Appendix A3: Standard Mail
Table A3-1 |
||||
Content |
1987 |
2010 |
2011 |
|
Advertisement |
80.9 |
86.4 |
83.7 |
|
Fund
request |
1.2 |
1.1 |
0.5 |
|
Newsletter/information/other |
10.9 |
2.0 |
1.3 |
|
Don't
know/No answer |
7.0 |
7.9 |
12.6 |
|
Total |
100.0 |
97.3 |
98.1 |
|
1 Prior 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. |
||||
Industry |
Quarter
1 |
Quarter
2 |
Quarter
3 |
Quarter
4 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Credit Card |
0.2 |
0.0 |
1.1 |
0.2 |
0.0 |
0.9 |
0.3 |
0.0 |
0.8 |
0.2 |
0.0 |
0.8 |
|
Bank |
0.2 |
0.0 |
0.4 |
0.1 |
0.0 |
0.4 |
0.3 |
0.0 |
0.4 |
0.2 |
0.0 |
0.4 |
|
Total
Financial |
0.9 |
0.0 |
2.5 |
0.8 |
0.0 |
2.3 |
1.2 |
0.0 |
2.3 |
0.8 |
0.0 |
2.3 |
|
Supermarkets |
0.3 |
0.0 |
0.1 |
0.3 |
0.0 |
0.1 |
0.2 |
0.0 |
0.1 |
0.2 |
0.0 |
0.1 |
|
Department store |
1.4 |
0.0 |
0.6 |
0.8 |
0.0 |
0.7 |
1.3 |
0.0 |
0.5 |
1.1 |
0.0 |
1.0 |
|
Mail order company |
1.1 |
0.0 |
1.0 |
1.4 |
0.0 |
1.1 |
1.3 |
0.0 |
1.2 |
1.3 |
0.0 |
1.5 |
|
Specialty store |
0.8 |
0.0 |
1.0 |
0.7 |
0.0 |
1.1 |
0.8 |
0.0 |
0.9 |
0.7 |
0.0 |
1.5 |
|
Publisher |
0.9 |
0.0 |
0.5 |
1.4 |
0.0 |
0.4 |
0.9 |
0.0 |
0.4 |
1.2 |
0.0 |
0.5 |
|
Total
Merchants |
4.9 |
0.0 |
3.5 |
4.8 |
0.0 |
3.7 |
5.0 |
0.0 |
3.4 |
4.8 |
0.0 |
4.9 |
|
Total
Services |
0.5 |
0.0 |
1.5 |
0.4 |
0.0 |
1.6 |
0.7 |
0.0 |
1.5 |
0.5 |
0.0 |
1.5 |
|
Total Social/Charitable/Political/Nonprofit |
0.5 |
0.0 |
0.4 |
0.2 |
0.0 |
0.4 |
0.2 |
0.0 |
0.2 |
0.2 |
0.0 |
0.4 |
|
Detached label card |
0.6 |
0.0 |
0.1 |
0.5 |
0.0 |
0.1 |
0.7 |
0.0 |
0.1 |
0.6 |
0.0 |
0.1 |
|
Not from one organization |
0.6 |
1.1 |
1.0 |
0.4 |
1.0 |
1.0 |
0.4 |
1.0 |
1.0 |
0.4 |
0.9 |
0.9 |
|
Total
Pieces Per Household Per Week |
8.2 |
9.5 |
11.3 |
7.3 |
9.4 |
9.3 |
8.4 |
8.9 |
9.8 |
7.4 |
10.5 |
8.7 |
|
Note: Totals are independent
from summation of row stubs since row stubs are not exhaustive of all mail
pieces. |
|||||||||||||
1 Prior 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. |
|||||||||||||
Addressee |
Percent
of Total Standard Mail |
Pieces
Per Household Per Week |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Addressed to specific person |
50.1 |
68.0 |
68.0 |
5.3 |
9.2 |
9.3 |
|
Addressed to occupant |
22.7 |
15.4 |
15.5 |
2.4 |
2.1 |
2.1 |
|
Don't know/No answer |
0.9 |
2.1 |
1.9 |
0.1 |
0.3 |
0.3 |
|
Total Pieces Received by Household |
73.7 |
85.5 |
85.5 |
7.8 |
11.5 |
11.7 |
|
Base: RPW Total, Regular Rate
Bulk and Nonprofit Rate Bulk. |
|||||||
Note: Totals may not sum due to
rounding. |
|||||||
1 Prior 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 A3-4 |
||||||||||
Industry |
Addressed to Specific Household
Members |
Addressed To Occupant/ Resident
|
Total |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
97.1 |
95.7 |
95.2 |
2.0 |
1.5 |
0.8 |
100.0 |
100.0 |
100.0 |
|
Bank |
89.8 |
86.9 |
87.0 |
8.7 |
8.9 |
9.9 |
100.0 |
100.0 |
100.0 |
|
Insurance Company |
93.2 |
90.1 |
92.4 |
5.5 |
5.8 |
4.6 |
100.0 |
100.0 |
100.0 |
|
Real Estate/Mortgage |
72.8 |
78.8 |
71.9 |
26.7 |
19.8 |
22.2 |
100.0 |
100.0 |
100.0 |
|
Investments |
N/A |
95.1 |
95.0 |
N/A |
4.1 |
3.6 |
N/A |
100.0 |
100.0 |
|
Total
Financial |
92.1 |
91.8 |
92.8 |
6.8 |
5.0 |
3.8 |
100.0 |
100.0 |
100.0 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
11.1 |
58.6 |
57.1 |
87.7 |
40.5 |
42.4 |
100.0 |
100.0 |
100.0 |
|
Department store |
68.3 |
89.9 |
91.6 |
30.9 |
9.2 |
7.8 |
100.0 |
100.0 |
100.0 |
|
Specialty store |
56.4 |
87.1 |
85.3 |
43.0 |
12.1 |
14.3 |
100.0 |
100.0 |
100.0 |
|
Mail order company |
95.8 |
96.4 |
97.1 |
3.3 |
1.4 |
1.5 |
100.0 |
100.0 |
100.0 |
|
Restaurant |
21.3 |
20.6 |
16.2 |
77.6 |
77.6 |
83.3 |
100.0 |
100.0 |
100.0 |
|
Publisher |
72.0 |
81.1 |
78.8 |
25.8 |
15.6 |
18.5 |
100.0 |
100.0 |
100.0 |
|
Auto Dealers |
88.7 |
85.5 |
85.8 |
8.6 |
14.4 |
13.9 |
100.0 |
100.0 |
100.0 |
|
Online Auction |
N/A |
93.8 |
80.0 |
N/A |
6.2 |
20.0 |
N/A |
100.0 |
100.0 |
|
Total
Merchants |
72.1 |
86.9 |
86.3 |
26.7 |
11.5 |
12.7 |
100.0 |
100.0 |
100.0 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
94.6 |
90.7 |
76.8 |
4.7 |
6.9 |
21.0 |
100.0 |
100.0 |
100.0 |
|
Other Utilities |
90.4 |
86.0 |
84.9 |
2.4 |
12.9 |
11.7 |
100.0 |
100.0 |
100.0 |
|
Medical |
77.2 |
78.9 |
76.3 |
22.7 |
19.5 |
22.1 |
100.0 |
100.0 |
100.0 |
|
Other professional |
91.0 |
86.6 |
86.3 |
6.5 |
11.0 |
12.1 |
100.0 |
100.0 |
100.0 |
|
Dvd/Bluray/Video
Game Rental Company |
N/A |
93.5 |
92.6 |
N/A |
6.5 |
6.7 |
N/A |
100.0 |
100.0 |
|
Craftsman |
41.9 |
66.7 |
72.8 |
57.2 |
33.2 |
26.2 |
100.0 |
100.0 |
100.0 |
|
Leisure service |
85.2 |
94.4 |
96.4 |
14.5 |
4.9 |
3.0 |
100.0 |
100.0 |
100.0 |
|
Auto Maintenance |
N/A |
81.0 |
83.8 |
N/A |
19.0 |
16.1 |
N/A |
100.0 |
100.0 |
|
Roadside Assistance |
N/A |
91.7 |
92.4 |
N/A |
2.2 |
1.3 |
N/A |
100.0 |
100.0 |
|
Total
Services |
81.5 |
78.5 |
79.2 |
17.5 |
19.8 |
19.1 |
100.0 |
100.0 |
100.0 |
|
All Manufacturers |
86.1 |
94.1 |
95.7 |
13.5 |
3.9 |
1.8 |
100.0 |
100.0 |
100.0 |
|
Federal Government |
N/A |
69.3 |
59.7 |
N/A |
24.3 |
39.5 |
N/A |
100.0 |
100.0 |
|
Nonfederal Government |
73.3 |
61.7 |
51.2 |
26.3 |
37.4 |
47.9 |
100.0 |
100.0 |
100.0 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
Union or Professional Organization |
89.6 |
92.7 |
93.8 |
10.4 |
5.2 |
3.8 |
100.0 |
100.0 |
100.0 |
|
Church |
79.4 |
83.2 |
88.6 |
15.9 |
12.8 |
11.4 |
100.0 |
100.0 |
100.0 |
|
Veterans |
N/A |
47.0 |
83.7 |
N/A |
50.5 |
14.1 |
N/A |
100.0 |
100.0 |
|
Educational |
87.9 |
82.1 |
88.6 |
11.4 |
17.4 |
10.4 |
100.0 |
100.0 |
100.0 |
|
Charities |
98.1 |
70.6 |
80.9 |
1.9 |
23.4 |
7.7 |
100.0 |
100.0 |
100.0 |
|
Political |
87.3 |
86.2 |
88.0 |
12.1 |
12.9 |
12.0 |
100.0 |
100.0 |
100.0 |
|
AARP |
100.0 |
91.3 |
86.6 |
0.0 |
1.3 |
2.4 |
100.0 |
100.0 |
100.0 |
|
Total
Social/Charitable/Political/Nonprofit |
88.3 |
84.2 |
88.4 |
10.7 |
14.2 |
10.1 |
100.0 |
100.0 |
100.0 |
|
Note: Percents are row
percentages within each Industry classification. |
||||||||||
Totals may not equal exactly 100% due to
unreported categories. |
||||||||||
1 Prior 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 A3-5 |
|||||||
Shape |
Percent of |
Pieces Per |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Letter Size Envelope |
17.3 |
30.0 |
33.6 |
1.8 |
3.4 |
3.9 |
|
Larger Envelope |
12.0 |
2.7 |
1.9 |
1.3 |
0.3 |
0.2 |
|
Total
Envelope |
29.3 |
32.7 |
35.6 |
3.1 |
3.7 |
4.1 |
|
Detached Label Card |
5.8 |
0.7 |
0.7 |
0.6 |
0.1 |
0.1 |
|
Postcard |
1.8 |
2.2 |
1.4 |
0.2 |
0.3 |
0.2 |
|
Catalog (not in envelope) |
14.2 |
13.9 |
13.4 |
1.5 |
1.6 |
1.5 |
|
Flyers/Circulars |
20.1 |
31.1 |
30.3 |
2.1 |
3.5 |
3.5 |
|
Magazines/Newsletters |
1.7 |
2.5 |
2.4 |
0.2 |
0.3 |
0.3 |
|
Other/Don't Know/No answer |
1.0 |
1.2 |
0.8 |
0.1 |
0.1 |
0.1 |
|
Total
Pieces Received by Households |
73.8 |
84.3 |
84.6 |
7.8 |
9.6 |
9.8 |
|
Base: RPW Total, Regular Rate Bulk: Regular and
Enhanced Carrier Route. |
|||||||
Note: Totals may not sum due to rounding. |
|||||||
1 Prior 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. |
|||||||
Industry |
Letter Size Envelope |
Larger Envelope |
Postcard |
Catalog |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Credit
card |
59.5 |
84.9 |
90.9 |
28.1 |
3.3 |
1.5 |
0.4 |
0.5 |
0.2 |
3.1 |
0.5 |
0.2 |
|
Bank |
65.0 |
67.8 |
71.8 |
14.6 |
4.4 |
2.5 |
3.4 |
2.4 |
0.8 |
1.8 |
0.5 |
0.2 |
|
Insurance
Company |
66.8 |
76.1 |
75.5 |
19.9 |
6.2 |
5.4 |
0.7 |
0.9 |
0.6 |
1.4 |
0.4 |
0.3 |
|
Real
Estate/Mortgage |
32.1 |
44.3 |
47.3 |
7.3 |
1.9 |
1.7 |
10.7 |
8.0 |
4.3 |
3.2 |
1.6 |
0.1 |
|
Investments |
N/A |
44.9 |
49.1 |
N/A |
23.2 |
22.0 |
N/A |
0.7 |
0.1 |
N/A |
4.6 |
1.1 |
|
Total Financial |
60.1 |
73.9 |
79.4 |
19.4 |
6.1 |
4.3 |
2.0 |
1.3 |
0.5 |
2.6 |
0.9 |
0.3 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Supermarkets |
