Table A4-6
Response Rates To Advertising: First-Class
Ad Only vs. Standard Mail Envelopes and Cards1
(Percentage of Pieces)
Postal Fiscal Years 1987, 2008 and 2009
(Diary Data)		 PUR_I PUR_D _NAME_ _LABEL_ COL1 COL2 BL_K BL_E _NAME_ _LABEL_ COL1 COL2 GRA_K SCPN _NAME_ _LABEL_ COL1 COL2 PUR_I _NAME_ _LABEL_ COL1 COL2 BL_K _NAME_ _LABEL_ COL1 COL2
YES CREDIT CARD PCT_ROW Percent of Row Frequency 2.391449 8.961004   PCT_ROW Percent of Row Frequency     1 PCT_ROW Percent of Row Frequency   Will respond PCT_COL Percent of Column Frequency 7.995967 9.079093   PCT_COL Percent of Column Frequency  
YES BANK PCT_ROW Percent of Row Frequency 2.173059 4.245849   CREDIT CARD PCT_ROW Percent of Row Frequency   YES 1 PCT_ROW Percent of Row Frequency 14.8545 13.78475 May respond PCT_COL Percent of Column Frequency 54.89502 48.99966 Yes PCT_COL Percent of Column Frequency 11.19241 12.48068
YES Securities broker PCT_ROW Percent of Row Frequency 12.2262 4.365337   BANK PCT_ROW Percent of Row Frequency   NO 1 PCT_ROW Percent of Row Frequency 60.7178 61.87261 Won't respond PCT_COL Percent of Column Frequency 11.88831 11.08819 No PCT_COL Percent of Column Frequency 62.58955 62.61703
YES MONEY MARKET PCT_ROW Percent of Row Frequency 0 13.84963   Securities broker PCT_ROW Percent of Row Frequency   MAYBE 1 PCT_ROW Percent of Row Frequency 16.8098 16.19788 Don't know/No answer PCT_COL Percent of Column Frequency 25.2207 30.83306 Maybe PCT_COL Percent of Column Frequency 16.25013 16.29283
YES Insurance Company PCT_ROW Percent of Row Frequency 2.858634 3.054119   MONEY MARKET PCT_ROW Percent of Row Frequency   DK/RF 1 PCT_ROW Percent of Row Frequency 7.617898 8.144766   DK/RF PCT_COL Percent of Column Frequency 9.96791 8.609457
YES Real Estate/Mortgage PCT_ROW Percent of Row Frequency 1.632544 3.17764   Insurance Company PCT_ROW Percent of Row Frequency          
Industry 1987 2008 2009 YES Other Financial PCT_ROW Percent of Row Frequency 2.675104 5.308502   Real Estate/Mortgage PCT_ROW Percent of Row Frequency          
First Standard Mail First Standard Mail First Standard Mail YES SUPERMARKETS PCT_ROW Percent of Row Frequency 23.74481 19.72449   Other Financial PCT_ROW Percent of Row Frequency          
YES Department Store PCT_ROW Percent of Row Frequency 15.7488 17.80627   SUPERMARKETS PCT_ROW Percent of Row Frequency          
Financial:             YES Mail order company PCT_ROW Percent of Row Frequency 14.83445 19.56145   Department Store PCT_ROW Percent of Row Frequency          
Credit card 5.8 8.0 2.4 3.2 9.0 3.8 YES Specialty store PCT_ROW Percent of Row Frequency 11.10363 11.93049   Mail order company PCT_ROW Percent of Row Frequency          
Bank 8.0 8.9 2.2 4.4 4.2 4.9 YES PUBLISHER PCT_ROW Percent of Row Frequency 23.47482 9.211118   Specialty store PCT_ROW Percent of Row Frequency          
Securities broker 14.3 9.0 12.2 7.6 4.4 7.1 YES Land promotion company PCT_ROW Percent of Row Frequency 5.122193 3.980279   PUBLISHER PCT_ROW Percent of Row Frequency          
