	24.4	12.4	13.3	10.8	12.1	7.7	4.8	0.0
Catalog	48.3	37.7	46.2	31.1	24.5	36.3	5.4	7.1	2.1
Organization unknown:
Letter size envelope	31.3	44.5	27.5	13.5	6.6	4.9	3.7	2.0	0.3
Larger envelope	35.8	31.6	36.4	13.9	6.5	0.0	7.4	0.0	4.4
Catalog	46.0	56.3	36.1	16.7	10.7	29.4	6.9	12.3	2.0
NOTE: Percentages represent row percentages within each familiarity and shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-43 Standard Mail from Credit Card Companies Reaction to Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read Immediately			Set Aside			Found Useful
	Read Immediately			Set Aside			Found Useful
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Letter size envelope	43.4	30.4	29.5	4.2	1.9	1.9	28.0	21.0	19.8
Larger envelope	32.7	37.2	29.8	8.4	2.3	1.9	28.9	23.6	18.5
Postcard	25.1	57.8	55.7	0.0	2.2	0.0	9.9	38.8	58.1
Catalog (not in envelope)	43.8	47.4	55.1	21.3	8.1	10.9	45.9	55.5	52.1
Flyers/Circulars	33.3	50.2	44.0	6.3	3.5	3.0	35.6	35.0	38.3

Shape	Will Respond			Percentage of Pieces Received
	Will Respond			Percentage of Pieces Received
	1987	2009	2010	1987	2009	2010
Letter size envelope	10.4	3.6	3.3	59.5	86.4	84.9
Larger envelope	3.1	1.7	5.1	28.1	3.4	3.3
Postcard	0.0	23.1	26.2	0.4	0.5	0.5
Catalog (not in envelope)	3.2	6.9	9.1	3.1	0.6	0.5
Flyers/Circulars	12.1	3.7	7.4	8.1	8.6	10.2
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-44 Standard Mail from Credit Card Companies Reaction to Mail Pieces by Familiarity and Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read (Immediately and Set Aside)			Found Useful			Will Respond
	Read (Immediately and Set Aside)			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer:
Letter size envelope	63.7	47.0	48.8	39.6	33.2	33.5	14.9	5.6	6.1
Larger envelope	53.0	53.0	49.6	38.6	36.1	37.6	2.3	2.5	12.6
Organization known:
Letter size envelope	37.9	14.0	12.4	18.7	5.7	5.0	7.0	1.5	0.5
Larger envelope	32.8	21.5	13.6	12.9	4.3	0.0	3.0	0.9	0.0
Organization unknown:
Letter size envelope	36.7	14.3	16.9	19.8	1.6	6.1	3.2	0.0	0.7
Larger envelope	21.3	0.0	19.2	19.1	0.0	0.0	2.7	0.0	0.0
NOTE: Percentages represent row percentages within each familiarity and shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-45 Standard Mail from Insurance Companies Reaction to Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read Immediately			Set Aside			Found Useful
	Read Immediately			Set Aside			Found Useful
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Letter size envelope	33.5	29.6	29.0	3.7	2.4	1.7	23.4	20.7	20.5
Larger envelope	35.8	36.5	46.3	7.2	6.6	3.7	28.3	35.8	38.2
Postcard	64.3	43.4	64.4	0.0	3.7	0.0	38.0	25.6	40.9
Catalog (not in envelope)	41.6	57.2	22.7	14.6	6.9	41.2	34.1	56.4	58.3
Flyers/Circulars	27.2	42.5	43.5	1.4	4.6	2.2	19.6	31.9	31.8
Magazines/Newsletters	49.1	47.6	51.6	14.1	23.4	21.3	14.1	65.4	63.6


Shape	Will Respond			Percentage of Pieces Received
	Will Respond			Percentage of Pieces Received
	1987	2009	2010	1987	2009	2010
Letter size envelope	6.1	4.0	3.5	66.8	74.1	76.1
Larger envelope	7.2	7.3	4.2	19.9	7.3	6.2
Postcard	41.7	7.5	2.7	0.7	2.0	0.9
Catalog (not in envelope)	0.0	6.6	0.0	1.4	0.6	0.4
Flyers/Circulars	5.2	4.8	5.0	10.2	13.2	13.0
Magazines/Newsletters	0.0	1.7	10.0	0.5	2.3	2.4
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-46 Standard Mail from Insurance Companies Reaction to Mail Pieces by Familiarity and Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Shape	Read (Immediately and Set Aside)			Found Useful			Will Respond
	Read (Immediately and Set Aside)			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Previous customer:
Letter size envelope	59.7	63.4	59.1	46.3	49.0	45.5	12.2	9.4	9.6
Larger envelope	69.6	70.7	71.4	49.5	66.8	63.7	11.3	14.4	11.1
Organization known:
Letter size envelope	37.4	21.8	20.1	19.1	11.8	12.3	4.3	1.9	1.3
Larger envelope	39.4	17.1	31.2	29.5	12.0	16.3	10.1	0.5	0.0
Organization unknown:
Letter size envelope	22.2	21.1	18.2	8.6	6.1	4.3	2.0	1.7	1.1
Larger envelope	25.3	30.3	27.5	11.9	6.9	8.5	3.2	10.4	0.0
NOTE: Percentages represent row percentages within each familiarity and shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-47a Standard Mail Reaction by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Read Immediately			Set Aside			Found Useful			Will Respond¹
	Read Immediately			Set Aside			Found Useful			Will Respond¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit card	39.5	32.6	31.3	6.1	2.1	2.0	29.3	22.6	22.0	8.3	3.8	4.0
Bank	38.8	43.5	47.2	4.0	3.2	3.4	31.1	32.7	34.7	8.1	4.9	5.7
Securities broker	40.4	44.4	44.0	11.7	11.0	10.3	42.5	53.9	55.2	8.4	7.1	7.0
Money Market	45.6	32.5	51.9	5.4	11.0	12.5	53.7	38.7	54.9	1.9	4.1	9.8
Insurance Company	33.9	32.8	32.8	4.3	3.6	2.5	24.6	24.8	24.5	6.4	4.4	3.9
Real Estate/Mortgage	29.3	34.4	43.7	3.1	3.0	2.0	21.3	18.7	22.8	2.7	2.9	1.7
Total Financial	37.2	36.0	36.2	5.3	3.9	3.2	29.5	28.4	28.0	7.3	4.3	4.3
Merchants:
Supermarkets	40.3	65.8	68.4	5.8	5.7	3.6	52.2	68.8	71.4	26.8	35.8	44.4
Department store	45.3	66.5	68.3	9.7	7.7	6.6	53.9	69.6	72.0	15.6	25.2	30.3
Mail order company	42.9	44.6	47.7	12.0	12.0	11.1	41.9	47.2	49.1	15.3	11.7	11.5
Specialty store	40.1	53.9	57.7	8.6	7.6	7.7	43.4	57.5	60.8	14.4	17.4	21.6
Publisher	43.1	48.3	48.6	7.5	4.2	5.7	35.3	37.9	39.7	17.1	13.2	12.4
Land promotion	26.3	34.7	42.6	4.1	3.1	2.1	7.7	26.9	26.1	4.1	1.3	17.7
Online Auction	N/A	60.4	62.9	N/A	4.7	7.0	N/A	44.7	50.8	N/A	10.4	12.7
Restaurant	49.9	48.4	51.5	3.4	4.1	6.6	51.9	52.0	54.8	19.5	19.2	25.5
Consumer packaged goods	63.4	51.6	50.4	5.6	4.6	4.7	59.1	45.7	46.3	32.1	13.4	18.0
Auto dealers	37.3	34.8	41.7	3.2	0.5	1.2	32.6	21.7	26.2	8.7	5.7	7.5
Mall	22.4	65.6	57.9	14.2	0.0	10.9	45.3	66.6	52.9	9.4	7.9	13.7
Total Merchants	43.5	52.4	55.3	9.1	8.2	8.0	44.1	53.2	55.9	16.3	16.8	19.6
¹Of pieces containing an advertisement or request for funds.

Table A3-47b Standard Mail Reaction by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Read Immediately			Set Aside			Found Useful			Will Respond¹
	Read Immediately			Set Aside			Found Useful			Will Respond¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Services:
Telephone	49.9	34.8	37.3	5.7	2.3	2.4	46.6	26.2	25.4	14.4	5.0	6.6
Other Utilities	49.9	64.8	61.7	7.2	3.7	4.7	56.4	60.9	50.6	11.6	14.0	13.0
Medical	44.3	43.4	43.6	5.2	3.0	2.7	41.0	35.9	33.6	6.8	9.3	7.7
Other professional	53.2	37.4	40.9	6.4	4.4	1.1	42.4	32.7	26.3	12.2	8.0	10.2
Leisure service	41.6	53.7	53.2	8.1	4.4	4.5	36.9	44.5	45.7	7.8	10.3	12.2
Cable TV	51.5	25.6	28.9	9.2	1.5	1.6	43.7	17.5	18.0	8.4	3.0	3.5
Computer	40.5	32.4	37.9	7.2	1.9	2.2	39.8	24.3	24.7	12.5	4.4	3.8
Total Services	44.1	38.3	39.7	6.5	2.7	2.6	38.0	29.3	29.4	9.6	6.2	7.1
Federal Government	N/A	56.5	61.6	N/A	9.3	4.6	N/A	48.4	53.5	N/A	20.3	20.5
Nonfederal Government	48.7	64.3	65.8	15.6	5.1	6.0	57.6	63.2	62.4	18.6	17.9	25.0
Social/Charitable/Political:
Union/professional	49.5	53.9	50.1	7.6	6.0	8.9	55.9	48.9	52.7	11.3	11.8	7.8
Church	51.8	56.2	64.4	3.6	6.9	7.9	39.7	49.5	43.0	6.6	12.1	20.8
Veterans	N/A	54.0	51.1	N/A	7.5	3.8	N/A	48.6	37.5	N/A	13.8	11.2
Educational	46.4	40.6	38.3	5.4	7.0	4.2	40.0	36.6	35.3	6.3	4.8	5.7
Charities	531	68.9	54.1	0.6	1.6	3.4	29.7	31.5	36.6	8.6	21.6	22.4
Political	37.5	40.3	41.8	8.1	2.8	2.3	27.6	26.0	31.1	13.0	6.2	7.8
AARP	59.4	29.1	52.8	7.0	5.7	6.7	57.1	27.6	51.9	37.9	5.3	23.9
Total Social/Charitable/Political/Nonprofit	45.2	43.1	45.6	6.4	4.8	4.1	37.8	34.7	37.2	9.2	8.1	10.1
¹Of pieces containing an advertisement or request for funds.

Table A3-48 Standard Mail Reaction to Mail Pieces by Income Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)



Income	Read Immediately						Set Aside
	Percent			Pieces Per Household			Percent			Pieces Per Household
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Under $7K	43.0	45.7	37.2	1.6	1.4	1.3	18.8	6.7	4.7	0.3	0.2	0.2
$7K - $9.9K	41.0	44.0	43.1	2.1	2.4	1.8	18.8	5.5	4.2	0.3	0.3	0.2
$10K - $14.9K	45.0	46.7	47.7	2.6	2.5	2.6	11.9	5.4	3.3	0.5	0.3	0.2
$15K - $19.9K	45.0	45.0	49.9	2.9	2.5	2.7	9.4	5.1	3.6	0.6	0.3	0.2
$20K - $24.9K	42.5	45.2	47.5	2.8	3.2	3.1	8.5	5.4	6.4	0.6	0.4	0.4
$25K - $29.9K	44.2	48.9	46.1	3.5	3.5	3.3	8.0	5.6	5.4	0.6	0.4	0.4
$30K - $34.9K	41.4	48.9	46.1	3.6	3.5	3.3	8.3	5.6	5.4	0.7	0.4	0.4
$35K - $49.9K	41.4	47.1	46.7	3.9	3.7	3.8	7.5	6.4	5.2	0.8	0.5	0.4
$50K - $64.9K	41.1	44.4	48.1	4.4	4.2	4.7	7.0	6.7	5.7	0.8	0.6	0.6
$65K - $79.9K	40.4	47.3	46.5	6.1	4.9	5.1	6.7	6.0	7.1	1.5	0.6	0.8
$80K - $99.9K	31.4	44.2	49.8	4.4	5.1	5.9	8.9	7.0	5.1	1.3	0.8	0.6
$100K +	34.5	42.8	42.9	5.3	13.1	14.3	6.0	5.5	5.6	1.2	1.7	1.9
Income	Found Useful						Will Respond¹
	Percent			Pieces Per Household			Percent			Pieces Per Household
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Under $7K	36.0	39.5	35.3	1.4	1.2	1.2	17.5	18.4	10.5	0.5	0.5	0.3
$7K - $9.9K	37.1	39.8	33.1	1.9	2.2	1.4	12.6	12.7	9.9	0.5	0.6	0.3
$10K - $14.9K	39.6	36.2	36.6	2.3	1.9	2.0	17.7	12.9	14.9	0.8	0.6	0.7
$15K - $19.9K	41.9	37.7	35.9	2.7	2.1	1.9	15.3	13.3	15.6	0.8	0.6	0.7
$20K - $24.9K	42.8	37.1	40.9	2.8	2.6	2.7	15.6	13.1	12.8	0.9	0.8	0.7
$25K - $29.9K	40.4	43.8	41.0	3.2	3.1	2.9	14.8	14.2	12.9	1.0	0.9	0.8
$30K - $34.9K	40.4	43.8	41.0	3.5	3.1	2.9	14.8	14.2	12.9	1.1	0.9	0.8
$35K - $49.9K	41.9	43.1	43.1	4.0	3.4	3.5	14.8	13.9	13.5	1.1	1.0	1.0
$50K - $64.9K	42.2	43.2	43.3	4.6	4.1	4.2	14.8	12.3	15.2	1.3	1.1	1.3
$65K - $79.9K	40.5	42.8	44.6	6.1	4.4	4.9	11.1	12.1	13.3	1.4	1.1	1.3
$80K - $99.9K	34.7	43.7	46.1	4.9	5.0	5.5	10.9	11.5	15.9	1.3	1.2	1.7
$100K +	32.0	42.0	42.5	4.9	12.9	14.2	10.1	11.3	12.8	1.3	3.2	3.9
NOTE: Percentages represent row percentages within each income classification; these do not sum to 100 due to the inclusion of multiple questions in this table.
2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
¹Of pieces containing an advertisement or request for funds.

Table A3-49 Standard Mail Reaction to Mail Piece by Age of Head of Household Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)




Age of Head of Household	Read Immediately						Set Aside
	Percent			Pieces Per Household			Percent			Pieces Per Household
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
18-21	46.9	34.2	55.0	1.8	1.7	3.4	10.3	4.1	2.0	0.4	0.2	0.1
22-24	35.6	52.2	35.1	1.1	2.2	1.5	6.9	4.6	2.9	0.2	0.2	0.1
25-34	40.4	43.0	42.9	2.7	3.4	3.3	8.4	5.9	6.2	0.6	0.5	0.5
35-44	39.9	41.6	43.0	3.3	4.0	4.3	7.8	7.2	6.3	0.6	0.7	0.6
45-54	39.6	45.8	47.8	3.5	4.7	4.9	7.8	6.2	5.2	0.7	0.6	0.5
55-64	45.0	46.6	48.9	4.4	5.1	5.3	9.2	6.6	6.2	0.9	0.7	0.7
65-69	42.5	47.0	47.5	3.5	5.4	5.3	7.4	5.6	6.3	0.6	0.6	0.7
70-74	43.8	46.6	46.1	3.4	5.0	5.0	7.3	4.4	4.1	0.6	0.5	0.4
75+	43.8	44.8	45.2	3.4	4.1	4.0	7.3	5.2	4.1	0.6	0.5	0.4

Age of Head of Household	Found Useful						Will Respond¹
	Percent			Pieces Per Household			Percent			Pieces Per Household
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
18-21	53.5	24.0	31.8	2.1	1.2	2.0	16.5	7.4	6.7	0.5	0.3	0.3
22-24	35.7	46.1	29.7	1.1	2.0	1.2	17.5	18.1	16.0	0.5	0.7	0.6
25-34	42.7	42.5	41.1	2.8	3.3	3.2	15.9	11.4	13.3	0.9	0.8	0.9
35-44	40.8	42.4	43.4	3.4	4.1	4.3	16.1	12.8	13.5	1.1	1.1	1.2
45-54	38.8	42.7	44.7	3.4	4.4	4.6	13.0	12.4	14.0	0.9	1.1	1.3
55-64	41.2	44.3	45.9	4.0	4.9	5.0	12.7	12.3	14.2	1.0	1.2	1.4
65-69	38.1	41.7	42.7	3.1	4.8	4.8	13.2	11.7	13.2	0.9	1.2	1.3
70-74	37.6	39.6	39.1	2.9	4.3	4.2	14.8	11.2	12.7	0.9	1.1	1.2
75+	37.6	38.9	36.3	2.9	3.6	3.2	14.8	11.7	12.0	0.9	0.9	0.9
NOTE: Percentages represent row percentages within each age cohort classification; these do not sum to 100 due to the inclusion of multiple questions in this table.
¹Of pieces containing an advertisement or request for funds.

Table A3-50 Standard Mail (A) Reaction to Mail Piece by Education of Head of Household (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)





Education of Head of Household	Read Immediately						Set Aside
	Percent?			Pieces Per Household			Percent?			Pieces Per Household
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
8th grade or less	43.7	44.7	39.1	2.2	2.3	2.6	7.8	5.1	3.1	0.4	0.3	0.2
Some high school	46.4	50.7	45.3	2.6	3.2	2.8	6.9	5.4	3.3	0.4	0.3	0.2
High school graduate	44.4	48.4	49.1	3.1	4.2	4.2	7.3	5.7	5.5	0.5	0.5	0.5
Some college	41.6	46.5	49.7	3.3	4.4	4.5	7.9	5.7	5.5	0.6	0.5	0.5
Technical school graduate	41.2	46.0	48.0	3.2	4.5	4.6	9.5	4.4	5.8	0.7	0.4	0.6
College graduate	37.7	41.1	44.6	3.7	4.6	5.0	9.3	7.0	6.1	0.9	0.8	0.7
Post-graduate work	37.3	40.6	39.6	4.4	5.2	5.0	8.9	6.7	5.9	1.0	0.9	0.8


Education of Head of Household	Found Useful						Will Respond¹
	Percent?			Pieces Per Household			Percent?			Pieces Per Household
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
8th grade or less	35.5	41.4	32.9	1.8	2.1	2.1	14.6	14.3	9.4	0.6	0.6	0.5
Some high school	40.5	41.6	39.3	2.3	2.6	2.5	13.4	14.7	11.0	0.6	0.8	0.6
High school graduate	40.0	42.7	42.8	2.8	3.7	3.7	15.1	12.6	14.1	0.9	1.0	1.1
Some college	41.1	42.2	44.7	3.3	4.0	4.1	15.6	12.6	15.7	1.0	1.1	1.3
Technical school graduate	40.0	43.0	45.2	3.1	4.2	4.3	15.7	12.1	16.4	1.0	1.1	1.4
College graduate	40.5	42.0	43.3	4.0	4.7	4.9	13.4	11.5	13.0	1.1	1.2	1.3
Post-graduate work	40.6	41.6	40.6	4.8	5.3	5.1	14.1	11.1	11.6	1.4	1.3	1.3
NOTE: Percentages represent row percentages within each educational attainment classification; these do not sum to 100 due to the inclusion of multiple questions in this table.
¹Of pieces containing an advertisement or request for funds.

Table A3-51 Standard Mail Users of Reply Envelopes by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	BRM			CRM			Combined BRM/CRM
Industry	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit card	9.1	26.0	34.6	2.8	8.7	10.1	6.1	20.1	26.8
Bank	4.8	5.4	5.3	1.6	3.3	3.8	3.2	4.7	4.8
Securities	2.4	1.9	1.3	0.7	0.6	0.5	1.6	1.4	1.0
Money market	0.3	0.2	0.1	0.1	0.0	0.2	0.2	0.1	0.1
Insurance company	12.7	17.3	17.3	2.3	6.5	6.7	7.8	13.7	14.0
Real Estate/Mortgage	1.1	0.8	0.8	0.3	0.4	0.6	0.7	0.6	0.7
Other financial	0.5	0.3	0.3	0.3	0.2	0.4	0.5	0.3	0.3
?? Total Financial	30.9	51.8	59.7	8.1	19.8	22.4	20.1	40.9	47.8
Merchants:
Supermarkets	0.2	0.1	0.1	0.2	0.3	0.5	0.3	0.2	0.2
Department store	5.6	0.9	0.7	4.0	2.6	2.4	5.1	1.5	1.2
Mail order	19.0	9.1	6.4	46.8	39.4	36.6	31.6	19.4	16.0
Specialty store	3.4	1.2	1.0	6.8	4.7	4.7	5.0	2.4	2.2
Publisher	22.1	18.9	14.9	21.1	14.1	11.6	21.4	17.3	13.8
Land promotion	0.4	0.0	0.0	0.1	0.0	0.1	0.3	0.0	0.0
Online Auction	N/A	0.0	0.0	N/A	0.1	0.2	N/A	0.0	0.1
Restaurant	0.1	0.0	0.0	0.0	0.2	0.2	0.1	0.1	0.1
Consumer packaged goods	0.9	1.5	1.3	0.5	2.8	2.5	0.8	1.9	1.7
Auto dealers	0.3	0.1	0.0	0.1	0.1	0.2	0.2	0.1	0.1
Service stations	0.0	0.1	0.0	0.0	0.0	0.2	0.0	0.1	0.1
Mall	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Other merchants	1.1	0.4	0.3	2.1	0.3	0.7	1.4	0.3	0.4
?? Total Merchants	53.1	32.3	24.8	81.7	64.6	59.7	66.2	43.3	35.9
Services:
Telephone	2.3	0.5	0.3	0.4	1.2	1.5	1.4	0.7	0.7
Other utilities	0.2	0.8	1.9	0.1	1.1	1.5	0.2	0.9	1.8
Medical	0.6	1.4	1.3	0.2	1.6	1.8	0.4	1.5	1.5
Other professional	0.6	0.2	0.2	0.3	0.3	0.1	0.4	0.3	0.2
Leisure service	1.9	1.5	1.5	1.0	1.5	1.4	1.4	1.5	1.5
Cable TV	0.6	0.3	0.6	0.5	1.2	1.9	0.6	0.6	1.0
Computer	0.5	0.1	0.1	0.2	0.1	0.1	0.4	0.1	0.1
Craftsmen	0.6	0.4	0.4	0.1	0.1	0.2	0.3	0.3	0.3
Other services	2.4	4.6	4.2	1.0	1.9	1.9	1.8	3.7	3.5
?? Total Services	9.7	9.7	10.5	3.8	9.0	10.4	6.9	9.5	10.5
Federal Government	N/A	0.6	0.6	N/A	0.4	0.5	N/A	0.6	0.5
Nonfederal Government	0.3	0.4	0.5	0.9	0.7	1.2	0.6	0.5	0.7
Total Social/Charitable/Political/Nonprofit	2.9	4.7	3.7	1.9	5.1	5.1	2.5	4.8	4.1
Don't know/No answer	0.3	0.3	0.2	0.6	0.3	0.6	0.4	0.3	0.3
?? Total	100.0	99.9	99.9	100.0	99.9	99.9	100.0	99.9	99.9
?? Pieces Per Household Per Week	1.5	1.3	1.5	1.3	0.7	0.7	2.7	2.0	2.1
Note: Totals may not sum to 100 due to rounding.