4.0 |
5.9 |
6.5 |
2.7 |
3.0 |
3.0 |
0.7 |
4.6 |
2.2 |
5.2 |
4.4 |
3.5 |
|
Department
store |
8.8 |
10.4 |
12.5 |
3.6 |
2.0 |
1.7 |
3.3 |
6.8 |
3.5 |
40.8 |
6.8 |
3.5 |
|
Specialty
store |
10.5 |
7.0 |
6.8 |
6.5 |
0.7 |
0.5 |
5.1 |
3.5 |
2.9 |
26.8 |
35.3 |
31.3 |
|
Mail
order company |
20.8 |
13.9 |
13.7 |
22.0 |
2.0 |
1.1 |
0.8 |
0.5 |
0.4 |
48.5 |
73.6 |
79.5 |
|
Restaurant |
4.5 |
4.1 |
4.0 |
1.6 |
0.4 |
0.5 |
21.8 |
7.4 |
7.4 |
2.1 |
0.5 |
0.7 |
|
Publisher |
26.5 |
63.2 |
61.5 |
34.1 |
3.6 |
2.0 |
1.2 |
0.5 |
0.6 |
4.4 |
3.2 |
4.6 |
|
Auto
Dealers |
28.1 |
21.6 |
27.1 |
13.6 |
1.9 |
3.9 |
6.5 |
1.6 |
4.0 |
7.1 |
0.6 |
1.8 |
|
Online Auction |
N/A |
27.4 |
32.2 |
N/A |
19.0 |
3.7 |
N/A |
6.5 |
1.5 |
N/A |
6.4 |
13.7 |
|
Total Merchants |
18.0 |
16.9 |
17.0 |
16.3 |
1.9 |
1.3 |
2.5 |
3.0 |
2.1 |
28.1 |
37.8 |
37.9 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Telephone |
28.9 |
49.7 |
62.9 |
42.9 |
4.5 |
1.4 |
5.2 |
1.4 |
0.8 |
6.2 |
1.2 |
0.6 |
|
Other
Utilities |
33.1 |
59.8 |
70.0 |
9.5 |
2.3 |
1.9 |
2.2 |
4.4 |
1.4 |
6.0 |
0.9 |
0.4 |
|
Medical |
27.1 |
39.7 |
37.1 |
8.1 |
3.6 |
1.7 |
6.9 |
4.4 |
4.7 |
2.6 |
1.4 |
1.1 |
|
Other
professional |
48.6 |
56.1 |
27.4 |
14.0 |
2.1 |
4.9 |
1.8 |
4.6 |
6.1 |
1.9 |
1.3 |
1.5 |
|
Dvd/Bluray/Video Game Rental
Company |
N/A |
75.7 |
35.6 |
N/A |
3.1 |
3.0 |
N/A |
1.6 |
0.0 |
N/A |
0.0 |
0.0 |
|
Craftsman |
13.2 |
29.0 |
33.3 |
9.9 |
0.6 |
1.6 |
5.9 |
7.5 |
8.8 |
0.0 |
0.2 |
0.6 |
|
Leisure
service |
41.5 |
27.5 |
22.4 |
15.9 |
4.1 |
2.3 |
4.2 |
4.9 |
3.5 |
4.1 |
6.7 |
8.4 |
|
Auto
Maintenance |
N/A |
8.9 |
13.6 |
N/A |
0.3 |
0.3 |
N/A |
9.3 |
6.6 |
N/A |
0.2 |
0.2 |
|
Roadside
Assistance |
N/A |
85.5 |
86.6 |
N/A |
1.3 |
5.8 |
N/A |
0.4 |
0.3 |
N/A |
0.3 |
0.6 |
|
Total Services |
32.8 |
41.3 |
43.94 |
17.5 |
2.994 |
1.762 |
6.0 |
3.909 |
3.207 |
6.1 |
1.676 |
1.578 |
|
All
Manufacturers |
35.1 |
27.29 |
25.7 |
16.1 |
2.275 |
2.197 |
2.2 |
2.333 |
0.87 |
5.6 |
14.21 |
30.45 |
|
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Federal
Government |
N/A |
19.1 |
24.9 |
N/A |
9.8 |
4.3 |
N/A |
11.1 |
12.5 |
N/A |
4.6 |
0.6 |
|
Nonfederal
Government |
17.5 |
21.0 |
16.1 |
9.1 |
4.7 |
2.9 |
4.0 |
5.1 |
5.3 |
10.0 |
6.1 |
1.9 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Union
or Professional Organization |
38.3 |
35.7 |
45.7 |
17.7 |
6.9 |
6.3 |
2.2 |
3.1 |
1.4 |
3.4 |
2.7 |
2.1 |
|
Church |
36.3 |
25.1 |
36.0 |
10.1 |
4.5 |
1.9 |
3.5 |
7.4 |
4.4 |
4.3 |
4.1 |
2.9 |
|
Veterans |
N/A |
63.8 |
65.3 |
N/A |
11.3 |
8.8 |
N/A |
7.2 |
0.0 |
N/A |
0.0 |
3.8 |
|
Educational |
40.0 |
41.2 |
48.1 |
14.2 |
4.7 |
3.0 |
3.0 |
4.5 |
5.7 |
7.1 |
5.9 |
4.7 |
|
Charities |
N/A |
45.0 |
45.5 |
N/A |
6.5 |
11.1 |
N/A |
10.8 |
3.1 |
N/A |
5.9 |
18.2 |
|
Political |
33.1 |
14.5 |
8.9 |
2.7 |
1.2 |
0.7 |
8.4 |
7.3 |
6.1 |
0.4 |
0.3 |
0.3 |
|
AARP |
20.9 |
70.7 |
68.1 |
57.2 |
5.5 |
6.0 |
0.0 |
0.0 |
0.0 |
8.1 |
1.5 |
0.9 |
|
Total Social/Charitable/Political/Nonprofit |
37.0 |
30.3 |
29.7 |
12.4 |
3.6 |
3.0 |
4.5 |
5.7 |
4.7 |
3.3 |
2.5 |
2.4 |
|
Total |
23.5 |
35.6 |
39.8 |
16.2 |
3.2 |
2.3 |
2.5 |
2.6 |
1.7 |
19.2 |
16.5 |
15.8 |
|
Note:
Percentages are row percentages within each Industry. |
|||||||||||||
1 Prior 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. |
|||||||||||||
Industry |
Flyers/ |
Magazines/
Newsletters |
Other/ |
Total |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Credit card |
8.1 |
10.2 |
7.1 |
0.0 |
0.0 |
0.0 |
0.6 |
0.6 |
0.1 |
100.0 |
100.0 |
100.0 |
|
Bank |
14.3 |
23.5 |
23.4 |
0.1 |
0.7 |
0.8 |
0.7 |
0.8 |
0.5 |
100.0 |
100.0 |
100.0 |
|
Insurance Company |
10.2 |
13.0 |
14.2 |
0.5 |
2.4 |
3.2 |
0.5 |
0.9 |
0.8 |
100.0 |
100.0 |
100.0 |
|
Real Estate/Mortgage |
44.9 |
40.5 |
43.9 |
1.4 |
3.0 |
2.2 |
0.5 |
0.7 |
0.4 |
100.0 |
100.0 |
100.0 |
|
Investments |
N/A |
14.3 |
11.2 |
N/A |
7.8 |
14.8 |
N/A |
4.5 |
1.7 |
N/A |
100.0 |
100.0 |
|
Total
Financial |
14.7 |
15.0 |
12.8 |
0.5 |
1.8 |
2.2 |
0.8 |
1.1 |
0.5 |
100.0 |
100.0 |
100.0 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Supermarkets |
85.7 |
77.6 |
82.2 |
0.8 |
3.4 |
1.7 |
0.7 |
1.2 |
0.9 |
100.0 |
100.0 |
100.0 |
|
Department store |
42.5 |
52.5 |
64.5 |
0.3 |
2.5 |
1.5 |
0.6 |
3.7 |
2.2 |
100.0 |
84.7 |
89.2 |
|
Specialty store |
49.8 |
51.5 |
57.2 |
0.3 |
0.8 |
0.4 |
0.7 |
1.2 |
0.8 |
100.0 |
100.0 |
100.0 |
|
Mail order company |
7.0 |
6.6 |
3.6 |
0.2 |
0.9 |
0.4 |
0.8 |
2.4 |
1.4 |
100.0 |
100.0 |
100.0 |
|
Restaurant |
70.0 |
87.3 |
86.4 |
0.0 |
0.0 |
0.2 |
0.0 |
0.3 |
0.9 |
100.0 |
100.0 |
100.0 |
|
Publisher |
20.4 |
7.9 |
6.7 |
12.1 |
20.3 |
23.0 |
1.2 |
1.3 |
1.7 |
100.0 |
100.0 |
100.0 |
|
Auto Dealers |
42.7 |
73.2 |
62.4 |
1.8 |
0.5 |
0.4 |
0.2 |
0.5 |
0.3 |
100.0 |
100.0 |
100.0 |
|
Online Auction |
N/A |
32.7 |
40.6 |
N/A |
4.1 |
4.6 |
N/A |
4.0 |
3.7 |
N/A |
100.0 |
100.0 |
|
Total
Merchants |
31.3 |
34.8 |
37.1 |
2.9 |
3.5 |
3.3 |
0.9 |
2.1 |
1.4 |
100.0 |
100.0 |
100.0 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Telephone |
14.3 |
42.3 |
33.5 |
1.3 |
0.3 |
0.5 |
1.3 |
0.5 |
0.4 |
100.0 |
100.0 |
100.0 |
|
Other Utilities |
29.3 |
29.1 |
20.0 |
5.0 |
2.2 |
5.8 |
14.7 |
1.2 |
0.6 |
100.0 |
100.0 |
100.0 |
|
Medical |
50.5 |
46.2 |
50.9 |
4.4 |
4.1 |
4.3 |
0.5 |
0.6 |
0.4 |
100.0 |
100.0 |
100.0 |
|
Other professional |
31.5 |
31.0 |
57.1 |
2.2 |
3.1 |
1.9 |
0.0 |
1.9 |
1.2 |
100.0 |
100.0 |
100.0 |
|
Dvd/Bluray/Video Game Rental Company |
N/A |
19.7 |
59.7 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
1.7 |
N/A |
100.0 |
100.0 |
|
Craftsman |
70.4 |
62.6 |
54.6 |
0.6 |
0.0 |
0.5 |
0.0 |
0.1 |
0.6 |
100.0 |
100.0 |
100.0 |
|
Leisure service |
33.1 |
53.3 |
60.1 |
0.8 |
2.3 |
1.7 |
0.4 |
1.2 |
1.6 |
100.0 |
100.0 |
100.0 |
|
Auto Maintenance |
N/A |
80.9 |
78.7 |
N/A |
0.0 |
0.0 |
N/A |
0.4 |
0.5 |
N/A |
100.0 |
100.0 |
|
Roadside Assistance |
N/A |
6.9 |
2.8 |
N/A |
5.6 |
3.4 |
N/A |
0.0 |
0.7 |
N/A |
100.0 |
100.0 |
|
Total
Services |
34.3 |
47.9 |
47.2 |
2.0 |
1.4 |
1.7 |
1.3 |
0.8 |
0.6 |
100.0 |
100.0 |
100.0 |
|
All Manufacturers |
38.0 |
49.8 |
37.4 |
1.8 |
2.3 |
1.8 |
1.2 |
1.8 |
1.6 |
100.0 |
100.0 |
100.0 |
|
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Federal Government |
N/A |
44.8 |
47.5 |
N/A |
7.6 |
6.6 |
N/A |
3.0 |
3.6 |
N/A |
100.0 |
100.0 |
|
Nonfederal Government |
55.8 |
40.8 |
40.8 |
2.2 |
20.6 |
32.1 |
1.3 |
1.7 |
0.9 |
100.0 |
100.0 |
100.0 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Union or Professional
Organization |
35.6 |
23.2 |
14.7 |
2.8 |
26.6 |
29.2 |
0.0 |
1.7 |
0.6 |
100.0 |
100.0 |
100.0 |
|
Church |
38.5 |
26.8 |
25.4 |
1.0 |
31.5 |
23.6 |
0.3 |
0.5 |
5.8 |
100.0 |
100.0 |
100.0 |
|
Veterans |
N/A |
8.1 |
2.0 |
N/A |
7.5 |
18.1 |
N/A |
2.1 |
2.0 |
N/A |
100.0 |
100.0 |
|
Educational |
33.7 |
36.7 |
28.6 |
1.4 |
5.8 |
8.3 |
0.6 |
1.2 |
1.5 |
100.0 |
100.0 |
100.0 |
|
Charities |
N/A |
25.7 |
11.2 |
N/A |
5.7 |
5.4 |
N/A |
0.4 |
5.6 |
N/A |
100.0 |
100.0 |
|
Political |
54.0 |
76.1 |
83.7 |
1.3 |
0.5 |
0.3 |
0.2 |
0.1 |
0.0 |
100.0 |
100.0 |
100.0 |
|
AARP |
6.7 |
15.7 |
11.9 |
7.0 |
6.7 |
10.8 |
0.0 |
0.0 |
2.4 |
100.0 |
100.0 |
100.0 |
|
Total
Social/Charitable/Political/Nonprofit |
39.8 |
49.8 |
50.3 |
2.4 |
7.3 |
8.9 |
0.4 |
0.8 |
0.9 |
100.0 |
100.0 |
100.0 |
|
Total |
27.2 |
36.9 |
35.8 |
2.3 |
2.9 |
2.8 |
1.3 |
2.2 |
1.8 |
100.0 |
100.0 |
100.0 |
|
Note: Percentages are row
percentages within each Industry. |
|||||||||||||
1 Prior 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 |
||||||||||
Industry |
Letter Size Envelope |
Larger Envelope |
Postcards |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
7.5 |
22.3 |
32.1 |
5.1 |
9.7 |
9.4 |
0.5 |
1.9 |
1.3 |
|
Bank |
6.9 |
7.6 |
5.6 |
2.3 |
5.5 |
3.4 |
3.4 |
3.6 |
1.4 |
|
Insurance Company |
2.7 |