Money Market 9.8 5.3 0.0 8.9 13.8 4.1 YES ONLINE AUCTION PCT_ROW Percent of Row Frequency 67.57148 12.3135   Land promotion company PCT_ROW Percent of Row Frequency          
Insurance Company 8.9 6.6 2.9 3.5 3.1 4.4 YES Other Merchants PCT_ROW Percent of Row Frequency 7.222283 3.706663   ONLINE AUCTION PCT_ROW Percent of Row Frequency          
Real Estate/Mortgage 4.7 3.5 1.6 3.0 3.2 2.9 YES TELEPHONE PCT_ROW Percent of Row Frequency 5.511877 8.983004   Other Merchants PCT_ROW Percent of Row Frequency          
Merchants:             YES OTHER UTILITY PCT_ROW Percent of Row Frequency 10.22654 11.00258   TELEPHONE PCT_ROW Percent of Row Frequency          
Department store 9.5 12.0 15.7 22.9 17.8 25.2 YES MEDICAL PCT_ROW Percent of Row Frequency 6.771608 7.502043   OTHER UTILITY PCT_ROW Percent of Row Frequency          
Mail order company 13.5 15.4 14.8 11.2 19.6 11.7 YES OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 1.226116 6.298993   MEDICAL PCT_ROW Percent of Row Frequency          
Specialty store 13.1 12.8 11.1 17.1 11.9 17.4 YES Leisure service PCT_ROW Percent of Row Frequency 11.55251 14.89266   OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency          
Publisher 19.6 18.7 23.5 11.6 9.2 13.2 YES CABLE TV PCT_ROW Percent of Row Frequency 1.946619 8.509069   Leisure service PCT_ROW Percent of Row Frequency          
Land promotion company 10.6 2.9 5.1 14.2 4.0 1.3 YES COMPUTER PCT_ROW Percent of Row Frequency 9.329203 2.612038   CABLE TV PCT_ROW Percent of Row Frequency          
Online auction N/A N/A 67.6 3.0 12.3 10.4 YES Other services PCT_ROW Percent of Row Frequency 8.480597 6.446327   COMPUTER PCT_ROW Percent of Row Frequency          
Restaurant 2.2 15.9 27.4 19.0 30.6 19.2 YES Consumer packaged goods PCT_ROW Percent of Row Frequency 8.716182 5.757649   Other services PCT_ROW Percent of Row Frequency          
Consumer packaged goods 16.1 28.7 8.7 12.6 5.8 13.4 YES Federal government PCT_ROW Percent of Row Frequency 9.655022 10.72895   Consumer packaged goods PCT_ROW Percent of Row Frequency          
Auto dealers 4.1 7.2 4.9 4.4 6.6 5.7 YES Nonfederal government PCT_ROW Percent of Row Frequency 9.475101 14.78312   Federal government PCT_ROW Percent of Row Frequency          
Services:             YES Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 15.59494     Nonfederal government PCT_ROW Percent of Row Frequency          
Telephone 6.7 15.1 5.5 3.6 9.0 5.0 YES RESTAURANT PCT_ROW Percent of Row Frequency 27.40849 30.59492   Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency          
Other Utility 8.0 12.7 10.2 13.7 11.0 14.0 YES AUTO DEALERS PCT_ROW Percent of Row Frequency 4.869675 6.598651   RESTAURANT PCT_ROW Percent of Row Frequency          
Medical 21.2 10.2 6.8 7.2 7.5 9.3 YES Service stations PCT_ROW Percent of Row Frequency 17.78957 14.97866   AUTO DEALERS PCT_ROW Percent of Row Frequency          
Other professional 20.7 14.3 1.2 3.3 6.3 8.0 YES CRAFTSMAN PCT_ROW Percent of Row Frequency 9.218338 4.264162   Service stations PCT_ROW Percent of Row Frequency          
