Table A2-11
Use of First-Class Advertising-Enclosed Mail1-- 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 19.30986 25.09338 CREDIT CARD COUNT Frequency Count 1.724146 2.346665 CREDIT CARD COUNT Frequency Count 0.260342 0.322612
BANK PCT_COL Percent of Column Frequency 11.20401 11.03781 BANK COUNT Frequency Count 1.000388 1.032226 BANK COUNT Frequency Count 0.151056 0.141907
SECURITIES PCT_COL Percent of Column Frequency 1.9114 2.158996 SECURITIES COUNT Frequency Count 0.170666 0.201904 SECURITIES COUNT Frequency Count 0.02577 0.027757
MONEY MARKET PCT_COL Percent of Column Frequency 0.349654 0.218226 MONEY MARKET COUNT Frequency Count 0.03122 0.020408 MONEY MARKET COUNT Frequency Count 0.004714 0.002806
INSURANCE PCT_COL Percent of Column Frequency 4.079873 4.841044 INSURANCE COUNT Frequency Count 0.364285 0.452722 INSURANCE COUNT Frequency Count 0.055006 0.062239
Industry Industry Breakdown of First-Class Household Mail That is "Advertising Enclosed" Percent of Total First Class Mail Pieces Per Household Per Week MORTGAGE PCT_COL Percent of Column Frequency 1.084492 1.283082 MORTGAGE COUNT Frequency Count 0.096833 0.11999 MORTGAGE COUNT Frequency Count 0.014621 0.016496
Other Financial PCT_COL Percent of Column Frequency 0.490146 0.201838 Other Financial COUNT Frequency Count 0.043764 0.018875 Other Financial COUNT Frequency Count 0.006608 0.002595
SUPERMARKETS PCT_COL Percent of Column Frequency 0.192265 0.093677 SUPERMARKETS COUNT Frequency Count 0.017167 0.00876 SUPERMARKETS COUNT Frequency Count 0.002592 0.001204
Department Store PCT_COL Percent of Column Frequency 7.414895 1.260505 Department Store COUNT Frequency Count 0.662064 0.117879 Department Store COUNT Frequency Count 0.09997 0.016206
MAIL ORDER PCT_COL Percent of Column Frequency 0.979429 0.560223 MAIL ORDER COUNT Frequency Count 0.087452 0.052391 MAIL ORDER COUNT Frequency Count 0.013205 0.007202
1987 2008 2009 1987 2008 2009 1987 2008 2009 Other Store PCT_COL Percent of Column Frequency 2.086275 0.96315 Other Store COUNT Frequency Count 0.18628 0.090071 Other Store COUNT Frequency Count 0.028128 0.012383
Financial:                   PUBLISHER PCT_COL Percent of Column Frequency 1.469346 1.275401 PUBLISHER COUNT Frequency Count 0.131195 0.119272 PUBLISHER COUNT Frequency Count 0.01981 0.016397
Credit Card 18.3 19.3 25.1 1.3 1.7 2.3 0.22 0.26 0.32   Land Promotion PCT_COL Percent of Column Frequency 0.091899 0.102767 Land Promotion COUNT Frequency Count 0.008205 0.00961 Land Promotion COUNT Frequency Count 0.001239 0.001321
Bank 11.7 11.2 11.0 0.8 1.0 1.0 0.14 0.15 0.14   ONLINE AUCTION PCT_COL Percent of Column Frequency 0.053167 0.04196 ONLINE AUCTION COUNT Frequency Count 0.004747 0.003924 ONLINE AUCTION COUNT Frequency Count 0.000717 0.000539