16.5 |
15.7 |
1.3 |
15.0 |
19.6 |
0.2 |
2.7 |
2.8 |
|
Real Estate/Mortgage |
0.4 |
1.2 |
1.2 |
0.1 |
0.6 |
0.7 |
0.0 |
3.0 |
2.5 |
|
Investments |
N/A |
2.7 |
2.7 |
N/A |
15.6 |
21.0 |
N/A |
0.6 |
0.1 |
|
Other Financial |
0.6 |
0.6 |
0.7 |
0.3 |
0.8 |
0.0 |
0.0 |
0.0 |
0.3 |
|
Total Financial |
30.3 |
50.8 |
57.9 |
14.3 |
47.1 |
54.2 |
8.5 |
11.7 |
8.4 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
0.5 |
0.2 |
0.2 |
0.5 |
1.2 |
1.7 |
0.9 |
2.2 |
1.6 |
|
Department store |
5.6 |
2.2 |
2.2 |
3.3 |
4.7 |
5.2 |
19.7 |
19.3 |
14.1 |
|
Specialty store |
4.1 |
2.3 |
1.8 |
3.7 |
2.5 |
2.5 |
19.0 |
15.8 |
17.6 |
|
Mail order company |
14.4 |
4.9 |
4.3 |
22.1 |
7.9 |
6.1 |
5.2 |
2.3 |
2.7 |
|
Restaurant |
0.1 |
0.1 |
0.1 |
0.1 |
0.1 |
0.3 |
6.1 |
3.2 |
5.6 |
|
Publisher |
15.5 |
8.4 |
6.8 |
28.9 |
5.3 |
3.8 |
6.4 |
1.0 |
1.4 |
|
Auto Dealers |
0.7 |
0.5 |
0.5 |
0.5 |
0.5 |
1.4 |
1.4 |
0.5 |
1.9 |
|
Online Auction |
N/A |
0.1 |
0.1 |
N/A |
0.6 |
0.2 |
N/A |
0.2 |
0.1 |
|
Other merchants |
2.7 |
0.5 |
0.3 |
2.2 |
1.1 |
0.6 |
1.9 |
2.6 |
1.3 |
|
Total Merchants |
48.0 |
19.2 |
16.4 |
63.1 |
24.0 |
21.7 |
62.7 |
47.0 |
46.3 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
1.0 |
2.8 |
8.1 |
2.1 |
2.8 |
3.2 |
1.7 |
1.1 |
2.3 |
|
Other Utilities |
0.3 |
1.5 |
1.6 |
0.1 |
0.6 |
0.7 |
0.2 |
1.4 |
0.7 |
|
Medical |
1.1 |
2.4 |
1.9 |
0.5 |
2.5 |
1.5 |
2.5 |
3.6 |
5.6 |
|
Other professional |
0.8 |
0.5 |
0.3 |
0.3 |
0.2 |
0.9 |
0.3 |
0.6 |
1.5 |
|
Dvd/Bluray/Video Game Rental
Company |
N/A |
0.4 |
0.1 |
N/A |
0.2 |
0.2 |
N/A |
0.1 |
0.0 |
|
Craftsman |
0.1 |
0.8 |
1.0 |
0.1 |
0.2 |
0.9 |
0.4 |
2.6 |
6.1 |
|
Leisure service |
2.9 |
1.7 |
1.0 |
1.6 |
2.9 |
1.9 |
2.7 |
4.2 |
3.8 |
|
Auto Maintenance |
N/A |
0.2 |
0.4 |
N/A |
0.1 |
0.1 |
N/A |
2.2 |
4.0 |
|
Roadside Assistance |
N/A |
1.1 |
0.9 |
N/A |
0.2 |
1.1 |
N/A |
0.1 |
0.1 |
|
Other services |
2.3 |
7.4 |
1.8 |
1.4 |
5.5 |
1.6 |
5.4 |
8.1 |
5.1 |
|
Total Services |
9.4 |
18.7 |
17.2 |
7.3 |
15.1 |
12.0 |
16.1 |
24.1 |
29.2 |
|
All Manufacturers |
2.4 |
1.9 |
1.6 |
1.6 |
1.8 |
2.4 |
1.4 |
2.2 |
1.3 |
|
Federal Government |
N/A |
0.3 |
0.3 |
N/A |
1.4 |
1.0 |
N/A |
2.0 |
3.8 |
|
Nonfederal Government |
0.7 |
0.5 |
0.2 |
0.6 |
1.2 |
0.7 |
1.6 |
1.5 |
1.8 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
Union Or Professional
Organization |
0.6 |
0.3 |
0.3 |
0.4 |
0.7 |
0.8 |
0.3 |
0.4 |
0.2 |
|
Church |
0.3 |
0.1 |
0.1 |
0.1 |
0.2 |
0.1 |
0.3 |
0.4 |
0.2 |
|
Veterans |
N/A |
0.2 |
0.2 |
N/A |
0.4 |
0.4 |
N/A |
0.3 |
0.0 |
|
Educational |
1.2 |
1.1 |
0.7 |
0.6 |
1.3 |
0.7 |
0.8 |
1.6 |
1.9 |
|
Charities |
N/A |
0.3 |
0.1 |
N/A |
0.4 |
0.5 |
N/A |
0.9 |
0.2 |
|
Political |
1.6 |
0.6 |
0.3 |
0.2 |
0.5 |
0.4 |
3.7 |
4.1 |
4.7 |
|
AARP |
0.1 |
0.2 |
0.2 |
0.5 |
0.2 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Other
Social/Charitable/Political/Nonprofit |
1.1 |
0.5 |
0.2 |
0.6 |
0.5 |
0.5 |
0.5 |
0.7 |
0.4 |
|
Total
Social/Charitable/Political/Nonprofit |
4.9 |
3.3 |
2.1 |
2.4 |
4.3 |
3.6 |
5.6 |
8.4 |
7.5 |
|
Not from one organization |
4.3 |
4.8 |
3.7 |
10.9 |
3.8 |
4.2 |
2.9 |
1.1 |
1.0 |
|
Don't know/No answer |
2.4 |
0.6 |
0.5 |
1.4 |
1.2 |
0.2 |
1.6 |
1.9 |
0.6 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Note: Sub-totals and Totals may
not sum due to rounding. |
||||||||||
1 Prior 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. |
||||||||||
Industry |
Catalog |
Flyers/ |
Magazines/ Newsletters |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
0.5 |
0.3 |
0.2 |
0.9 |
2.6 |
2.8 |
0.0 |
0.1 |
0.1 |
|
Bank |
0.2 |
0.1 |
0.0 |
1.3 |
2.5 |
2.0 |
0.1 |
0.9 |
0.9 |
|
Insurance Company |
0.3 |
0.2 |
0.1 |
1.4 |
2.7 |
3.3 |
0.8 |
6.4 |
9.5 |
|
Real Estate/Mortgage |
0.2 |
0.1 |
0.0 |
1.7 |
1.1 |
1.2 |
0.6 |
1.0 |
0.8 |
|
Investments |
N/A |
0.6 |
0.2 |
N/A |
0.8 |
0.7 |
N/A |
5.7 |
11.4 |
|
Other Financial |
0.0 |
0.0 |
0.0 |
0.3 |
0.2 |
0.4 |
0.2 |
0.8 |
0.0 |
|
Total
Financial |
1.6 |
1.3 |
0.5 |
6.4 |
9.9 |
10.4 |
2.5 |
14.9 |
22.7 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
0.9 |
0.3 |
0.3 |
10.0 |
2.7 |
2.9 |
1.1 |
1.5 |
0.8 |
|
Department store |
31.9 |
9.9 |
6.3 |
23.4 |
10.5 |
12.6 |
2.1 |
6.3 |
3.7 |
|
Specialty store |
12.9 |
25.3 |
20.8 |
17.0 |
16.5 |
16.8 |
1.4 |
3.1 |
1.5 |
|
Mail order company |
41.0 |
56.0 |
63.1 |
4.2 |
2.3 |
1.3 |
1.4 |
3.9 |
1.7 |
|
Restaurant |
0.1 |
0.0 |
0.1 |
1.8 |
2.7 |
3.1 |
0.0 |
0.0 |
0.1 |
|
Publisher |
3.2 |
0.9 |
1.3 |
10.3 |
1.0 |
0.8 |
71.9 |
32.7 |
36.1 |
|
Auto Dealers |
0.2 |
0.0 |
0.1 |
0.9 |
1.5 |
1.4 |
0.4 |
0.1 |
0.1 |
|
Online Auction |
N/A |
0.0 |
0.1 |
N/A |
0.1 |
0.1 |
N/A |
0.1 |
0.2 |
|
Other merchants |
0.9 |
0.3 |
0.3 |
1.4 |
0.9 |
0.8 |
0.0 |
0.7 |
0.2 |
|
Total
Merchants |
91.9 |
92.9 |
92.3 |
72.3 |
38.1 |
39.9 |
79.7 |
48.4 |
44.4 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
0.3 |
0.2 |
0.2 |
0.4 |
2.3 |
4.8 |
0.4 |
0.2 |
0.8 |
|
Other Utilities |
0.1 |
0.0 |
0.0 |
0.2 |
0.7 |
0.5 |
0.4 |
0.7 |
1.8 |
|
Medical |
0.1 |
0.2 |
0.1 |
1.7 |
2.7 |
2.9 |
1.7 |
3.1 |
3.1 |
|
Other professional |
0.0 |
0.0 |
0.0 |
0.5 |
0.3 |
0.7 |
0.4 |
0.4 |
0.3 |
|
Dvd/Bluray/Video Game Rental Company |
N/A |
0.0 |
0.0 |
N/A |
0.1 |
0.3 |
N/A |
0.0 |
0.0 |
|
Craftsman |
0.0 |
0.0 |
0.0 |
0.5 |
1.6 |
1.8 |
0.0 |
0.0 |
0.2 |
|
Leisure service |
0.3 |
0.9 |
1.0 |
2.0 |
3.2 |
3.1 |
0.6 |
1.8 |
1.1 |
|
Auto Maintenance |
N/A |
0.0 |
0.0 |
N/A |
1.4 |
2.2 |
N/A |
0.0 |
0.0 |
|
Roadside Assistance |
N/A |
0.0 |
0.0 |
N/A |
0.1 |
0.0 |
N/A |
0.9 |
0.5 |
|
Other services |
0.2 |
0.3 |
0.1 |
1.8 |
8.6 |
4.2 |
0.8 |
1.0 |
1.4 |
|
Total
Services |
2.2 |
1.6 |
1.6 |
8.5 |
20.9 |
20.5 |
6.0 |
7.9 |
9.3 |
|
All Manufacturers |
0.5 |
2.2 |
4.8 |
2.2 |
3.4 |
2.6 |
1.3 |
2.0 |
1.6 |
|
Federal Government |
N/A |
0.1 |
0.0 |
N/A |
0.6 |
0.7 |
N/A |
1.2 |
1.2 |
|
Nonfederal Government |
0.5 |
0.3 |
0.1 |
2.0 |
0.9 |
0.7 |
1.0 |
5.5 |
6.5 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
Union or Professional Organization |
0.1 |
0.1 |
0.0 |
0.4 |
0.2 |
0.1 |
0.4 |
3.1 |
2.9 |
|
Church |
0.0 |
0.0 |
0.0 |
0.3 |
0.1 |
0.0 |
0.7 |
1.7 |
0.5 |
|
Veterans |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.3 |
0.6 |
|
Educational |
0.3 |
0.3 |
0.2 |
0.9 |
0.9 |
0.4 |
0.4 |
1.8 |
1.6 |
|
Charities |
N/A |
0.1 |
0.1 |
N/A |
0.2 |
0.0 |
N/A |
0.4 |
0.2 |
|
Political |
0.0 |
0.0 |
0.0 |
2.2 |
3.0 |
3.1 |
0.6 |
0.2 |
0.2 |
|
AARP |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.4 |
0.2 |
0.4 |
|
Other Social/Charitable/Political/Nonprofit |
0.0 |
0.1 |
0.0 |
0.7 |
0.7 |
0.1 |
0.8 |
1.7 |
2.3 |
|
Total
Social/Charitable/Political/Nonprofit |
0.5 |
0.6 |
0.4 |
4.5 |
5.2 |
3.9 |
3.3 |
9.5 |
8.7 |
|
Not from one organization |
1.9 |
0.6 |
0.2 |
4.9 |
20.8 |
21.3 |
6.0 |
9.5 |
3.2 |
|
Don't know/No answer |
1.4 |
0.4 |
0.2 |
1.4 |
0.2 |
0.1 |
1.5 |
1.2 |
2.4 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Note: Sub-totals and Totals may not sum due to
rounding. |
||||||||||
1 Prior 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 A3-9 |
||||
Income |
1987 |
2010 |
2011 |
|
< $7K |
3.8 |
3.5 |
3.2 |
|
$ 7K - $9.9K |
5.2 |
4.2 |
4.8 |
|
$ 10K - $14.9K |
5.8 |
5.4 |
5.3 |
|
$ 15K - $19.9K |
6.5 |
5.4 |
5.4 |
|
$ 20K - $24.9K |
6.6 |
6.6 |
6.5 |
|
$ 25K - $29.9K |
7.9 |
7.2 |
7.3 |
|
$ 30K - $34.9K |
8.7 |
7.2 |
7.3 |
|
$ 35K - $49.9K |
9.5 |
8.1 |
8.1 |
|
$ 50K - $64.9K |
10.9 |
9.7 |
9.8 |
|
$ 65K - Over |
14.8 |
12.7 |
12.8 |
|
Age of Head of Household |
1987 |
2010 |
2011 |
|
18 - 24 |
3.3 |
4.9 |
5.4 |
|
25 - 34 |
6.6 |
7.7 |
7.9 |
|
35 - 44 |
8.3 |
9.9 |
9.8 |
|
45 - 54 |
8.9 |
10.3 |
11.2 |
|
55 - 64 |
9.8 |
10.9 |
10.9 |
|
65 - 69 |
8.2 |
11.2 |
11.1 |
|
70-74 |
7.6 |
10.8 |
10.4 |
|
75+ |
7.6 |
8.9 |
8.9 |
|
Education of Head of Household |
1987 |
2010 |
2011 |
|
< 8th grade |
5.0 |
6.5 |
6.9 |
|