Leisure service 16.8 8.7 11.6 8.5 14.9 10.3 YES Netflix and Blockbuster PCT_ROW Percent of Row Frequency   0   CRAFTSMAN PCT_ROW Percent of Row Frequency          
Cable TV 7.8 13.4 1.9 2.5 8.5 3.0 YES Don't know/No answer PCT_ROW Percent of Row Frequency 2.045968 8.317831   Netflix and Blockbuster PCT_ROW Percent of Row Frequency          
Computer 8.1 15.8 9.3 5.4 2.6 4.4 NO CREDIT CARD PCT_ROW Percent of Row Frequency 70.53499 53.43368   Don't know/No answer PCT_ROW Percent of Row Frequency          
Social/Charitable/Political/Nonprofit 2 20.4 18.5 15.6 14.9 0.0 13.8 NO BANK PCT_ROW Percent of Row Frequency 67.6322 57.88056 YES   PCT_ROW Percent of Row Frequency          
   Total Percentage of "Will Respond" 13.4 15.1 8.0 11.2 9.1 12.5 NO Securities broker PCT_ROW Percent of Row Frequency 57.88756 45.62531 YES CREDIT CARD PCT_ROW Percent of Row Frequency 3.249201 3.768566        
   to Advertising Pieces 3 NO MONEY MARKET PCT_ROW Percent of Row Frequency 51.55019 23.10128 YES BANK PCT_ROW Percent of Row Frequency 4.439275 4.912057        
1 All Standard Mail percentages are based on Standard Mail except social/charitable/political/ NO Insurance Company PCT_ROW Percent of Row Frequency 65.34284 50.86531 YES Securities broker PCT_ROW Percent of Row Frequency 7.608 7.122848        
     nonprofit which is based on Standard Mail nonprofit NO Real Estate/Mortgage PCT_ROW Percent of Row Frequency 65.30058 54.01907 YES MONEY MARKET PCT_ROW Percent of Row Frequency 8.867438 4.080397        
2 Includes medical nonprofit mail after 1992. NO Other Financial PCT_ROW Percent of Row Frequency 51.79363 48.98857 YES Insurance Company PCT_ROW Percent of Row Frequency 3.525545 4.373408        
3 Total Percentage for Standard Mail includes Nonprofit. NO SUPERMARKETS PCT_ROW Percent of Row Frequency 42.28037 49.39074 YES Real Estate/Mortgage PCT_ROW Percent of Row Frequency 2.960201 2.899912        
NO Department Store PCT_ROW Percent of Row Frequency 42.95989 33.90957 YES Other Financial PCT_ROW Percent of Row Frequency 2.682511 4.054453        
NO Mail order company PCT_ROW Percent of Row Frequency 46.07505 38.25851 YES SUPERMARKETS PCT_ROW Percent of Row Frequency 29.78205 35.79175        
NO Specialty store PCT_ROW Percent of Row Frequency 43.4432 43.89787 YES Department Store PCT_ROW Percent of Row Frequency 22.91573 25.22899        
NO PUBLISHER PCT_ROW Percent of Row Frequency 47.26789 54.22963 YES Mail order company PCT_ROW Percent of Row Frequency 11.15142 11.65246        
NO Land promotion company PCT_ROW Percent of Row Frequency 60.74536 65.35262 YES Specialty store PCT_ROW Percent of Row Frequency 17.1377 17.42718        
NO ONLINE AUCTION PCT_ROW Percent of Row Frequency 20.56339 49.38105 YES PUBLISHER PCT_ROW Percent of Row Frequency 11.63777 13.17402        
NO Other Merchants PCT_ROW Percent of Row Frequency 49.49142 49.30643 YES Land promotion company PCT_ROW Percent of Row Frequency 14.18628 1.274533        
NO TELEPHONE PCT_ROW Percent of Row Frequency 72.86006 61.94884 YES ONLINE AUCTION PCT_ROW Percent of Row Frequency 3.012743 10.40666        
