Table A2-3
Use of First-Class Advertising-Only Mail -- by Industry
Postal Fiscal Years 1987, 2008 and 2009
(Diary Data)		 A24ROW _NAME_ _LABEL_ COL1 COL2 A24ROW _NAME_ _LABEL_ COL1 COL2 A24ROW _NAME_ _LABEL_ COL1 COL2
CREDIT CARD PCT_COL Percent of Column Frequency 10.00543 7.110487 CREDIT CARD COUNT Frequency Count 1.443114 0.889893 CREDIT CARD COUNT Frequency Count 0.136048 0.077582
BANK PCT_COL Percent of Column Frequency 8.582793 5.728634 BANK COUNT Frequency Count 1.237923 0.716951 BANK COUNT Frequency Count 0.116704 0.062505
SECURITIES PCT_COL Percent of Column Frequency 1.525622 1.446317 SECURITIES COUNT Frequency Count 0.220045 0.18101 SECURITIES COUNT Frequency Count 0.020744 0.015781
MONEY MARKET PCT_COL Percent of Column Frequency 0.244977 0.233182 MONEY MARKET COUNT Frequency Count 0.035334 0.029183 MONEY MARKET COUNT Frequency Count 0.003331 0.002544
INSURANCE PCT_COL Percent of Column Frequency 7.818141 7.74718 INSURANCE COUNT Frequency Count 1.127635 0.969576 INSURANCE COUNT Frequency Count 0.106306 0.084529
MORTGAGE PCT_COL Percent of Column Frequency 5.019209 4.634728 MORTGAGE COUNT Frequency Count 0.723936 0.580046 MORTGAGE COUNT Frequency Count 0.068248 0.050569
Industry Percent of First-Class "Advertising Only" Percent of Total First Class Mail Pieces Per Household Per Week Other Financial PCT_COL Percent of Column Frequency 1.398008 0.541716 Other Financial COUNT Frequency Count 0.201639 0.067797 Other Financial COUNT Frequency Count 0.019009 0.005911
SUPERMARKETS PCT_COL Percent of Column Frequency 0.896913 1.307337 SUPERMARKETS COUNT Frequency Count 0.129365 0.163616 SUPERMARKETS COUNT Frequency Count 0.012196 0.014264
Department Store PCT_COL Percent of Column Frequency 4.77105 3.791507 Department Store COUNT Frequency Count 0.688143 0.474515 Department Store COUNT Frequency Count 0.064874 0.041369
MAIL ORDER PCT_COL Percent of Column Frequency 3.552098 3.328969 MAIL ORDER COUNT Frequency Count 0.51233 0.416628 MAIL ORDER COUNT Frequency Count 0.048299 0.036322
1987 2008 2009 1987 2008 2009 1987 2008 2009 Other Store PCT_COL Percent of Column Frequency 10.82657 11.56929 Other Store COUNT Frequency Count 1.561549 1.447922 Other Store COUNT Frequency Count 0.147213 0.126232
Financial:                   PUBLISHER PCT_COL Percent of Column Frequency 3.604055 3.325525 PUBLISHER COUNT Frequency Count 0.519824 0.416197 PUBLISHER COUNT Frequency Count 0.049006 0.036285
Credit Card 7.0 10.0 7.1 0.4 1.4 0.9 0.1 0.1 0.1 Land Promotion PCT_COL Percent of Column Frequency 0.736588 0.302925 Land Promotion COUNT Frequency Count 0.10624 0.037912 Land Promotion COUNT Frequency Count 0.010016 0.003305
Bank 7.0 8.6 5.7 0.4 1.2 0.7 0.1 0.1 0.1 ONLINE AUCTION PCT_COL Percent of Column Frequency 0.143094 0.204409 ONLINE AUCTION COUNT Frequency Count 0.020639 0.025582 ONLINE AUCTION COUNT Frequency Count 0.001946 0.00223