Securities 4.2 1.9 2.2 0.3 0.2 0.2 0.05 0.03 0.03   Other Merchants PCT_COL Percent of Column Frequency 0.463583 0.341461 Other Merchants COUNT Frequency Count 0.041393 0.031932 Other Merchants COUNT Frequency Count 0.00625 0.00439
Money Market 0.8 0.3 0.2 0.0 0.0 0.0 0.01 0.00 0.00   TELEPHONE PCT_COL Percent of Column Frequency 13.30494 12.5313 TELEPHONE COUNT Frequency Count 1.187976 1.171894 TELEPHONE COUNT Frequency Count 0.179382 0.161108
Insurance 4.2 4.1 4.8 0.3 0.4 0.5 0.05 0.06 0.06   OTHER UTILITY PCT_COL Percent of Column Frequency 9.340573 8.554719 OTHER UTILITY COUNT Frequency Count 0.834004 0.800014 OTHER UTILITY COUNT Frequency Count 0.125933 0.109983
Mortgage 0.8 1.1 1.3 0.0 0.1 0.1 0.01 0.01 0.02   MEDICAL PCT_COL Percent of Column Frequency 0.989242 1.232202 MEDICAL COUNT Frequency Count 0.088328 0.115232 MEDICAL COUNT Frequency Count 0.013337 0.015842
Other Financial 5.8 0.5 0.2 0.0 0.0 0.0 0.07 0.01 0.00   OTHER PROFESSIONAL PCT_COL Percent of Column Frequency 0.394667 0.254283 OTHER PROFESSIONAL COUNT Frequency Count 0.035239 0.02378 OTHER PROFESSIONAL COUNT Frequency Count 0.005321 0.003269
Total Financial 40.0 38.4 44.8 2.8 3.4 4.2 0.48 0.52 0.58   Leisure service PCT_COL Percent of Column Frequency 0.712415 0.672413 Leisure service COUNT Frequency Count 0.06361 0.062882 Leisure service COUNT Frequency Count 0.009605 0.008645
Merchants:                   CABLE TV PCT_COL Percent of Column Frequency 5.713624 6.108913 CABLE TV COUNT Frequency Count 0.51016 0.571289 CABLE TV COUNT Frequency Count 0.077033 0.078539
Supermarkets 0.0 0.2 0.1 0.0 0.0 0.0 0.00 0.00 0.00   COMPUTER PCT_COL Percent of Column Frequency 0.274399 0.174245 COMPUTER COUNT Frequency Count 0.024501 0.016295 COMPUTER COUNT Frequency Count 0.0037 0.00224
Department Store 14.2 7.4 1.3 1.0 0.7 0.1 0.17 0.10 0.02   Other services PCT_COL Percent of Column Frequency 1.18868 1.20889 Other services COUNT Frequency Count 0.106135 0.113052 Other services COUNT Frequency Count 0.016026 0.015542
Mail Order 2.5 1.0 0.6 0.2 0.1 0.1 0.03 0.01 0.01   Consumer packaged goods/manufacturers PCT_COL Percent of Column Frequency 1.49548 0.49482 Consumer packaged goods/manufacturers COUNT Frequency Count 0.133529 0.046274 Consumer packaged goods/manufacturers COUNT Frequency Count 0.020163 0.006362
Other Store 2.5 2.1 1.0 0.2 0.2 0.1 0.03 0.03 0.01   Federal government PCT_COL Percent of Column Frequency 0.577539 0.871972 Federal government COUNT Frequency Count 0.051568 0.081544 Federal government COUNT Frequency Count 0.007787 0.01121
Publisher 5.0 1.5 1.3 0.4 0.1 0.1 0.06 0.02 0.02   Nonfederal government PCT_COL Percent of Column Frequency 1.190104 1.061319 Nonfederal government COUNT Frequency Count 0.106262 0.099252 Nonfederal government COUNT Frequency Count 0.016045 0.013645