NO OTHER UTILITY PCT_ROW Percent of Row Frequency 66.91938 47.61406 YES Other Merchants PCT_ROW Percent of Row Frequency 10.53706 11.08509        
NO MEDICAL PCT_ROW Percent of Row Frequency 52.72532 37.91548 YES TELEPHONE PCT_ROW Percent of Row Frequency 3.558733 5.049107        
NO OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 61.85228 51.48326 YES OTHER UTILITY PCT_ROW Percent of Row Frequency 13.72134 14.01736        
NO Leisure service PCT_ROW Percent of Row Frequency 41.19449 37.6895 YES MEDICAL PCT_ROW Percent of Row Frequency 7.156906 9.3185        
NO CABLE TV PCT_ROW Percent of Row Frequency 59.79413 62.92391 YES OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 3.292939 8.008281        
NO COMPUTER PCT_ROW Percent of Row Frequency 67.80502 56.77342 YES Leisure service PCT_ROW Percent of Row Frequency 8.539541 10.32343        
NO Other services PCT_ROW Percent of Row Frequency 54.30156 54.11584 YES CABLE TV PCT_ROW Percent of Row Frequency 2.526511 2.981929        
NO Consumer packaged goods PCT_ROW Percent of Row Frequency 57.04927 61.01345 YES COMPUTER PCT_ROW Percent of Row Frequency 5.435383 4.355944        
NO Federal government PCT_ROW Percent of Row Frequency 42.87155 40.79615 YES Other services PCT_ROW Percent of Row Frequency 5.31247 4.997633        
NO Nonfederal government PCT_ROW Percent of Row Frequency 46.88456 46.25156 YES Consumer packaged goods PCT_ROW Percent of Row Frequency 12.61374 13.35316        
NO Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 33.37348   YES Federal government PCT_ROW Percent of Row Frequency 9.770728 20.31982        
NO RESTAURANT PCT_ROW Percent of Row Frequency 39.51351 24.50457 YES Nonfederal government PCT_ROW Percent of Row Frequency 18.95822 17.91192        
NO AUTO DEALERS PCT_ROW Percent of Row Frequency 64.89962 68.56652 YES Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 8.82786 8.069738        
NO Service stations PCT_ROW Percent of Row Frequency 48.87275 48.32419 YES RESTAURANT PCT_ROW Percent of Row Frequency 19.00925 19.20568        
NO CRAFTSMAN PCT_ROW Percent of Row Frequency 64.84954 59.40123 YES AUTO DEALERS PCT_ROW Percent of Row Frequency 4.363102 5.733574        
NO Netflix and Blockbuster PCT_ROW Percent of Row Frequency   0 YES Service stations PCT_ROW Percent of Row Frequency 11.95397 9.453744        
NO Don't know/No answer PCT_ROW Percent of Row Frequency 8.626121 18.84597 YES CRAFTSMAN PCT_ROW Percent of Row Frequency 0.944215 2.249619        
MAYBE CREDIT CARD PCT_ROW Percent of Row Frequency 6.454515 7.935883 YES Netflix and Blockbuster PCT_ROW Percent of Row Frequency 6.212514 6.447428        
MAYBE BANK PCT_ROW Percent of Row Frequency 5.899695 5.415782 YES Don't know/No answer PCT_ROW Percent of Row Frequency 17.76076 14.93573        
MAYBE Securities broker PCT_ROW Percent of Row Frequency 8.648063 11.85167 NO   PCT_ROW Percent of Row Frequency          
MAYBE MONEY MARKET PCT_ROW Percent of Row Frequency 9.116856 12.43559 NO CREDIT CARD PCT_ROW Percent of Row Frequency 83.56717 83.33113        