Securities 5.4 1.5 1.4 0.3 0.2 0.2 0.0 0.0 0.0 Other Merchants PCT_COL Percent of Column Frequency 2.46475 3.076167 Other Merchants COUNT Frequency Count 0.355498 0.384989 Other Merchants COUNT Frequency Count 0.033514 0.033564
Money Market 0.2 0.2 0.2 0.0 0.0 0.0 0.0 0.0 0.0 TELEPHONE PCT_COL Percent of Column Frequency 2.346449 3.083037 TELEPHONE COUNT Frequency Count 0.338436 0.385849 TELEPHONE COUNT Frequency Count 0.031906 0.033639
Insurance 7.8 7.8 7.7 0.4 1.1 1.0 0.1 0.1 0.1 OTHER UTILITY PCT_COL Percent of Column Frequency 0.80261 1.0888 OTHER UTILITY COUNT Frequency Count 0.115763 0.136266 OTHER UTILITY COUNT Frequency Count 0.010913 0.01188
Mortgage 3.7 5.0 4.6 0.2 0.7 0.6 0.0 0.1 0.1 MEDICAL PCT_COL Percent of Column Frequency 3.926731 6.111231 MEDICAL COUNT Frequency Count 0.566365 0.764834 MEDICAL COUNT Frequency Count 0.053393 0.066679
Other Financial 1.1 1.4 0.5 0.1 0.2 0.1 0.0 0.0 0.0 OTHER PROFESSIONAL PCT_COL Percent of Column Frequency 2.133382 1.87034 OTHER PROFESSIONAL COUNT Frequency Count 0.307704 0.234077 OTHER PROFESSIONAL COUNT Frequency Count 0.029008 0.020407
Total Financial 32.2 34.6 27.4 1.7 5.0 3.4 0.3 0.5 0.3 Leisure service PCT_COL Percent of Column Frequency 7.893227 8.983959 Leisure service COUNT Frequency Count 1.138464 1.124362 Leisure service COUNT Frequency Count 0.107327 0.098023
Merchants:                   CABLE TV PCT_COL Percent of Column Frequency 0.843677 1.654215 CABLE TV COUNT Frequency Count 0.121686 0.207029 CABLE TV COUNT Frequency Count 0.011472 0.018049
Supermarkets 0.0 0.9 1.3 0.0 0.1 0.2 0.0 0.0 0.0 COMPUTER PCT_COL Percent of Column Frequency 0.449636 0.500018 COMPUTER COUNT Frequency Count 0.064852 0.062578 COMPUTER COUNT Frequency Count 0.006114 0.005456
Department Store 7.0 4.8 3.8 0.4 0.7 0.5 0.1 0.1 0.0 Other services PCT_COL Percent of Column Frequency 4.556358 5.395258 Other services COUNT Frequency Count 0.657178 0.675228 Other services COUNT Frequency Count 0.061955 0.058867
Mail Order 8.5 3.6 3.3 0.4 0.5 0.4 0.1 0.0 0.0 Consumer packaged goods/manufacturers PCT_COL Percent of Column Frequency 4.279672 4.363423 Consumer packaged goods/manufacturers COUNT Frequency Count 0.61727 0.546092 Consumer packaged goods/manufacturers COUNT Frequency Count 0.058192 0.047609
Other Store 9.3 10.8 11.6 0.5 1.6 1.4 0.1 0.1 0.1 Federal government PCT_COL Percent of Column Frequency 1.767146 1.68097 Federal government COUNT Frequency Count 0.254881 0.210377 Federal government COUNT Frequency Count 0.024029 0.018341
Publisher 10.8 3.6 3.3 0.6 0.5 0.4 0.1 0.0 0.0 Nonfederal government PCT_COL Percent of Column Frequency 0.530412 0.661019 Nonfederal government COUNT Frequency Count 0.076503 0.082728 Nonfederal government COUNT Frequency Count 0.007212 0.007212