Table A3-52a Standard Mail Industry Usage of Reply Mail (Percentage of Pieces from Each Industry That Contain Reply Mail) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	Business Reply			Courtesy Reply
	Business Reply			Courtesy Reply
	1987	2009	2010	1987	2009	2010
Financial:
Credit card	57.8	50.7	55.1	15.4	8.7	7.5
Bank	36.1	18.1	19.8	10.4	5.7	6.6
Securities	40.6	11.5	9.7	11.0	1.7	1.9
Money market	42.9	8.9	9.5	13.3	1.4	7.3
Insurance	62.7	31.0	33.5	10.1	6.0	6.1
Real Estate/Mortgage	19.1	11.4	12.1	4.1	2.8	4.6
Total Financial	48.7	31.6	36.4	11.1	6.2	6.3
Merchants:
Supermarkets	1.1	1.1	1.6	0.8	1.5	2.6
Department store	7.0	1.7	1.4	4.4	2.3	2.2
Mail order	21.9	9.3	7.6	47.2	20.8	20.2
Specialty store	6.9	1.2	1.2	12.1	2.5	2.8
Publisher	30.2	45.2	46.6	25.2	17.3	16.9
Land promotion	11.5	2.8	2.8	2.7	1.3	8.4
Online auction	N/A	3.1	8.8	N/A	7.9	15.0
Restaurant	2.1	0.4	0.6	0.6	1.2	1.5
Consumer packaged goods	10.4	7.9	7.7	5.3	7.4	6.8
Auto Dealers	8.9	2.1	1.0	2.5	0.9	1.4
Service stations	1.7	2.1	0.4	0.5	0.2	1.9
Mall	0.0	0.0	0.0	0.0	0.0	0.0
Total Merchants	15.8	9.6	8.6	21.3	9.9	9.8
Services:
Telephone	53.1	2.4	2.5	9.0	3.2	5.2
Other utilities	24.7	17.0	32.3	9.4	12.0	11.7
Medical	13.2	9.5	9.1	4.0	5.3	5.6
Other professional	26.2	12.1	10.2	12.6	8.9	1.8
Leisure service	21.2	7.7	10.0	10.2	4.1	4.5
Cable TV	11.5	1.3	2.6	8.9	2.6	3.9
Computer	41.9	2.9	2.4	15.5	2.8	1.9
Craftsmen	60.7	6.8	6.0	6.4	0.7	1.8
Total Services	26.8	8.2	9.7	9.3	3.9	4.6
Federal Government	N/A	14.9	17.9	N/A	5.3	7.7
Nonfederal Government	5.7	6.4	10.2	14.4	5.7	10.6
Total Social/Charitable/Political/Nonprofit	18.0	16.1	14.5	10.4	8.9	9.2
Total Nonhousehold Mail Received by Households	18.7	13.5	15.2	16.4	7.0	7.1
Total Pieces Per Household Per Week	1.5	1.3	1.5	1.3	0.7	0.7
Note: Percents are row percentages within each Industry classification.

Table A3-52b Standard Mail Industry Usage of Reply Mail (Percentage of Pieces From Each Industry That Contain Reply Mail) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	No Reply Mail			Don't Know/ No Answer			Total
	No Reply Mail			Don't Know/ No Answer			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit card	20.7	36.7	33.7	6.1	3.8	3.7	100.0	100.0	100.0
Bank	45.8	71.9	67.2	7.7	4.3	6.4	100.0	100.0	100.0
Securities	40.8	81.8	85.7	7.7	5.0	2.8	100.0	100.0	100.0
Money market	36.0	86.3	81.9	7.8	3.3	1.2	100.0	100.0	100.0
Insurance	20.6	57.3	54.4	6.7	5.7	6.0	100.0	100.0	100.0
Real Estate/Mortgage	71.2	83.5	80.7	5.6	2.3	2.6	100.0	100.0	100.0
Total Financial	33.4	57.6	52.6	6.8	4.6	4.7	100.0	100.0	100.0
Merchants:
Supermarkets	87.6	93.8	92.2	10.5	3.6	3.6	100.0	100.0	100.0
Department store	82.5	92.9	92.4	6.1	3.1	4.0	100.0	100.0	100.0
Mail order	25.1	63.2	64.4	5.9	6.6	7.8	100.0	100.0	100.0
Specialty store	74.8	92.5	92.6	6.2	3.7	3.4	100.0	100.0	100.0
Publisher	33.7	28.4	28.5	10.9	9.1	7.9	100.0	100.0	100.0
Land promotion	79.8	93.4	88.9	5.9	2.4	0.0	100.0	100.0	100.0
Online auction	N/A	86.8	76.1	N/A	2.2	0.0	N/A	100.0	100.0
Restaurant	90.1	95.8	95.0	7.2	2.6	2.9	100.0	100.0	100.0
Consumer packaged goods	78.5	80.9	80.6	5.7	3.8	4.9	100.0	100.0	100.0
Auto Dealers	76.9	96.0	96.3	11.7	1.0	1.3	100.0	100.0	100.0
Service stations	90.9	96.4	97.1	6.9	1.4	0.5	100.0	100.0	100.0
Mall	91.3	94.1	100.0	8.7	5.9	0.0	100.0	100.0	100.0
Total Merchants	55.3	75.4	76.2	7.6	5.1	5.4	100.0	100.0	100.0
Services:
Telephone	31.8	90.5	87.4	6.2	3.9	4.9	100.0	100.0	100.0
Other utilities	52.6	67.9	52.6	13.4	3.2	3.4	100.0	100.0	100.0
Medical	78.6	80.8	81.1	4.2	4.5	4.2	100.0	100.0	100.0
Other professional	55.7	75.3	84.3	5.5	3.7	3.6	100.0	100.0	100.0
Leisure service	62.5	85.6	82.1	6.1	2.6	3.4	100.0	100.0	100.0
Cable TV	72.8	92.0	88.7	6.7	4.1	4.8	100.0	100.0	100.0
Computer	36.6	91.9	93.9	5.9	2.4	1.7	100.0	100.0	100.0
Craftsmen	30.5	90.2	90.4	2.4	2.3	1.7	100.0	100.0	100.0
Total Services	57.3	84.3	81.8	6.5	3.6	3.9	100.0	100.0	100.0
Federal Government	N/A	74.5	65.4	N/A	5.3	9.0	N/A	100.0	100.0
Nonfederal Government	74.7	82.8	76.8	5.2	5.1	2.4	100.0	100.0	100.0
Total Social/Charitable/Political/Nonprofit	62.7	70.3	71.7	9.0	4.7	4.5	100.0	100.0	100.0
Total Nonhousehold Mail Received by Households	56.5	74.3	72.1	8.4	5.2	5.6	100.0	100.0	100.0
Total Pieces Per Household Per Week	4.4	7.1	6.9	0.7	0.5	0.5	5.1	9.5	9.6

Table A3-53 Intended Response Rates for Major Industries by Enclosure of Reply Envelopes/Cards (Percentage of Pieces to Which Recipients Intend to Respond) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Industry	Response Rate for Pieces with Business Reply Enclosures			Response Rate for Pieces with Courtesy Reply Enclosures


	1987	2009	2010	1987	2009	2010
Standard Mail:
Credit card	8.9	2.0	1.5	7.0	14.2	11.3
Department store	11.6	8.4	28.8	24.9	21.3	18.0
Mail order	10.3	10.7	6.8	17.4	18.7	17.4
Publisher	14.3	12.7	10.6	23.4	24.5	21.4
First Class Mail:
Credit card	N/A	16.7	11.1	N/A	10.2	7.7
Department store	N/A	49.5	20.1	N/A	16.5	13.3
Mail order	N/A	28.7	17.2	N/A	41.1	14.5
Publisher	N/A	9.6	8.2	N/A	25.4	14.9

Table A3-54 Standard Mail Reaction to Mail Piece by Addressee (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Type of Address	Read Immediately			Set Aside			Found Useful			Will Respond
	Read Immediately			Set Aside			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Addressed to specific household members	44.9	47.2	48.7	8.7	6.2	5.7	40.1	43.4	44.2	14.4	12.0	13.3
Addressed to occupant/resident	35.7	39.6	39.6	7.1	6.1	5.6	40.3	41.3	40.2	14.9	13.1	14.5
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-55 Standard Mail Reaction to Pieces from Department Stores by Addressee (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Type of Address	Read Immediately			Set Aside			Found Useful			Will Respond
	Read Immediately			Set Aside			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Addressed to specific household members	48.1	67.4	69.6	9.8	7.6	6.9	56.9	71.0	73.9	15.4	25.9	30.2
Addressed to occupant/resident	39.4	61.3	62.4	9.9	8.8	5.0	48.1	59.7	59.7	16.3	19.7	31.6
NOTE: Percentages represent row percentages within each address category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-56 Standard Mail Reaction to Pieces from Publishers by Addressee (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Type of Address	Read Immediately			Set Aside			Found Useful			Will Respond
	Read Immediately			Set Aside			Found Useful			Will Respond
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Addressed to specific household members	46.2	51.0	51.3	7.3	4.1	5.4	35.1	37.9	39.7	18.1	14.5	12.5
Addressed to occupant/resident	37.7	44.4	44.0	8.8	5.4	8.5	38.5	44.3	47.6	14.0	5.7	11.8
NOTE: Percentages represent row percentages within each address category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-57 Number of Mail Order Purchases Within the Last Year by Income (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)




Number of Purchases	Under $7K			$7K - $9.9K			$10K - $14.9K			$15K - $19.9K
Number of Purchases	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	64.7	77.2	71.4	55.7	70.0	73.1	48.4	58.7	59.8	43.0	58.5	57.7
1 - 2	16.5	77.2	71.4	18.0	70.0	73.1	15.9	58.7	59.8	22.3	58.5	57.7
3 - 5	11.4	77.2	71.4	18.9	70.0	73.1	20.4	58.7	59.8	21.2	58.5	57.7
6 - 10	3.3	77.2	71.4	5.1	70.0	73.1	7.4	58.7	59.8	9.4	58.5	57.7
11 - 15	1.6	77.2	71.4	1.6	70.0	73.1	4.4	58.7	59.8	2.5	58.5	57.7
16 - 30	1.8	77.2	71.4	0.5	70.0	73.1	1.2	58.7	59.8	0.9	58.5	57.7
31 +	0.2	77.2	71.4	0.3	70.0	73.1	0.5	58.7	59.8	0.3	58.5	57.7
Don't know/No answer	0.5	77.2	71.4	0.0	70.0	73.1	1.8	58.7	59.8	0.5	58.5	57.7
?? Total Households	100.0	617.3	570.8	100.0	560.0	585.1	100.0	469.6	478.4	100.0	468.1	461.9

Number of Purchases	$20K - $24.9K			$25K - $29.9K			$30K - $34.9K			$35K - $49.9K
Number of Purchases	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	41.8	53.1	50.0	39.0	51.9	48.7	34.4	51.9	48.7	28.7	51.8	50.9
1 - 2	21.3	53.1	50.0	19.4	51.9	48.7	21.9	51.9	48.7	22.5	51.8	50.9
3 - 5	20.6	53.1	50.0	21.9	51.9	48.7	19.2	51.9	48.7	25.4	51.8	50.9
6 - 10	8.0	53.1	50.0	11.6	51.9	48.7	13.8	51.9	48.7	11.7	51.8	50.9
11 - 15	2.4	53.1	50.0	4.1	51.9	48.7	4.6	51.9	48.7	5.3	51.8	50.9
16 - 30	2.9	53.1	50.0	3.1	51.9	48.7	3.9	51.9	48.7	3.5	51.8	50.9
31 +	0.5	53.1	50.0	0.6	51.9	48.7	0.7	51.9	48.7	0.8	51.8	50.9
Don't know/No answer	2.5	53.1	50.0	0.3	51.9	48.7	1.5	51.9	48.7	1.9	51.8	50.9
?? Total Households	100.0	425.1	399.8	100.0	415.2	389.7	100.0	415.2	389.7	100.0	414.2	407.1

Number of Purchases	$50K - $64.9K			$65K - Over			Total¹
Number of Purchases	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	29.4	45.3	41.9	33.5	41.4	35.6	42.2	51.1	47.3
1 - 2	19.7	45.3	41.9	11.6	41.4	35.6	19.6	51.1	47.3
3 - 5	19.6	45.3	41.9	21.3	41.4	35.6	19.5	51.1	47.3
6 - 10	13.4	45.3	41.9	18.8	41.4	35.6	10.0	51.1	47.3
11 - 15	8.8	45.3	41.9	7.9	41.4	35.6	3.9	51.1	47.3
16 - 30	4.8	45.3	41.9	5.0	41.4	35.6	2.5	51.1	47.3
31 +	3.3	45.3	41.9	0.3	41.4	35.6	0.7	51.1	47.3
Don't know/No answer	1.1	45.3	41.9	1.5	41.4	35.6	1.4	51.1	47.3
?? Total Households	100.0	362.5	334.9	100.0	331.4	284.4	100.0	408.8	378.4
¹ Includes pieces for which no response was given for household income.
Note: 2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
Note: Totals may not sum to 100 due to rounding.

Table A3-58 Number of Mail Order Purchases Within the Last Year by Education of Head of Household (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Number of Purchases	< 8th Grade			Some High School			High School			Some College
Number of Purchases	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	65.5	67.6	69.1	53.9	62.8	62.9	41.7	53.0	49.1	38.0	49.6	44.1
1 - 2	14.8	10.1	10.2	16.8	12.7	15.3	22.5	14.0	13.4	20.7	12.6	11.6
3 - 5	10.7	11.1	6.9	17.2	9.9	9.1	19.0	13.0	13.5	22.0	11.9	14.4
6 - 10	4.7	6.5	6.9	6.1	6.8	5.0	9.1	10.3	10.5	11.1	10.5	13.5
11 - 15	2.9	2.2	2.0	2.4	2.3	3.3	4.1	4.0	4.7	2.7	5.8	6.4
16 - 30	0.5	1.5	4.3	1.1	3.3	2.6	2.4	3.5	5.3	2.8	5.9	6.1
31 +	0.2	1.0	0.6	0.5	2.3	1.7	0.6	1.9	3.2	0.5	3.4	3.6
Don't know/No answer	0.7	0.0	0.0	2.1	0.0	0.0	0.8	0.4	0.3	2.1	0.3	0.4
?? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Number of Purchases	Technical School			College			Post Graduate			Total¹
Number of Purchases	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	37.2	49.4	47.0	38.0	47.2	42.2	27.0	40.3	37.8	42.2	51.1	47.3
1 - 2	16.3	13.3	13.7	18.5	11.3	10.6	19.5	11.1	10.6	19.6	12.4	12.1
3 - 5	20.2	12.2	14.9	21.8	12.7	13.1	22.7	13.3	12.8	19.5	12.4	12.9
6 - 10	12.8	11.9	11.2	11.9	10.9	12.6	16.4	12.8	13.0	10.0	10.3	11.3
11 - 15	6.2	4.2	3.3	4.1	6.7	7.1	7.2	6.8	6.6	3.9	5.1	5.5
16 - 30	3.7	5.6	5.7	2.6	6.9	8.5	5.2	9.7	11.0	2.5	5.4	6.6
31 +	2.6	3.1	4.0	0.9	3.6	5.5	1.1	5.4	7.5	0.7	3.0	4.1
Don't know/No answer	1.2	0.3	0.3	2.1	0.7	0.4	1.3	0.5	0.6	1.4	0.4	0.3
?? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
¹Includes pieces for which no response was given for educational attainment.
Note: Totals may not sum to 100 due to rounding.

Table A3-59 Number of Mail Order Purchases Within the Last Year by Age of Head of Household (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Number of Purchases	18 - 24			25 - 34			35 - 44			45 - 54			55 - 64
	18 - 24			25 - 34			35 - 44			45 - 54			55 - 64
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	51.8	61.2	71.4	36.1	60.6	60.9	39.2	54.2	48.9	41.0	48.9	45.9	40.2	45.3	39.8
1 - 2	21.7	13.5	9.8	22.2	11.3	11.2	19.0	11.4	12.7	21.4	12.1	11.0	15.7	12.0	10.1
3 - 5	17.6	10.2	5.5	23.3	8.6	10.3	19.8	12.8	11.7	17.8	12.0	13.5	19.8	13.9	14.2
6 - 10	2.8	4.6	4.3	10.4	8.5	6.9	11.4	10.0	12.0	9.1	10.5	11.3	13.1	10.7	13.8
11 - 15	1.7	4.9	2.0	2.9	3.9	3.2	5.0	4.0	4.3	5.5	6.3	6.1	4.9	6.2	7.4
16 - 30	2.3	4.0	3.6	2.3	3.6	4.2	3.3	4.8	6.4	3.2	6.2	7.6	3.5	6.9	8.1
31 +	0.7	1.5	3.4	0.9	2.7	3.0	1.1	2.7	3.7	0.8	3.5	4.2	0.9	4.2	5.9
Don't know/No answer	1.1	0.0	0.0	1.9	0.9	0.2	1.4	0.2	0.3	1.2	0.4	0.4	2.0	0.7	0.6
?? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Number of Purchases	65 - 69			70 +	70-74		75+		Total¹
	65 - 69			70 +	70-74		75+		Total¹
	1987	2009	2010	1987	2009	2010	2009	2010	1987	2009	2010
0	47.5	48.7	44.4	53.8	45.7	43.3	54.6	49.0	42.2	51.1	47.3
1 - 2	19.7	13.3	12.2	17.5	16.9	14.9	11.9	14.9	19.6	12.4	12.1
3 - 5	17.3	12.0	12.2	15.8	11.0	12.9	14.4	14.0	19.5	12.4	12.9
6 - 10	10.2	11.9	12.1	8.3	12.7	13.5	9.5	9.7	10.0	10.3	11.3
11 - 15	3.5	4.4	6.1	2.8	5.2	5.6	4.5	5.0	3.9	5.1	5.5
16 - 30	0.7	6.6	8.2	1.2	6.6	5.7	3.0	5.0	2.5	5.4	6.6
31 +	0.3	2.8	4.5	0.0	1.7	3.8	2.0	2.3	0.7	3.0	4.1
Don't know/No answer	1.1	0.2	0.4	2.3	0.2	0.3	0.1	0.1	1.4	0.4	0.3
?? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
¹Includes pieces for which no response was given for age.
Note: Totals may not sum to 100 due to rounding.

Table A3-60 Number of Mail Order Purchases Within the Last Year by Number of Adults (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Number of Purchases	1			2			3			4+
	1			2			3			4+
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	55.0	57.6	55.0	38.5	48.8	45.2	42.3	49.4	40.7	31.4	47.0	40.6
1 - 2	18.1	13.1	12.9	20.0	12.3	11.8	20.2	11.8	12.1	20.6	10.5	10.4
3 - 5	16.7	11.0	11.9	20.4	12.9	12.9	17.5	11.7	14.9	24.9	14.3	13.3
6 - 10	6.5	8.8	8.8	11.5	10.7	12.1	9.9	11.2	13.9	9.4	11.0	11.3
11 - 15	2.3	3.6	4.3	4.1	5.5	5.9	4.7	5.4	6.6	6.8	7.7	6.0
16 - 30	1.0	4.2	4.3	2.9	5.9	7.3	3.2	6.4	7.4	2.9	4.1	10.3
31 +	0.1	1.6	2.8	1.0	3.4	4.4	0.5	3.4	4.1	1.3	4.8	8.0
Don't know/No answer	0.4	0.2	0.1	1.7	0.5	0.5	1.6	0.7	0.3	2.7	0.7	0.3
?? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-61 Standard Mail Reaction to Pieces from Mail Order Companies by Number of Mail Order Purchases Made Within the Last Year Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)





Mail Order Purchases	Pieces Per Household Per Week
	Pieces Per Household Per Week
	1987	2009	2010
0	0.6	0.8	0.7
1	1.1	1.1	0.8
2	1.2	1.1	1.2
3 - 5	1.6	1.3	1.4
6 - 10	2.3	2.0	1.7
11 +	3.1	2.6	2.7

Table A3-62 Standard Mail Reaction to Pieces from Mail Order Industry by Number of Mail Order Purchases Made Within the Last Year (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Mail Order Purchases	Read Immediately			Set Aside			Found Useful			Will Respond
Mail Order Purchases	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
0	40.4	43.8	41.0	8.4	11.2	11.0	34.2	43.8	44.3	12.5	9.6	11.1
1 - 2	40.8	43.3	44.3	11.4	7.1	9.8	36.6	42.9	44.5	15.1	12.3	10.2
3 - 5	45.7	45.4	49.9	13.5	11.0	12.7	45.8	45.5	52.5	15.8	11.5	12.5
6 - 10	44.6	47.9	46.3	14.9	13.4	13.7	46.2	49.3	46.7	15.8	12.9	12.9
11 +	42.0	52.9	45.0	11.8	10.4	12.8	45.5	56.0	50.0	16.9	11.9	11.7
NOTE: Percentages represent row percentages within each shape category; these do not sum to 100 due to the inclusion of multiple questions in this table.

Table A3-64 Unaddressed Mail Received (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	Percent of Unaddressed Mail Received by Households
	Percent of Unaddressed Mail Received by Households
	1987	2009	2010
Financial:
Credit card	0.2	2.8	0.4
Bank	0.2	0.3	1.0
Securities broker	0.1	0.0	0.1
Money market	0.0	0.0	0.1
Insurance company	0.9	3.4	2.3
Real estate/Mortgage	0.6	0.4	0.0
Other financial	0.0	0.1	0.0
?? Total Financial	2.1	7.0	4.0
Merchants:
Supermarkets	22.1	33.1	38.7
Department store	20.9	15.4	13.0
Mail order company	1.5	1.0	0.7
Other store	25.1	13.4	16.1
Publisher	4.6	2.0	0.6
Land promotion company	0.2	0.0	0.4
Restaurant	6.7	4.9	5.6
Consumer packaged goods	0.6	0.5	1.8
Auto dealers	0.9	0.4	0.6
Service stations	0.9	0.8	0.4
Mall	0.2	0.0	0.0
Other merchants	2.1	1.8	1.5
?? Total Merchants	90.0	73.4	79.5
Services:
Telephone	0.0	1.1	1.3
Other utilities	0.1	0.4	0.1
Medical	1.6	2.7	1.8
Other professional	0.7	0.0	0.2
Leisure service	0.5	0.5	0.6
Cable TV	0.1	5.6	7.3
Computer	0.0	0.7	0.0
Craftsman	0.5	0.1	0.2
Other services	2.1	0.8	1.2
?? Total Services	5.6	11.9	12.6
Federal Government	N/A	0.6	0.4
Nonfederal Government	0.2	0.8	0.4
Total Social/Charitable/Political/Nonprofit	1.3	6.4	3.1
Don't know/No answer	0.8	0.0	0.0
?? Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-65 Unaddressed Mail Received Reaction Postal Fiscal Years 1987, 2009 and 20010 (Diary Data)




Treatment	Percent of Mail Pieces
Treatment	1987	2009	2010
Read by member of household	29.3	33.1	29.9
Read by more than one member of household 1	N/A	12.5	18.3
Looked at	24.0	15.5	15.3
Discarded	20.0	19.4	20.2
Set aside	3.9	5.8	6.3
Don't know/No answer	22.7	13.6	10.0
? Total	100.0	100.0	100.0

Usefulness	Percent of Mail Pieces
Usefulness	1987	2009	2010
Useful	33.9	46.7	50.1
Interesting	16.9	9.2	10.8
Not interesting	21.6	29.2	27.4
Objectionable	4.4	0.6	0.8
Don't know/No answer	23.2	14.3	11.0
? Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-66 Unaddressed Mail Received Response to Bundled Flyers by Industry (Percentage of Mail Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Read Immediately¹			Found Useful
Industry	1987	2009	2010	1987	2009	2010
Financial:
Bank	18.9	0.0	21.9	11.2	0.0	24.2
Insurance company	12.5	10.8	28.0	7.7	8.4	10.3
Real estate/Mortgage	13.3	29.2	0.0	9.0	29.2	0.0
Total Financial	16.1	11.9	26.1	10.1	10.0	14.6
Merchants:
Supermarkets	37.7	44.5	31.5	46.8	61.4	69.5
Department store	33.9	40.1	43.5	39.8	43.1	51.1
Mail order company	18.5	27.8	29.8	19.0	36.5	28.5
Specialty store	24.6	28.2	31.5	28.4	32.5	36.9
Publisher	33.6	39.3	62.5	39.9	39.0	11.2
Restaurant	31.6	18.8	44.5	33.3	24.4	45.7
Consumer packaged goods	17.4	48.9	13.7	15.0	48.9	10.5
Auto dealers	0.8	0.0	30.8	2.8	0.0	10.5
Service stations	17.9	29.3	36.9	20.4	0.0	68.5
Total Merchants	27.1	38.0	34.3	35.7	47.3	55.3
Services:
Medical	12.6	26.0	21.7	10.6	15.5	33.9
Other professional	17.3	0.0	0.0	17.0	0.0	0.0
Leisure service	26.0	0.0	0.0	30.9	0.0	0.0
Craftsman	22.9	100.0	0.0	10.4	0.0	0.0
Total Services	17.1	25.3	14.6	15.9	12.7	22.8
Total Social/Charitable/Social/Nonprofit	29.0	29.3	37.9	25.9	27.4	35.9
Note: Percentages are row percentages within each Industry classification.
¹Defined as "Read by One Member of the Household".