MAYBE Insurance Company PCT_ROW Percent of Row Frequency 8.745914 11.04451 NO BANK PCT_ROW Percent of Row Frequency 77.29931 80.19508        
MAYBE Real Estate/Mortgage PCT_ROW Percent of Row Frequency 6.20976 1.613021 NO Securities broker PCT_ROW Percent of Row Frequency 75.24532 75.1027        
MAYBE Other Financial PCT_ROW Percent of Row Frequency 5.251672 13.0242 NO MONEY MARKET PCT_ROW Percent of Row Frequency 61.37681 73.27324        
MAYBE SUPERMARKETS PCT_ROW Percent of Row Frequency 23.45525 14.6597 NO Insurance Company PCT_ROW Percent of Row Frequency 80.96974 83.083        
MAYBE Department Store PCT_ROW Percent of Row Frequency 21.10546 21.61681 NO Real Estate/Mortgage PCT_ROW Percent of Row Frequency 81.88558 89.50593        
MAYBE Mail order company PCT_ROW Percent of Row Frequency 18.51505 16.14622 NO Other Financial PCT_ROW Percent of Row Frequency 83.6245 83.23226        
MAYBE Specialty store PCT_ROW Percent of Row Frequency 21.30818 19.51507 NO SUPERMARKETS PCT_ROW Percent of Row Frequency 40.87522 38.10745        
MAYBE PUBLISHER PCT_ROW Percent of Row Frequency 10.81672 8.637609 NO Department Store PCT_ROW Percent of Row Frequency 39.92572 39.0628        
MAYBE Land promotion company PCT_ROW Percent of Row Frequency 1.916016 0 NO Mail order company PCT_ROW Percent of Row Frequency 52.22303 53.89954        
MAYBE ONLINE AUCTION PCT_ROW Percent of Row Frequency 0 20.64243 NO Specialty store PCT_ROW Percent of Row Frequency 48.84622 50.04573        
MAYBE Other Merchants PCT_ROW Percent of Row Frequency 10.4988 10.13334 NO PUBLISHER PCT_ROW Percent of Row Frequency 63.93684 64.54913        
MAYBE TELEPHONE PCT_ROW Percent of Row Frequency 5.60165 9.60109 NO Land promotion company PCT_ROW Percent of Row Frequency 71.97523 75.25383        
MAYBE OTHER UTILITY PCT_ROW Percent of Row Frequency 10.24986 3.524814 NO ONLINE AUCTION PCT_ROW Percent of Row Frequency 88.26186 72.34769        
MAYBE MEDICAL PCT_ROW Percent of Row Frequency 8.628286 8.065401 NO Other Merchants PCT_ROW Percent of Row Frequency 61.54566 66.34071        
MAYBE OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 19.77889 7.92993 NO TELEPHONE PCT_ROW Percent of Row Frequency 81.3569 81.4846        
MAYBE Leisure service PCT_ROW Percent of Row Frequency 18.98242 15.34748 NO OTHER UTILITY PCT_ROW Percent of Row Frequency 68.83341 71.74792        
MAYBE CABLE TV PCT_ROW Percent of Row Frequency 10.8523 9.355877 NO MEDICAL PCT_ROW Percent of Row Frequency 75.82279 73.95033        
MAYBE COMPUTER PCT_ROW Percent of Row Frequency 15.27272 3.015573 NO OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 82.02214 80.57282        
MAYBE Other services PCT_ROW Percent of Row Frequency 12.2718 10.06838 NO Leisure service PCT_ROW Percent of Row Frequency 68.87924 64.90272        
MAYBE Consumer packaged goods PCT_ROW Percent of Row Frequency 9.476367 9.453006 NO CABLE TV PCT_ROW Percent of Row Frequency 80.53183 86.31144        
MAYBE Federal government PCT_ROW Percent of Row Frequency 12.81395 14.42188 NO COMPUTER PCT_ROW Percent of Row Frequency 73.83691 81.57995        