Some High School |
5.6 |
6.3 |
7.1 |
|
High School |
7.0 |
8.6 |
8.9 |
|
Some College |
7.9 |
9.2 |
9.2 |
|
Technical School |
7.8 |
9.5 |
9.4 |
|
College |
9.9 |
11.3 |
11.3 |
|
Post graduate |
11.8 |
12.6 |
12.8 |
|
Type of Household |
1987 |
2010 |
2011 |
|
One-person household |
5.5 |
6.7 |
6.9 |
|
Male |
4.7 |
5.6 |
5.5 |
|
Female |
5.8 |
7.2 |
7.7 |
|
More than one adult without
children |
8.9 |
10.4 |
10.7 |
|
One-earner |
9.0 |
9.6 |
10.5 |
|
Two-earner |
8.9 |
10.8 |
10.8 |
|
More than one adult with children |
8.2 |
10.7 |
10.5 |
|
One-earner |
7.9 |
10.1 |
9.3 |
|
Two-earner |
8.6 |
11.3 |
11.9 |
|
Employment of Head of Household |
1987 |
2010 |
2011 |
|
White collar professional |
8.2 |
11.2 |
11.4 |
|
White collar sales/clerical |
6.8 |
8.8 |
9.3 |
|
Blue collar craftsmen/mechanic |
5.4 |
9.2 |
9.5 |
|
Service Worker |
5.2 |
6.9 |
6.5 |
|
Other employed |
4.6 |
8.3 |
8.3 |
|
Homemaker |
7.3 |
6.9 |
7.7 |
|
Student 1 |
8.0 |
5.0 |
9.3 |
|
Retired |
6.8 |
10.2 |
9.8 |
|
Other not employed 1 |
2.5 |
7.1 |
8.1 |
|
Type of Dwelling |
1987 |
2010 |
2011 |
|
Single-family house |
9.0 |
10.6 |
10.8 |
|
Multi-family unit |
4.5 |
6.6 |
6.6 |
|
Mobile home |
5.5 |
6.5 |
5.7 |
|
Number of Adults |
1987 |
2010 |
2011 |
|
1 |
5.2 |
7.1 |
6.6 |
|
2 |
8.3 |
10.3 |
10.3 |
|
3 |
9.0 |
10.3 |
11.0 |
|
4+ |
9.0 |
10.7 |
12.6 |
|
Note: 2010/2011 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 A3-10 |
|||||||
Mail Order Purchases |
First-Class |
Standard Mail |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
7.0 |
7.7 |
7.4 |
7.5 |
10.6 |
11.1 |
|
1 |
8.7 |
8.1 |
7.9 |
9.5 |
11.1 |
12.5 |
|
2 |
8.2 |
8.5 |
9.0 |
9.5 |
11.7 |
14.6 |
|
3 - 5 |
9.5 |
9.1 |
8.7 |
10.8 |
13.3 |
14.9 |
|
6 - 10 |
11.3 |
9.5 |
9.7 |
13.8 |
15.3 |
16.0 |
|
11 + |
12.3 |
10.8 |
10.4 |
15.2 |
17.3 |
18.3 |
|
Familiarity |
1987 |
2010 |
2011 |
|
Previous customer |
47.5 |
57.8 |
56.1 |
|
Organization known |
17.4 |
20.7 |
22.2 |
|
Organization unknown |
18.1 |
10.9 |
10.8 |
|
Don't know/No answer |
17.1 |
10.6 |
11.0 |
|
Total Received |
100.0 |
100.0 |
100.0 |
|
Note: Totals may not sum to 100
due to rounding. |
Industry |
Previous Customer |
Organization Known |
Organization Unknown |
Don't Know/ |
Total |
|||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
|
Credit card |
52.4 |
53.4 |
50.3 |
19.9 |
33.1 |
35.6 |
17.7 |
5.5 |
4.9 |
10.0 |
7.9 |
9.2 |
100.0 |
100.0 |
100.0 |
|
Bank |
43.6 |
59.4 |
56.4 |
17.3 |
19.1 |
21.2 |
23.1 |
11.0 |
13.2 |
16.0 |
10.5 |
9.2 |
100.0 |
100.0 |
100.0 |
|
Insurance Company |
33.6 |
35.4 |
35.0 |
21.8 |
38.7 |
39.6 |
32.3 |
13.0 |
13.6 |
12.3 |
12.9 |
11.9 |
100.0 |
100.0 |
100.0 |
|
Real Estate/Mortgage |
13.3 |
31.8 |
23.3 |
41.1 |
26.9 |
22.9 |
32.6 |
31.4 |
43.1 |
13.0 |
9.9 |
10.7 |
100.0 |
100.0 |
100.0 |
|
Investments |
N/A |
84.1 |
79.3 |
N/A |
5.1 |
3.8 |
N/A |
5.1 |
8.4 |
N/A |
5.7 |
8.5 |
N/A |
100.0 |
100.0 |
|
Total Financial |
40.5 |
50.3 |
47.4 |
21.3 |
29.6 |
32.1 |
25.7 |
10.3 |
10.6 |
12.5 |
9.8 |
10.0 |
100.0 |
100.0 |
100.0 |
|
Merchants: |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
|
Supermarkets |
60.1 |
78.1 |
80.9 |
15.2 |
10.8 |
11.6 |
5.4 |
2.0 |
1.4 |
19.3 |
9.1 |
6.1 |
100.0 |
100.0 |
100.0 |
|
Department store |
75.2 |
87.9 |
86.9 |
9.1 |
4.6 |
4.3 |
4.3 |
0.8 |
1.3 |
11.4 |
6.7 |
7.6 |
100.0 |
100.0 |
100.0 |
|
Specialty store |
50.5 |
77.2 |
77.7 |
20.0 |
10.2 |
10.9 |
17.2 |
4.5 |
3.7 |
12.4 |
8.1 |
7.7 |
100.0 |
100.0 |
100.0 |
|
Mail order company |
50.8 |
61.6 |
60.1 |
17.3 |
15.6 |
14.4 |
22.4 |
10.9 |
11.0 |
9.4 |
11.9 |
14.5 |
100.0 |
100.0 |
100.0 |
|
Restaurant |
50.2 |
52.8 |
48.4 |
20.2 |
17.9 |
24.2 |
13.4 |
18.4 |
18.8 |
16.2 |
11.0 |
8.5 |
100.0 |
100.0 |
100.0 |
|
Publisher |
40.9 |
53.6 |
51.0 |
18.6 |
20.6 |
20.7 |
14.3 |
8.9 |
8.1 |
26.2 |
16.9 |
20.2 |
100.0 |
100.0 |
100.0 |
|
Auto Dealers |
48.2 |
46.8 |
48.5 |
27.1 |
34.5 |
26.1 |
12.5 |
12.4 |
18.2 |
12.2 |
6.4 |
7.2 |
N/A |
100.0 |
100.0 |
|
Online Auction |
N/A |
41.8 |
51.1 |
N/A |
27.7 |
22.1 |
N/A |
23.7 |
19.9 |
N/A |
6.9 |
6.9 |
100.0 |
100.0 |
100.0 |
|
Total Merchants |
54.0 |
69.7 |
68.6 |
16.1 |
13.0 |
13.0 |
14.7 |
7.1 |
7.1 |
15.2 |
10.2 |
11.4 |
100.0 |
100.0 |
100.0 |
|
Services: |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
  |
|
Telephone |
65.1 |
64.2 |
51.4 |
17.1 |
20.6 |
32.1 |
5.9 |
3.4 |
4.8 |
11.9 |
11.8 |
11.7 |
100.0 |
100.0 |
100.0 |
|
Other Utilities |
70.9 |
69.4 |
69.7 |
5.8 |
12.1 |
7.7 |
7.9 |
10.4 |
11.0 |
15.4 |
8.1 |
11.6 |
100.0 |
100.0 |
100.0 |
|
Medical |
35.0 |
34.6 |
32.5 |
19.5 |
20.3 |
20.5 |
34.4 |
34.1 |
36.4 |
11.2 |
11.0 |
10.5 |
100.0 |
100.0 |
100.0 |
|
Other professional |
43.9 |
31.6 |
28.5 |
13.9 |
17.7 |
31.3 |
31.2 |
38.9 |
32.6 |
11.0 |
11.9 |
7.6 |
100.0 |
100.0 |
100.0 |
|
Dvd/Bluray/Video
Game Rental Company |
N/A |
49.6 |
43.9 |
N/A |
44.2 |
47.9 |
N/A |
1.7 |
0.6 |
N/A |
4.5 |
7.6 |
100.0 |
100.0 |
100.0 |
|
Craftsman |
7.7 |
15.2 |
20.2 |
32.1 |
27.8 |
28.0 |
47.7 |
47.3 |
43.8 |
12.5 |
9.7 |
8.0 |
100.0 |
100.0 |
100.0 |
|
Leisure service |
33.7 |
61.9 |
59.6 |
21.2 |
17.1 |
20.2 |
31.0 |
12.3 |
11.5 |
14.1 |
8.7 |
8.7 |
100.0 |
100.0 |
100.0 |
|
Auto Maintenance |
N/A |
61.9 |
64.0 |
N/A |
23.3 |
19.3 |
N/A |
7.4 |
10.0 |
N/A |
7.4 |
6.7 |
100.0 |
100.0 |
100.0 |
|
Roadside Assistance |
N/A |
65.2 |
64.2 |
N/A |
19.6 |
23.1 |
N/A |
2.2 |
0.7 |
N/A |
13.0 |
11.9 |
100.0 |
100.0 |
100.0 |
|
Total Services |
41.6 |
45.9 |
44.4 |
20.0 |
25.2 |
26.1 |
24.9 |
18.3 |
19.2 |
13.5 |
10.5 |
10.3 |
100.0 |
100.0 |
100.0 |
|
Nonfederal Government |
47.8 |
62.0 |
65.4 |
26.5 |
21.6 |
18.0 |
8.9 |
7.0 |
4.8 |
16.9 |
9.4 |
11.7 |
100.0 |
100.0 |
100.0 |
|
Note: Percents
are row percentages within each Industry classification. |
Familiarity |
Letter
Size Envelope |
Larger
Than |
Detached
Label Postcard |
Postcard |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
44.5 |
48.5 |
47.6 |
48.6 |
62.9 |
61.1 |
17.9 |
5.2 |
1.1 |
48.7 |
61.2 |
59.7 |
|
Organization known |
19.8 |
25.4 |
28.4 |
18.8 |
19.1 |
19.6 |
16.4 |
1.8 |
0.2 |
17.6 |
19.8 |
15.1 |
|
Organization unknown |
23.9 |
10.3 |
9.4 |
19.8 |
8.5 |
8.5 |
30.0 |
0.8 |
0.2 |
20.9 |
13.9 |
18.0 |
|
More than one company/ Don't
Know/ No Answer |
11.9 |
15.8 |
14.6 |
12.8 |
9.5 |
10.8 |
35.7 |
92.1 |
98.4 |
12.8 |
5.1 |
7.2 |
|
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 |
|
Familiarity |
Catalog
Not In Envelope |
Flyers |
Newspapers/Magazines |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Previous customer |
63.1 |
69.8 |
67.0 |
49.4 |
45.6 |
45.7 |
24.4 |
54.0 |
54.0 |
||||
Organization known |
14.5 |
13.5 |
13.5 |
17.7 |
14.9 |
14.7 |
10.6 |
15.5 |
14.7 |
||||
Organization unknown |
13.0 |
7.8 |
8.3 |
13.5 |
10.5 |
11.0 |
6.3 |
4.3 |
3.9 |
||||
More than one company/ Don't
Know/ No Answer |
9.5 |
9.0 |
11.2 |
19.5 |
28.9 |
28.6 |
58.8 |
26.3 |
27.4 |
||||
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 |
|||||||||||||
Familiarity |
Letter Size Envelope |
Larger Than |
Catalog Not In Envelope |
Flyers |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
46.6 |
56.1 |
57.4 |
52.9 |
70.1 |
71.2 |
53.0 |
63.8 |
60.9 |
42.0 |
48.9 |
49.9 |
|
Organization known |
17.1 |
12.4 |
10.9 |
15.4 |
15.0 |
10.0 |
18.8 |
16.1 |
15.0 |
15.5 |
15.6 |
18.3 |
|
Organization unknown |
27.3 |
11.8 |
11.5 |
19.8 |
7.8 |
11.7 |
20.7 |
10.3 |
10.6 |
29.7 |
16.2 |
21.2 |
|
Don't know/No answer |
9.0 |
19.7 |
20.3 |
11.9 |
7.1 |
7.1 |
7.5 |
9.8 |
13.5 |
12.8 |
19.3 |
10.6 |
|
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. |
Postal Fiscal Year |
Number of Accounts and Policies |
||||
None |
Low |
Medium |
High |
||
(0) |
(1 - 5) |
(6 - 9) |
(10 +) |
||
1987 |
2.7 |
4.9 |
8.0 |
11.0 |
|
2010 |
4.2 |
5.9 |
8.9 |
11.8 |
|
2011 |
3.2 |
5.9 |
9.5 |
12.1 |
|
Table A3-16 |
|||||