Table A3-67 Nonprofit Standard Mail Received by Households by Shape Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Shape	Percentage of Nonprofit Standard Mail Received by Households			Pieces Per Household Per Week


	1987	2009	2010	1987	2009	2010
Envelopes:
Letter size envelope	37.2	49.0	52.8	0.9	1.1	1.1
Larger envelope	9.5	5.7	5.6	0.2	0.1	0.1
Total Envelope	46.6	54.6	58.4	1.1	1.2	1.3
Postcard	2.1	2.8	2.7	0.1	0.1	0.1
Catalog (not in envelope)	4.4	3.2	2.8	0.1	0.1	0.1
Flyers/Circulars	20.4	21.8	19.7	0.5	0.5	0.4
Magazines/Newsletters	3.9	8.7	7.6	0.1	0.2	0.2
Other	0.3	0.4	0.5	0.0	0.0	0.0
Don't know/No answer	1.4	0.6	0.4	0.0	0.0	0.0
Total Pieces Received by Households	79.6	92.1	92.1	1.9	2.0	2.0
Base: RPW Total, Nonprofit Rate Bulk: Work-Share and Enhanced Carrier Route.

Table A3-68 Nonprofit Standard Mail Industry by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not In Envelope
	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not In Envelope
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Medical	29.1	20.7	22.9	10.0	4.9	5.3	7.4	4.5	3.5	10.0	5.4	3.3
Union or professional	37.9	42.7	39.2	12.1	7.4	8.0	3.2	2.2	2.3	4.8	2.7	1.1
Church	43.4	57.3	65.1	8.6	4.9	4.1	2.3	1.9	1.8	3.0	1.4	1.8
Veterans	48.9	69.3	61.1	11.3	12.7	12.8	6.5	0.7	3.1	6.7	0.0	0.1
Educational	27.3	25.3	26.9	9.0	3.4	4.0	1.8	5.6	7.4	12.2	8.9	6.9
Charities	80.1	73.1	74.8	9.3	7.0	7.4	1.5	2.0	2.0	1.2	1.2	1.7
Political	28.9	36.5	43.8	13.6	4.0	5.1	3.0	4.7	1.5	0.6	1.1	0.4
AARP	79.3	86.2	92.1	11.0	5.4	4.1	4.2	0.8	0.0	0.9	0.3	0.0
Museum	49.0	39.2	51.9	14.9	10.9	3.0	5.9	4.5	3.3	19.7	10.1	3.9
Nonprofit publication	30.6	54.2	57.8	28.6	6.0	6.2	1.9	2.9	2.9	5.1	2.9	2.6

Industry	Flyers			Newspapers/Magazines			Total
	Flyers			Newspapers/Magazines			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Medical	35.2	36.8	37.7	4.9	26.7	25.7	100.0	100.0	100.0
Union or professional	33.6	23.2	27.5	6.5	21.3	21.4	100.0	100.0	100.0
Church	35.9	21.0	14.1	5.6	12.7	12.7	100.0	100.0	100.0
Veterans	18.1	10.8	16.9	5.6	5.4	4.9	100.0	100.0	100.0
Educational	44.8	39.5	39.3	3.9	15.7	14.5	100.0	100.0	100.0
Charities	6.9	13.1	11.3	0.5	3.0	2.0	100.0	100.0	100.0
Political	52.6	52.8	47.2	0.7	0.4	1.6	100.0	100.0	100.0
AARP	2.7	6.3	2.9	2.0	1.1	0.4	100.0	100.0	100.0
Museum	8.9	25.9	25.8	0.5	9.4	11.8	100.0	100.0	100.0
Nonprofit publication	11.4	23.4	20.9	19.7	9.8	8.8	100.0	100.0	100.0
NOTE: Totals may not equal exactly 100% due to unreported categories; Percentages are row percentages within Industry classification.

Table A3-69 Nonprofit Standard Mail by Content by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	Advertising			Fund Request			Other			Don't Know/ No Answer			Total
	Advertising			Fund Request			Other			Don't Know/ No Answer			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Medical	27.5	44.5	40.4	18.0	25.5	21.8	43.0	27.1	2.9	11.4	2.6	4.1	100.0	99.7	69.2
Union or professional	28.5	24.0	22.0	21.3	26.8	27.1	40.8	26.9	22.4	9.4	4.3	5.2	100.0	81.9	76.8
Church	14.7	12.6	10.7	30.5	53.5	58.6	44.8	26.8	7.1	10.0	6.5	5.3	100.0	99.4	81.8
Veterans	18.4	4.3	4.3	42.7	82.1	78.1	31.4	7.8	5.7	7.6	5.1	10.0	100.0	99.3	98.2
Educational	35.6	49.4	46.0	14.7	19.3	20.7	41.6	27.8	3.5	8.0	2.5	2.4	100.0	99.0	72.6
Charities	7.7	4.1	4.0	79.3	85.7	88.0	6.8	5.0	5.1	6.2	4.9	4.9	100.0	99.8	101.9
Political	4.3	0.0	0.0	28.1	19.1	23.3	56.2	0.2	80.6	11.4	0.2	1.3	100.0	19.5	105.2
AARP	65.8	60.8	63.3	7.6	17.2	14.2	13.9	9.4	12.6	12.7	4.6	13.1	100.0	92.0	103.1
Museum	60.5	47.1	45.3	16.9	39.3	29.0	15.7	11.4	2.3	6.9	2.3	2.1	100.0	100.0	78.6
Nonprofit publication	62.4	18.9	18.0	3.7	53.1	55.7	19.0	16.2	23.4	14.9	4.7	5.0	100.0	92.8	102.1
Total Mail Received by Households	26.3	24.7	23.5	34.0	48.8	50.9	29.4	15.2	21.6	10.3	4.9	5.5	100.0	93.6	101.5
Note: Percentages are row percentages within Industry classification.

Table A3-70 Nonprofit Standard Mail Pieces Received Per Household Per Week Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)




Income	1987	2009	2010	Employment of Head of Household	1987	2009	2010
< $7K	0.8	0.3	0.7	White collar professional	2.5	2.2	2.1
$ 7K - $9.9K	1.3	1.5	0.9	White collar sales/clerical	1.3	1.5	1.6
$ 10K - $14.9K	1.4	1.1	1.3	White collar craftsmen/mechanic	1.0	1.5	1.4
$ 15K - $19.9K	1.7	1.6	1.4	Service Worker	1.1	1.1	1.2
$ 20K - $24.9K	1.6	2.1	1.7	Other employed	1.2	1.4	1.2
$ 25K - $29.9K	1.8	1.5	1.6	Homemaker	1.8	1.7	2.1
$ 30K - $34.9K	2.2	1.5	1.6	Student 1	1.2	1.6	1.9
$ 35K - $49.9K	2.3	1.8	1.6	Retired	2.3	3.1	2.9
$ 50K - $64.9K	2.6	2.0	1.9	Other not employed	0.5	1.0	1.7
$ 65K - Over	3.8	2.4	2.5	Type of Dwelling	1987	2009	2010
Age of Head of Household	1987	2009	2010	Single-family house	2.3	2.3	2.3
18 - 24	0.5	0.7	0.8	Multi-family unit	1.0	1.5	1.3
25 - 34	1.1	0.9	0.9	Mobile house	1.2	1.4	1.0
35 - 44	1.8	1.6	1.5	Number of Adults	1987	2009	2010
45 - 54	2.3	2.0	2.0	1	1.5	2.0	1.7
55 - 64	2.5	2.4	2.3	2	2.0	2.0	2.0
65 - 69	2.8	2.7	2.6	3	2.2	2.1	2.2
70 - 74	2.6	3.1	3.1	4+	2.4	2.2	2.3
75 +	2.6	4.0	3.7
Education of Head of Household	1987	2009	2010
< 8th grade	1.1	1.3	1.3
Some High School	1.3	1.2	1.0
High School	1.5	1.8	1.7
Some College	1.8	2.0	1.9
Technical School	1.8	2.0	1.6
College	2.3	2.3	2.3
Post graduate	4.3	3.3	3.2
Type of Household	1987	2009	2010
One-person household	1.6	2.1	1.8
??? Male	1.2	1.7	1.4
??? Female	1.8	2.3	2.1
One adult + minors	1.0	1.7	1.1
??? Male	1.0	1.0	0.5
??? Female	1.0	1.0	0.5
More than one adult without children	2.3	2.3	2.3
??? One-earner	2.3	2.1	2.2
??? Two-earner	1.9	2.1	2.0
More than one adult with children	1.8	1.7	1.7
??? One-earner	1.6	1.6	1.6
??? Two-earner	2.0	1.9	1.9
Note: 2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.

Table A3-71 Percent of Nonprofit Standard Mail Containing a Request for ?Donations by Age of Head of Household Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)





Age Cohort	Percent			Pieces Per Household Per Week
	Percent			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
18 - 24	41.6	45.5	64.1	0.2	0.3	0.5
25 - 34	28.6	39.6	48.3	0.3	0.3	0.4
35 - 44	27.5	39.3	43.1	0.5	0.6	0.6
45 - 54	33.7	42.6	43.9	0.8	0.9	0.9
55 - 64	34.4	51.7	54.7	0.9	1.3	1.3
65 - 69	39.3	57.1	55.7	1.1	1.6	1.4
70 - 74	40.7	59.4	57.8	1.1	1.8	1.8
75+	40.7	55.7	54.8	1.1	1.1	2.2	2.0

Table A3-72 Nonprofit Standard Mail Treatment of Mail Piece by Familiarity With Organization (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment	Previous Customer			Organization Known			Organization Not Known			Total¹
	Previous Customer			Organization Known			Organization Not Known			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	68.0	53.7	56.6	36.4	32.8	32.2	24.7	22.3	25.2	49.5	40.2	42.5
Read by more than one member of household 1	N/A	9.6	9.2	N/A	4.1	5.4	N/A	2.2	3.0	N/A	6.6	6.9
Looked at	17.0	16.0	14.7	24.6	25.5	28.7	35.7	23.9	26.0	21.3	17.6	17.8
Discarded	4.5	12.5	12.4	20.3	32.3	28.7	29.9	47.2	41.1	10.5	19.5	18.3
Set Aside	9.0	7.9	6.8	7.6	5.3	4.9	8.5	4.2	4.3	7.6	6.1	5.4
Don't know/No answer	1.5	0.2	0.2	1.2	0.1	0.1	1.3	0.3	0.5	11.0	9.9	9.1
? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
¹1987 Estimates Include pieces for which no response was given for familiarity with institution.
Note: Totals may not sum to 100 due to rounding.

Table A3-73 Nonprofit Standard Mail Response to Advertising by Familiarity With Organization¹ (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Response	Previous Customer			Organization Known			Organization Not Known			Total²
	Previous Customer			Organization Known			Organization Not Known			Total²
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Yes	28.0	22.6	22.8	6.8	4.3	4.5	5.2	2.0	3.1	18.0	14.1	14.7
No	43.3	52.0	46.2	74.0	83.4	79.0	76.8	90.3	83.3	55.2	62.1	57.7
Maybe	20.9	22.7	30.0	10.6	9.7	15.9	9.4	5.3	12.3	16.5	15.8	22.8
No Answer	7.8	2.7	1.1	8.7	2.6	0.6	8.5	2.4	1.3	10.4	8.1	4.8
? Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
? Pieces Per Household Per Week	0.6	1.1	1.1	0.3	0.5	0.5	0.2	0.2	0.2	1.1	1.8	1.8
¹Restricted to Advertisements or Request for Donation from One Organization Only
²1987 Estimates Include pieces for which no response was given for familiarity with institution.
Note: Totals may not sum to 100 due to rounding.

Table A3-74 Nonprofit Standard Mail Treatment of Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Treatment	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not in Envelope
	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not in Envelope
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	48.9	40.7	42.3	49.1	45.3	44.6	61.1	55.1	58.9	43.2	34.5	35.6
Read by more than one member of household 1	N/A	4.8	4.6	N/A	6.2	7.0	N/A	10.9	9.6	N/A	6.6	11.8
Looked at	22.8	18.2	19.3	23.1	20.4	20.5	12.7	12.3	8.8	24.9	17.4	13.5
Discarded	11.2	18.4	18.0	9.6	17.3	16.5	13.2	17.1	14.6	10.9	27.9	25.3
Set Aside	6.6	5.6	5.0	9.0	7.8	6.4	2.1	1.1	5.3	14.4	12.0	10.6
Don't know/No answer	10.5	12.3	10.8	9.3	3.1	5.1	10.9	3.5	2.9	6.5	1.6	3.2
? Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	Flyers			Newspapers/ Magazines			Total
	Flyers			Newspapers/ Magazines			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Read by member of household	54.2	38.5	42.4	38.5	37.4	40.7	49.5	40.2	42.5
Read by more than one member of household 1	N/A	8.3	8.5	N/A	12.0	15.0	N/A	6.6	6.9
Looked at	21.1	17.7	17.6	11.1	14.9	12.2	21.3	17.6	17.8
Discarded	11.2	24.4	20.9	5.9	13.5	14.5	10.5	19.5	18.3
Set Aside	6.8	3.8	3.8	13.4	13.7	10.3	7.6	6.1	5.4
Don't know/No answer	6.7	7.3	6.7	31.2	8.4	7.3	11.0	9.9	9.1
? Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-75 Nonprofit Standard Mail Usefulness of Mail Piece by Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2009and 2010 (Diary Data)





Usefulness	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not In Envelope
	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not In Envelope
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	35.9	38.3	38.6	41.6	42.6	41.5	44.5	50.6	59.7	56.6	49.7	52.4
Interesting	24.7	19.2	18.6	27.7	23.5	22.6	22.1	16.0	14.8	21.2	23.0	19.8
Not Interesting	20.8	28.7	30.4	15.0	28.3	29.6	15.9	29.5	22.0	10.7	24.0	24.1
Objectionable	4.9	1.2	1.0	3.6	2.2	1.0	5.1	0.3	0.0	3.4	1.1	0.5
Don't know/No answer	13.8	12.7	11.4	12.1	3.4	5.3	12.4	3.5	3.4	8.0	2.2	3.2
? Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Usefulness	Flyers			Newspapers/ Magazines			Total
	Flyers			Newspapers/ Magazines			Total
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Useful	56.6	42.3	46.1	45.9	58.0	62.0	43.8	42.1	43.3
Interesting	18.7	16.6	16.9	14.1	16.6	15.5	22.4	18.5	18.1
Not Interesting	13.7	32.9	29.5	5.5	16.6	14.8	16.4	28.2	28.2
Objectionable	2.7	0.8	0.6	2.1	0.6	0.1	3.8	1.1	0.8
Don't know/No answer	8.3	7.4	7.0	32.4	8.2	7.6	13.5	10.1	9.6
? Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A3-76 Nonprofit Standard Mail Response to Advertising by Shape (If Mail Piece Contained Advertising or Request for Donation) (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Response	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not In Envelope
	Letter Size Envelope			Larger Than Letter Size Envelope			Postcard			Catalog Not In Envelope
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Yes	19.7	16.4	16.1	17.6	17.0	16.3	14.6	20.6	18.9	18.2	7.6	8.8
No	52.0	59.1	56.3	60.0	62.4	55.1	59.3	60.5	52.7	52.0	66.1	56.9
Maybe	16.8	17.2	23.2	15.1	17.7	26.4	19.9	11.5	26.0	24.1	21.8	30.7
No Answer	11.5	7.3	4.5	7.4	2.8	2.2	6.3	7.4	2.5	5.9	4.5	3.6
? Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Pieces Per Household Per Week	0.7	1.1	1.1	0.2	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.1

Response	Flyers			Newspapers/ Magazines			Total¹
	Flyers			Newspapers/ Magazines			Total¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Yes	12.6	8.8	11.1	9.8	6.5	10.9	18.0	14.1	14.7
No	64.5	69.1	62.8	54.3	63.8	62.3	55.2	62.1	57.7
Maybe	13.6	11.6	19.0	13.6	15.6	22.3	16.5	15.8	22.8
No Answer	9.3	10.6	7.0	22.3	14.1	4.5	10.4	8.1	4.8
? Total Mail Received by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Pieces Per Household Per Week	0.2	0.5	0.4	0.0	0.2	0.2	1.2	2.0	2.0
¹Total includes pieces for which no response was given as to shape.
Note: Totals may not sum to 100 due to rounding.

Table A3-77 Nonprofit Standard Mail Reaction by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	Percent
	Read Immediately			Set Aside			Found Useful			Will Respond¹
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Medical	46.3	44.7	50.2	8.1	7.0	5.4	46.1	40.1	46.7	13.4	7.4	8.0
Union or Professional	50.1	50.1	57.2	8.5	12.3	6.0	51.6	50.7	52.5	18.4	9.2	15.4
Church	64.0	52.6	57.7	6.9	6.8	6.8	59.2	51.9	54.5	25.2	21.2	23.4
Veterans	56.0	53.1	51.7	9.5	6.7	5.8	44.3	42.9	44.5	22.6	19.6	23.6
Educational	48.0	46.1	51.2	7.0	5.9	6.3	49.1	42.8	45.5	13.2	6.8	8.5
Charities	44.6	44.5	44.1	7.2	6.1	3.9	28.3	35.9	35.0	17.7	14.1	14.5
Political	40.6	31.9	45.3	6.1	3.5	4.9	31.8	23.8	33.9	20.0	7.5	12.6
AARP	46.1	48.1	39.5	10.7	5.4	5.4	40.9	41.0	32.3	13.6	15.1	12.0
Museum	53.6	58.9	66.9	8.4	7.3	7.2	44.3	52.6	66.4	12.5	16.4	17.4
Nonprofit Publications	39.8	46.4	49.2	8.8	6.2	5.4	39.3	41.0	42.7	12.8	13.4	15.0
Total Mail Received by Households	49.5	46.9	49.4	7.6	6.1	5.4	43.8	42.1	43.3	18.0	14.1	14.7
NOTE: Percentages represent row percentages within each industry classification; these do not sum to 100 due to the inclusion of multiple questions in this table.

Appendix A4: Direct Mail Advertising

Table A4-1 Total Pieces of Advertising Mail¹ Received Per Week By Income Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Type of Ad Mail	Under $7K			$7K - $9.9K			$10K - $14.9K			$15K - $19.9K
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	0.3	0.3	0.2	0.5	0.4	0.3	0.7	0.7	0.5	0.7	0.5	0.6
Business invitation/announcements	0.1	0.1	0.1	0.1	0.2	0.1	0.1	0.2	0.2	0.2	0.2	0.2
Stuffers (Advertising Enclosed)	0.4	0.7	0.6	0.6	0.9	0.8	0.8	1.5	1.2	0.9	1.4	1.4
Total First-Class²	0.8	1.1	0.9	1.2	1.5	1.2	1.6	2.4	1.9	1.8	2.1	2.2
Standard Mail:
Commercial	3.8	3.1	3.5	5.2	5.4	4.2	5.8	5.3	5.4	6.4	5.6	5.4
Nonprofit	0.9	0.3	0.7	1.5	1.5	0.9	1.5	1.1	1.3	1.9	1.6	1.4
Total Standard Mail	4.7	3.4	4.3	6.7	6.9	5.1	7.3	6.3	6.7	8.3	7.2	6.7
Total Advertising²	5.5	4.4	5.2	7.9	8.4	6.3	8.9	8.7	8.6	10.1	9.3	8.9
Type of Ad Mail	$20K - $24.9K			$25K - $29.9K			$30K - $34.9K			$35K - $49.9K
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	0.6	0.7	0.6	0.8	0.8	0.7	1.0	0.8	0.7	1.1	1.0	0.8
Business invitation/announcements	0.2	0.2	0.2	0.2	0.3	0.2	0.4	0.3	0.2	0.4	0.2	0.3
Stuffers (Advertising Enclosed)	1.1	1.5	1.4	1.2	1.8	1.8	1.4	1.8	1.8	1.7	2.3	1.8
Total First-Class²	1.9	2.3	2.2	2.2	2.8	2.7	2.8	2.8	2.7	3.2	3.5	3.0
Standard Mail:
Commercial	6.6	7.0	6.6	7.9	7.2	7.2	8.7	7.2	7.2	9.5	7.9	8.1
Nonprofit	1.7	2.1	1.7	1.9	1.5	1.6	2.3	1.5	1.6	2.5	1.8	1.6
Total Standard Mail	8.3	9.1	8.2	9.8	8.7	8.7	11.0	8.7	8.7	12.0	9.7	9.7
Total Advertising²	10.2	11.4	10.5	12.0	11.5	11.4	13.8	11.5	11.4	15.2	13.1	12.7
Type of Ad Mail	$50K - $64.9K			$65K - $79.9K			$80K - $99.9K			$100K - Over
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	1.5	1.0	1.2	2.1	1.2	1.1	2.4	1.3	1.4	2.4	1.7	1.5
Business invitation/announcements	0.4	0.3	0.3	0.4	0.3	0.3	0.6	0.4	0.4	0.7	0.5	0.5
Stuffers (Advertising Enclosed)	1.9	2.3	2.3	2.0	2.7	2.4	2.3	2.8	2.8	2.6	3.4	2.9
Total First-Class²	3.8	3.7	3.7	4.5	4.2	3.8	5.3	4.5	4.5	5.7	5.5	4.9
Standard Mail (A):
Commercial	10.9	9.5	9.7	14.8	10.3	10.9	14.7	11.6	11.9	15.3	13.8	14.4
Nonprofit	2.7	2.0	1.9	3.5	2.2	2.2	4.2	2.1	2.3	4.8	2.8	2.9
Total Standard Mail	13.6	11.6	11.6	18.3	12.5	13.2	18.9	13.7	14.1	20.1	16.6	17.3
Total Advertising²	17.4	15.2	15.4	22.8	16.6	16.9	24.2	18.2	18.7	25.8	22.1	22.2
¹Includes First-Class advertising only, First-Class advertising enclosed, business invitations/announcements, and Standard Mail non-package mail.
² Total First-Class and total advertising are over-reported because some stuffers are counted twice.
Note: 2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
Note: Totals may not sum to 100 due to rounding.

Table A4-2 Total Pieces of Advertising Mail¹ Received Per Week by Age of Head of Household Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Type of Ad Mail	18 - 21			22 - 24			25 - 34
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	0.4	0.4	0.7	0.3	0.9	0.3	0.7	0.8	0.8
Business invitations/announcements	0.1	0.1	0.1	0.1	0.1	0.2	0.2	0.3	0.3
Stuffers (Advertising Enclosed)	0.8	1.0	1.9	0.7	1.6	0.9	1.1	1.9	1.7
Total First-Class²	1.3	1.5	2.7	1.1	2.5	1.4	2.0	2.9	2.8
Standard Mail:
Commercial	3.7	5.1	6.2	3.2	4.3	4.2	6.6	7.8	7.7
Nonprofit	0.6	1.2	1.6	0.5	0.5	0.4	1.2	0.9	0.9
Total Standard Mail	4.3	6.3	7.7	3.7	4.8	4.6	7.8	8.7	8.6
Total Advertising²	5.6	7.8	10.4	4.8	7.3	6.0	9.8	11.6	11.3
Type of Ad Mail	35 -44			45 - 54			55 - 64
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	1.0	1.1	1.0	1.2	1.2	1.2	1.1	1.3	1.2
Business invitations/announcements	0.3	0.3	0.3	0.4	0.3	0.3	0.3	0.4	0.4
Stuffers (Advertising Enclosed)	1.3	2.5	2.1	1.3	2.6	2.5	1.4	2.8	2.4
Total First-Class²	2.6	3.9	3.4	2.9	4.2	4.0	2.8	4.5	3.9
Standard Mail:
Commercial	8.3	9.6	9.9	8.9	10.2	10.3	9.8	11.0	10.9
Nonprofit	1.9	1.6	1.5	2.4	2.0	2.0	2.7	2.4	2.3
Total Standard Mail	10.2	11.2	11.4	11.3	12.2	12.3	12.5	13.4	13.2
Total Advertising²	12.8	15.0	14.8	14.2	16.4	16.3	15.3	17.9	17.1
Type of Ad Mail	65 - 69			70+	70 - 74		75+
Type of Ad Mail	1987	2009	2010	1987	2009	2010	2009	2010
First-Class:
Advertising alone	1.0	1.3	1.2	0.7	1.1	1.1	0.9	0.9
Business invitations/announcements	0.4	0.3	0.3	0.2	0.3	0.3	0.4	0.2
Stuffers (Advertising Enclosed)	1.2	2.7	2.5	0.9	2.4	2.1	2.1	1.8
Total First-Class²	2.6	4.4	4.1	1.8	3.8	3.5	3.4	2.9
Standard Mail:
Commercial	8.2	11.5	11.2	7.6	10.8	10.8	9.2	8.9
Nonprofit	2.9	2.7	2.6	2.8	3.1	3.1	4.0	3.7
Total Standard Mail	11.1	14.2	13.8	10.4	13.8	13.9	13.2	12.6
Total Advertising²	13.7	18.6	17.9	12.2	17.6	17.4	16.6	15.5
¹Includes First-Class advertising only, First-Class advertising enclosed, business invitations/announcements, and Standard Mail non-package mail.
² Total First-Class and total advertising are over-reported because some stuffers are counted twice.
Note: Totals may not sum to 100 due to rounding.