MAYBE Nonfederal government PCT_ROW Percent of Row Frequency 17.5881 10.46353 NO Other services PCT_ROW Percent of Row Frequency 77.05812 77.34748        
MAYBE Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 9.975034   NO Consumer packaged goods PCT_ROW Percent of Row Frequency 67.55309 67.35838        
MAYBE RESTAURANT PCT_ROW Percent of Row Frequency 22.273 13.49975 NO Federal government PCT_ROW Percent of Row Frequency 58.7308 56.81306        
MAYBE AUTO DEALERS PCT_ROW Percent of Row Frequency 6.999052 8.163548 NO Nonfederal government PCT_ROW Percent of Row Frequency 41.24081 64.02396        
MAYBE Service stations PCT_ROW Percent of Row Frequency 14.24786 12.57251 NO Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 72.32586 74.03859        
MAYBE CRAFTSMAN PCT_ROW Percent of Row Frequency 11.51122 3.333335 NO RESTAURANT PCT_ROW Percent of Row Frequency 44.89018 49.37849        
MAYBE Netflix and Blockbuster PCT_ROW Percent of Row Frequency   0 NO AUTO DEALERS PCT_ROW Percent of Row Frequency 82.2806 80.12272        
MAYBE Don't know/No answer PCT_ROW Percent of Row Frequency 2.556215 3.246591 NO Service stations PCT_ROW Percent of Row Frequency 60.46105 62.74727        
DK/RF CREDIT CARD PCT_ROW Percent of Row Frequency 20.61905 29.66943 NO CRAFTSMAN PCT_ROW Percent of Row Frequency 84.22259 83.48164        
DK/RF BANK PCT_ROW Percent of Row Frequency 24.29504 32.45781 NO Netflix and Blockbuster PCT_ROW Percent of Row Frequency 69.19588 80.67033        
DK/RF Securities broker PCT_ROW Percent of Row Frequency 21.23818 38.15768 NO Don't know/No answer PCT_ROW Percent of Row Frequency 44.01453 63.63207        
DK/RF MONEY MARKET PCT_ROW Percent of Row Frequency 39.33296 50.61351 MAYBE   PCT_ROW Percent of Row Frequency          
DK/RF Insurance Company PCT_ROW Percent of Row Frequency 23.05261 35.03607 MAYBE CREDIT CARD PCT_ROW Percent of Row Frequency 4.311307 4.643578        
DK/RF Real Estate/Mortgage PCT_ROW Percent of Row Frequency 26.85712 41.19027 MAYBE BANK PCT_ROW Percent of Row Frequency 6.640479 7.015133        
DK/RF Other Financial PCT_ROW Percent of Row Frequency 40.2796 32.67873 MAYBE Securities broker PCT_ROW Percent of Row Frequency 9.548767 7.588055        
DK/RF SUPERMARKETS PCT_ROW Percent of Row Frequency 10.51957 16.22506 MAYBE MONEY MARKET PCT_ROW Percent of Row Frequency 16.60199 21.45093        
DK/RF Department Store PCT_ROW Percent of Row Frequency 20.18584 26.66735 MAYBE Insurance Company PCT_ROW Percent of Row Frequency 6.296876 5.322923        
DK/RF Mail order company PCT_ROW Percent of Row Frequency 20.57545 26.03381 MAYBE Real Estate/Mortgage PCT_ROW Percent of Row Frequency 4.194335 2.335332        
DK/RF Specialty store PCT_ROW Percent of Row Frequency 24.14499 24.65658 MAYBE Other Financial PCT_ROW Percent of Row Frequency 5.520428 4.425423        
DK/RF PUBLISHER PCT_ROW Percent of Row Frequency 18.44058 27.92164 MAYBE SUPERMARKETS PCT_ROW Percent of Row Frequency 20.37566 18.62857        
DK/RF Land promotion company PCT_ROW Percent of Row Frequency 32.21643 30.6671 MAYBE Department Store PCT_ROW Percent of Row Frequency 29.692 29.30008        