Postal Fiscal Year |
Number of Credit Cards |
||||
None |
Low |
Medium |
High |
||
(0) |
(1 - 3) |
(4 - 7) |
(8 +) |
||
1987 |
4.0 |
6.4 |
9.3 |
12.5 |
|
2010 |
5.1 |
7.8 |
10.4 |
13.2 |
|
2011 |
5.4 |
8.0 |
10.8 |
13.3 |
|
Treatment of Advertising |
Previous Customer |
Organization Known |
Organization Not Known |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read |
58.4 |
63.2 |
59.1 |
31.2 |
27.6 |
23.5 |
26.2 |
25.2 |
22.2 |
41.5 |
46.0 |
42.1 |
|
Looked at |
23.3 |
14.5 |
16.7 |
38.2 |
24.8 |
23.4 |
35.2 |
20.5 |
21.9 |
26.4 |
16.3 |
17.6 |
|
Discarded |
7.0 |
15.1 |
17.1 |
23.5 |
44.2 |
49.3 |
31.1 |
50.4 |
52.3 |
14.0 |
24.1 |
27.0 |
|
Set Aside |
10.2 |
7.0 |
7.0 |
6.3 |
3.3 |
3.7 |
6.4 |
3.4 |
3.6 |
8.1 |
5.6 |
5.4 |
|
Don't know/No answer |
1.1 |
0.2 |
0.1 |
0.8 |
0.1 |
0.1 |
1.2 |
0.6 |
0.1 |
10.0 |
8.0 |
7.9 |
|
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. |
|||||||||||||
1 Total includes pieces for which no response was
given as to familiarity. |
Table A3-18 |
|||||||||||||
Reaction to Advertising |
Previous Customer |
Organization Known |
Organization Not Known |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Useful |
62.5 |
62.5 |
59.0 |
25.9 |
16.8 |
14.4 |
14.8 |
11.7 |
9.6 |
40.2 |
42.5 |
39.1 |
|
Interesting |
21.7 |
13.6 |
13.7 |
31.7 |
18.3 |
16.1 |
24.4 |
14.0 |
12.9 |
22.0 |
13.3 |
12.9 |
|
Not interesting |
10.6 |
23.2 |
26.7 |
32.9 |
62.8 |
68.2 |
46.7 |
70.4 |
75.0 |
21.3 |
34.9 |
39.1 |
|
Objectionable |
2.2 |
0.3 |
0.4 |
6.7 |
1.8 |
1.1 |
10.7 |
3.1 |
2.0 |
4.6 |
0.9 |
0.7 |
|
Don't know/No answer |
3.1 |
0.4 |
0.3 |
2.8 |
0.3 |
0.2 |
3.4 |
0.7 |
0.5 |
12.0 |
8.2 |
8.1 |
|
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 |
|
Note: Totals may not sum to 100 due to rounding. |
|||||||||||||
1 Total includes pieces for which no response was
given as to familiarity. |
Table A3-19 |
|||||||||||||
Response to Advertising |
Previous Customer |
Organization Known |
Organization Not Known |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Yes |
21.6 |
21.0 |
18.9 |
5.7 |
2.2 |
1.9 |
4.6 |
1.6 |
1.3 |
14.6 |
13.5 |
11.9 |
|
No |
47.7 |
49.0 |
56.6 |
78.6 |
87.0 |
89.9 |
83.0 |
87.6 |
91.7 |
58.6 |
58.0 |
62.8 |
|
Maybe |
27.4 |
28.5 |
24.0 |
12.1 |
9.5 |
8.0 |
9.0 |
8.8 |
6.6 |
19.9 |
20.9 |
17.0 |
|
No answer |
3.3 |
1.5 |
0.4 |
3.6 |
1.2 |
0.3 |
3.4 |
2.0 |
0.4 |
7.0 |
7.6 |
8.4 |
|
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 |
|
Pieces
Per Household Per Week |
3.0 |
4.9 |
4.9 |
1.5 |
1.8 |
1.9 |
1.2 |
0.9 |
0.9 |
6.1 |
8.6 |
9.8 |
|
Note: Totals may not sum to 100 due to rounding. |
|||||||||||||
1 Total includes pieces for which no response was
given as to familiarity. |
Treatment |
Usefulness |
|||||||||
Useful |
Interesting |
Not Interesting |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read |
68.0 |
73.6 |
73.4 |
20.2 |
14.7 |
14.1 |
7.0 |
11.0 |
12.1 |
|
Looked at |
24.4 |
21.9 |
20.0 |
36.5 |
22.9 |
22.4 |
21.5 |
54.0 |
56.7 |
|
Discarded |
4.5 |
4.5 |
3.7 |
12.9 |
8.0 |
7.1 |
66.0 |
84.8 |
87.0 |
|
Set aside |
58.2 |
72.1 |
68.0 |
25.6 |
16.6 |
20.0 |
8.4 |
10.5 |
10.9 |
|
Treatment |
Usefulness |
|||||||||
Objectionable |
Don't Know/No Answer |
Total |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read |
2.2 |
0.4 |
0.2 |
2.6 |
0.4 |
0.2 |
100.0 |
100.0 |
100.0 |
|
Looked at |
5.2 |
0.9 |
0.6 |
12.4 |
0.3 |
0.3 |
100.0 |
100.0 |
100.0 |
|
Discarded |
12.9 |
2.5 |
1.9 |
3.7 |
0.2 |
0.4 |
100.0 |
100.0 |
100.0 |
|
Set aside |
4.6 |
0.4 |
0.4 |
3.2 |
0.4 |
0.6 |
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 A3-21 |
|||||||||||||
Treatment |
Usefulness |
||||||||||||
Useful |
Interesting |
Not Interesting |
Objectionable |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read |
70.2 |
79.5 |
79.0 |
38.0 |
50.6 |
46.1 |
13.6 |
14.5 |
13.0 |
20.0 |
17.0 |
13.5 |
|
Looked at |
15.9 |
8.4 |
9.0 |
43.8 |
28.1 |
30.6 |
39.0 |
25.2 |
25.5 |
30.1 |
15.2 |
14.5 |
|
Discarded |
1.6 |
2.6 |
2.5 |
8.2 |
14.4 |
14.9 |
43.7 |
58.5 |
59.9 |
39.6 |
64.7 |
68.7 |
|
Set aside |
11.7 |
9.4 |
9.3 |
9.4 |
6.9 |
8.3 |
3.2 |
1.7 |
1.5 |
8.2 |
2.2 |
3.3 |
|
Don't know/No answer |
0.6 |
0.1 |
0.1 |
0.6 |
0.1 |
0.1 |
0.5 |
0.1 |
0.1 |
2.1 |
0.9 |
0.0 |
|
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. |
Treatment |
Intended Response |
|||||||||||||||
Yes |
No |
Maybe |
No Answer |
Total |
||||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read by member of household |
27.1 |
25.5 |
23.9 |
42.6 |
41.8 |
48.5 |
26.8 |
30.8 |
27.1 |
3.6 |
1.9 |
0.5 |
100.0 |
100.0 |
100.0 |
|
Read by more than one member of
household 1 |
N/A |
33.0 |
31.6 |
N/A |
24.4 |
31.4 |
N/A |
40.4 |
35.7 |
N/A |
2.2 |
1.3 |
N/A |
100.0 |
100.0 |
|
Looked at |
4.9 |
2.7 |
2.3 |
77.9 |
81.8 |
85.8 |
14.1 |
13.6 |
11.2 |
3.1 |
1.8 |
0.7 |
100.0 |
100.0 |
100.0 |
|
Discarded |
0.9 |
0.6 |
0.4 |
92.5 |
95.4 |
97.6 |
2.4 |
2.3 |
1.4 |
4.3 |
1.7 |
0.7 |
100.0 |
100.0 |
100.0 |
|
Set aside |
15.4 |
13.0 |
12.1 |
35.3 |
26.6 |
39.7 |
46.2 |
58.7 |
47.3 |
3.0 |
1.7 |
0.9 |
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. |
Treatment |
Intended Response |
|||||||||
Yes |
No |
Maybe |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read by member of household |
18.8 |
70.7 |
69.0 |
30.8 |
27.0 |
26.5 |
57.0 |
55.3 |
54.7 |
|
Read by more than one member of household 1 |
N/A |
19.2 |
20.9 |
N/A |
3.3 |
3.9 |
N/A |
15.2 |
16.5 |
|
Looked at |
9.8 |
3.5 |
3.4 |
38.9 |
24.3 |
24.1 |
20.7 |
11.2 |
11.6 |
|
Discarded |
0.9 |
1.2 |
0.9 |
23.7 |
42.8 |
42.0 |
1.8 |
2.8 |
2.1 |
|
Set aside |
9.0 |
5.3 |
5.5 |
5.1 |
2.5 |
3.4 |
19.7 |
15.4 |
14.9 |
|
Don't know/No answer |
1.5 |
0.2 |
0.3 |
1.5 |
0.2 |
0.1 |
0.9 |
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 A3-24 |
||||||||||
Usefulness |
Intended Response |
|||||||||
Yes |
No |
Maybe |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Useful |
29.4 |
30.9 |
28.8 |
33.8 |
26.5 |
34.9 |
33.7 |
40.6 |
35.5 |
|
Interesting |
6.2 |
2.5 |
2.4 |
72.6 |
76.7 |
80.8 |
17.9 |
19.3 |
16.3 |
|
Not interesting |
1.3 |
0.7 |
0.7 |
92.2 |
94.2 |
96.5 |
3.0 |
3.3 |
2.3 |
|
Objectionable |
3.7 |
0.7 |
1.9 |
83.6 |
94.5 |
93.3 |
9.0 |
2.2 |
2.5 |
|
|
||||||||||
Usefulness |
Intended Response |
|||||||||
Don't Know/No Answer |
Total |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Useful |
3.2 |
1.9 |
0.7 |
100.0 |
100.0 |
100.0 |
||||
Interesting |
3.3 |
1.5 |
0.4 |
100.0 |
100.0 |
100.0 |
||||
Not interesting |
3.5 |
1.8 |
0.5 |
100.0 |
100.0 |
100.0 |
||||
Objectionable |
3.8 |
2.6 |
2.3 |
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. |
Usefulness |
Intended Response |
|||||||||
Yes |
No |
Maybe |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Useful |
83.3 |
95.1 |
94.9 |
23.9 |
18.9 |
21.8 |
69.8 |
80.6 |
81.9 |
|
Interesting |
10.2 |
2.6 |
2.7 |
30.0 |
18.7 |
16.6 |
21.8 |
13.1 |
12.4 |
|
Not interesting |
2.0 |
2.0 |
2.2 |
36.1 |
60.5 |
60.2 |
3.4 |
5.9 |
5.3 |
|
Objectionable |
1.2 |
0.1 |
0.1 |
6.7 |
1.7 |
1.1 |
2.1 |
0.1 |
0.1 |
|
Don't know/No answer |
3.2 |
0.3 |
0.1 |
3.3 |
0.2 |
0.3 |
2.9 |
0.3 |
0.2 |
|
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 |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
51.4 |
47.6 |
39.6 |
7.2 |
3.0 |
2.2 |
40.0 |
36.5 |
28.2 |
9.3 |
7.1 |
6.1 |
|
Organization known |
28.4 |
11.7 |
12.9 |
7.9 |
0.9 |
1.2 |
17.7 |
4.6 |
4.3 |
5.6 |
0.5 |
0.5 |
|
Organization unknown |
30.2 |
16.5 |
13.6 |
4.2 |
1.0 |
2.3 |
21.3 |
5.9 |
5.5 |
7.8 |
0.6 |
0.7 |
|
Note: Percentages represent row percentages
within each familiarity category; |
|||||||||||||
Table A3-27 |
|||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous
customer |
56.7 |
57.5 |
52.9 |
5.6 |
4.8 |
6.3 |
48.2 |
50.1 |
47.0 |
12.9 |
9.9 |
10.8 |
|
Organization
known |
31.1 |
20.7 |
20.2 |
6.7 |
1.4 |
2.2 |
20.8 |