Table A4-3 Total Pieces of Advertising Mail¹ Received Per Week by Education of Head of Household Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Type of Ad Mail	< 8th Grade			Some High School			High School			Some College
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	0.5	0.6	0.6	0.7	0.9	0.7	0.7	1.0	1.0	0.9	1.0	1.0
Business invitation/ announcements	0.1	0.4	0.1	0.1	0.2	0.2	0.2	0.3	0.2	0.3	0.3	0.3
Stuffers (Advertising Enclosed)	0.5	1.4	1.3	0.7	1.7	1.5	1.0	2.2	2.0	1.3	2.3	2.2
Total First-Class²	1.1	2.3	1.9	1.5	2.8	2.4	1.9	3.5	3.2	2.5	3.6	3.5
Standard Mail:
Commercial	5.0	5.2	6.5	5.6	6.3	6.3	7.0	8.7	8.6	7.9	9.4	9.2
Nonprofit	1.2	1.3	1.3	1.5	1.2	1.0	1.6	1.8	1.7	2.2	2.0	1.9
Total Standard Mail	6.2	6.5	7.8	7.1	7.5	7.2	8.6	10.4	10.4	9.9	11.3	11.0
Total Advertising²	7.3	8.9	9.7	8.6	10.3	9.6	10.5	14.0	13.5	12.4	14.9	14.5

Type of Ad Mail	Tech School			College			Post Graduate
Type of Ad Mail	1987	2009	2010	1987	2009	2010	1987	2009	2010
First-Class:
Advertising alone	0.9	1.1	1.0	1.2	1.3	1.2	1.5	1.4	1.3
Business invitation/announcements	0.3	0.4	0.4	0.4	0.3	0.3	0.6	0.5	0.4
Stuffers (Advertising Enclosed)	1.1	2.5	1.9	1.6	2.7	2.4	2.1	3.0	2.7
Total First-Class²	2.3	4.0	3.2	3.2	4.4	3.9	4.2	4.9	4.5
Standard Mail:
Commercial	7.8	9.7	9.5	9.9	11.2	11.3	11.8	12.8	12.6
Nonprofit	1.9	2.0	1.6	2.6	2.3	2.3	2.1	3.3	3.2
Total Standard Mail	9.7	11.7	11.1	12.6	13.5	13.6	16.3	16.2	15.9
Total Advertising²	12.0	15.7	14.3	15.8	17.9	17.4	20.5	21.0	20.3
¹Includes First-Class advertising only, First-Class advertising enclosed, business invitations/announcements, and Standard Mail non-package mail.
² Total First-Class and total advertising are over-reported because some stuffers are counted twice.
Note: Totals may not sum to 100 due to rounding.

Table A4-4 Total Mail Overview: Treatment of Advertising Mail by Actual Weekly Standard Mail Receipt (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary and Recruitment Data)






Treatment	Actual Standard Mail Pieces
	0 - 7			8 - 10			11 - 12
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	23.9	21.2	22.0	19.4	14.1	15.7	20.0	11.8	14.8
Usually scan	39.6	29.6	24.3	40.4	32.0	29.7	42.6	33.5	27.0
Read some	26.4	30.1	35.0	30.4	36.3	38.2	30.0	37.5	38.1
Usually don't read	9.8	19.0	18.4	9.6	17.5	16.4	7.4	17.2	20.0
Don't Know/No Answer	0.3	0.0	0.4	0.2	0.1	0.0	0.0	0.0	0.2
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	Actual Standard Mail Pieces
	13 - 15			16 - 17			18+
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	16.0	11.8	13.8	12.9	9.0	10.9	11.5	9.1	12.6
Usually scan	46.3	31.0	29.1	42.6	28.9	33.2	41.3	27.6	29.1
Read Some	28.5	39.7	41.2	34.8	41.2	39.5	39.1	41.4	40.9
Usually don't read	9.2	17.4	15.9	9.2	20.9	16.4	7.9	21.9	17.4
Don't Know/No Answer	0.0	0.0	0.0	0.5	0.0	0.0	0.2	0.1	0.1
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A4-5 Total Mail Overview: Intended Response to Advertising Mail by Class (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Intended Response	First-Class ¹			Standard Mail²			Standard Mail Nonprofit²
Intended Response	1987	2009	2010	1987	2009	2010	1987	2009	2010
Will respond	11.1	9.1	10.4	14.6	12.3	13.6	17.9	14.0	14.3
May respond	10.3	49.0	46.7	20.0	62.4	57.8	16.4	61.6	57.4
Won't respond	58.4	11.1	14.4	58.6	16.6	21.0	55.1	16.6	23.6
Don't know/No answer	19.8	30.8	28.6	6.9	8.7	7.6	10.4	7.9	4.7
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
¹Estimates for 1987 include both advertising only and advertising enclosed mail. Estimates for 2009/2010 include advertising only.
²Standard Mail and Nonprofit Standard Mail include request for donations.
Note: Totals may not sum to 100 due to rounding.

Table A4-6 Response Rates To Advertising: First-Class Ad Only vs. Standard Mail Envelopes and Cards¹ (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Industry	1987		2009		2010
	First	Standard Mail	First	Standard Mail	First	Standard Mail
	First	Standard Mail	First	Standard Mail	First	Standard Mail
Financial:
Credit card	5.8	8.0	9.0	3.8	6.7	4.0
Bank	8.0	8.9	4.2	4.9	4.4	5.7
Securities broker	14.3	9.0	4.4	7.1	3.0	7.0
Money Market	9.8	5.3	13.8	4.1	0.0	9.8
Insurance Company	8.9	6.6	3.1	4.4	8.0	3.9
Real Estate/Mortgage	4.7	3.5	3.2	2.9	1.7	1.7
Merchants:
Department store	9.5	12.0	17.8	25.2	16.5	30.3
Mail order company	13.5	15.4	19.6	11.7	12.9	11.5
Specialty store	13.1	12.8	11.9	17.4	16.4	21.6
Publisher	19.6	18.7	9.2	13.2	12.4	12.4
Land promotion company	10.6	2.9	4.0	1.3	3.1	17.7
Online auction	N/A	N/A	12.3	10.4	19.9	12.7
Restaurant	2.2	15.9	30.6	19.2	16.5	25.5
Consumer packaged goods	16.1	28.7	5.8	13.4	11.3	18.0
Auto dealers	4.1	7.2	6.6	5.7	7.9	7.5
Services:
Telephone	6.7	15.1	9.0	5.0	4.9	6.6
Other Utility	8.0	12.7	11.0	14.0	19.5	13.0
Medical	21.2	10.2	7.5	9.3	13.4	7.7
Other professional	20.7	14.3	6.3	8.0	1.8	10.2
Leisure service	16.8	8.7	14.9	10.3	12.0	12.2
Cable TV	7.8	13.4	8.5	3.0	5.4	3.5
Computer	8.1	15.8	2.6	4.4	0.0	3.8
Social/Charitable/Political/Nonprofit ²	20.4	18.5	0.0	13.8	0.0	15.3
Total Percentage of "Will Respond"	13.4	15.1	9.1	12.5	10.4	13.7
to Advertising Pieces³	13.4	15.1	9.1	12.5	10.4	13.7
¹All Standard Mail percentages are based on Standard Mail except social/charitable/political
/nonprofit which is based on Standard Mail nonprofit
² Includes medical nonprofit mail after 1992.
³Total Percentage for Standard Mail includes Nonprofit.

Table A4-7 Treatment of Advertising Mail by Household Income (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Treatment	Under $7K			$7K - $9.9K			$10K - $14.9K			$15K - $19.9K
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	31.1	29.3	32.8	26.7	31.9	38.4	26.4	31.3	31.0	22.9	28.8	23.5
Usually scan	32.9	18.5	20.0	37.5	19.6	18.5	37.1	26.1	23.6	38.1	25.3	27.6
Read some	22.7	31.3	28.3	25.3	28.8	27.2	28.7	25.4	25.1	30.4	26.5	31.1
Usually don't read	8.7	19.2	18.1	9.7	19.1	15.9	7.2	16.9	20.3	7.3	19.0	17.8
Don't know/No answer	0.7	1.7	0.9	0.1	0.5	0.0	0.0	0.3	0.0	0.5	0.5	0.0
Received no advertising	3.9	N/A	N/A	0.7	N/A	N/A	0.6	N/A	N/A	0.8	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	$20K - $24.9K			$25K - $29.9K			$30K - $34.9K			$35K - $49.9K
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	16.8	23.0	28.2	19.7	20.6	26.4	16.9	20.6	26.4	16.2	15.8	18.6
Usually scan	44.8	29.5	23.3	44.4	28.7	26.8	46.1	28.7	26.8	42.8	32.3	31.1
Read some	27.3	31.0	28.6	27.5	32.2	32.0	26.9	32.2	32.0	34.4	32.8	35.1
Usually don't read	10.6	16.0	19.4	8.6	18.5	14.4	9.4	18.5	14.4	6.0	18.9	15.2
Don't know/No answer	0.0	0.5	0.4	0.1	0.0	0.5	0.0	0.0	0.5	0.2	0.3	0.0
Received no advertising	0.5	N/A	N/A	0.0	N/A	N/A	0.7	N/A	N/A	0.4	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	$50K - $64.9K			$65K - $79.9K			$80K - $99.9K			$100K - Over
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	14.2	14.7	17.4	8.9	13.4	13.4	8.2	9.9	10.9	10.2	7.4	9.5
Usually scan	41.1	29.2	28.5	38.3	28.8	29.2	55.4	29.8	28.8	34.1	29.2	26.0
Read some	33.9	34.8	37.4	29.3	37.7	41.4	32.4	39.3	43.3	42.6	37.9	38.5
Usually don't read	0.0	21.1	16.6	23.5	20.0	16.0	4.0	21.0	17.0	13.1	25.2	26.0
Don't know/No answer	0.4	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.3	0.1
Received no advertising	10.4	N/A	N/A	0.0	N/A	N/A	0.0	N/A	N/A	0.0	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: 2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
Note: Totals may not sum to 100 due to rounding.

Table A4-8 Treatment of Advertising Mail (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Treatment	1987	2009	2010
Treatment	1987	2009	2010
Usually read	19.6	16.1	18.7
Usually scan	40.4	28.3	26.9
Read some	29.6	34.5	35.2
Usually don't read	9.1	20.7	19.0
Don't know/No answer	0.2	0.3	0.2
Received no advertising	1.1	N/A	N/A
Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A4-9 Treatment of Mail Advertising by Age of Head of Household (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Treatment	18 - 21			22 - 24			25 - 34			35 - 44
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	39.4	16.1	30.7	21.1	15.0	10.7	20.3	13.2	15.2	17.7	15.3	15.5
Usually scan	38.8	21.6	18.4	46.7	33.6	31.4	41.4	31.1	27.9	40.8	28.2	27.2
Read some	12.6	35.7	26.7	24.8	25.3	33.0	30.7	32.0	36.1	30.8	34.8	36.0
Usually don't read	3.2	24.6	22.6	6.7	26.1	22.5	6.3	22.8	20.3	9.8	21.7	21.1
Don't know/No answer	0.2	2.0	1.7	0.0	0.0	2.4	0.3	0.9	0.4	0.0	0.1	0.2
Received no advertising	5.8	N/A	N/A	0.7	N/A	N/A	1.0	N/A	N/A	0.9	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	45 - 54			55 - 64			65 - 69			70+	70 - 74		75+
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	2009	2010
Usually read	17.0	14.5	18.1	19.7	14.0	18.6	23.6	18.1	17.6	19.5	19.6	25.1	21.0	22.6
Usually scan	41.3	28.8	26.7	39.4	27.5	25.7	37.9	26.9	28.9	38.2	25.4	22.5	30.0	28.5
Read some	31.9	36.7	36.6	28.2	37.7	38.6	26.4	34.3	34.0	30.0	34.6	34.1	29.6	30.6
Usually don't read	9.2	19.5	18.3	11.6	20.6	17.1	9.4	20.7	19.5	11.8	20.3	18.2	19.3	18.2
Don't know/No answer	0.3	0.4	0.1	0.0	0.2	0.1	0.7	0.0	0.1	0.0	0.0	0.2	0.2	0.1
Received no advertising	0.3	N/A	N/A	1.1	N/A	N/A	2.0	N/A	N/A	0.5	N/A	N/A	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A4-10 Treatment of Advertising Mail by Education of Head of Household (Percentage of Households) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Treatment	< 8th Grade			Some High School			High School			Some College
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	29.2	34.2	43.3	24.6	28.9	29.5	23.5	20.1	25.4	17.6	14.7	16.0
Usually scan	37.0	22.7	16.9	33.0	22.0	20.7	42.4	28.7	26.5	39.9	30.0	28.2
Read some	22.0	27.0	23.2	27.8	29.8	31.8	26.2	32.9	31.8	30.8	35.7	39.0
Usually don't read	9.0	15.6	16.6	11.8	18.7	17.8	7.0	18.1	16.2	10.8	19.3	16.5
Don't know/No answer	0.7	0.5	0.0	0.0	0.5	0.2	0.1	0.2	0.1	0.3	0.3	0.3
Received no advertising	2.1	N/A	N/A	2.8	N/A	N/A	0.8	N/A	N/A	0.6	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0

Treatment	Tech School			College			Post Graduate
Treatment	1987	2009	2010	1987	2009	2010	1987	2009	2010
Usually read	18.5	14.7	15.1	12.2	9.6	10.6	8.9	5.4	7.9
Usually scan	39.9	28.3	30.6	43.5	29.9	28.9	41.9	29.1	28.4
Read some	31.6	37.8	37.0	34.6	36.3	38.8	28.3	38.3	37.2
Usually don't read	8.9	18.9	17.2	9.1	23.9	21.4	10.5	27.0	26.5
Don't know/No answer	0.1	0.3	0.0	0.3	0.3	0.3	0.0	0.2	0.0
Received no advertising	1.0	N/A	N/A	0.3	N/A	N/A	10.4	N/A	N/A
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Appendix A5: Periodicals

Table A5-1 Periodicals Received Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Periodicals	1987	2009	2010

Percent of Periodicals which are sent to Households	75.3	72.5	72.3

Pieces per household per week	1.69	0.99	0.90

Base: RPW Total Periodicals
* 2008 data varies from the 2008 report due to a change in RPW Numbers

Table A5-2 Periodicals -- Type of Publication Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Type of Publication	Percentage Received			Pieces Per Household Per Week
	Percentage Received			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Newspapers:
Daily Newspaper	8.5	4.9	3.4	0.19	0.06	0.04
Weekly Newspaper	13.4	9.5	7.8	0.30	0.12	0.09
Other Newspaper	4.9	2.2	2.4	0.11	0.03	0.03
Total Newspapers	26.8	16.7	13.6	0.60	0.22	0.16
Magazines:
Weekly Magazine	11.1	10.8	11.4	0.25	0.14	0.14
Monthly Magazine	27.2	35.8	36.9	0.61	0.47	0.44
Other Magazine	4.4	7.0	8.4	0.10	0.09	0.10
Total Magazines	42.7	53.6	56.7	0.96	0.70	0.67
Other Periodical	3.1	1.3	1.4	0.07	0.02	0.02
Don't Know/No Answer	2.7	0.9	0.7	0.06	0.01	0.01
Total Periodicals Received by Households	75.3	72.5	72.3	1.69	0.95	0.86
Total Periodicals Received by Non-Households	26.7	27.5	27.7	-	-	-
Base: RPW Total Periodicals
Note: Totals may not sum to 100 due to rounding.

Table A5-3 Periodical Demographics -- Pieces Received Per Household Per Week Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Income	1987	2009	2010	Employment of Head of Household¹	1987	2009	2010
< $7K	0.6	0.2	0.3	White collar professional	2.2	1.1	1.0
$ 7K - $9.9K	1.1	0.5	0.4	White collar sales/clerical	1.5	0.7	0.7
$ 10K - $14.9K	1.2	0.5	0.5	Blue collar craftsmen/mechanic	1.2	0.8	0.8
$ 15K - $19.9K	1.3	0.6	0.4	Service Worker	1.2	0.6	0.5
$ 20K - $24.9K	1.4	0.8	0.8	Other employed	1.1	0.9	0.8
$ 25K - $29.9K	1.8	0.8	0.7	Homemaker	1.7	0.9	0.9
$ 30K - $34.9K	1.9	0.8	0.7	Student 1	1.4	0.4	0.6
$ 35K - $49.9K	2.1	0.7	0.8	Retired	1.9	1.3	1.1
$ 50K - $64.9K	2.1	1.0	0.9	Other not employed 1	0.4	0.3	0.9
$ 65K - Over	3.6	1.3	1.2	Type of Dwelling	1987	2009	2010
Age of Head of Household	1987	2009	2010	Single-family house	2.0	1.1	1.1
18 - 24	0.6	0.5	0.4	Multi-family	1.0	0.6	0.6
25 - 34	1.2	0.6	0.6	Mobile house	1.1	0.7	0.4
35 - 44	1.8	0.8	0.8	Number of Adults	1987	2009	2010
45 - 54	2.0	1.0	0.9	1	1.1	0.7	0.6
55 - 64	2.3	1.2	1.1	2	1.8	1.1	1.0
65 - 69	1.9	1.3	1.3	3	2.1	1.1	0.9
70 - 74	1.9	1.3	1.2	4+	2.1	1.1	1.2
75+	1.9	1.4	1.1
Education of Head of Household	1987	2009	2010
< 8th grade	1.2	0.6	0.6
Some High School	1.2	0.5	0.6
High School	1.4	0.9	0.7
Some College	1.6	0.9	0.9
Technical School	1.6	0.9	1.0
College	2.2	1.3	1.1
Post graduate	3.4	1.5	1.4
Type of Household	1987	2009	2010
One-person household	1.1	0.7	0.6
Male	1.0	0.8	0.5
Female	1.2	0.7	0.7
One adult + minors	0.9	0.6	0.3
Male	0.6	1.1	0.5
Female	0.9	0.5	0.3
More Than One Adult	1987	2009	2010
Without Children	2.1	1.2	1.1
One-earner	2.0	1.1	1.1
Two-earner	2.1	1.1	1.0
With Children	1.7	0.9	0.9
One-earner	1.6	0.8	1.0
Two-earner	1.9	1.0	1.0
Note: 2009 and 2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
¹Revised from Employment of Respondent to Employment of Head of Household.

Table A5-4 Periodical Mail -- Type of Subscription Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Type of Subscription	Percentage of Total Periodicals
	Percentage of Total Periodicals
	1987	2009	2010
Paid (ordered)	49.4	46.6	44.8
Free (ordered)	4.4	6.5	6.4
Gift (from friend or relative)	3.5	4.0	4.7
Free - Came w/ membership	10.2	11.4	12.1
Other	2.6	0.7	0.7
Don't know/No answer	5.3	6.6	7.2
�� Total Mail Received by Households	75.3	75.8	76.0
Base: RPW Total Periodicals

Table A5-5 Periodicals -- Source of Publications Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Source of Publication	Percent of Total Periodicals			Pieces Per Household Per Week
	Percent of Total Periodicals			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Religious/Educational	9.1	6.8	6.1	0.21	0.09	0.07
Veterans	0.9	0.6	0.5	0.02	0.01	0.01
Charitable	0.9	0.5	0.6	0.02	0.01	0.01
Union/Professional	7.8	7.9	8.5	0.18	0.10	0.10
�� Total "Nonprofit"	18.7	15.7	15.7	0.43	0.21	0.19
Other (Commercial, Professional Org)	53.5	59.1	59.2	1.20	0.77	0.70
Don't know/No answer	3.2	0.9	1.1	0.07	0.01	0.01
Percent of All Periodicals	75.3	75.8	76.0	1.69	0.99	0.90
Received by Households	75.3	75.8	76.0	1.69	0.99	0.90
Base: RPW Total Periodicals

Table A5-6 Periodicals -- Type and Source of Mail Received by Households� (Percentage of Subscription Type by Source) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Subscription Type	Union/ Professional			Religious/ Educational			Veterans
	Union/ Professional			Religious/ Educational			Veterans
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Paid (ordered)	8.3	4.9	5.6	7.9	6.5	6.8	0.5	0.3	0.3
Free (ordered)	21.7	16.2	12.2	25.6	11.5	10.1	4.4	0.5	0.6
Gift (from friend or relative)	4.0	0.5	3.0	18.1	8.4	14.2	0.5	0.0	0.0
Other	19.1	10.1	7.8	22.7	13.6	7.5	2.3	5.0	0.0
Free - Came w/ membership	21.1	35.0	38.9	16.0	14.2	9.1	1.9	3.0	2.6

Subscription Type	Charitable			Other			Don't Know/ No Answer
	Charitable			Other			Don't Know/ No Answer
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Paid (ordered)	0.5	0.3	0.4	81.1	86.8	86.2	1.7	1.1	0.8
Free (ordered)	2.8	0.2	1.5	44.1	71.0	75.0	1.4	0.6	0.7
Gift (from friend or relative)	1.4	0.0	0.7	73.4	90.6	81.4	2.6	0.5	0.7
Other	2.6	1.3	1.3	50.7	69.1	83.4	2.7	1.0	0.0
Free - Came w/ membership	6.2	2.3	2.2	54.8	45.5	47.0	0.0	0.1	0.1
Note: Percentages are row percentages within each subscription type.