DK/RF ONLINE AUCTION PCT_ROW Percent of Row Frequency 11.86513 17.66303 MAYBE Mail order company PCT_ROW Percent of Row Frequency 26.21257 25.0679        
DK/RF Other Merchants PCT_ROW Percent of Row Frequency 32.78749 36.85356 MAYBE Specialty store PCT_ROW Percent of Row Frequency 25.75395 25.16987        
DK/RF TELEPHONE PCT_ROW Percent of Row Frequency 16.02641 19.46707 MAYBE PUBLISHER PCT_ROW Percent of Row Frequency 12.26458 11.70245        
DK/RF OTHER UTILITY PCT_ROW Percent of Row Frequency 12.60422 37.85854 MAYBE Land promotion company PCT_ROW Percent of Row Frequency 9.234044 16.93074        
DK/RF MEDICAL PCT_ROW Percent of Row Frequency 31.87479 46.51708 MAYBE ONLINE AUCTION PCT_ROW Percent of Row Frequency 7.582332 14.94139        
DK/RF OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 17.14272 34.28782 MAYBE Other Merchants PCT_ROW Percent of Row Frequency 14.20156 15.03353        
DK/RF Leisure service PCT_ROW Percent of Row Frequency 28.27058 32.07036 MAYBE TELEPHONE PCT_ROW Percent of Row Frequency 7.827347 7.269043        
DK/RF CABLE TV PCT_ROW Percent of Row Frequency 27.40695 19.21114 MAYBE OTHER UTILITY PCT_ROW Percent of Row Frequency 11.24852 7.030957        
DK/RF COMPUTER PCT_ROW Percent of Row Frequency 7.593054 37.59897 MAYBE MEDICAL PCT_ROW Percent of Row Frequency 8.127561 9.035962        
DK/RF Other services PCT_ROW Percent of Row Frequency 24.94605 29.36945 MAYBE OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 9.750031 5.615136        
DK/RF Consumer packaged goods PCT_ROW Percent of Row Frequency 24.75819 23.77589 MAYBE Leisure service PCT_ROW Percent of Row Frequency 13.19376 15.70943        
DK/RF Federal government PCT_ROW Percent of Row Frequency 34.65948 34.05303 MAYBE CABLE TV PCT_ROW Percent of Row Frequency 8.148033 5.534355        
DK/RF Nonfederal government PCT_ROW Percent of Row Frequency 26.05224 28.50179 MAYBE COMPUTER PCT_ROW Percent of Row Frequency 12.36503 8.718832        
DK/RF Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 41.05654   MAYBE Other services PCT_ROW Percent of Row Frequency 8.618139 8.18469        
DK/RF RESTAURANT PCT_ROW Percent of Row Frequency 10.805 31.40076 MAYBE Consumer packaged goods PCT_ROW Percent of Row Frequency 10.97161 12.18674        
DK/RF AUTO DEALERS PCT_ROW Percent of Row Frequency 23.23165 16.67128 MAYBE Federal government PCT_ROW Percent of Row Frequency 20.50028 13.08635        
DK/RF Service stations PCT_ROW Percent of Row Frequency 19.08982 24.12465 MAYBE Nonfederal government PCT_ROW Percent of Row Frequency 16.26306 10.02701        
DK/RF CRAFTSMAN PCT_ROW Percent of Row Frequency 14.4209 33.00127 MAYBE Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 10.15081 8.438181        
DK/RF Netflix and Blockbuster PCT_ROW Percent of Row Frequency   100 MAYBE RESTAURANT PCT_ROW Percent of Row Frequency 23.58066 24.88471        
DK/RF Don't know/No answer PCT_ROW Percent of Row Frequency 86.7717 69.58961 MAYBE AUTO DEALERS PCT_ROW Percent of Row Frequency 4.971562 7.619661        