12.8 |
11.2 |
5.4 |
1.3 |
1.5 |
|
Organization
unknown |
20.2 |
19.9 |
20.7 |
1.9 |
1.2 |
2.5 |
8.5 |
5.7 |
7.7 |
1.9 |
1.0 |
0.9 |
|
Note:
Percentages represent row percentages within each familiarity category; |
|||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
52.4 |
74.3 |
73.6 |
11.2 |
6.8 |
7.2 |
64.4 |
79.2 |
81.0 |
17.6 |
33.3 |
32.8 |
|
Organization known |
25.5 |
40.0 |
37.4 |
6.4 |
9.9 |
5.6 |
23.4 |
26.6 |
33.7 |
6.0 |
5.6 |
9.5 |
|
Organization unknown |
24.4 |
27.6 |
47.3 |
4.5 |
14.8 |
0.0 |
17.5 |
25.0 |
39.6 |
7.1 |
7.1 |
3.6 |
|
Note: Percentages represent row percentages
within each familiarity category; |
|||||||||||||
Table A3-29 |
|||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
58.4 |
61.3 |
57.9 |
14.0 |
12.9 |
13.4 |
63.0 |
68.1 |
65.5 |
24.0 |
17.0 |
15.9 |
|
Organization known |
32.3 |
37.1 |
31.3 |
10.3 |
10.2 |
12.6 |
26.8 |
25.9 |
24.7 |
6.5 |
2.8 |
2.8 |
|
Organization unknown |
22.2 |
26.6 |
30.8 |
11.3 |
8.3 |
9.7 |
13.9 |
17.6 |
14.1 |
4.6 |
2.3 |
0.8 |
|
Note: Percentages represent row percentages
within each familiarity category; |
|||||||||||||
Table A3-30 |
||||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|
||
Previous
customer |
65.1 |
65.5 |
59.4 |
8.7 |
6.0 |
5.6 |
54.5 |
55.8 |
50.0 |
27.9 |
18.5 |
20.9 |
|
|
Organization
known |
30.7 |
38.6 |
37.9 |
5.9 |
4.5 |
6.4 |
20.9 |
23.3 |
26.9 |
6.5 |
2.6 |
2.1 |
|
|
Organization
unknown |
27.2 |
26.6 |
22.8 |
9.4 |
8.9 |
5.1 |
16.0 |
14.3 |
13.6 |
6.5 |
1.6 |
2.0 |
|
|
Note:
Percentages represent row percentages within each familiarity category; |
||||||||||||||
|
Treatment |
Letter Size Envelope |
Larger Than Letter Size
Envelope |
Detached Label Postcard |
Postcard |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read by member of household |
44.5 |
35.9 |
31.3 |
44.0 |
43.5 |
44.2 |
30.8 |
29.7 |
27.0 |
50.1 |
53.9 |
52.5 |
|
Read by more than one member of household 1 |
N/A |
4.3 |
3.9 |
N/A |
7.7 |
8.9 |
N/A |
8.6 |
4.8 |
N/A |
11.4 |
8.9 |
|
Looked at |
26.1 |
18.9 |
20.3 |
26.0 |
17.3 |
14.1 |
33.8 |
17.6 |
26.7 |
24.7 |
11.0 |
9.9 |
|
Discarded |
15.3 |
29.4 |
34.1 |
13.8 |
22.0 |
21.7 |
19.6 |
33.9 |
31.0 |
15.7 |
20.2 |
21.9 |
|
Set aside |
4.8 |
2.9 |
2.8 |
8.8 |
5.5 |
6.7 |
3.9 |
1.8 |
1.2 |
2.2 |
2.2 |
3.1 |
|
Don't know/No answer |
9.3 |
8.6 |
7.6 |
7.4 |
4.0 |
4.4 |
11.9 |
8.4 |
9.4 |
7.4 |
1.3 |
3.7 |
|
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 |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read by member of household |
42.9 |
39.2 |
35.0 |
40.8 |
38.1 |
36.0 |
30.1 |
40.8 |
34.3 |
41.5 |
38.0 |
34.3 |
|
Read by more than one member of household 1 |
N/A |
11.1 |
12.2 |
N/A |
9.1 |
9.5 |
N/A |
15.5 |
16.7 |
N/A |
7.9 |
7.8 |
|
Looked at |
25.9 |
13.1 |
14.2 |
27.0 |
16.4 |
17.6 |
17.6 |
9.8 |
9.0 |
26.4 |
16.3 |
17.6 |
|
Discarded |
9.7 |
17.1 |
17.3 |
15.1 |
23.6 |
25.3 |
9.4 |
14.4 |
13.2 |
14.0 |
24.1 |
27.0 |
|
Set aside |
15.9 |
13.5 |
12.9 |
6.7 |
4.5 |
4.3 |
8.1 |
10.8 |
13.8 |
8.1 |
5.6 |
5.4 |
|
Don't know/No answer |
5.6 |
6.1 |
8.5 |
10.5 |
8.3 |
7.3 |
34.9 |
8.6 |
13.0 |
10.0 |
8.0 |
7.9 |
|
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. |
|||||||||||||
1
Total
includes pieces for which no response was given as to shape. |
Usefulness |
Letter Size Envelope |
Larger Than |
Detached Label Postcard |
Postcard |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Useful |
32.6 |
29.8 |
25.4 |
36.4 |
45.2 |
47.9 |
26.8 |
27.0 |
21.9 |
38.4 |
53.4 |
53.7 |
|
Interesting |
21.3 |
11.8 |
11.4 |
27.4 |
13.0 |
11.5 |
16.3 |
12.2 |
11.8 |
20.1 |
13.1 |
9.9 |
|
Not interesting |
29.0 |
48.1 |
54.2 |
21.1 |
36.3 |
35.8 |
34.7 |
52.0 |
56.6 |
27.7 |
31.4 |
32.2 |
|
Objectionable |
5.7 |
1.5 |
1.2 |
5.8 |
0.9 |
0.5 |
7.5 |
0.4 |
0.4 |
4.9 |
0.6 |
0.4 |
|
Don't Know/No answer |
11.5 |
8.8 |
7.9 |
9.2 |
4.6 |
4.3 |
14.7 |
8.4 |
9.4 |
8.9 |
1.5 |
3.8 |
|
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 |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Useful |
53.8 |
57.5 |
53.1 |
44.7 |
46.3 |
45.7 |
33.3 |
59.4 |
58.7 |
40.2 |
42.5 |
39.1 |
|
Interesting |
26.1 |
19.8 |
21.3 |
19.4 |
11.8 |
11.2 |
16.7 |
14.7 |
12.5 |
22.0 |
13.3 |
12.9 |
|
Not interesting |
10.8 |
16.0 |
16.6 |
19.5 |
32.7 |
35.0 |
9.0 |
16.6 |
15.5 |
21.3 |
34.9 |
39.1 |
|
Objectionable |
2.3 |
0.4 |
0.2 |
3.8 |
0.8 |
0.6 |
2.5 |
0.3 |
0.3 |
4.6 |
0.9 |
0.7 |
|
Don't Know/No answer |
7.0 |
6.3 |
8.7 |
12.5 |
8.5 |
7.5 |
38.5 |
9.0 |
13.1 |
12.0 |
8.2 |
8.1 |
|
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. |
|||||||||||||
1
Total includes
pieces for which no response was given as to shape. |
Response |
Letter Size Envelope |
Larger Than |
Detached Label Postcard |
Postcard |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|
||
Yes |
12.8 |
8.5 |
7.9 |
16.5 |
13.3 |
16.6 |
8.6 |
9.8 |
6.9 |
15.4 |
21.6 |
23.4 |
|
|
No |
69.6 |
74.5 |
75.4 |
62.1 |
66.4 |
65.9 |
69.5 |
65.8 |
73.1 |
63.6 |
55.7 |
55.9 |
|
|
Maybe |
13.1 |
11.3 |
8.9 |
16.7 |
17.5 |
13.1 |
10.5 |
11.9 |
9.9 |
13.6 |
20.4 |
16.3 |
|
|
No answer |
4.5 |
5.8 |
7.8 |
4.8 |
2.8 |
4.5 |
11.4 |
12.5 |
10.1 |
7.4 |
2.3 |
4.5 |
|
|
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 |
Total 1 |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|
||
Yes |
16.1 |
14.2 |
12.0 |
15.6 |
16.8 |
15.6 |
10.2 |
13.5 |
8.7 |
14.6 |
13.5 |
11.9 |
|
|
No |
46.6 |
41.6 |
44.3 |
54.2 |
51.8 |
57.5 |
44.3 |
48.4 |
62.6 |
58.6 |
58.0 |
62.8 |
|
|
Maybe |
32.5 |
37.6 |
34.9 |
21.2 |
21.4 |
18.7 |
16.9 |
31.8 |
14.7 |
19.9 |
20.9 |
17.0 |
|
|
No answer |
4.8 |
6.6 |
8.8 |
9.1 |
10.0 |
8.2 |
28.6 |
6.3 |
14.1 |
7.0 |
7.6 |
8.4 |
|
|
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 |
|
|
Note: Totals may not sum to 100 due to rounding. |
|
|||||||||||||
1
Total
includes pieces for which no response was given as to shape. |
|
Familiarity |
Shape |
||||||||||||||||||
Letter Size Envelope |
Larger Than Letter Size Envelope |
Postcard |
|||||||||||||||||
Read |
Set Aside |
Read |
Set Aside |
Read |
Set Aside |
||||||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
64.7 |
58.8 |
51.5 |
5.3 |
3.7 |
3.5 |
60.1 |
64.0 |
63.6 |
10.4 |
7.0 |
8.1 |
67.9 |
82.5 |
80.3 |
2.6 |
2.1 |
3.7 |
|
Organization known |
34.6 |
21.3 |
19.0 |
5.8 |
1.6 |
1.9 |
30.3 |
28.0 |
37.5 |
6.2 |
2.2 |
3.6 |
38.3 |
41.1 |
44.5 |
2.1 |
3.4 |
3.9 |
|
Organization unknown |
29.0 |
24.8 |
23.3 |
4.6 |
2.0 |
2.5 |
27.6 |
28.3 |
27.0 |
7.0 |
1.4 |
3.9 |
32.8 |
31.6 |
23.3 |
1.9 |
0.7 |
1.8 |
|
Familiarity |
Shape |
||||||||||||||||||
Catalog Not in Envelope |
Flyers |
Newspapers/Magazines |
|||||||||||||||||
Read |
Set Aside |
Read |
Set Aside |
Read |
Set Aside |
||||||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
53.1 |
60.4 |
59.0 |
17.6 |
15.1 |
14.5 |
57.0 |
66.8 |
65.8 |
8.0 |
4.8 |
5.1 |
56.3 |
69.8 |
61.1 |
15.7 |
12.8 |
17.1 |
|
Organization known |
29.6 |
36.4 |
29.2 |
12.6 |
12.1 |
13.5 |
27.8 |
30.9 |
26.0 |
4.8 |
2.3 |
2.6 |
45.4 |
50.9 |
54.5 |
8.5 |
9.3 |
14.2 |
|
Organization unknown |
20.8 |
22.8 |
28.7 |
15.1 |
10.9 |
11.4 |
24.5 |
25.3 |
18.5 |
5.9 |
1.9 |
1.9 |
21.9 |
28.4 |
24.0 |
5.6 |
19.8 |
9.8 |
|
Note: Percentages represent row
percentages within each industry classification; |
|||||||||||||||||||
Familiarity |
Shape |
|||||||||
Letter Size Envelope |
Larger Than Letter Size
Envelope |
Postcard |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
20.3 |
21.6 |
27.5 |
22.7 |
2.7 |
3.0 |
20.3 |
5.0 |
3.9 |
|
Organization known |
5.9 |
32.4 |
34.2 |
7.1 |
1.8 |
10.1 |
8.8 |
2.9 |
3.0 |
|
Organization unknown |
5.0 |
29.0 |
47.1 |
5.2 |
3.6 |
10.5 |
3.6 |
5.0 |
5.6 |
|
21.5 |
22.7 |
18.5 |
22.3 |
44.8 |
44.1 |
21.8 |
1.3 |
1.8 |
||
Organization known |
6.4 |
17.0 |
14.5 |
4.6 |
42.1 |
34.2 |
0.0 |
2.0 |
3.8 |
|
Organization unknown |
5.0 |