Table A5-7 Periodicals -- Satisfaction With Delivery (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Time of Arrival	Percentage of Pieces
Time of Arrival	1987	2009	2010
Arrived earlier than expected	5.0	4.5	5.0
Arrived on day expected	40.9	33.7	31.4
Was not expected to arrive on any special day	43.9	49.7	51.1
Arrived later than expected	3.8	2.6	2.7
Don't Know/No answer	6.5	9.6	9.8
Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A5-8 Periodicals -- Need for Delivery (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Delivery	1987	2009	2010
Delivery	1987	2009	2010
Could arrive a day later	40.2	27.8	29.0
Comes on proper day	19.5	20.6	17.0
No regular day	9.0	17.0	17.7
Regular day is too late	0.9	0.6	0.7
Day doesn't matter	22.7	24.3	25.9
Other need	0.4	0.2	0.1
Don't know/No answer	7.2	9.6	9.7
Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A5-9 Periodicals -- Satisfaction With Delivery by Postal Region (Percent of Pieces Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Satisfaction with Delivery	Northeast			Eastern			Southern			Central			Western
Satisfaction with Delivery	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
On time/earlier	50.2	39.8	40.8	45.6	39.8	35.2	41.4	34.6	0.0	50.7	44.7	34.4	40.5	31.1	35.1
Not expected on any special day	40.1	49.0	47.0	43.2	46.7	52.1	45.0	54.8	0.0	42.7	41.2	54.7	48.2	57.4	50.6
Arrived later than expected	3.4	2.0	2.1	5.5	2.8	3.0	3.6	2.7	0.0	2.2	2.3	2.5	4.7	3.2	2.9
Don't know/No answer	6.4	9.3	10.1	5.7	10.7	9.7	9.9	8.0	0.0	4.3	11.8	8.4	6.7	8.4	11.4
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	0.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A5-10 Periodicals -- Households' Need for Delivery by Postal Region (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)


Satisfaction with Delivery	Northeast			Eastern			Southern			Central			Western
Satisfaction with Delivery	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Could arrive a day later	42.6	32.0	30.6	40.9	30.7	28.2	42.6	27.0	0.0	37.1	24.8	29.2	39.3	28.5	29.6
Comes on proper day	18.5	19.8	18.5	21.4	21.0	17.0	15.1	18.3	0.0	25.6	27.3	17.0	15.1	14.0	12.2
No regular day	10.1	16.5	14.8	7.0	13.2	19.3	9.2	17.6	0.0	8.0	14.0	16.7	11.2	22.4	16.6
Regular day is too late	0.2	0.4	0.2	2.2	0.2	0.9	0.9	0.7	0.0	0.5	0.5	0.7	0.9	0.8	0.5
Day doesn't matter	20.7	22.4	25.7	21.8	24.3	25.0	22.0	28.2	0.0	23.7	21.2	28.2	24.7	25.6	28.7
Other Need/Don't know/No answer	7.9	8.9	10.1	6.7	10.7	9.6	10.2	8.2	0.0	5.1	12.0	8.2	8.8	8.8	12.4
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	0.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

A7. Electronic Communications

Table A7-1 Household Electronic Mail Capability by Income (Percentage of Households) Postal Fiscal Years 2009 and 2010 (Recruitment Data)




Capability	Under $7K		$7K - $9.9K		$10K - $14.9K		$15K - $19.9K
Capability	2009	2010	2009	2010	2009	2010	2009	2010
Have personal computer	41.7	34.2	37.0	28.0	45.1	34.5	54.8	43.1
Have Internet access	5.5	7.8	4.5	3.6	7.0	6.0	8.2	7.8
Have Broadband access	26.1	24.7	22.1	23.0	25.6	34.5	33.6	33.7


Capability	$20K - $24.9K		$25K - $34.9K		$35K - $49.9K		$50K - $64.9K
Capability	2009	2010	2009	2010	2009	2010	2009	2010
Have personal computer	55.7	56.8	73.5	64.6	80.4	79.1	88.9	84.4
Have Internet access	9.7	8.8	10.5	5.9	11.6	8.9	10.8	7.4
Have Broadband access	36.4	44.9	51.0	56.3	60.3	65.7	68.4	74.2


Capability	$65K - $79.9K		$80K - $99.9K		$100K - Over
Capability	2009	2010	2009	2010	2009	2010
Have personal computer	92.8	90.8	96.5	93.2	97.3	96.7
Have Internet access	8.9	7.4	5.5	4.3	3.3	2.2
Have Broadband access	78.1	80.9	87.1	87.2	90.8	93.2
Note: Broadband access includes any form of Internet Access other than Dial-up

Table A7-2 Household Electronic Mail Capability by Education of Head of Household (Percentage of Households) Postal Fiscal Years 2008 and 2009 (Recruitment Data)




Capability	< 8th Grade		Some High School		High School		Some College
Capability	2009	2010	2009	2010	2009	2010	2009	2010
Have personal computer	44.4	36.9	54.5	42.6	71.8	63.3	85.8	81.2
Have Internet access	3.9	8.9	8.8	5.3	11.2	7.4	7.9	5.9
Have Broadband access	28.7	23.8	30.9	35.4	52.3	52.4	69.6	73.0


Capability	Tech School		College		Post Graduate
Capability	2009	2010	2009	2010	2009	2010
Have personal computer	84.1	80.6	91.6	89.9	95.7	93.8
Have Internet access	7.7	7.4	6.3	4.5	4.9	3.9
Have Broadband access	69.5	72.1	79.4	82.3	85.9	87.3
Note: Broadband access includes any form of Internet Access other than Dial-up

Table A7-3 Household Electronic Mail Capability by Age of Head of Household (Percentage of Households) Postal Fiscal Years 2009 and 2010 (Recruitment Data)




Capability	18 - 21		22 - 24		25 - 34		35 - 44		45 - 54
Capability	2009	2010	2009	2010	2009	2010	2009	2010	2009	2010
Have personal computer	88.0	81.6	79.0	81.1	91.5	89.9	92.1	89.7	88.3	83.9
Have Internet access	1.9	2.0	1.0	2.0	4.3	3.8	6.6	4.8	7.7	5.7
Have Broadband access	67.6	70.7	69.3	78.3	78.0	84.4	77.9	82.8	73.7	75.9


Capability	55 - 64		65 - 69		70-74		75+
Capability	2009	2010	2009	2010	2009	2010	2009	2010
Have personal computer	82.4	79.4	78.3	71.0	66.8	60.2	51.9	42.3
Have Internet access	10.2	7.0	10.0	7.7	7.6	7.1	9.6	6.2
Have Broadband access	65.5	70.0	59.5	60.2	50.0	49.9	33.0	31.2
Note: Broadband access includes any form of Internet Access other than Dial-up

A8. Annual Trends

Table A8-1 First Class Mail Received by Type Pieces in Millions Years 2000 - 2010 (Diary Data)

	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Correspondence
Personal	7,211	7,456	7,154	6,457	6,561	5,870	6,079	5,610	5,646	5,225	4,959
Greeting Cards	4,052	4,472	4,456	3,816	4,014	3,586	3,935	3,571	3,652	3,368	3,368
Letter from Friend or Relative	1,769	1,839	1,629	1,467	1,385	1,227	1,138	1,116	1,046	956	851
Other Personal	1,391	1,145	1,070	1,174	1,161	1,057	1,006	923	948	901	740
Business/Government	6,433	6,859	6,881	6,584	6,974	7,284	6,262	6,634	6,446	6,062	5,814
Social	2,660	2,470	2,613	2,918	2,333	2,318	2,198	2,541	2,334	2,057	1,928
Total	16,304	16,785	16,649	15,960	15,867	15,473	14,540	14,785	14,426	13,344	12,701
Transactions
Bills	12,618	13,669	14,315	14,237	14,555	14,345	14,111	13,808	13,825	13,085	11,955
Financial Statements	6,117	7,598	6,874	6,429	6,452	6,594	6,920	7,133	6,560	6,666	5,828
Credit Card Statement/Bill	2,958	4,423	4,280	4,305	3,926	4,311	4,969	4,980	4,830	4,687	4,177
Notice or Confirmation of Order	2,007	2,502	2,860	2,429	2,252	2,518	2,738	3,242	2,824	2,559	2,543
Payment/Check/Credit	1,481	1,679	1,635	1,618	1,552	1,437	1,439	1,418	1,324	1,378	1,201
Other	2,500	1,629	1,679	1,698	1,329	1,350	1,447	1,369	1,426	1,250	1,252
Total	27,680	31,501	31,643	30,716	30,065	30,556	31,624	31,949	30,789	29,626	26,956

Advertising (Ads Only)	7,930	10,743	10,624	9,659	8,840	10,546	10,344	9,034	8,257	6,648	6,212

CD/DVD/Video Games¹	N/A	N/A	N/A	N/A	N/A	N/A	N/A	640	806	937	945

DK/RF	4,890	1,483	1,613	2,534	2,498	2,208	2,915	2,449	2,971	2,568	3,591

Total First-Class Received	56,805	60,512	60,529	58,869	57,270	58,783	59,423	58,856	57,250	53,123	50,405
Note: Totals may not sum due to rounding.
Note: Transaction and Correspondence definitions redefined to match calculation in HDS main report.
¹CD/DVD/Video Games not collected as a separate category prior to 2007.

ont-family:"Futura Lt BT"">18,290

Table A8-2 Shares of First Class Mail Received by Type Years 2000 - 2010 (Diary Data)

	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Correspondence
Personal	6,680	7,135	7,154	6,457	6,561	5,870	6,232	5,811	5,646	5,225	4,959
Greeting Cards	3,818	4,561	4,223	3,958	4,332	4,010	4,294	3,887	3,648	3,496	3,321
Letter to Friend or Relative	1,915	1,740	1,974	1,561	1,513	1,071	1,240	1,250	1,021	1,120	950
Other Personal	947	833	957	938	715	789	699	675	978	609	688
Business/Government	2,057	2,049	2,142	1,610	1,720	1,702	1,662	1,678	1,600	1,550	1,509
Social	775	419	444	440	447	417	372	454	483	361	373
Total	9,512	9,603	9,740	8,508	8,728	7,989	8,266	7,944	7,729	7,136	6,841
Transactions
Bill Payment	11,327	11,212	11,996	10,707	11,152	10,809	9,949	10,202	9,704	8,580	8,088
Orders	853	734	774	739	734	769	612	560	537	454	394
Donations	578	572	574	536	598	560	524	550	657	521	484
Total	12,758	12,518	13,345	11,981	12,484	12,139	11,085	11,311	10,898	9,555	8,966

CD/DVD/Video Games¹	N/A	N/A	N/A	N/A	N/A	N/A	N/A	540	774	932	964

DK/RF	361	1,701	1,982	1,176	1,185	1,013	824	966	1,353	667	785

Total First-Class Sent	22,631	23,822	25,067	21,665	22,396	21,141	20,174	20,761	20,755	18,290	17,555
Note: Totals may not sum due to rounding.
Note: Transaction and Correspondence definitions redefined to match calculation in HDS main report.
¹CD/DVD/Video Games not collected as a separate category prior to 2007.

Table A8-3 First Class Mail Sent by type Pieces in Millions Years 2000 - 2010 (Diary Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Correspondence
Personal	6,680	7,135	7,154	6,457	6,561	5,870	6,232	5,811	5,646	5,225	4,959
Greeting Cards	3,818	4,561	4,223	3,958	4,332	4,010	4,294	3,887	3,648	3,496	3,321
Letter to Friend or Relative	1,915	1,740	1,974	1,561	1,513	1,071	1,240	1,250	1,021	1,120	950
Other Personal	947	833	957	938	715	789	699	675	978	609	688
Business/Government	2,057	2,049	2,142	1,610	1,720	1,702	1,662	1,678	1,600	1,550	1,509
Social	775	419	444	440	447	417	372	454	483	361	373
Total	9,512	9,603	9,740	8,508	8,728	7,989	8,266	7,944	7,729	7,136	6,841
Transactions
Bill Payment	11,327	11,212	11,996	10,707	11,152	10,809	9,949	10,202	9,704	8,580	8,088
Orders	853	734	774	739	734	769	612	560	537	454	394
Donations	578	572	574	536	598	560	524	550	657	521	484
Total	12,758	12,518	13,345	11,981	12,484	12,139	11,085	11,311	10,898	9,555	8,966

CD/DVD/Video Games¹	N/A	N/A	N/A	N/A	N/A	N/A	N/A	540	774	932	964

DK/RF	361	1,701	1,982	1,176	1,185	1,013	824	966	1,353	667	785

Total First-Class Sent	22,631	23,822	25,067	21,665	22,396	21,141	20,174	20,761	20,755	18,290	17,555
Note: Totals may not sum due to rounding.
¹CD/DVD/Video Games not collected as a separate category prior to 2007.

Table A8-4 Shares of First Class Mail Sent by type Years 2000 - 2010 (Diary Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Correspondence
Personal	30%	30%	29%	30%	29%	28%	31%	28%	27%	29%	28%
Greeting Cards	17%	19%	17%	18%	19%	19%	21%	19%	18%	19%	19%
Letter to Friend or Relative	8%	7%	8%	7%	7%	5%	6%	6%	5%	6%	5%
Other Personal	4%	3%	4%	4%	3%	4%	3%	3%	5%	3%	4%
Business/Government	9%	9%	9%	7%	8%	8%	8%	8%	8%	8%	9%
Social	3%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%
Total	42%	40%	39%	39%	39%	38%	41%	38%	37%	39%	39%
Transactions
Bill Payment	50%	47%	48%	49%	50%	51%	49%	49%	47%	47%	46%
Orders	4%	3%	3%	3%	3%	4%	3%	3%	3%	2%	2%
Donations	3%	2%	2%	2%	3%	3%	3%	3%	3%	3%	3%
Total	56%	53%	53%	55%	56%	57%	55%	54%	53%	52%	51%

CD/DVD/Video Games¹	N/A	N/A	N/A	N/A	N/A	N/A	N/A	3%	4%	5%	5%

DK/RF	2%	7%	8%	5%	5%	5%	4%	5%	7%	4%	4%

Total First-Class Sent	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Note: Totals may not sum due to rounding.
¹CD/DVD/Video Games not collected as a separate category prior to 2007.

Table A8-5 Bills Paid by Method Average Pieces per Houseshold per Month Years 2000 - 2010 (Diary Data)

Method	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Mail	8.9	8.7	8.7	8.4	8.5	8.0	7.4	7.3	6.7	5.9	5.4
Internet	.2	.4	.5	.8	1.2	1.5	1.8	2.3	3.1	3.3	3.3
Auto Deduction from Bank	.9	.8	1.0	1.0	1.2	1.3	1.3	1.4	1.4	1.4	1.5
In Person	.9	.7	.9	.8	.7	.7	.7	.7	.7	.6	.5
Credit Card	N/A	N/A	.2	.3	.3	.3	.4	.4	.4	.3	.4
Telephone	.1	.2	.2	.2	.2	.3	.3	.2	.3	.3	.3
ATM	0	0	0	0	0	0	0	0	N/A	N/A	N/A
�� Total	10.9	10.9	11.5	11.4	12.2	12.0	12.0	12.3	12.4	11.8	11.5
�� Total Electronic¹	1.2	1.4	2.0	2.2	3.0	3.3	3.8	4.3	5.0	5.3	5.5
Note: Totals may not sum due to rounding.
¹Includes bills paid by Internet, Auto Deduction from Bank Account, Credit Card, Telephone and ATM

Table A8-6 Shares of Bills Paid by Method Years 2000 - 2010 (Diary Data)

Method	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Mail	81%	80%	75%	73%	69%	67%	62%	60%	54%	50%	47%
Internet	2%	4%	4%	7%	10%	12%	15%	18%	25%	28%	29%
Auto Deduction from Bank	8%	8%	9%	9%	10%	11%	11%	11%	11%	12%	13%
In Person	8%	7%	8%	7%	6%	6%	6%	5%	6%	5%	5%
Credit Card	N/A	N/A	2%	2%	3%	3%	3%	3%	3%	3%	3%
Telephone	1%	2%	1%	2%	2%	2%	3%	2%	2%	2%	2%
ATM	0%	0%	0%	0%	0%	0%	0%	0%	N/A	N/A	N/A
�� Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
�� Total Electronic¹	11%	13%	17%	20%	25%	28%	32%	35%	41%	45%	48%
Note: Totals may not sum due to rounding.
¹Includes bills paid by Internet, Auto Deduction from Bank Account, Credit Card, Telephone and ATM

Table A8-7 Shares of Households using Method of Paying Bills Years 2000 - 2010 (Diary Data)


Method	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Mail	94%	93%	94%	94%	94%	93%	92%	92%	89%	86%	83%
Auto Deduction from Bank Account	34%	35%	43%	44%	51%	54%	53%	56%	49%	48%	52%
Internet	4%	8%	12%	16%	23%	28%	33%	37%	43%	47%	51%
In Person	33%	29%	33%	34%	31%	31%	35%	31%	30%	26%	27%
Credit Card	N/A	N/A	15%	17%	19%	22%	24%	23%	18%	16%	19%
Telephone	4%	7%	8%	10%	11%	14%	15%	13%	12%	12%	12%
ATM	2%	2%	2%	1%	1%	1%	1%	1%	0%	0%	0%
Note: Totals may not sum due to rounding.

Table A8-8 Type of Payments made by Mail Pieces in Millions by Payee Type Years 2000 - 2010 (Diary Data)

Payee	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Financial
Credit Card	2,553	2,414	2,564	2,355	2,380	2,302	2,039	2,019	2,064	1,726	1,720
Bank, S&L, Credit Union	752	780	889	761	770	834	659	759	719	582	591
Insurance Company	858	750	908	756	867	805	781	785	766	726	716
Real Estate/Mortgage	368	332	353	310	380	398	356	369	303	295	318
Other Financial	168	130	100	99	57	78	90	96	99	57	52
Total Financial	4,699	4,407	4,814	4,282	4,454	4,418	3,924	4,028	3,951	3,386	3,397
Merchants
Department Store	481	381	488	364	356	433	329	329	385	156	154
Publisher	499	408	471	374	373	321	326	289	334	269	211
Mail Order Company	298	278	254	194	193	180	203	151	131	113	101
Other Merchants	239	212	187	177	176	164	209	214	214	173	131
Total Merchants	1,518	1,280	1,401	1,109	1,098	1,097	1,067	983	1,065	711	597
Services
Telephone Company	1,378	1,602	1,597	1,542	1,510	1,323	1,292	1,232	981	898	810
Utility Company	1,437	1,669	1,678	1,540	1,810	1,642	1,509	1,606	1,461	1,510	1380
Medical and Other Professional	612	645	698	672	751	729	698	822	889	842	767
Cable TV	594	515	603	602	587	646	612	596	471	472	433
Other Service	538	445	462	400	392	396	383	384	352	302	287
Total Service	4,560	4,875	5,039	4,756	5,051	4,736	4,494	4,640	4,155	4,024	3677

Manufacturers	24	47	31	54	41	34	24	30	43	16	10
Government	302	364	409	318	374	388	299	406	381	345	341
Social	139	68	144	64	4	35	27	0	0	0	0
Other/Don't Know/Refused	84	166	160	123	131	101	113	114	111	100	65

Total � All Industries	11,327	11,207	11,996	10,707	11,152	10,809	9,949	10,202	9,704	8,582	8,087
Note: Totals may not sum due to rounding.

Table A8-9 Type of Payments made by Mail Percent of Bill Payments by Payee Type Years 2000 - 2010 (Diary Data)

Payee	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Financial
Credit Card	23%	22%	21%	22%	21%	21%	20%	20%	21%	20%	21%
Bank, S&L, Credit Union	7%	7%	7%	7%	7%	8%	7%	7%	7%	7%	7%
Insurance Company	8%	7%	8%	7%	8%	7%	8%	8%	8%	8%	9%
Real Estate/Mortgage	3%	3%	3%	3%	3%	4%	4%	4%	3%	3%	4%
Other Financial	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%
Total Financial	41%	39%	40%	40%	40%	41%	39%	39%	41%	39%	42%
Merchants
Department Store	4%	3%	4%	3%	3%	4%	3%	3%	4%	2%	2%
Publisher	4%	4%	4%	3%	3%	3%	3%	3%	3%	3%	3%
Mail Order Company	3%	2%	2%	2%	2%	2%	2%	1%	1%	1%	1%
Other Merchants	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%
Total Merchants	13%	11%	12%	10%	10%	10%	11%	10%	11%	8%	7%
Services
Telephone Company	12%	14%	13%	14%	14%	12%	13%	12%	10%	10%	10%
Utility Company	13%	15%	14%	14%	16%	15%	15%	16%	15%	18%	17%
Medical and Other Professional	5%	6%	6%	6%	7%	7%	7%	8%	9%	10%	9%
Cable TV	5%	5%	5%	6%	5%	6%	6%	6%	5%	5%	5%
Other Service	5%	4%	4%	4%	4%	4%	4%	4%	4%	4%	4%
Total Service	40%	43%	42%	44%	45%	44%	45%	45%	43%	47%	45%

Manufacturers	0%	0%	0%	1%	0%	0%	0%	0%	0%	0%	0%
Government	3%	3%	3%	3%	3%	4%	3%	4%	4%	4%	4%
Social	1%	1%	1%	1%	0%	0%	0%	0%	0%	0%	0%
Other/Don�t Know/Refused	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%

Total � All Industries	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Note: Totals may not sum due to rounding.

Table A8-10 Share of Households by Internet Access type Years 2000 - 2010 (Diary Sample)


Type of Access	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
None	52%	39%	36%	30%	29%	28%	28%	23%	22%	21%	20%
Total Internet Access	48%	61%	64%	70%	71%	72%	72%	77%	78%	79%	80%
Dial-up	48%	61%	64%	70%	38%	35%	28%	20%	13%	8%	6%
Cable Modem	48%	61%	64%	70%	14%	16%	20%	25%	27%	30%	34%
Other Broadband	48%	61%	64%	70%	6%	6%	6%	4%	6%	6%	12%
DSL	48%	61%	64%	70%	10%	13%	18%	26%	30%	31%	25%
Other/DK/RF	48%	61%	64%	70%	3%	2%	1%	2%	2%	3%	2%
Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Note: Totals may not sum due to rounding.
Note: Type of Internet Access not collected prior to 2004.

Table A8-11 Number of Purchases Made over the Internet over the past month Percent of Households Years 2000 - 2010 (Recruitment Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
All Households
None	86%	89%	78%	75%	71%	70%	60%	57%	56%	53%	53%
1	6%	4%	8%	9%	10%	11%	9%	9%	8%	8%	8%
2	3%	3%	5%	6%	8%	8%	10%	10%	10%	10%	10%
3-5	3%	3%	6%	7%	8%	8%	14%	15%	16%	17%	17%
6-10	1%	1%	2%	2%	2%	3%	5%	6%	6%	7%	8%
More than 10	0%	0%	1%	1%	1%	1%	2%	3%	3%	4%	5%
Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Households that Made 1+ purchases
1	42%	36%	37%	38%	36%	35%	23%	20%	19%	18%	16%
2	23%	26%	25%	23%	26%	25%	24%	23%	23%	22%	21%
3-5	24%	28%	26%	26%	28%	27%	35%	35%	36%	37%	36%
6-10	7%	7%	8%	9%	8%	8%	13%	15%	15%	15%	16%
More than 10	3%	3%	3%	4%	3%	4%	5%	7%	8%	9%	10%
Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Note: Totals may not sum due to rounding.

Table A8-12 Advertising Volume Pieces in Millions Years 2000 - 2010 (Diary Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
First-Class Ads	15,335	19,146	18,376	17,450	16,329	18,395	17,997	16,888	16,445	14,482	12,933
Advertising Only	7,930	10,743	10,624	9,659	8,840	10,546	10,343	9,034	8,257	6,648	6,212
Secondary Advertising	7,404	8,402	7,752	7,791	7,489	7,849	7,653	7,854	8,187	7,834	6,721

Standard Ads¹	60,496	72,174	71,088	74,205	78,119	83,498	86,874	83,411	82,994	70,631	70,559

Total Ads	75,830	91,319	89,464	91,655	94,448	101,893	104,871	100,299	99,438	85,113	83,492

First-Class Ads Share of Total Ads	20%	21%	21%	19%	17%	18%	17%	17%	17%	17%	15%
Note: Totals may not sum due to rounding.
¹Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached� Address Labels in the Carrier Cost System (CCS).� Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS.� These CCS volumes are used as a control for survey results.

Table A8-13 Advertising Mail By Sender Type Pieces in Millions Years 2000 - 2010 (Diary Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
First-Class Ads¹
Financial	6,111	7,876	8,057	7,375	7,036	8,578	7,948	6,696	6,003	5,418	4,747
Merchants	4,241	5,063	4,263	4,092	3,811	4,033	3,955	3,681	3,621	2,438	2,427
Services	3,517	4,564	4,608	4,545	4,222	4,328	4,541	4,904	5,134	5,285	4,503
Manufacturers	286	406	376	388	388	401	373	469	476	329	272
Government	230	286	275	277	272	405	427	349	334	307	288
Social	836	891	718	680	564	595	675	704	695	659	613
Other	114	60	78	93	36	55	78	84	181	46	84
Total	15,335	19,146	18,376	17,450	16,329	18,395	17,997	16,888	16,445	14,482	12,933
Standard Ads ²
Financial	8,156	12,641	13,397	13,961	16,306	19,367	19,909	17,921	17,502	12,786	14,508
Merchants	23,645	29,709	28,707	27,623	27,904	28,965	30,363	29,788	28,691	25,308	24,289
Services	6,194	9,099	8,213	8,932	9,082	9,948	9,619	10,941	11,625	10,359	10,485
Manufacturers	846	1,220	1,102	1,401	1,399	1,643	1,537	1,529	1,488	1,474	1,471
Government	1,053	1,089	1,192	973	1,166	1,283	1,626	1,408	1,575	1,043	982
Social	11,911	10,632	10,759	12,722	13,135	13,630	14,082	13,756	13,936	12,347	12,054
From Multiple Organizations	4,500	6,149	6,211	7,143	7,365	7,363	8,222	7,067	7,345	6,747	6,206
Other	4,190	1,634	1,508	1,450	1,763	1,299	1,516	1,002	832	566	565
Total	60,496	72,174	71,088	74,205	78,119	83,498	86,874	83,411	82,994	70,631	70,559
Total Ads
Financial	14,267	20,517	21,453	21,337	23,342	27,945	27,857	24,617	23,505	18,204	19,255
Merchants	27,886	34,772	32,970	31,715	31,716	32,998	34,318	33,469	32,312	27,746	26,716
Services	9,711	13,663	12,821	13,477	13,304	14,276	14,160	15,845	16,760	15,644	14,988
Manufacturers	1,131	1,626	1,478	1,789	1,787	2,044	1,909	1,998	1,963	1,803	1,742
Government	1,283	1,375	1,467	1,249	1,439	1,688	2,053	1,757	1,909	1,351	1,269
Social	12,747	11,523	11,477	13,402	13,698	14,225	14,757	14,460	14,631	13,006	12,667
From Multiple Organizations	4,500	6,149	6,211	7,143	7,365	7,363	8,222	7,067	7,345	6,747	6,206
Other	4,304	1,695	1,586	1,542	1,799	1,354	1,594	1,086	1,013	612	649
Total	75,830	91,319	89,464	91,655	94,448	101,893	104,871	100,299	99,438	85,113	83,492
Note: Totals may not sum due to rounding.
¹Includes Secondary Advertising
²Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached� Address Labels in the Carrier Cost System (CCS).� Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS.� These CCS volumes are used as a control for survey results.