Land Promotion 0.0 0.1 0.1 0.0 0.0 0.0 0.00 0.00 0.00   Social/Charitable/Political/Nonprofit PCT_COL Percent of Column Frequency 8.260211 8.409434 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.737541 0.786428 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.111367 0.108116
Online auction N/A 0.1 0.0 N/A 0.0 0.0 N/A 0.00 0.00   RESTAURANT PCT_COL Percent of Column Frequency 0.007012 0.024749 RESTAURANT COUNT Frequency Count 0.000626 0.002314 RESTAURANT COUNT Frequency Count 9.45E-05 0.000318
Restaurant 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00   AUTO DEALERS PCT_COL Percent of Column Frequency 0.049222 0.215088 AUTO DEALERS COUNT Frequency Count 0.004395 0.020114 AUTO DEALERS COUNT Frequency Count 0.000664 0.002765
Consumer packaged goods/manufacturers 0.0 1.5 0.5 0.0 0.1 0.0 0.00 0.02 0.01   Service stations PCT_COL Percent of Column Frequency 0.098797 0.142439 Service stations COUNT Frequency Count 0.008821 0.01332 Service stations COUNT Frequency Count 0.001332 0.001831
Auto dealers 0.0 0.0 0.2 0.0 0.0 0.0 0.00 0.00 0.00   CRAFTSMAN PCT_COL Percent of Column Frequency 0.081529 0.048959 CRAFTSMAN COUNT Frequency Count 0.00728 0.004579 CRAFTSMAN COUNT Frequency Count 0.001099 0.000629
Service stations 0.0 0.1 0.1 0.0 0.0 0.0 0.00 0.00 0.00   Netflix and Blockbuster PCT_COL Percent of Column Frequency 5.083208 8.234457 Netflix and Blockbuster COUNT Frequency Count 0.453871 0.770064 Netflix and Blockbuster COUNT Frequency Count 0.068534 0.105866
Other Merchants 0.8 0.5 0.3 0.1 0.0 0.0 0.01 0.01 0.00   Don't know/No answer PCT_COL Percent of Column Frequency 0.05806 0.238583 Don't know/No answer COUNT Frequency Count 0.005184 0.022312 Don't know/No answer COUNT Frequency Count 0.000783 0.003067
Total Merchants 25.8 14.4 5.5 1.8 1.3 0.5 0.31 0.19 0.07        
Services:                        
Telephone 8.3 13.3 12.5 0.6 1.2 1.2 0.10 0.18 0.16        
Other utility 8.3 9.3 8.6 0.6 0.8 0.8 0.10 0.13 0.11        
Medical 1.7 1.0 1.2 0.1 0.1 0.1 0.02 0.01 0.02        
Other professional 1.7 0.4 0.3 0.0 0.0 0.0 0.02 0.01 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 5.7 6.1 0.3 0.5 0.6 0.05 0.08 0.08        
Computer 0.0 0.3 0.2 0.0 0.0 0.0 0.00 0.00 0.00        
Craftsman 0.0 0.1 0.0 0.0 0.0 0.0 0.00 0.00 0.00        
Netflix and Blockbuster N/A 5.1 8.2 N/A 0.5 0.8 N/A 0.07 0.11        
Other Services 0.8 1.2 1.2 0.1 0.1 0.1 0.01 0.02 0.02        
Total Services 25.0 37.1 39.0 1.7 3.3 3.6 0.30 0.50 0.50        
Federal government N/A 0.6 0.9 N/A 0.1 0.1 N/A 0.01 0.01        
Nonfederal government 0.8 1.2 1.1 0.1 0.1 0.1 0.01 0.02 0.01        
Social/Charitable/Political/Nonprofit 7.5 8.3 8.4 0.5 0.7 0.8 0.09 0.11 0.11        
Don't Know/No Answer 0.8 0.1 0.2 0.1 0.0 0.0 0.01 0.00 0.00      
   Total Advertising Enclosed  100.0 100.0 100.0 7.0 8.9 9.3 1.20 1.34 1.27      
   Mail Received by Households      
 1 Does not include "Advertising Only" mail.      
Note: Totals may not sum due to rounding.