  MAYBE Service stations PCT_ROW Percent of Row Frequency 18.6391 23.93754        
  MAYBE CRAFTSMAN PCT_ROW Percent of Row Frequency 6.401186 3.579453        
  MAYBE Netflix and Blockbuster PCT_ROW Percent of Row Frequency 12.4284 12.88224        
  MAYBE Don't know/No answer PCT_ROW Percent of Row Frequency 8.52073 13.79701        
  DK/RF   PCT_ROW Percent of Row Frequency          
  DK/RF CREDIT CARD PCT_ROW Percent of Row Frequency 8.872326 8.256729        
  DK/RF BANK PCT_ROW Percent of Row Frequency 11.62094 7.877727        
  DK/RF Securities broker PCT_ROW Percent of Row Frequency 7.597914 10.1864        
  DK/RF MONEY MARKET PCT_ROW Percent of Row Frequency 13.15376 1.195431        
  DK/RF Insurance Company PCT_ROW Percent of Row Frequency 9.207839 7.220669        
  DK/RF Real Estate/Mortgage PCT_ROW Percent of Row Frequency 10.95988 5.258822        
  DK/RF Other Financial PCT_ROW Percent of Row Frequency 8.172558 8.28786        
  DK/RF SUPERMARKETS PCT_ROW Percent of Row Frequency 8.967066 7.472225        
  DK/RF Department Store PCT_ROW Percent of Row Frequency 7.466547 6.408127        
  DK/RF Mail order company PCT_ROW Percent of Row Frequency 10.41298 9.380092        
  DK/RF Specialty store PCT_ROW Percent of Row Frequency 8.26212 7.357211        
  DK/RF PUBLISHER PCT_ROW Percent of Row Frequency 12.16081 10.5744        
  DK/RF Land promotion company PCT_ROW Percent of Row Frequency 4.604449 6.540897        
  DK/RF ONLINE AUCTION PCT_ROW Percent of Row Frequency 1.14306 2.304254        
  DK/RF Other Merchants PCT_ROW Percent of Row Frequency 13.71571 7.540665        
  DK/RF TELEPHONE PCT_ROW Percent of Row Frequency 7.257018 6.19725        
  DK/RF OTHER UTILITY PCT_ROW Percent of Row Frequency 6.196729 7.203763        
  DK/RF MEDICAL PCT_ROW Percent of Row Frequency 8.892738 7.69521        
  DK/RF OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 4.934886 5.803765        
  DK/RF Leisure service PCT_ROW Percent of Row Frequency 9.387467 9.064423        
  DK/RF CABLE TV PCT_ROW Percent of Row Frequency 8.793629 5.172272        
  DK/RF COMPUTER PCT_ROW Percent of Row Frequency 8.362669 5.345271        
  DK/RF Other services PCT_ROW Percent of Row Frequency 9.01127 9.470194        
  DK/RF Consumer packaged goods PCT_ROW Percent of Row Frequency 8.861564 7.101715        
  DK/RF Federal government PCT_ROW Percent of Row Frequency 10.9982 9.780773        
  DK/RF Nonfederal government PCT_ROW Percent of Row Frequency 23.53792 8.037111        
  DK/RF Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 8.695464 9.453486        
  DK/RF RESTAURANT PCT_ROW Percent of Row Frequency 12.51992 6.531118        
  DK/RF AUTO DEALERS PCT_ROW Percent of Row Frequency 8.384732 6.524049        
  DK/RF Service stations PCT_ROW Percent of Row Frequency 8.945884 3.861448        
  DK/RF CRAFTSMAN PCT_ROW Percent of Row Frequency 8.432005 10.68929        
  DK/RF Netflix and Blockbuster PCT_ROW Percent of Row Frequency 12.16322 0        
  DK/RF Don't know/No answer PCT_ROW Percent of Row Frequency 29.70398 7.63519