Table A8-14 Advertising Mail By Sender Type Percent of Pieces Years 2000 - 2010 (Diary Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
First-Class Ads¹
Financial	40%	41%	44%	42%	43%	47%	44%	40%	37%	37%	37%
Merchants	28%	26%	23%	23%	23%	22%	22%	22%	22%	17%	19%
Services	23%	24%	25%	26%	26%	24%	25%	29%	31%	36%	35%
Manufacturers	2%	2%	2%	2%	2%	2%	2%	3%	3%	2%	2%
Government	1%	1%	1%	2%	2%	2%	2%	2%	2%	2%	2%
Social	5%	5%	4%	4%	3%	3%	4%	4%	4%	5%	5%
Other	1%	0%	0%	1%	0%	0%	0%	0%	1%	0%	1%
Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Standard Ads ²
Financial	13%	18%	19%	19%	21%	23%	23%	21%	21%	18%	21%
Merchants	39%	41%	40%	37%	36%	35%	35%	36%	35%	36%	34%
Services	10%	13%	12%	12%	12%	12%	11%	13%	14%	15%	15%
Manufacturers	1%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%
Government	2%	2%	2%	1%	1%	2%	2%	2%	2%	1%	1%
Social	20%	15%	15%	17%	17%	16%	16%	16%	17%	17%	17%
From Multiple Organizations	7%	9%	9%	10%	9%	9%	9%	8%	9%	10%	9%
Other	7%	2%	2%	2%	2%	2%	2%	1%	1%	1%	1%
Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Total Ads
Financial	19%	22%	24%	23%	25%	27%	27%	25%	24%	21%	23%
Merchants	37%	38%	37%	35%	34%	32%	33%	33%	32%	33%	32%
Services	13%	15%	14%	15%	14%	14%	14%	16%	17%	18%	18%
Manufacturers	1%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%
Government	2%	2%	2%	1%	2%	2%	2%	2%	2%	2%	2%
Social	17%	13%	13%	15%	15%	14%	14%	14%	15%	15%	15%
From Multiple Organizations	6%	7%	7%	8%	8%	7%	8%	7%	7%	8%	7%
Other	6%	2%	2%	2%	2%	1%	2%	1%	1%	1%	1%
Total	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Note: Totals may not sum due to rounding.
¹Includes Secondary Advertising
²Prior to 2007 Standard mail volumes were inflated by about 3 billion pieces due to a double count of Detached� Address Labels in the Carrier Cost System (CCS).� Also, volumes through 2007 were understated by about 2 to 3 billion pieces in the CCS.� These CCS volumes are used as a control for survey results.

Table A8-15 Treatment Of Advertising Material By Household Income Percent of Households Years 2000 - 2010 (Recruitment Data)


	2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010
Usually Read - Total	15%	13%	13%	13%	15%	15%	15%	17%	17%	17%	19%
� Under $25K	51%	41%	36%	41%	34%	33%	33%	34%	31%	39%	40%
� $25 - $ 49.9	28%	28%	26%	27%	30%	29%	29%	29%	27%	25%	26%
� $50 - $64.9	10%	13%	13%	12%	14%	14%	13%	13%	16%	12%	13%
� $65 +	10%	19%	25%	21%	22%	24%	25%	24%	26%	24%	21%

Usually Scan - Total	40%	38%	37%	38%	38%	38%	36%	33%	30%	29%	27%
� Under 25K	36%	27%	22%	25%	23%	21%	21%	19%	18%	20%	22%
� $25 - $ 49.9	33%	30%	26%	27%	28%	26%	26%	26%	25%	25%	25%
� $50 - $64.9	14%	14%	17%	17%	16%	17%	15%	16%	14%	14%	15%
� $65 +	17%	30%	35%	31%	33%	35%	37%	40%	43%	41%	38%

Read Some - Total	27%	29%	30%	31%	32%	32%	32%	31%	32%	34%	35%
� Under 25K	32%	24%	18%	19%	18%	18%	17%	17%	16%	19%	20%
� $25 - $ 49.9	35%	28%	26%	26%	24%	23%	26%	23%	23%	22%	22%
� $50 - $64.9	14%	12%	16%	17%	17%	17%	16%	15%	15%	14%	15%
� $65 +	18%	36%	40%	38%	41%	42%	41%	45%	45%	45%	43%

Usually Don't Read - Total	17%	20%	19%	18%	16%	15%	17%	19%	20%	20%	18%
� Under 25K	39%	30%	25%	25%	22%	22%	18%	20%	19%	20%	26%
� $25 - $ 49.9	31%	25%	23%	25%	22%	22%	25%	22%	21%	21%	19%
� $50 - $64.9	13%	12%	15%	15%	14%	16%	16%	14%	14%	14%	13%
� $65 +	17%	33%	37%	35%	42%	40%	41%	44%	45%	45%	42%
Note: Totals may not sum due to rounding.

Table A2-2 First-Class Mail Received -- Content by Quarter (Pieces Per Household Per Week) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Quarter	Total Personal			Total Business or Nonfederal Government¹
	Total Personal			Total Business or Nonfederal Government¹
	1987	2009	2010	1987	2009	2010
Quarter One	2.42	1.62	0.51	6.49	6.92	5.67
Quarter Two	1.56	0.62	0.56	6.38	7.11	5.69
Quarter Three	1.16	0.69	0.61	6.56	6.35	6.16
Quarter Four	1.04	0.54	1.56	6.00	6.12	6.46
¹ Includes credit card statement/bill.

Table A2-1 First-Class Mail Contents of Mail Received by Households Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Content	Percent of Total Mail Received by Households			Pieces Per Household Per Week
	Percent of Total Mail Received by Households			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Personal:
Holiday card	3.2	1.5	1.6	0.55	0.32	0.34
Other greeting cards	1.7	1.1	1.0	0.29	0.23	0.21
Invitations	0.7	0.4	0.3	0.12	0.09	0.07
Letter	2.7	0.7	0.7	0.46	0.16	0.14
Announcements	0.2	0.1	0.1	0.03	0.02	0.02
Package	0.1	0.1	0.0	0.01	0.01	0.01
Other personal	0.5	0.2	0.2	0.09	0.04	0.04
Total Personal	9.1	4.0	3.9	1.55	0.87	0.82
Business or Nonfederal Government:
Advertising Only	5.2	5.0	4.8	0.89	1.09	1.02
Notice of order	1.4	1.9	2.0	0.23	0.42	0.42
Bill/invoice/premium ¹	14.7	13.4	12.5	2.52	2.92	2.64
Financial statement	5.0	5.0	4.5	0.87	1.09	0.95
Payment	1.9	1.0	0.9	0.32	0.23	0.20
Rebate	0.1	0.1	0.1	0.01	0.03	0.03
Greeting card	0.3	0.3	0.3	0.05	0.06	0.05
Invitation or announcement	1.5	1.5	1.4	0.26	0.32	0.29
CD/DVD/Video game	N/A	0.7	0.7	N/A	0.15	0.15
Receipts for direct deposit	0.0	0.1	0.1	0.01	0.01	0.01
Sweepstakes	0.1	0.0	0.0	0.01	0.00	0.01
Insurance policy ²	0.2	0.7	0.4	0.03	0.16	0.09
Tax forms	0.0	0.5	0.4	0.01	0.10	0.09
Other business or government	6.7	1.1	1.3	1.14	0.25	0.28
Packages	0.1	0.1	0.1	0.02	0.03	0.02
Total Business or Government	37.2	31.5	29.6	6.37	6.86	6.26
Social/Charitable/Political/Nonprofit:
Announcement/meeting	1.3	1.0	1.1	0.22	0.23	0.23
Request for donation	0.4	0.5	0.5	0.07	0.10	0.11
Confirmation of donation	0.2	0.2	0.2	0.03	0.05	0.04
Bill/invoice/premium	0.3	0.1	0.1	0.04	0.03	0.03
Educational acceptances	0.1	0.0	0.0	0.02	0.00	0.00
Other social/charitable/political/nonprofit	1.2	0.5	0.4	0.20	0.11	0.09
Total Social/Charitable/Political/Nonprofit	3.5	2.4	2.3	0.58	0.51	0.49
Don't know/No answer	0.6	1.9	2.8	0.11	0.42	0.59
Total Mail Received by Households	50.4	39.8	38.6	8.61	8.67	8.16
¹Includes credit card statement/bill.
²Estimates for 2009 and 2010 include Insurance Related Mail.
Note: Totals may not sum due to rounding.

Table A2-3 Use of First-Class Advertising-Only Mail -- by Industry Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Percent of First-Class "Advertising Only"			Percent of Total First Class Mail			Pieces Per Household Per Week



	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	7.0	7.1	7.5	0.4	0.9	0.9	0.1	0.1	0.1
Bank	7.0	5.7	5.9	0.4	0.7	0.7	0.1	0.1	0.1
Securities	5.4	1.4	1.3	0.3	0.2	0.2	0.0	0.0	0.0
Money Market	0.2	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0
Insurance	7.8	7.7	6.9	0.4	1.0	0.8	0.1	0.1	0.1
Mortgage	3.7	4.6	4.7	0.2	0.6	0.6	0.0	0.1	0.0
Other Financial	1.1	0.5	0.6	0.1	0.1	0.1	0.0	0.0	0.0
Total Financial	32.2	27.4	27.0	1.7	3.4	3.3	0.3	0.3	0.3
Merchants:
Supermarkets	0.0	1.3	1.6	0.0	0.2	0.2	0.0	0.0	0.0
Department Store	7.0	3.8	4.1	0.4	0.5	0.5	0.1	0.0	0.0
Mail Order	8.5	3.3	4.5	0.4	0.4	0.6	0.1	0.0	0.0
Other Store	9.3	11.6	12.2	0.5	1.4	1.5	0.1	0.1	0.1
Publisher	10.8	3.3	2.9	0.6	0.4	0.4	0.1	0.0	0.0
Land Promotion	3.8	0.3	0.4	0.2	0.0	0.0	0.0	0.0	0.0
Online Auction	N/A	0.2	0.5	N/A	0.0	0.1	N/A	0.0	0.0
Restaurant	0.2	0.6	0.7	0.0	0.1	0.1	0.0	0.0	0.0
Consumer packaged goods/manufacturers	1.0	4.4	4.1	0.1	0.5	0.5	0.0	0.0	0.0
Auto dealers	2.2	3.4	3.8	0.1	0.4	0.5	0.0	0.0	0.0
Service stations	0.1	2.7	2.6	0.0	0.3	0.3	0.0	0.0	0.0
Other Merchants	3.2	3.1	2.3	0.2	0.4	0.3	0.0	0.0	0.0
Total Merchants	46.1	38.0	39.7	2.4	4.8	4.9	0.4	0.4	0.4
Services:
Telephone	1.9	3.1	2.3	0.1	0.4	0.3	0.0	0.0	0.0
Other utility	0.7	1.1	1.6	0.0	0.1	0.2	0.0	0.0	0.0
Medical	1.7	6.1	5.9	0.1	0.8	0.7	0.0	0.1	0.1
Other professional	1.7	1.9	2.1	0.1	0.2	0.3	0.0	0.0	0.0
Leisure service	7.7	9.0	7.7	0.4	1.1	1.0	0.1	0.1	0.1
Cable TV	0.8	1.7	2.9	0.0	0.2	0.4	0.0	0.0	0.0
Computer	0.6	0.5	0.5	0.0	0.1	0.1	0.0	0.0	0.0
Craftsman	0.1	1.9	1.8	0.0	0.2	0.2	0.0	0.0	0.0
Netflix and Blockbuster	N/A	0.1	0.0	N/A	0.0	0.0	N/A	0.0	0.0
Other Services	2.9	5.4	4.6	0.1	0.7	0.6	0.0	0.1	0.0
Total Services	17.5	30.7	29.4	0.9	3.8	3.6	0.2	0.3	0.3
Federal government	N/A	1.7	2.2	N/A	0.2	0.3	N/A	0.0	0.0
Nonfederal government	1.0	0.0	0.0	0.0	0.1	0.1	0.0	0.0	0.0
Social/Charitable/Political/Nonprofit	0.0	0.7	0.4	0.0	0.0	0.0	0.0	0.0	0.0
Don't Know/No Answer	3.2	0.4	0.8	0.2	0.1	0.1	0.0	0.0	0.0
Total Advertising-Only Mail Received by Households	100.0	98.8	99.5	5.2	12.4	12.3	0.9	1.1	1.0
Note: Totals may not sum due to rounding.

Table A2-4 Percentage of First-Class Mail Containing Advertising¹ by Household Income (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Income	First-Class Mail
Income	1987	2009	2010
< $7K	18.6	20.1	17.6
$7K - $9.9K	21.1	20.9	19.2
$10K - $14.9K	25.5	24.2	23.3
$15K - $19.9K	23.4	23.9	27.3
$20K - $24.9K	24.3	23.3	22.8
$25K - $29.9K	25.5	24.5	25.5
$30K - $34.9K	27.0	24.5	25.5
$35K - $49.9K	29.5	29.0	25.0
$50K - $64.9K	29.4	26.1	25.8
$65K - $79.9K	29.9	28.5	26.2
$80K - $99.9K	33.3	27.0	27.4
$100K+	31.6	28.9	26.4

¹Includes advertising only, advertising enclosed, and business invitations/announcements.

Table A2-5 First-Class Mail Usage of Reply Envelopes -- by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	BRM			CRM			Total Reply Mail
Industry	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	12.2	9.4	9.1	14.0	26.0	24.2	13.7	22.8	21.0
Bank	10.5	6.4	6.8	5.5	6.6	6.7	6.8	6.5	6.7
Securities	9.5	3.8	4.1	1.4	0.9	1.4	3.1	1.5	2.0
Money Market	1.1	0.5	0.3	0.2	0.2	0.2	0.4	0.2	0.2
Insurance	13.0	8.5	8.7	9.5	8.7	8.4	10.3	8.6	8.4
Mortgage	1.6	1.4	1.0	0.4	2.1	2.0	0.6	2.0	1.8
Other Financial	1.4	0.6	0.8	0.4	0.2	0.7	0.6	0.3	0.7
Total Financial	49.3	30.6	30.8	31.4	44.7	43.5	35.0	42.0	40.8
Merchants:
Supermarkets	0.0	0.0	0.2	0.0	0.1	0.0	0.0	0.1	0.1
Department Store	3.7	0.7	0.4	9.4	1.1	0.9	8.1	1.0	0.8
Mail Order	4.6	1.2	1.7	2.3	1.1	1.3	2.6	1.1	1.4
Other Store	1.2	0.4	0.4	1.8	0.7	0.6	1.6	0.7	0.6
Publisher	8.2	4.4	2.3	6.8	2.4	2.2	7.0	2.8	2.2
Land Promotion	0.5	0.0	0.0	0.1	0.0	0.1	0.2	0.0	0.0
Online auction	N/A	0.0	0.1	N/A	0.1	0.1	N/A	0.1	0.1
Restaurant	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Consumer packaged goods/manufacturers	0.7	1.4	0.7	0.1	0.2	0.2	0.2	0.5	0.3
Auto dealers	0.3	0.1	0.1	0.0	0.1	0.0	0.1	0.1	0.1
Service stations	0.0	0.1	0.1	0.0	0.0	0.1	0.0	0.1	0.1
Other Merchants	0.8	0.7	0.4	0.7	0.6	0.4	0.7	0.6	0.4
Total Merchants	21.1	9.0	6.4	21.2	6.4	5.9	21.2	6.9	6.0
Services:
Telephone	3.6	2.9	2.1	11.8	10.6	9.1	10.3	9.1	7.6
Other utility	3.1	3.6	3.9	14.4	13.2	13.6	12.1	11.4	11.6
Medical	3.8	5.8	5.9	8.6	9.8	11.3	7.6	9.1	10.1
Other professional	1.0	0.6	1.5	0.4	0.6	0.6	0.6	0.6	0.8
Leisure service	1.6	1.2	0.6	0.7	0.4	0.4	0.9	0.5	0.4
Cable TV	0.5	0.9	1.4	3.5	4.9	4.8	2.9	4.1	4.1
Computer	0.1	0.1	0.1	0.0	0.3	0.2	0.0	0.2	0.2
Craftsman	0.1	0.3	0.2	0.1	0.1	0.1	0.1	0.1	0.1
Netflix and Blockbuster	N/A	24.9	23.6	N/A	0.0	0.0	N/A	4.9	5.0
Other services	1.8	2.9	3.6	1.0	1.4	1.2	1.2	1.7	1.7
Total Services	15.6	43.2	43.1	40.5	41.2	41.2	35.5	41.6	41.6
Federal government	N/A	3.0	5.7	N/A	1.0	0.9	N/A	1.4	1.9
Nonfederal government	10.0	3.9	3.5	2.1	2.3	3.5	2.2	2.6	3.5
Social/Charitable/Political/Nonprofit	2.6	10.1	10.1	3.6	4.1	4.5	5.0	5.3	5.7
Don't know/No answer	1.4	0.3	0.4	1.2	0.1	0.4	1.2	0.2	0.4
Total Nonhousehold Mail Received	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
by Households	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0
Pieces per household per week	0.5	0.5	0.6	2.1	2.3	2.1	2.7	2.8	2.7
Note: Totals may not sum to 100 due to rounding.

Table A2-6 First-Class Mail -- Enclosure of Reply Envelopes -- by Content (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Industry	BRM			CRM			Total Reply Mail
Industry	1987	2009	2010	1987	2009	2010	1987	2009	2010
Business or Nonfederal Government:
Advertising Only	33.7	15.0	14.6	5.2	2.5	2.7	11.0	4.9	5.2
Notice of Order	3.0	2.4	2.8	1.6	0.9	1.2	2.0	1.1	1.5
Bill/invoice/premium ¹	19.0	25.5	24.1	75.3	86.0	83.9	63.2	74.5	71.5
Financial Statement	6.4	5.8	5.9	3.2	3.0	3.5	4.0	3.5	4.0
Payment	1.54	0.3	0.2	0.4	0.3	0.2	0.8	0.3	0.2
Rebate	0.1	0.0	0.1	0.0	0.1	0.0	0.0	0.1	0.1
Greeting Card	0.6	0.8	0.3	0.1	0.1	0.1	0.2	0.2	0.1
Invitation	4.7	3.0	3.1	0.6	0.7	0.7	1.5	1.1	1.2
CD/DVD/Video Game	N/A	27.3	26.1	N/A	0.0	0.1	N/A	5.2	5.4
Other business or nonfederal government	20.9	6.6	9.5	10.0	1.9	2.4	12.2	2.8	3.8
Total Business or Nonfederal Government	89.9	86.6	86.6	96.4	95.5	94.7	95.1	93.8	93.0
Social/Charitable/Political/Nonprofit
Announcement/meeting	1.8	2.7	2.6	0.5	0.7	0.7	0.9	1.1	1.1
Request for donation	4.4	4.9	6.0	1.2	2.1	2.5	1.8	2.6	3.2
Confirmation of donation	0.5	1.0	0.5	0.2	0.4	0.4	0.3	0.5	0.4
Bill/invoice/premium	0.4	0.1	0.2	0.9	0.5	0.5	0.8	0.5	0.4
Other social/charitable/political/nonprofit	3.2	1.4	0.6	0.8	0.4	0.4	1.3	0.5	0.4
Total Social/Charitable/Political/Nonprofit	10.2	10.0	9.9	3.6	4.1	4.5	4.9	5.2	5.6
Total Received by Households	100.0	96.6	96.5	100.0	99.6	99.2	100.0	99.0	98.7
Pieces Per Household Per Week	0.5	0.5	0.5	2.1	2.3	2.1	2.7	2.8	2.7
¹ Includes credit card statement/bill.
Note: Totals may not sum due to rounding.

Table A2-7 First-Class Mail -- Industry Usage of Reply Envelopes (Percentage of Pieces From Each Industry That Contain Reply Mail) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Business Reply			Courtesy Reply			No Reply Mail			Don't Know/ No Answer
	Business Reply			Courtesy Reply			No Reply Mail			Don't Know/ No Answer
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	13.0	5.5	6.0	59.2	63.0	60.2	20.9	26.9	28.6	7.0	4.7	5.2
Bank	5.3	3.3	4.0	11.1	14.0	14.8	75.3	77.7	74.4	8.3	5.0	6.8
Securities	18.2	6.0	7.5	10.4	6.0	9.4	64.8	83.2	78.6	6.7	4.8	4.5
Money Market	24.2	6.2	5.7	15.2	10.6	11.3	54.4	78.8	78.5	6.2	4.3	4.5
Insurance	10.2	5.3	5.9	29.6	22.4	21.6	50.6	65.6	63.7	9.5	6.8	8.8
Mortgage	8.9	4.8	3.7	9.0	30.5	29.0	72.6	62.5	64.2	9.6	2.2	3.1
Total Financial	9.7	4.8	5.4	24.4	29.1	28.9	57.6	60.9	59.3	8.2	5.2	6.4
Merchants:
Supermarkets	N/A	1.0	4.7	N/A	6.4	3.5	N/A	89.9	88.7	N/A	2.7	3.1
Department Store	5.4	4.7	2.9	54.4	30.3	23.6	33.4	59.5	66.3	6.9	5.5	7.2
Mail Order	15.1	8.1	11.0	30.4	31.5	31.8	46.8	53.2	53.5	7.7	7.2	3.7
Other Store	3.0	1.1	1.3	18.4	9.2	7.5	73.1	87.2	87.2	5.5	2.5	4.0
Publisher	15.1	19.7	13.3	44.4	45.0	47.0	32.2	29.4	32.7	8.2	5.9	7.0
Land Promotion	6.2	0.0	0.0	5.7	8.5	18.7	78.0	91.5	81.3	10.2	0.0	0.0
Online auction	N/A	0.7	3.7	N/A	16.3	11.4	N/A	75.3	83.8	N/A	7.6	1.1
Restaurant	12.3	0.0	0.0	0.0	0.0	0.0	74.8	96.8	97.9	12.9	3.2	2.1
Consumer packaged goods/manufacturers	8.8	6.9	4.8	5.0	4.9	5.2	67.0	83.5	85.5	19.3	4.7	4.5
Auto dealers	3.5	1.2	1.3	2.6	2.4	2.1	86.9	93.2	93.3	7.0	3.3	3.2
Service stations	0.7	1.6	1.6	11.6	2.8	4.6	84.2	93.8	90.0	3.6	1.7	3.8
Total Merchants	8.8	5.7	4.9	35.2	19.6	18.4	47.8	70.1	71.8	8.1	4.6	5.0
Services:
Telephone	5.1	4.3	3.9	67.7	64.6	63.6	17.1	24.9	24.4	10.0	6.2	8.1
Other utility	3.3	4.2	4.9	60.0	63.8	64.1	28.7	27.4	25.9	8.0	4.6	5.0
Medical	4.3	5.0	5.5	38.2	35.6	39.5	49.6	54.3	50.4	8.0	5.1	4.7
Other professional	6.0	2.5	7.2	10.9	10.4	10.6	72.3	80.6	78.6	10.8	6.5	3.7
Leisure service	5.8	4.3	3.0	9.7	5.9	6.6	75.0	84.8	87.2	9.5	5.0	3.2
Cable TV	2.2	2.9	4.6	63.3	64.0	59.2	24.8	28.9	27.9	9.7	4.2	8.2
Computer	4.0	3.0	3.1	6.6	32.1	16.8	80.1	58.7	64.5	9.3	6.2	15.5
Craftsman	2.7	5.0	4.8	14.2	5.4	4.1	66.4	85.5	88.3	16.7	4.1	2.9
Netflix and Blockbuster	N/A	94.8	94.5	N/A	0.5	0.6	N/A	3.0	3.7	N/A	1.7	1.2
Total Services	4.4	10.2	11.3	45.9	40.3	40.6	40.5	44.5	42.8	9.2	5.0	5.4
Federal government	N/A	7.6	12.9	N/A	10.6	7.6	N/A	75.2	71.1	N/A	6.6	8.4
Nonfederal government	4.2	6.3	6.0	13.3	15.7	22.3	74.9	71.4	66.6	7.6	6.6	5.1
Social/Charitable/Political/Nonprofit	9.1	10.1	10.7	13.0	17.0	18.1	64.3	64.5	62.7	13.7	8.4	8.6
Total Nonhousehold Mail Received	7.7	7.0	7.6	30.5	28.8	28.7	52.3	57.5	55.5	9.6	6.7	8.2
Pieces per household per week	0.5	0.5	0.6	2.1	2.3	2.1	3.6	4.5	4.1	0.7	0.5	0.6
Note: Percents are row percentages within each Industry classification.