12.0 |
11.1 |
4.8 |
45.4 |
22.9 |
4.5 |
0.9 |
0.0 |
|
Note: Percents
are row percentages within each familiarity classification. |
||||||||||
Note: Totals may not equal
exactly 100% due to unreported categories. |
Table A3-36 |
||||||||||
Familiarity |
Shape |
|||||||||
Letter Size Envelope |
Larger Than Letter Envelope |
Postcard |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
53.4 |
83.8 |
83.1 |
53.6 |
88.1 |
86.2 |
58.4 |
85.7 |
86.2 |
|
Organization known |
22.8 |
9.8 |
10.5 |
19.8 |
7.0 |
7.8 |
28.3 |
9.0 |
7.1 |
|
Organization unknown |
12.7 |
2.8 |
3.1 |
13.6 |
2.1 |
2.3 |
10.6 |
3.5 |
3.5 |
|
Familiarity |
Shape |
|||||||||
Catalog Not In Envelope |
Flyers |
Newspapers/Magazines |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer |
70.5 |
88.6 |
88.6 |
66.6 |
85.2 |
87.2 |
67.4 |
75.3 |
70.9 |
|
Organization known |
30.2 |
6.7 |
6.7 |
28.7 |
7.9 |
7.2 |
46.0 |
12.6 |
13.9 |
|
Organization unknown |
18.9 |
2.6 |
2.4 |
16.3 |
3.7 |
2.7 |
25.9 |
2.0 |
1.2 |
|
Note: Totals may not equal
exactly 100% due to unreported categories. |
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Letter size envelope |
53.3 |
68.9 |
72.5 |
2.5 |
2.6 |
3.9 |
37.4 |
63.7 |
73.0 |
|
Larger envelope |
45.8 |
80.8 |
75.8 |
10.2 |
3.7 |
4.1 |
40.8 |
65.2 |
66.6 |
|
Postcard |
56.9 |
76.2 |
74.7 |
1.3 |
3.1 |
3.8 |
48.5 |
71.2 |
69.5 |
|
Catalog (not in envelope) |
45.9 |
64.1 |
69.0 |
15.8 |
12.5 |
11.4 |
62.5 |
73.4 |
80.1 |
|
Flyers/Circulars |
42.4 |
68.4 |
66.6 |
6.1 |
5.5 |
5.8 |
51.2 |
74.0 |
73.3 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Letter size envelope |
12.3 |
34.2 |
33.6 |
8.8 |
10.4 |
12.5 |
||||
Larger envelope |
10.9 |
27.6 |
32.1 |
3.6 |
2.0 |
1.7 |
||||
Postcard |
12.3 |
31.0 |
39.8 |
3.3 |
6.8 |
3.5 |
||||
Catalog (not in envelope) |
17.1 |
24.7 |
25.2 |
40.8 |
22.1 |
14.3 |
||||
Flyers/Circulars |
15.4 |
32.2 |
29.3 |
42.5 |
52.5 |
64.5 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Catalog (not in envelope) |
68.0 |
82.2 |
83.5 |
70.7 |
80.4 |
84.1 |
18.4 |
27.4 |
26.5 |
|
Flyers/Circulars |
59.0 |
79.6 |
79.2 |
64.2 |
80.9 |
81.3 |
18.2 |
35.4 |
32.9 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Catalog (not in envelope) |
38.1 |
52.8 |
40.0 |
26.9 |
29.9 |
25.3 |
7.2 |
3.5 |
2.2 |
|
Flyers/Circulars |
24.0 |
49.3 |
44.6 |
22.9 |
21.1 |
34.9 |
4.7 |
6.1 |
10.2 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Catalog (not in envelope) |
23.5 |
82.5 |
48.1 |
20.6 |
12.2 |
48.1 |
13.7 |
0.0 |
48.1 |
|
Flyers/Circulars |
31.2 |
42.7 |
22.8 |
17.8 |
37.0 |
21.8 |
5.3 |
18.1 |
0.0 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Letter size envelope |
42.7 |
49.6 |
50.0 |
4.1 |
3.8 |
3.1 |
29.9 |
33.5 |
31.6 |
|
Larger envelope |
48.2 |
57.1 |
70.3 |
10.4 |
3.3 |
6.0 |
41.1 |
39.2 |
56.4 |
|
Postcard |
60.4 |
62.6 |
56.2 |
4.2 |
1.7 |
5.1 |
51.8 |
40.1 |
27.0 |
|
Catalog (not in envelope) |
40.9 |
47.4 |
42.9 |
17.1 |
13.2 |
13.3 |
48.9 |
53.9 |
48.7 |
|
Flyers/Circulars |
39.8 |
43.6 |
49.0 |
7.8 |
4.1 |
4.6 |
32.9 |
35.3 |
37.2 |
|
Magazines/Newsletters |
57.0 |
59.8 |
61.3 |
0.0 |
13.9 |
18.0 |
62.3 |
53.7 |
66.6 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Letter size envelope |
12.3 |
12.3 |
14.8 |
20.8 |
13.9 |
13.7 |
||||
Larger envelope |
18.0 |
16.5 |
32.2 |
22.0 |
2.0 |
1.1 |
||||
Postcard |
18.6 |
13.1 |
15.2 |
0.8 |
0.5 |
0.4 |
||||
Catalog (not in envelope) |
15.8 |
11.4 |
9.5 |
48.5 |
73.6 |
79.5 |
||||
Flyers/Circulars |
10.0 |
7.7 |
12.9 |
7.0 |
6.6 |
3.6 |
||||
Magazines/Newsletters |
19.8 |
10.6 |
4.9 |
0.2 |
0.9 |
0.4 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-40 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
65.0 |
71.2 |
66.1 |
52.2 |
50.6 |
45.6 |
18.8 |
18.8 |
21.9 |
|
Larger envelope |
74.3 |
74.6 |
86.2 |
58.7 |
49.0 |
65.4 |
27.1 |
19.9 |
42.4 |
|
Catalog |
74.9 |
74.7 |
71.7 |
70.3 |
72.0 |
68.7 |
25.1 |
16.9 |
14.3 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
34.2 |
42.2 |
43.4 |
13.3 |
16.4 |
9.7 |
5.6 |
1.9 |
5.0 |
|
Larger envelope |
44.5 |
33.4 |
57.7 |
27.0 |
17.9 |
62.8 |
9.7 |
9.8 |
0.0 |
|
Catalog |
44.6 |
50.0 |
43.5 |
31.5 |
28.9 |
26.7 |
6.7 |
2.7 |
2.5 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
29.4 |
41.7 |
38.3 |
7.0 |
10.6 |
9.6 |
6.7 |
3.1 |
3.1 |
|
Larger envelope |
32.9 |
5.9 |
67.3 |
14.2 |
8.2 |
25.5 |
4.7 |
0.0 |
12.1 |
|
Catalog |
36.8 |
34.1 |
40.4 |
17.7 |
20.7 |
15.3 |
3.5 |
2.2 |
0.3 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Table A3-41 |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Letter size envelope |
51.1 |
48.4 |
44.6 |
6.0 |
3.9 |
2.9 |
37.9 |
34.3 |
31.2 |
|
Larger envelope |
41.4 |
43.6 |
51.2 |
6.8 |
2.3 |
6.4 |
27.4 |
27.9 |
34.9 |
|
Postcard |
45.2 |
44.6 |
51.7 |
5.9 |
0.0 |
0.0 |
30.4 |
20.9 |
52.5 |
|
Catalog (not in envelope) |
40.8 |
43.3 |
42.3 |
16.3 |
9.5 |
13.8 |
48.2 |
47.9 |
46.3 |
|
Flyers/Circulars |
45.8 |
44.4 |
36.9 |
8.4 |
9.7 |
4.0 |
46.6 |
46.7 |
27.2 |
|
Magazines/Newsletters |
27.2 |
53.1 |
47.5 |
7.6 |
9.8 |
11.0 |
28.8 |
55.8 |
51.9 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Letter size envelope |
21.0 |
12.8 |
15.4 |
26.5 |
63.2 |
61.5 |
||||
Larger envelope |
16.6 |
13.0 |
13.6 |
34.1 |
3.6 |
2.0 |
||||
Postcard |
26.1 |
6.0 |
21.6 |
1.2 |
0.5 |
0.6 |
||||
Catalog (not in envelope) |
13.5 |
4.0 |
9.0 |
4.4 |
3.2 |
4.6 |
||||
Flyers/Circulars |
16.3 |
11.2 |
6.4 |
20.4 |
7.9 |
6.7 |
||||
Magazines/Newsletters |
9.1 |
12.5 |
5.5 |
12.1 |
20.3 |
23.0 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-42 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
77.2 |
67.3 |
60.4 |
54.1 |
49.7 |
43.7 |
31.9 |
18.6 |
22.9 |
|
Larger envelope |
68.8 |
69.8 |
87.5 |
44.8 |
45.8 |
64.1 |
25.8 |
22.7 |
27.9 |
|
Catalog |
78.7 |
72.0 |
73.7 |
72.7 |
66.4 |
74.1 |
22.1 |
12.3 |
16.6 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
34.2 |
36.6 |
33.6 |
20.8 |
11.9 |
12.6 |
5.7 |
2.1 |
2.8 |
|
Larger envelope |
31.3 |
12.4 |
35.3 |
13.3 |
12.1 |
7.3 |
7.7 |
0.0 |
0.0 |
|
Catalog |
48.3 |
46.2 |
43.7 |
31.1 |
36.3 |
28.3 |
5.4 |
2.1 |
0.0 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
31.3 |
27.5 |
16.7 |
13.5 |
4.9 |
7.8 |
3.7 |
0.3 |
3.5 |
|
Larger envelope |
35.8 |
36.4 |
22.7 |
13.9 |
0.0 |
19.3 |
7.4 |
4.4 |
4.6 |
|
Catalog |
46.0 |
36.1 |
48.9 |
16.7 |
29.4 |
14.1 |
6.9 |
2.0 |
0.0 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Table A3-43 |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Letter size envelope |
43.4 |
29.5 |
24.0 |
4.2 |
1.9 |
1.5 |
28.0 |
19.8 |
14.6 |
|
Larger envelope |
32.7 |
29.8 |
39.9 |
8.4 |
1.9 |
2.1 |
28.9 |
18.5 |
21.1 |
|
Postcard |
25.1 |
55.7 |
49.1 |
0.0 |
0.0 |
0.0 |
9.9 |
58.1 |
43.8 |
|
Catalog (not in envelope) |
43.8 |
55.1 |
50.8 |
21.3 |
10.9 |
14.7 |
45.9 |
52.1 |
62.6 |
|
Flyers/Circulars |
33.3 |
44.0 |
48.2 |
6.3 |
3.0 |
2.8 |
35.6 |
38.3 |
36.8 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Letter size envelope |
10.4 |
3.3 |
3.1 |
59.5 |
84.9 |
90.9 |
||||
Larger envelope |
3.1 |
5.1 |
4.1 |
28.1 |
3.3 |
1.5 |
||||
Postcard |
0.0 |
26.2 |
11.5 |
0.4 |
0.5 |
0.2 |
||||
Catalog (not in envelope) |
3.2 |
9.1 |
19.8 |
3.1 |
0.5 |
0.2 |
||||
Flyers/Circulars |
12.1 |
7.4 |
7.3 |
8.1 |
10.2 |
7.1 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-44 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
63.7 |
48.8 |
38.6 |
39.6 |
33.5 |
25.4 |
14.9 |
6.1 |
5.6 |
|
Larger envelope |
53.0 |
49.6 |
62.2 |
38.6 |
37.6 |
45.0 |
2.3 |
12.6 |
9.8 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
37.9 |
12.4 |
13.7 |
18.7 |
5.0 |
4.3 |
7.0 |
0.5 |
0.5 |
|
Larger envelope |
32.8 |
13.6 |
29.5 |
12.9 |
0.0 |
3.8 |
3.0 |
0.0 |
0.0 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
36.7 |
16.9 |
16.5 |
19.8 |
6.1 |
5.8 |
3.2 |
0.7 |
0.7 |
|
Larger envelope |