Land Promotion 3.8 0.7 0.3 0.2 0.1 0.0 0.0 0.0 0.0 Social/Charitable/Political/Nonprofit PCT_COL Percent of Column Frequency 0.230429 0 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.033235 0 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.003133 0
Online Auction N/A 0.1 0.2 N/A 0.0 0.0 N/A 0.0 0.0 RESTAURANT PCT_COL Percent of Column Frequency 0.440144 0.60732 RESTAURANT COUNT Frequency Count 0.063483 0.076007 RESTAURANT COUNT Frequency Count 0.005985 0.006626
Restaurant 0.2 0.4 0.6 0.0 0.1 0.1 0.0 0.0 0.0 AUTO DEALERS PCT_COL Percent of Column Frequency 3.717924 3.408253 AUTO DEALERS COUNT Frequency Count 0.536248 0.42655 AUTO DEALERS COUNT Frequency Count 0.050554 0.037187
Consumer packaged goods/manufacturers 1.0 4.3 4.4 0.1 0.6 0.5 0.0 0.1 0.0 Service stations PCT_COL Percent of Column Frequency 1.587685 2.672997 Service stations COUNT Frequency Count 0.228997 0.334531 Service stations COUNT Frequency Count 0.021588 0.029165
Auto dealers 2.2 3.7 3.4 0.1 0.5 0.4 0.0 0.1 0.0 CRAFTSMAN PCT_COL Percent of Column Frequency 0.772406 1.898198 CRAFTSMAN COUNT Frequency Count 0.111406 0.237564 CRAFTSMAN COUNT Frequency Count 0.010503 0.020711
Service stations 0.1 1.6 2.7 0.0 0.2 0.3 0.0 0.0 0.0 Netflix and Blockbuster PCT_COL Percent of Column Frequency 0 0.089042 Netflix and Blockbuster COUNT Frequency Count 0 0.011144 Netflix and Blockbuster COUNT Frequency Count 0 0.000972
Other Merchants 3.2 2.5 3.1 0.2 0.4 0.4 0.0 0.0 0.0 Don't know/No answer PCT_COL Percent of Column Frequency 2.132814 0.416858 Don't know/No answer COUNT Frequency Count 0.307622 0.052171 Don't know/No answer COUNT Frequency Count 0.029001 0.004548
Total Merchants 46.1 37.0 38.0 2.4 5.3 4.8 0.4 0.5 0.4      
Services:                        
Telephone 1.9 2.3 3.1 0.1 0.3 0.4 0.0 0.0 0.0      
Other utility 0.7 0.8 1.1 0.0 0.1 0.1 0.0 0.0 0.0      
Medical 1.7 3.9 6.1 0.1 0.6 0.8 0.0 0.1 0.1      
Other professional 1.7 2.1 1.9 0.1 0.3 0.2 0.0 0.0 0.0      
Leisure service 7.7 7.9 9.0 0.4 1.1 1.1 0.1 0.1 0.1      
Cable TV 0.8 0.8 1.7 0.0 0.1 0.2 0.0 0.0 0.0      
Computer 0.6 0.4 0.5 0.0 0.1 0.1 0.0 0.0 0.0      
Craftsman 0.1 0.8 1.9 0.0 0.1 0.2 0.0 0.0 0.0      
Netflix and Blockbuster N/A 0.0 0.1 N/A 0.0 0.0 N/A 0.0 0.0      
Other Services 2.9 4.6 5.4 0.1 0.7 0.7 0.0 0.1 0.1      
Total Services 17.5 23.7 30.7 0.9 3.4 3.8 0.2 0.3 0.3      
Federal government N/A 1.8 1.7 N/A 0.3 0.2 N/A 0.0 0.0      
Nonfederal government 1.0 0.5 0.7 0.0 0.1 0.1 0.0 0.0 0.0      
Social/Charitable/Political/Nonprofit 0.0 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0      
Don't Know/No Answer 3.2 2.1 0.4 0.2 0.3 0.1 0.0 0.0 0.0      
Total Advertising-Only Mail Received by Households 100.0 100.0 98.8 5.2 14.4 12.4 0.9 1.4 1.1      
Note: Totals may not sum due to rounding.