Table A2-8 First-Class Mail -- Industry Mail to Households Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Percent of Non-Household Mail Received by Households			Pieces Per Household Per Week
	Percent of Non-Household Mail Received by Households			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	2.9	4.6	4.4	0.50	0.94	0.86
Bank	6.2	5.2	4.9	1.06	1.06	0.97
Securities	1.6	1.7	1.6	0.28	0.35	0.31
Money Market	0.1	0.2	0.1	0.02	0.04	0.03
Insurance	3.9	4.3	4.2	0.68	0.88	0.83
Mortgage	0.6	0.8	0.8	0.10	0.16	0.15
Other financial	0.5	0.3	0.4	0.08	0.05	0.07
Total Financial	15.8	17.0	16.3	2.72	3.48	3.21
Merchants:
Supermarkets	0.0	0.1	0.1	0.00	0.02	0.02
Department Store	2.1	0.4	0.4	0.37	0.08	0.08
Mail Order	0.9	0.4	0.4	0.16	0.08	0.09
Other Store	1.2	0.9	0.9	0.21	0.18	0.17
Publisher	1.9	0.6	0.5	0.33	0.12	0.10
Land Promotion	0.3	0.0	0.0	0.05	0.01	0.01
Online auction	N/A	0.1	0.1	N/A	0.01	0.01
Restaurant	0.0	0.0	0.1	0.00	0.01	0.01
Consumer packaged goods/manufacturers	0.3	0.5	0.4	0.04	0.11	0.08
Auto dealers	0.2	0.2	0.2	0.04	0.05	0.05
Service stations	0.0	0.2	0.2	0.00	0.03	0.03
Other Merchants	0.5	0.7	0.6	0.08	0.15	0.12
Total Merchants	7.4	4.2	3.9	1.28	0.86	0.77
Services:
Telephone	2.2	1.8	1.5	0.37	0.37	0.30
Other utility	3.0	2.3	2.3	0.51	0.47	0.45
Medical	2.8	3.1	3.1	0.47	0.63	0.61
Other professional	0.5	0.6	0.6	0.09	0.12	0.12
Leisure service	0.9	0.7	0.6	0.15	0.15	0.12
Cable TV	0.7	0.8	0.9	0.12	0.17	0.17
Computer	0.1	0.1	0.1	0.01	0.02	0.02
Craftsman	0.1	0.1	0.1	0.01	0.03	0.03
Netflix and Blockbuster	N/A	0.7	0.7	N/A	0.14	0.14
Other Services	0.8	0.9	0.8	0.14	0.18	0.17
Total Services	11.1	11.2	10.9	1.87	2.28	2.14
Federal government	N/A	1.1	1.3	N/A	0.22	0.25
Nonfederal government	2.0	1.6	1.7	0.34	0.34	0.33
Social/Charitable/Political/Nonprofit	3.4	2.7	2.7	0.59	0.55	0.53
Don't Know/No Answer	0.9	0.6	1.0	0.14	0.13	0.20
Total Industry Mail to Households	40.6	38.4	37.8	6.94	7.85	7.43
Note: Pieces per Household per Week totals do not match those in Table A2-1 due to the exclusion of Personal Mail, Packages, and Mail Pieces for which no response was given to Mail Type.
Totals may not sum due to rounding.

Table A2-9 First-Class Mail -- Bills and Statements Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Industry	Percent of Total First-Class			Pieces Per Household per Week			Percent of Total First-Class			Pieces Per Household per Week



	Bills ¹						Statements
	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	1.8	8.8	8.3	0.3	0.8	0.7	0.1	N/A	N/A	0.0	N/A	N/A
Bank	1.0	2.1	2.1	0.2	0.2	0.2	3.2	7.2	6.5	0.6	0.6	0.5
Securities	0.1	0.1	0.1	0.0	0.0	0.0	0.7	2.6	2.5	0.1	0.2	0.2
Money Market	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.3	0.2	0.0	0.0	0.0
Insurance	1.6	4.2	4.0	0.3	0.4	0.3	0.3	0.9	0.9	0.1	0.1	0.1
Mortgage	0.1	0.7	0.6	0.0	0.1	0.1	0.0	0.1	0.2	0.0	0.0	0.0
Other Financial	0.1	0.1	0.2	0.0	0.0	0.0	0.1	0.2	0.2	0.0	0.0	0.0
Total Financial	4.7	16.0	15.3	0.8	1.4	1.3	4.5	11.4	10.5	0.8	1.0	0.9
Merchants:
Supermarkets	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Department Store	1.3	0.3	0.3	0.2	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Mail Order	0.2	0.2	0.2	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Other Store	0.4	0.3	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Publisher	0.9	0.7	0.6	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Land Promotion	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Online Auction	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0
Restaurant	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Consumer packaged goods/manufacturers	0.0	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Auto dealers	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Service stations	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Other Merchants	0.1	0.2	0.1	0.0	0.0	0.0	0.0	0.1	0.1	0.0	0.0	0.0
Total Merchants	2.9	1.9	1.5	0.5	0.2	0.1	0.1	0.2	0.2	0.0	0.0	0.0
Services:
Telephone	1.6	3.4	2.9	0.3	0.3	0.2	0.0	0.0	0.0	0.0	0.0	0.0
Other utility	2.4	4.9	4.9	0.4	0.4	0.4	0.0	0.0	0.0	0.0	0.0	0.0
Medical	1.7	3.7	4.0	0.3	0.3	0.3	0.1	0.1	0.2	0.0	0.0	0.0
Other professional	0.1	0.3	0.3	0.0	0.0	0.0	0.0	0.1	0.1	0.0	0.0	0.0
Leisure service	0.1	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Cable TV	0.5	1.6	1.5	0.1	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0
Computer	0.0	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Craftsman	0.0	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Netflix and Blockbuster	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0
Other Services	0.2	0.5	0.5	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Total Services	6.7	14.7	14.3	1.2	1.3	1.2	0.2	0.3	0.4	0.0	0.0	0.0
Federal government	N/A	0.2	0.2	N/A	0.0	0.0	N/A	0.3	0.3	N/A	0.0	0.0
Nonfederal government	0.3	0.6	0.7	0.1	0.1	0.1	0.1	0.2	0.2	0.0	0.0	0.0
Social/Charitable/Political/Nonprofit	0.2	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Don't Know/No Answer	0.2	0.0	0.1	0.0	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0
Total Bills or Statements Received by	14.9	33.4	32.0	2.6	2.9	2.6	5.0	12.5	11.6	0.9	1.1	0.9
Households	14.9	33.4	32.0	2.6	2.9	2.6	5.0	12.5	11.6	0.9	1.1	0.9
¹ Includes credit card statement/bill.
Note: Totals may not sum due to rounding.

Table A2-10 Use of First-Class Business Invitations/Announcements Mail -- by Industry Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Percent of First-Class Business Invitations and Announcements			Percent of Total First Class Mail			Pieces Per Household Per Week





	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	3.6	4.6	5.1	0.1	0.2	0.2	0.0	0.0	0.0
Bank	8.9	10.7	9.4	0.1	0.4	0.3	0.0	0.0	0.0
Securities	5.3	6.5	5.0	0.1	0.2	0.2	0.0	0.0	0.0
Money Market	0.1	0.1	0.6	0.0	0.0	0.0	0.0	0.0	0.0
Insurance	7.4	8.0	10.3	0.1	0.3	0.4	0.0	0.0	0.0
Mortgage	2.5	2.6	2.8	0.0	0.1	0.1	0.0	0.0	0.0
Other financial	1.7	1.3	1.2	0.0	0.0	0.0	0.0	0.0	0.0
Total Financial	29.5	33.9	34.4	0.5	1.2	1.2	0.1	0.1	0.1
Merchants:
Supermarkets	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Department Store	2.8	1.1	0.7	0.0	0.0	0.0	0.0	0.0	0.0
Mail Order	1.0	0.6	0.7	0.0	0.0	0.0	0.0	0.0	0.0
Other Store	4.6	1.7	1.0	0.1	0.1	0.0	0.0	0.0	0.0
Publisher	3.6	0.9	1.0	0.1	0.0	0.0	0.0	0.0	0.0
Land Promotion	0.9	0.2	0.1	0.0	0.0	0.0	0.0	0.0	0.0
Online auction	N/A	0.3	0.1	N/A	0.0	0.0	N/A	0.0	0.0
Restaurant	0.2	0.2	0.5	0.0	0.0	0.0	0.0	0.0	0.0
Consumer packaged goods/manufacturers	2.3	2.6	2.3	0.0	0.1	0.1	0.0	0.0	0.0
Auto dealers	0.6	0.6	0.5	0.0	0.0	0.0	0.0	0.0	0.0
Service stations	0.3	0.3	0.2	0.0	0.0	0.0	0.0	0.0	0.0
Other Merchants	4.1	5.5	4.5	0.1	0.2	0.2	0.0	0.0	0.0
Total Merchants	20.4	14.1	11.6	0.3	0.5	0.4	0.1	0.0	0.0
Services:
Telephone	2.6	1.5	1.2	0.0	0.1	0.0	0.0	0.0	0.0
Other utility	1.6	2.1	1.7	0.0	0.1	0.1	0.0	0.0	0.0
Medical	11.0	16.3	15.9	0.2	0.6	0.6	0.0	0.1	0.0
Other professional	5.2	5.2	9.0	0.1	0.2	0.3	0.0	0.0	0.0
Leisure service	9.9	3.7	3.8	0.2	0.1	0.1	0.0	0.0	0.0
Cable TV	0.3	1.7	0.5	0.0	0.1	0.0	0.0	0.0	0.0
Computer	0.9	0.1	0.1	0.0	0.0	0.0	0.0	0.0	0.0
Craftsman	0.5	0.3	0.2	0.0	0.0	0.0	0.0	0.0	0.0
Netflix and Blockbuster	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.0	0.0
Other Services	4.9	6.1	8.0	0.1	0.2	0.3	0.0	0.0	0.0
Total Services	36.9	37.0	40.4	0.6	1.3	1.4	0.1	0.1	0.1
Federal government	N/A	6.6	4.1	N/A	0.2	0.1	N/A	0.0	0.0
Nonfederal government	9.7	8.1	9.1	0.2	0.3	0.3	0.0	0.0	0.0
Social/Charitable/Political/Nonprofit	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Don't Know/No Answer	3.5	0.3	0.4	0.1	0.0	0.0	0.0	0.0	0.0
Total Business Invitations/Announcements	100.0	100.0	100.0	1.5	3.4	3.4	0.3	0.3	0.3
Mail Received by Households	100.0	100.0	100.0	1.5	3.4	3.4	0.3	0.3	0.3
Note: Totals may not sum due to rounding.

Table A2-11 Use of First-Class Advertising-Enclosed Mail¹-- by Industry Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Industry Breakdown of First-Class Household Mail That is "Advertising Enclosed"			Percent of Total First Class Mail			Pieces Per Household Per Week




	1987	2009	2010	1987	2009	2010	1987	2009	2010
Financial:
Credit Card	18.3	25.1	26.6	1.3	2.3	2.3	0.22	0.32	0.29
Bank	11.7	11.0	10.5	0.8	1.0	0.9	0.14	0.14	0.12
Securities	4.2	2.2	1.9	0.3	0.2	0.2	0.05	0.03	0.02
Money Market	0.8	0.2	0.2	0.0	0.0	0.0	0.01	0.00	0.00
Insurance	4.2	4.8	4.4	0.3	0.5	0.4	0.05	0.06	0.05
Mortgage	0.8	1.3	1.3	0.0	0.1	0.1	0.01	0.02	0.01
Other Financial	5.8	0.2	0.2	0.0	0.0	0.0	0.07	0.00	0.00
Total Financial	40.0	44.8	45.2	2.8	4.2	3.9	0.48	0.58	0.50
Merchants:
Supermarkets	0.0	0.1	0.1	0.0	0.0	0.0	0.00	0.00	0.00
Department Store	14.2	1.3	1.6	1.0	0.1	0.1	0.17	0.02	0.02
Mail Order	2.5	0.6	1.3	0.2	0.1	0.1	0.03	0.01	0.01
Other Store	2.5	1.0	0.6	0.2	0.1	0.1	0.03	0.01	0.01
Publisher	5.0	1.3	1.4	0.4	0.1	0.1	0.06	0.02	0.02
Land Promotion	0.0	0.1	0.0	0.0	0.0	0.0	0.00	0.00	0.00
Online auction	N/A	0.0	0.0	N/A	0.0	0.0	N/A	0.00	0.00
Restaurant	0.0	0.0	0.0	0.0	0.0	0.0	0.00	0.00	0.00
Consumer packaged goods/manufacturers	0.0	0.5	0.2	0.0	0.0	0.0	0.00	0.01	0.00
Auto dealers	0.0	0.2	0.1	0.0	0.0	0.0	0.00	0.00	0.00
Service stations	0.0	0.1	0.0	0.0	0.0	0.0	0.00	0.00	0.00
Other Merchants	0.8	0.3	0.4	0.1	0.0	0.0	0.01	0.00	0.00
Total Merchants	25.8	5.5	5.9	1.8	0.5	0.5	0.31	0.07	0.06
Services:
Telephone	8.3	12.5	11.6	0.6	1.2	1.0	0.10	0.16	0.13
Other utility	8.3	8.6	9.7	0.6	0.8	0.8	0.10	0.11	0.11
Medical	1.7	1.2	1.3	0.1	0.1	0.1	0.02	0.02	0.01
Other professional	1.7	0.3	0.2	0.0	0.0	0.0	0.02	0.00	0.00
Leisure service	0.0	0.7	0.7	0.1	0.1	0.1	0.00	0.01	0.01
Cable TV	4.2	6.1	6.1	0.3	0.6	0.5	0.05	0.08	0.07
Computer	0.0	0.2	0.4	0.0	0.0	0.0	0.00	0.00	0.00
Craftsman	0.0	0.0	0.1	0.0	0.0	0.0	0.00	0.00	0.00
Netflix and Blockbuster	N/A	8.2	6.1	N/A	0.8	0.5	N/A	0.11	0.07
Other Services	0.8	1.2	1.3	0.1	0.1	0.1	0.01	0.02	0.01
Total Services	25.0	39.0	37.4	1.7	3.6	3.2	0.30	0.50	0.41
Federal government	N/A	0.9	0.8	N/A	0.1	0.1	N/A	0.01	0.01
Nonfederal government	0.8	1.1	1.0	0.1	0.1	0.1	0.01	0.01	0.01
Social/Charitable/Political/Nonprofit	7.5	8.4	9.1	0.5	0.8	0.8	0.09	0.11	0.10
Don't Know/No Answer	0.8	0.2	0.5	0.1	0.0	0.0	0.01	0.00	0.01
Total Advertising Enclosed	100.0	100.0	100.0	7.0	9.3	8.5	1.20	1.27	1.09
Mail Received by Households	100.0	100.0	100.0	7.0	9.3	8.5	1.20	1.27	1.09
¹ Does not include "Advertising Only" mail.
Note: Totals may not sum due to rounding.

Table A2-12 First-Class Mail Received -- by Number of Financial Accounts and Insurance Policies Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Number of Accounts and Policies	None			Low (1-5)			Medium (6-9)			High (10+)
Number of Accounts and Policies	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Pieces per household per week	3.2	3.8	3.6	5.6	6.0	5.3	8.5	8.1	7.7	12.4	10.7	10.1

Table A2-13 First-Class Mail Received -- by Number of Credit Cards Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Number of Credit Cards	None			Low (1-3)			Medium (4-7)			High (8+)

	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010

Pieces per Household per Week	4.8	5.3	5.4	7.3	7.5	6.9	9.9	9.4	8.8	13.2	11.1	11.0

Table A2-14 First-Class Mail Receipt -- Content by Age of Head of Household (Pieces Per Household Per Week) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Contents	18 - 21			22 - 24			25 - 34			35 - 44
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Personal	1.6	0.3	0.2	0.8	0.4	0.3	1.2	0.7	0.9	1.5	0.8	0.7
Business or Nonfederal Government:
Advertising	0.4	0.4	0.7	0.3	0.9	0.3	0.7	0.8	0.8	1.0	1.1	1.0
Invitation/Announcement	0.1	0.1	0.1	0.1	0.1	0.2	0.2	0.3	0.3	0.3	0.3	0.3
Bill ²	1.5	1.5	2.3	1.8	1.6	1.3	2.6	2.7	2.4	3.0	3.3	2.9
Financial Statement	0.6	0.4	0.6	0.4	0.5	0.4	0.6	0.7	0.6	1.0	1.0	0.9
Other¹	0.7	1.6	2.4	1.0	1.1	0.9	1.5	1.5	1.5	1.9	1.6	1.7
Total Business or Nonfederal Government	3.3	4.0	6.2	3.6	4.1	3.2	5.6	6.1	5.5	7.2	7.4	6.9
Social/Charitable/Political/Nonprofit	0.3	0.2	0.6	0.3	0.2	0.2	0.5	0.3	0.3	0.8	0.6	0.5
Total	5.3	4.6	7.0	4.7	4.7	3.7	7.3	7.1	6.8	9.6	8.8	8.1

Contents	45 - 54			55 - 64			65 - 69			70+	70 - 74		75+
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	2009	2010
Personal	1.8	0.9	0.8	1.8	0.8	0.8	1.7	1.0	1.0	1.9	1.2	1.0	1.1	0.8
Business or Nonfederal Government:
Advertising	1.1	1.2	1.2	1.1	1.3	1.2	1.0	1.3	1.2	0.7	1.1	1.1	0.9	0.9
Invitation/Announcement	0.4	0.3	0.3	0.3	0.4	0.4	0.4	0.3	0.3	0.2	0.3	0.3	0.4	0.2
Bill ²	3.1	3.2	3.1	2.7	3.3	2.8	2.0	2.9	2.8	1.6	2.3	2.2	2.2	2.0
Financial Statement	1.1	1.3	1.1	1.1	1.4	1.2	0.9	1.2	1.1	0.8	1.3	1.0	1.1	0.9
Other¹	2.1	1.9	2.1	2.0	2.0	1.9	1.8	2.2	2.1	1.9	2.2	2.5	2.3	2.5
Total Business or Nonfederal Government	7.8	8.0	7.8	7.2	8.4	7.5	6.1	7.8	7.5	5.2	7.2	7.0	6.8	6.4
Social/Charitable/Political/Nonprofit	0.7	0.6	0.6	0.7	0.5	0.5	0.5	0.5	0.5	0.5	0.6	0.5	0.6	0.5
Total	10.4	9.5	9.2	9.9	9.8	8.9	8.5	9.4	9.0	7.6	9.0	8.5	8.4	7.7
¹ Includes pieces for which no response was given for Mail Type.
² Includes credit card statement/bill.
Note: Totals may not sum due to rounding.

Table A2-15 First-Class Mail Receipt -- Content by Education of Head of Household (Pieces Per Household Per Week) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)






Contents	< 8th Grade			Some High School			High School			Some College
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Personal	1.1	0.5	0.5	1.1	0.5	0.4	1.3	0.8	0.6	1.5	0.7	0.8
Business or Nonfederal Government:
Advertising	0.5	0.6	0.6	0.6	0.9	0.7	0.7	1.0	1.0	0.9	1.0	1.0
Invitation/Announcement	0.1	0.4	0.1	0.1	0.2	0.2	0.2	0.3	0.2	0.3	0.3	0.3
Bill ²	1.7	2.0	1.6	2.0	2.4	2.5	2.4	3.1	2.6	2.6	3.0	2.8
Financial Statement	0.4	0.5	0.4	0.6	0.7	0.6	0.7	1.0	0.9	0.9	1.0	0.9
Other¹	1.2	1.6	3.0	1.6	1.6	1.8	1.6	1.8	1.8	1.7	1.8	1.7
Total Business or Nonfederal Government	3.9	5.1	5.7	4.9	5.7	5.9	5.6	7.2	6.5	6.4	7.1	6.8
Social/Charitable/Political/Nonprofit	0.2	0.2	0.3	0.3	0.2	0.2	0.4	0.4	0.4	0.6	0.4	0.4
Total	5.4	5.8	6.5	6.5	6.4	6.5	7.4	8.4	7.6	8.5	8.3	8.0

Contents	Technical School			College Graduate			Post Graduate
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010
Personal	1.3	0.8	0.8	1.9	1.0	1.1	2.7	1.3	1.2
Business or Nonfederal Government
Advertising	0.9	1.1	1.0	1.2	1.3	1.2	1.5	1.4	1.3
Invitation/Announcement	0.3	0.4	0.4	0.4	0.3	0.3	0.6	0.5	0.4
Bill ²	2.5	3.0	2.5	3.1	3.0	2.7	3.4	2.9	2.7
Financial Statement	0.9	1.1	0.9	1.2	1.3	1.1	1.7	1.5	1.3
Other¹	1.8	1.7	1.7	2.2	2.0	1.9	2.9	1.9	2.1
Total Business or Nonfederal Government	6.4	7.4	6.5	8.1	7.9	7.3	10.1	8.2	7.9
Social/Charitable/Political/Nonprofit	0.4	0.6	0.4	0.9	0.7	0.6	1.7	1.0	0.9
Total	8.2	8.8	7.7	11.0	9.6	8.9	14.6	10.5	10.0

¹ Includes pieces for which no response was given for Mail Type.
² Includes credit card statement/bill.
Note: Totals may not sum due to rounding.

Table A2-16 First-Class Receipt -- Content by Income (Pieces Per Household Per Week) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment and Diary Data)




Contents	<Under $7K			$7K - $9.9K			$10K - $14.9			$15K - $19.9K
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Personal	0.9	0.2	0.2	1.3	0.4	0.2	1.1	0.6	0.4	1.5	0.4	0.3
Business or Nonfederal Government:
Advertising	0.3	0.3	0.2	0.5	0.4	0.3	0.6	0.7	0.5	0.7	0.5	0.6
Invitation/Announcement	0.1	0.1	0.1	0.1	0.2	0.1	0.1	0.2	0.2	0.2	0.2	0.2
Bill ²	1.2	0.9	1.0	1.5	1.6	1.2	1.9	2.1	1.9	2.3	2.2	1.6
Financial Statement	0.2	0.4	0.2	0.4	0.4	0.3	0.6	0.4	0.4	0.7	0.6	0.5
Other¹	1.4	1.4	1.4	1.3	1.2	2.1	1.5	1.8	1.7	1.3	1.6	1.7
Total Business or Nonfederal Government	3.2	3.0	3.0	3.8	3.8	3.9	4.7	5.2	4.6	5.2	5.1	4.6
Social/Charitable/Political/Nonprofit	0.2	0.2	0.4	0.3	0.2	0.1	0.3	0.2	0.2	0.5	0.2	0.3
Total	4.3	3.5	3.6	5.5	4.4	4.3	6.2	5.9	5.2	7.3	5.7	5.1
Contents	$20K - $24.9K			$25K - $29.9K			$30K - $34.9K			$35K - $49.9K
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Personal	1.3	0.5	0.7	1.5	0.8	0.7	1.8	0.8	0.7	1.7	0.7	0.7
Business or Nonfederal Government:
Advertising	0.6	0.7	0.6	0.8	0.8	0.7	1.0	0.8	0.7	1.1	1.0	0.8
Invitation/Announcement	0.2	0.2	0.2	0.2	0.3	0.2	0.4	0.3	0.2	0.4	0.2	0.3
Bill ²	2.6	2.1	1.8	2.5	2.7	2.4	2.9	2.7	2.4	3.2	2.8	2.5
Financial Statement	0.8	0.8	0.8	0.9	0.8	0.7	0.9	0.8	0.7	1.1	0.9	0.8
Other¹	1.5	1.7	1.8	1.9	1.5	1.6	1.9	1.5	1.6	2.1	1.7	1.7
Total Business or Nonfederal Government	5.7	5.4	5.2	6.3	6.1	5.7	7.1	6.1	5.7	7.9	6.6	6.1
Social/Charitable/Political/Nonprofit	0.4	0.3	0.3	0.6	0.3	0.3	0.7	0.3	0.3	0.8	0.4	0.4
Total	7.5	6.2	6.2	8.5	7.2	6.7	9.8	7.2	6.7	10.4	7.7	7.3
Contents	$50K - $64.9K			$65K - $79.9K			$80K - $99.9K			$100K+
Contents	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Personal	2.1	0.8	0.7	2.2	0.9	1.0	2.1	1.0	1.0	2.7	1.3	1.2
Business or Nonfederal Government:
Advertising	1.5	1.0	1.2	2.1	1.2	1.1	2.4	1.3	1.4	2.4	1.7	1.5
Invitation/Announcement	0.4	0.3	0.3	0.4	0.3	0.3	0.6	0.4	0.4	0.7	0.5	0.5
Bill ²	3.5	3.0	3.0	3.9	3.2	2.9	4.2	3.5	3.5	4.6	3.7	3.2
Financial Statement	1.5	1.1	1.0	1.8	1.3	1.0	1.8	1.4	1.3	2.0	1.5	1.4
Other¹	2.5	2.0	2.0	3.3	1.8	2.0	3.1	1.8	1.8	3.2	2.2	2.3
�� Total Business or Nonfederal Government	9.4	7.5	7.5	11.5	7.8	7.4	12.1	8.5	8.4	12.9	9.5	8.9
Social/Charitable/Political/Nonprofit	1.0	0.5	0.5	1.1	0.6	0.4	1.2	0.6	0.6	1.6	0.9	0.8
Total	12.6	8.8	8.6	14.9	9.3	8.9	15.5	10.1	10.0	17.5	11.6	10.9
¹ Includes pieces for which no response was given for Mail Type.
² Includes credit card statement/bill.
Note: 2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
Note: Totals may not sum due to rounding.

Table A2-17 First-Class Mail -- Percent of Nonpersonal Mail Received by Households Which is Sent Presort -- by Content Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Content	Percent
	Percent
	1987	2009	2010
Advertising Only	48.8	75.3	76.7
Notice of order	36.1	71.7	68.0
Bill/invoice/premium ¹	68.9	81.4	78.1
Financial Statement	60.8	85.9	83.4
Payment	42.3	67.5	57.3
Rebate	27.3	77.8	76.5
Greeting card	25.3	54.3	36.7
Invitation or announcement	28.5	64.6	59.0
Sweepstakes	77.5	32.9	100.0
Insurance policy²	59.5	91.3	82.0
Tax forms	25.3	75.4	76.3
CD/DVD/Video game	N/A	96.6	95.2
Other business or government	49.7	72.4	69.2
Total Business or Nonfederal Government	56.7	79.3	76.1
Announcement/meeting	10.3	39.0	35.3
Request for donation	19.9	63.7	46.9
Confirmation of donation	11.8	42.8	30.0
Bill/invoice/premium	29.9	50.3	46.9
Educational acceptances	37.8	61.1	17.1
Other social/charitable/political/nonprofit	18.0	40.9	34.0
Total Social/Charitable/Political/Nonprofit	16.5	45.3	37.7
Total Nonpersonal Mail Received by Households	53.9	77.2	73.3
Pieces per Household Per Week	3.74	5.26	4.87
¹ Includes credit card statement/bill.
² Fluctuation may be due to small sample sizes.

Note: Percents are row percentages within each Mail Type.
Note: Totals may not sum due to rounding.

Table A2-18 Total Percentage of Industry's First-Class Mail Received by Households Which is Sent Presort Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Industry	Percent Sent Presort
	Percent Sent Presort
	1987	2009	2010
Financial:
Credit Card	76.9	92.9	88.6
Bank	59.1	85.0	84.0
Securities	37.6	81.1	78.6
Money Market	52.4	80.4	74.5
Insurance	62.2	87.9	83.3
Mortgage	19.0	63.3	61.4
Total Financial	58.9	86.5	83.3
Merchants:
Supermarkets	N/A	75.6	72.9
Department Store	73.5	82.2	87.4
Mail Order	50.0	82.6	81.8
Other Store	33.1	70.3	73.4
Publisher	58.9	84.6	83.6
Land Promotion	61.9	72.8	77.9
Online auction	N/A	51.6	36.0
Restaurant	50.0	70.7	64.1
Consumer packaged goods/manufacturers	30.8	75.3	73.6
Auto dealers	45.5	74.8	67.4
Service stations	14.3	73.4	80.9
Total Merchants	55.0	72.7	71.6
Services:
Telephone	84.4	55.6	52.0
Other utility	81.2	82.9	82.4
Medical	35.9	67.3	63.1
Other professional	7.8	41.9	46.6
Leisure service	31.1	70.7	69.9
Cable TV	57.3	84.1	77.5
Computer	15.4	84.0	63.2
Craftsman	22.2	40.3	46.3
Netflix and Blockbuster	N/A	97.6	97.1
Total Services	56.7	70.3	67.7
Federal government	N/A	83.8	82.9
Nonfederal government	54.0	77.4	68.5
Social/Charitable/Political/Nonprofit	16.5	45.3	37.5
Total Nonhousehold Mail Received by households	53.9	72.7	65.9
Pieces per household per week	3.7	5.6	5.3
Note: Percents are row percentages within each Industry classification.

Table A2-19 First-Class Mail -- Total Envelopes by Sector (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Sector	1987	2009	2010
Sector	1987	2009	2010
Household-to-household	9.4	6.4	6.4
Household-to-nonhousehold	12.3	16.2	16.4
Nonhousehold-to-household	39.2	50.4	49.7
Unidentified incoming	0.6	3.1	4.7
Unidentified outgoing	1.4	0.8	1.1
�� Subtotal	62.9	76.9	78.3
Nonhousehold-to-nonhousehold	37.1	23.1	21.7
�� Total	100.0	100.0	100.0
Note: Totals may not sum due to rounding.
Base: RPW Total, First-Class Envelopes.�

Table A2-20 First-Class Mail -- Total Envelopes by Content (Percentage of Total Envelopes) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Content	Percentage of Total Envelopes
	Percentage of Total Envelopes
	1987	2009	2010
Personal:
Holiday card	3.3	2.6	2.9
Other greeting cards	1.7	1.8	1.8
Invitations	1.2	0.6	0.5
Letter	2.6	1.2	1.1
Announcements	0.1	0.2	0.1
Other personal	0.5	0.3	0.3
�� Total Personal	9.4	6.6	6.7
Business or Nonfederal Government:
Advertising only	4.5	4.0	4.1
Notice of order	1.2	2.7	3.0
Bill/invoice/premium¹	15.1	23.3	22.6
Financial statement	5.3	8.8	8.2
Payment	2.0	1.8	1.7
Rebate	0.0	0.2	0.2
Greeting card	0.2	0.4	0.3
Invitation or announcement	1.3	2.0	1.9
Sweepstakes	0.0	0.0	0.0
Receipts for direct deposit	N/A	0.1	0.1
Insurance policy²	0.2	1.2	0.8
Tax Forms	0.0	0.8	0.7
CD/DVD/Video game	N/A	1.2	1.3
Other business or government	6.7	1.9	2.2
�� Total Business or Nonfederal Government	36.4	48.4	47.2
Social/Charitable/Political/Nonprofit:
Announcement/meeting	1.2	1.2	1.3
Request for donation	0.4	0.7	0.9
Confirmation of donation	0.2	0.3	0.3
Bill/invoice/premium	0.2	0.2	0.2
Educational acceptances	0.1	0.0	0.0
Other social/charitable/political/nonprofit	0.7	0.7	0.6
�� Total Social/Charitable/Political/Nonprofit	2.8	3.2	3.3
Don't Know/No answer	0.6	3.2	4.8
�� Total Envelopes Received by Households	49.2	61.5	62.1
�� Pieces Per Household Per Week	8.11	7.55	7.15
¹ Includes credit card statement/bill.
Base: RPW Total, First-Class Envelopes.�
Note: Totals may not sum due to rounding.

Table A2-21 First-Class Mail -- Total Envelopes by Industry (Percentage of Total Envelopes ) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	1987	2009	2010
Industry	1987	2009	2010
Financial:
Credit card	2.7	7.5	7.3
Bank	5.7	8.4	8.1
Securities	1.5	2.7	2.6
Money Market	0.1	0.3	0.2
Insurance	3.6	6.7	6.9
Mortgage	0.5	1.0	1.0
Other financial	0.4	0.4	0.6
�� Total Financial	14.5	27.0	26.7
Merchants:
Supermarkets	N/A	0.1	0.1
Department store	1.8	0.4	0.5
Mail order	0.7	0.4	0.5
Other store	0.9	0.6	0.6
Publisher	1.6	0.8	0.7
Land Promotion	0.2	0.0	0.0
Online auction	N/A	0.1	0.1
Restaurant	0.0	0.0	0.0
Consumer packaged goods/manufacturers	0.2	0.6	0.5
Auto dealers	0.2	0.3	0.3
Service stations	0.0	0.1	0.1
Other merchants	0.3	1.0	0.8
�� Total Merchants	5.9	4.3	4.0
Services:
Telephone	2.0	2.9	2.5
Other Utility	2.4	3.5	3.7
Medical	2.4	4.3	4.6
Other professional	0.4	0.8	0.9
Leisure service	0.7	0.6	0.5
Cable TV	0.6	1.3	1.3
Computer	0.1	0.1	0.2
Craftsman	0.1	0.1	0.1
Netflix and Blockbuster	N/A	1.2	1.2
Other Services	0.6	1.0	1.0
�� Total Services	9.2	15.8	15.9
Federal government	N/A	1.6	1.9
Nonfederal government	1.7	2.4	2.6
Social/charitable/political/nonprofit	2.9	3.5	3.6
Don't know/No answer	0.5	0.9	1.5
�� Total Envelopes Received by Households from Non-Households	34.6	55.6	56.3
�� Pieces Per Household Per Week	6.4	6.8	6.5
Base: RPW Total, First-Class Envelopes.�

Table A2-22 First-Class Mail -- Nonpresort Envelopes by Sector (Percentage of Total Envelopes) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Sector	1987	2009	2010
Sector	1987	2009	2010
Household-to-household	12.5	9.1	17.6
Household-to-nonhousehold	17.3	40.3	42.6
Nonhousehold-to-household	25.2	33.2	42.3
Unidentified incoming	0.5	1.9	4.3
Unidentified outgoing	2.5	2.1	2.7
Subtotal	58.0	86.6	109.5
Nonhousehold-to-nonhousehold	42.0	13.4	-9.5
�� Total	100.0	100.0	100.0
Base: RPW Total, First-Class Envelopes.�
Note: Totals may not sum due to rounding.

Table A2-23 First-Class Mail -- Total Cards by Sector (Percentage of Total Cards) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Sector	1987	2009	2010
Sector	1987	2009	2010
Household-to-household	9.2	3.1	2.7
Household-to-nonhousehold	8.5	3.5	2.9
Nonhousehold-to-household	56.8	49.5	49.9
Unidentified incoming	0.6	0.9	1.3
Unidentified outgoing	0.0	0.5	0.3
�� Subtotal	75.1	57.5	57.0
Nonhousehold-to-nonhousehold	24.9	42.5	43.0
�� Total	100.0	100.0	100.0
Base: RPW Total, First-Class Cards.��
Note: Totals may not sum due to rounding.

Table A2-24 First-Class Mail -- Total Cards by Industry (Percentage of Total Cards) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	1987	2009	2010
Industry	1987	2009	2010
Financial:
Credit card	0.2	0.6	0.4
Bank	0.2	1.3	1.6
Securities	0.2	0.5	0.2
Money Market	0.0	0.0	0.0
Insurance	1.1	2.4	2.2
Mortgage	1.3	2.1	1.9
Other financial	0.3	0.2	0.2
�� Total Financial	3.2	7.2	6.5
Merchants:
Supermarkets	0.0	0.1	0.3
Department store	4.2	1.1	1.4
Mail order	5.0	1.0	1.2
Other store	6.4	6.6	6.9
Publisher	4.0	0.9	0.8
Land Promotion	1.1	0.1	0.2
Online auction	N/A	0.1	0.2
Restaurant	0.2	0.5	0.6
Consumer packaged goods/manufacturers	0.3	1.5	1.0
Auto dealers	0.6	0.4	0.6
Service stations	0.3	1.7	1.4
Other merchants	2.2	1.4	1.2
�� Total Merchants	24.4	15.2	15.7
Services:
Telephone	0.3	0.7	0.7
Other Utility	7.9	2.5	2.0
Medical	4.7	6.8	6.2
Other professional	1.0	1.3	1.3
Leisure service	4.0	2.7	2.3
Cable TV	1.0	0.3	1.2
Computer	0.2	0.2	0.2
Craftsman	0.0	1.1	1.2
Netflix and Blockbuster	N/A	0.0	0.0
Other Services	2.7	3.0	3.2
�� Total Services	21.7	18.6	18.2
Federal government	N/A	1.0	2.2
Nonfederal government	1.4	2.0	1.6
Social/charitable/political/nonprofit	5.9	5.1	5.8
Don't know/No answer	N/A	0.3	0.8
Total Mail Recieved by Households	56.7	49.5	50.8
Pieces Per Household Per Week	0.4	0.4	0.4
Base: RPW Total, First-Class Cards.��
Note: Totals may not sum due to rounding.

Table A2-25 First-Class Mail -- Total Cards by Content (Percentage of Total Cards) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Content	Percentage of Total Envelopes
	Percentage of Total Envelopes
	1987	2009	2010
Personal:
Holiday card	0.9	0.2	0.2
Other greeting cards	1.1	0.5	0.8
Invitations	1.7	1.2	0.6
Letter	3.9	0.9	0.5
Announcements	0.2	0.2	0.2
Other personal	1.4	0.1	0.3
�� Total Personal	9.2	3.1	2.7
Business or Nonfederal Government:
Advertising only	22.2	28.1	29.0
Notice of order	5.1	6.0	4.6
Bill/invoice/premium¹	10.6	3.3	2.2
Financial statement	0.1	0.3	0.4
Payment	0.1	0.2	0.1
Rebate	0.1	0.4	0.4
Greeting card	0.8	1.2	1.0
Invitation or announcement	7.3	3.8	4.0
Sweepstakes	0.4	0.0	0.0
Receipts for direct deposit	0.2	0.1	0.0
Insurance policy 2	0.1	0.2	0.0
Tax Forms	0.0	0.1	0.2
CD/DVD/Video game	N/A	0.6	1.8
Other business or government	3.9	0.0	0.0
�� Total Business or Nonfederal Government	50.9	44.4	43.7
Social/Charitable/Political/Nonprofit:
Announcement/meeting	4.0	3.8	4.3
Request for donation	0.3	0.4	0.3
Confirmation of donation	0.3	0.2	0.2
Bill/invoice/premium	0.1	0.1	0.1
Educational acceptances	0.0	0.0	0.0
Other social/charitable/political/nonprofit	1.2	0.6	0.9
�� Total Social/Charitable/Political/Nonprofit	5.9	5.0	5.8
Don't Know/No answer	0.6	0.9	1.3
�� Total	66.6	53.4	53.4
�� Pieces Per Household Per Week	0.5	0.42	0.38
Base: RPW Total, First-Class Cards.��
¹Includes credit card statement/bill.

Table A2-26 First-Class Mail -- Cards Received by Households -- Household's Percentage of Total Mail Received at Each Category Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)






Content	Total Nonpresort Cards			Total Presort Cards
	Total Nonpresort Cards			Total Presort Cards
	1987	2009	2010	1987	2009	2010
Personal:
Holiday card	1.3	0.2	0.2	0.0	0.0	0.0
Other greeting cards	1.5	0.4	0.7	0.0	0.0	0.0
Invitations	2.3	1.2	0.6	0.0	0.0	0.0
Letter	5.3	0.7	0.5	0.0	0.0	0.0
Announcements	0.3	0.2	0.2	0.0	0.0	0.0
Other personal	1.7	0.1	0.3	0.0	0.0	0.0
�� Total Personal	12.4	2.8	2.4	0.0	0.0	0.0
Business or Nonfederal Government:
Advertising only	16.8	1.6	0.0	38.0	21.3	21.8
Notice of order	6.1	0.6	0.0	2.2	3.1	1.9
Bill/invoice/premium ¹	5.7	0.4	0.0	25.0	2.1	1.8
Financial statement	0.2	0.0	0.0	0.2	0.3	0.3
Payment	0.1	0.0	0.0	0.1	0.1	0.0
Rebate	0.1	0.0	0.0	0.4	0.3	0.4
Greeting card	1.0	0.3	0.0	0.1	0.5	0.4
Invitation or announcement	8.2	0.5	0.0	4.2	2.3	2.5
Other business or government	4.2	0.0	0.1	5.2	0.7	1.5
�� Total Business or Nonfederal	42.4	3.3	0.1	75.4	30.7	30.6
�� Government	42.4	3.3	0.1	75.4	30.7	30.6
Social/Charitable/Political/Nonprofit:
Announcement/meeting	4.9	0.4	0.0	1.1	1.6	1.9
Request for donation	0.3	0.0	0.0	0.1	0.2	0.0
Confirmation of donation	0.4	0.1	0.0	0.0	0.0	0.0
Bill/invoice/premium	0.1	0.0	0.0	0.0	0.0	0.1
Other social/charitable/political/nonprofit	1.4	0.2	0.0	0.0	0.2	0.5
�� Total Social/Charitable/Political/Nonprofit	7.1	0.8	0.0	1.3	2.0	2.4
Don't Know/No answer	0.7	0.1	0.0	1.7	0.5	0.6
�� Total Mail Recieved by Household	62.6	7.0	2.5	78.4	33.3	33.7
�� Pieces Per Household Per Week	0.3	0.1	0.0	0.1	0.3	0.2
Base: RPW Total, First-Class Cards.��
¹Includes credit card statement/bill.

Table A2-27 First-Class Mail -- Cards Received bv Households -- Household's Percentage of �Total Mail Received at Each Card Rate Category -- by Industry Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Industry	Percent of Total Nonpresort			Percent of Total Presort
	Percent of Total Nonpresort			Percent of Total Presort
	1987	2009	2010	1987	2009	2010
Financial:
Credit card	0.0	0.0	0.0	0.4	0.5	0.4
Bank	0.2	0.0	0.0	0.2	1.0	1.4
Securities	0.2	0.0	0.0	0.3	0.4	0.1
Money Market	0.0	0.0	0.0	0.0	0.0	0.0
Insurance	12.0	0.0	0.0	0.8	2.1	1.8
Mortgage	1.4	0.1	0.0	0.6	1.4	1.1
Other financial	0.3	0.0	0.0	0.2	0.2	0.1
�� Total Financial	3.3	0.3	0.0	2.4	5.5	5.0
Merchants:
Supermarkets	N/A	0.0	0.0	6.1	0.1	0.1
Department store	3.5	0.0	0.0	6.1	1.0	1.2
Mail order	3.7	0.0	0.0	8.6	0.7	0.8
Other store	6.1	0.4	0.0	6.9	5.4	5.7
Publisher	3.1	0.1	0.0	6.6	0.7	0.7
Land Promotion	0.9	0.0	0.0	1.6	0.1	0.2
Restaurant	0.1	0.1	0.0	0.3	0.3	0.5
Consumer packaged goods/manufacturers	0.1	0.1	0.0	0.6	1.2	0.8
Auto dealers	0.5	0.0	0.0	1.1	0.3	0.4
Service stations	0.4	0.1	0.0	0.1	1.4	1.3
Other merchants	1.9	0.2	0.0	2.7	0.7	0.6
�� Total Merchants	20.3	0.9	0.0	34.6	12.0	12.1
Services:
Telephone	0.1	0.0	0.0	0.7	0.6	0.6
Other Utility	3.1	0.3	0.0	21.5	1.6	1.7
Medical	5.9	1.2	0.0	0.5	2.2	1.7
Other professional	1.0	0.1	0.0	0.8	0.8	0.9
Leisure service	3.0	0.2	0.0	6.9	2.1	1.7
Cable TV	0.5	0.0	0.0	1.9	0.3	1.1
Computer	0.1	0.0	0.0	0.2	0.2	0.1
Craftsman	0.1	0.1	0.0	0.0	0.8	0.8
Netflix and Blockbuster	N/A	0.0	0.0	N/A	0.0	0.0
Other Services	2.9	0.2	0.0	2.2	1.9	2.0
�� Total Services	16.6	2.1	0.0	34.8	10.5	10.5
Federal government	N/A	0.1	0.1	N/A	0.8	2.0
Nonfederal government	1.0	0.1	0.0	3.0	1.4	1.0
Social/charitable/political/nonprofit	7.1	0.8	0.0	2.1	2.1	2.5
Don't know/No answer	1.0	0.1	0.0	1.5	0.1	0.4
�� Total Mail From Nonhouseholds	49.4	4.1	0.0	78.4	31.6	31.5
�� Received by Households	49.4	4.1	0.0	78.4	31.6	31.5
�� Pieces Per Household Per Week	0.3	0.1	0.0	0.1	0.3	0.2
Base: RPW Total, First-Class Cards.��

Table A2-28 First-Class Mail Sent by Households to Nonhouseholds Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Mail Sent	Percentage of Total First-Class Mail			Pieces Per Household Per Week


	1987	2009	2010	1987	2009	2010
Business Transactions -- In Response to Advertising:
�� Total Response to Advertising	3.6	1.2	1.2	0.6	0.2	0.1
Business Transactions -- Not in Response to Advertising:
Transaction to phone/utility company	2.0	2.9	2.8	0.4	0.4	0.4
Transaction to credit card company	1.5	2.1	2.2	0.3	0.3	0.3
All other business mail	5.1	8.4	8.8	0.9	1.2	1.1
�� Total Business Not In Response to Advertising	8.6	13.4	13.8	1.5	1.8	1.8
Don't know / No answer	0.1	0.2	0.2	0.0	0.0	0.0
�� Total Mail Sent by Households to Nonhouseholds	12.2	14.8	15.1	2.1	2.0	1.9
Note: Totals may not sum due to rounding.

Table A2-29 First-Class Mail Originating in Households and Nonhouseholds Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Sector	Percentage of First-Class Mail			Pieces Per Household Per Week
	Percentage of First-Class Mail			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Household-to-household	9.1	6.2	6.3	1.6	0.9	0.8
Household-to-nonhousehold	12.2	14.8	15.1	2.1	2.0	1.9
Nonhousehold-to-household	40.6	54.1	53.5	7.0	7.4	6.8
Unknown outgoing	1.9	0.8	1.0	0.3	0.1	0.1
Unknown incoming	0.6	3.1	4.6	0.1	0.4	0.6
�� Subtotal	64.4	79.0	80.6	11.1	10.9	10.3
Nonhousehold-to-nonhousehold	35.6	21.0	19.4	N/A	N/A	N/A
�� Total	100.0	100.0	100.0	N/A	N/A	N/A
Base: RPW Total, First-Class Letters & Cards.
Note: Totals may not sum due to rounding.

Table A2-30 First-Class Mail Media by Which Mail Order Purchases Made in the Past Month Were Ordered (Percentage of Orders) Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)






Media	1987	2009	2010
Media	1987	2009	2010
Phone	31.0	21.0	21.1
Mail	67.2	25.2	23.8
Other	1.7	53.8	55.2
�� Total	100.0	100.0	100.0
Note: Totals may not sum due to rounding.

Table A2-31 First-Class Mail -- Method of Bill Payment Postal Fiscal Years 1987, 2009 and 2010 (Recruitment Data)





Method of Payment	1987	2009	2010
Method of Payment	1987	2009	2010
By mail	95.7	85.7	85.0
In person ¹	N/A	26.5	27.8
By automatic deduction from bank account	21.8	45.2	52.0
By personal computer¹	N/A	40.5	42.8
By telephone	0.8	12.2	12.7
By automatic charge to credit card ¹	N/A	15.1	18.8

Number of Payments	1987	2009	2010
Number of Payments	1987	2009	2010
�� Total payments per household per month	9.14	11.63	11.43
�� Total payments per household per month	9.14	11.63	11.43

¹Due to the way questions were worded in the 1987 version of the Recruitment interview,
�� information regarding percentages is unavailable from the data.
Note: Sum of Percentages exceed 100% due to households using more than one method of bill payment.