21.3 |
19.2 |
8.9 |
19.1 |
0.0 |
0.0 |
2.7 |
0.0 |
0.0 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Letter size envelope |
33.5 |
29.0 |
27.9 |
3.7 |
1.7 |
3.4 |
23.4 |
20.5 |
18.8 |
|
Larger envelope |
35.8 |
46.3 |
42.6 |
7.2 |
3.7 |
5.2 |
28.3 |
38.2 |
36.2 |
|
Postcard |
64.3 |
64.4 |
77.1 |
0.0 |
0.0 |
0.0 |
38.0 |
40.9 |
59.6 |
|
Catalog (not in envelope) |
41.6 |
22.7 |
79.2 |
14.6 |
41.2 |
2.9 |
34.1 |
58.3 |
41.3 |
|
Flyers/Circulars |
27.2 |
43.5 |
33.4 |
1.4 |
2.2 |
2.0 |
19.6 |
31.8 |
26.8 |
|
Magazines/Newsletters |
49.1 |
51.6 |
52.6 |
14.1 |
21.3 |
13.5 |
14.1 |
63.6 |
60.1 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Letter size envelope |
6.1 |
3.5 |
3.8 |
66.8 |
76.1 |
75.5 |
||||
Larger envelope |
7.2 |
4.2 |
13.4 |
19.9 |
6.2 |
5.4 |
||||
Postcard |
41.7 |
2.7 |
17.3 |
0.7 |
0.9 |
0.6 |
||||
Catalog (not in envelope) |
0.0 |
0.0 |
17.8 |
1.4 |
0.4 |
0.3 |
||||
Flyers/Circulars |
5.2 |
5.0 |
5.0 |
10.2 |
13.0 |
14.2 |
||||
Magazines/Newsletters |
0.0 |
10.0 |
4.0 |
0.5 |
2.4 |
3.2 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-46 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
59.7 |
59.1 |
55.7 |
46.3 |
45.5 |
41.3 |
12.2 |
9.6 |
9.9 |
|
Larger envelope |
69.6 |
71.4 |
72.7 |
49.5 |
63.7 |
65.9 |
11.3 |
11.1 |
17.0 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
37.4 |
20.1 |
20.9 |
19.1 |
12.3 |
10.2 |
4.3 |
1.3 |
0.8 |
|
Larger envelope |
39.4 |
31.2 |
38.6 |
29.5 |
16.3 |
19.0 |
10.1 |
0.0 |
15.1 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
22.2 |
18.2 |
21.7 |
8.6 |
4.3 |
5.8 |
2.0 |
1.1 |
0.8 |
|
Larger envelope |
25.3 |
27.5 |
12.0 |
11.9 |
8.5 |
4.0 |
3.2 |
0.0 |
4.3 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Table A3-47a |
|||||||||||||
Industry |
Read Immediately |
Set Aside |
Found Useful |
Will Respond 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Credit card |
39.5 |
31.3 |
26.0 |
6.1 |
2.0 |
1.7 |
29.3 |
22.0 |
16.4 |
8.3 |
4.0 |
3.5 |
|
Bank |
38.8 |
47.2 |
41.6 |
4.0 |
3.4 |
3.0 |
31.1 |
34.7 |
31.1 |
8.1 |
5.7 |
7.0 |
|
Insurance Company |
33.9 |
32.8 |
30.8 |
4.3 |
2.5 |
3.6 |
24.6 |
24.5 |
22.6 |
6.4 |
3.9 |
4.6 |
|
Real Estate/Mortgage |
29.3 |
43.7 |
29.9 |
3.1 |
2.0 |
2.4 |
21.3 |
22.8 |
17.3 |
2.7 |
1.7 |
2.1 |
|
Investments |
N/A |
44.6 |
42.6 |
N/A |
10.4 |
9.1 |
N/A |
55.2 |
50.8 |
N/A |
7.3 |
6.8 |
|
Total Financial |
37.2 |
36.2 |
30.6 |
5.3 |
3.2 |
2.9 |
29.5 |
28.0 |
22.4 |
7.3 |
4.3 |
4.4 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Supermarkets |
40.3 |
68.4 |
67.4 |
5.8 |
3.6 |
6.0 |
52.2 |
71.4 |
70.9 |
26.8 |
44.4 |
40.0 |
|
Department store |
45.3 |
68.3 |
68.0 |
9.7 |
6.6 |
6.6 |
53.9 |
72.0 |
74.0 |
15.6 |
30.3 |
29.6 |
|
Specialty store |
40.1 |
57.7 |
59.5 |
8.6 |
7.7 |
7.0 |
43.4 |
60.8 |
61.9 |
14.4 |
21.6 |
21.2 |
|
Mail order company |
42.9 |
47.7 |
44.6 |
12.0 |
11.1 |
11.4 |
41.9 |
49.1 |
46.1 |
15.3 |
11.5 |
10.7 |
|
Restaurant |
49.9 |
51.5 |
46.5 |
3.4 |
6.6 |
7.4 |
51.9 |
54.8 |
48.9 |
19.5 |
25.5 |
22.3 |
|
Publisher |
43.1 |
48.6 |
44.2 |
7.5 |
5.7 |
5.4 |
35.3 |
39.7 |
36.2 |
17.1 |
12.4 |
12.0 |
|
Auto Dealers |
37.3 |
41.7 |
38.2 |
3.2 |
1.2 |
1.5 |
32.6 |
26.2 |
24.5 |
8.7 |
7.5 |
4.7 |
|
Online Auction |
N/A |
54.3 |
56.9 |
N/A |
5.1 |
2.2 |
N/A |
42.6 |
50.5 |
N/A |
11.6 |
12.0 |
|
Total Merchants |
43.5 |
55.3 |
53.7 |
9.1 |
8.0 |
8.0 |
44.1 |
55.9 |
54.8 |
16.3 |
19.6 |
18.4 |
|
1 Of pieces containing an
advertisement or request for funds. |
|||||||||||||
Industry |
Read Immediately |
Set Aside |
Found Useful |
Will Respond 1 |
|||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||||
Services: |
|
|
|
|
|
|
|
|
|
|
|
|
|||
Telephone |
49.9 |
37.3 |
28.7 |
5.7 |
2.4 |
1.4 |
46.6 |
25.4 |
17.8 |
14.4 |
6.6 |
4.1 |
|||
Other Utilities |
49.9 |
61.7 |
57.5 |
7.2 |
4.7 |
3.4 |
56.4 |
50.6 |
49.7 |
11.6 |
13.0 |
17.0 |
|||
Medical |
44.3 |
43.6 |
39.0 |
5.2 |
2.7 |
2.7 |
41.0 |
33.6 |
27.9 |
6.8 |
7.7 |
8.4 |
|||
Other professional |
53.2 |
40.9 |
34.0 |
6.4 |
1.1 |
2.7 |
42.4 |
26.3 |
23.4 |
12.2 |
10.2 |
8.7 |
|||
Dvd/Bluray/Video
Game Rental Company |
N/A |
53.6 |
42.2 |
N/A |
4.5 |
3.9 |
N/A |
38.1 |
19.7 |
N/A |
8.3 |
10.0 |
|||
Craftsman |
N/A |
24.3 |
25.0 |
N/A |
1.0 |
1.8 |
N/A |
14.7 |
17.2 |
N/A |
1.5 |
2.8 |
|||
Leisure service |
41.6 |
53.2 |
50.9 |
8.1 |
4.5 |
5.2 |
36.9 |
45.7 |
45.7 |
7.8 |
12.2 |
11.7 |
|||
Auto Maintenance |
N/A |
48.4 |
53.2 |
N/A |
2.1 |
1.9 |
N/A |
45.8 |
45.4 |
N/A |
13.4 |
18.0 |
|||
Roadside Assistance |
N/A |
47.9 |
35.8 |
N/A |
3.2 |
4.4 |
N/A |
42.9 |
31.4 |
N/A |
13.1 |
9.7 |
|||
Total Services |
44.1 |
39.7 |
36.3 |
6.5 |
2.6 |
2.5 |
38.0 |
29.4 |
27.2 |
9.6 |
7.1 |
7.8 |
|||
Federal Government |
N/A |
61.6 |
55.6 |
N/A |
4.6 |
6.4 |
N/A |
53.5 |
61.8 |
N/A |
20.5 |
13.1 |
|||
Nonfederal Government |
48.7 |
65.8 |
62.4 |
15.6 |
6.0 |
13.5 |
57.6 |
62.4 |
69.9 |
18.6 |
25.0 |
25.2 |
|||
Social/Charitable/Political: |
|
|
|
|
|
|
|
|
|
|
|
|
|||
Union or professional
Organization |
49.5 |
50.1 |
45.6 |
7.6 |
8.9 |
12.7 |
55.9 |
52.7 |
46.4 |
11.3 |
7.8 |
11.9 |
|||
Church |
51.8 |
64.4 |
57.4 |
3.6 |
7.9 |
9.9 |
39.7 |
43.0 |
59.1 |
6.6 |
20.8 |
24.2 |
|||
Veterans |
N/A |
51.1 |
55.1 |
N/A |
3.8 |
7.2 |
N/A |
37.5 |
45.7 |
N/A |
11.2 |
17.3 |
|||
Educational |
46.4 |
38.3 |
36.0 |
5.4 |
4.2 |
5.9 |
40.0 |
35.3 |
29.7 |
6.3 |
5.7 |
9.0 |
|||
Charities |
531 |
54.1 |
45.3 |
0.6 |
3.4 |
4.4 |
29.7 |
36.6 |
29.2 |
8.6 |
22.4 |
7.8 |
|||
Political |
37.5 |
41.8 |
27.9 |
8.1 |
2.3 |
4.2 |
27.6 |
31.1 |
22.4 |
13.0 |
7.8 |
5.0 |
|||
AARP |
59.4 |
52.8 |
58.4 |
7.0 |
6.7 |
3.9 |
57.1 |
51.9 |
44.9 |
37.9 |
23.9 |
13.7 |
|||
Total Social/Charitable/Political/Nonprofit |
45.2 |
45.8 |
37.5 |
6.4 |
4.0 |
6.1 |
37.8 |
37.3 |
31.6 |
9.2 |
10.4 |
9.3 |
|||
1 Of pieces containing an
advertisement or request for funds. |
Income |
Read Immediately |
Set Aside |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Under $7K |
43.0 |
37.2 |
39.4 |
1.6 |
1.3 |
1.2 |
18.8 |
4.7 |
3.6 |
0.3 |
0.2 |
0.1 |
|
$7K - $9.9K |
41.0 |
43.1 |
47.7 |
2.1 |
1.8 |
2.3 |
18.8 |
4.2 |
8.3 |
0.3 |
0.2 |
0.4 |
|
$10K - $14.9K |
45.0 |
47.7 |
38.3 |
2.6 |
2.6 |
2.0 |
11.9 |
3.3 |
6.3 |
0.5 |
0.2 |
0.3 |
|
$15K - $19.9K |
45.0 |
49.9 |
46.8 |
2.9 |
2.7 |
2.5 |
9.4 |
3.6 |
4.6 |
0.6 |
0.2 |
0.2 |
|
$20K - $24.9K |
42.5 |
47.5 |
45.7 |
2.8 |
3.1 |
3.0 |
8.5 |
6.4 |
5.6 |
0.6 |
0.4 |
0.4 |
|
$25K - $29.9K |
44.2 |
46.1 |
43.0 |
3.5 |
3.3 |
3.1 |
8.0 |
5.4 |
6.5 |
0.6 |
0.4 |
0.5 |
|
$30K - $34.9K |
41.4 |
46.1 |
43.0 |
3.6 |
3.3 |
3.1 |
8.3 |
5.4 |
6.5 |
0.7 |
0.4 |
0.5 |
|
$35K - $49.9K |
41.4 |
46.7 |
43.4 |
3.9 |
3.8 |
3.5 |
7.5 |
5.2 |
4.7 |
0.8 |
0.4 |
0.4 |
|
$50K - $64.9K |
41.1 |
48.1 |
43.4 |
4.4 |
4.7 |
4.2 |
7.0 |
5.7 |
5.4 |
0.8 |
0.6 |
0.5 |
|
$65K - $79.9K |
40.4 |
46.5 |
42.2 |
6.1 |
5.1 |
4.5 |
6.7 |
7.1 |
4.5 |
1.5 |
0.8 |
0.5 |
|
$80K - $99.9K |
31.4 |
49.8 |
41.0 |
4.4 |
5.9 |
4.7 |
8.9 |
5.1 |
6.5 |
1.3 |
0.6 |
0.7 |
|
$100K + |
34.5 |
42.9 |
40.3 |
5.3 |
14.3 |
15.9 |
6.0 |
5.6 |
5.1 |
1.2 |
1.9 |
2.0 |
|
Income |
Found Useful |
Will Respond 1 |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Under $7K |
36.0 |
35.3 |
28.9 |
1.4 |
1.2 |
0.9 |
17.5 |
10.5 |
10.9 |
0.5 |
0.3 |
0.3 |
|
$7K - $9.9K |
37.1 |
33.1 |
34.7 |
1.9 |
1.4 |
1.7 |
12.6 |
9.9 |
9.1 |
0.5 |
0.3 |
0.4 |
|
$10K - $14.9K |
39.6 |
36.6 |
30.6 |
2.3 |
2.0 |
1.6 |
17.7 |
14.9 |
10.9 |
0.8 |
0.7 |
0.6 |
|
$15K - $19.9K |
41.9 |
35.9 |
34.4 |
2.7 |
1.9 |
1.8 |
15.3 |
15.6 |
11.3 |
0.8 |
0.7 |
0.6 |
|
$20K - $24.9K |
42.8 |
40.9 |
40.0 |
2.8 |
2.7 |
2.6 |
15.6 |
12.8 |
13.9 |
0.9 |
0.7 |
0.9 |
|
$25K - $29.9K |
40.4 |
41.0 |
38.3 |
3.2 |
2.9 |
2.8 |
14.8 |
12.9 |
13.7 |
1.0 |
0.8 |
1.0 |
|
$30K - $34.9K |
40.4 |
41.0 |
38.3 |
3.5 |
2.9 |
2.8 |
14.8 |
12.9 |
13.7 |
1.1 |
0.8 |
1.0 |
|
$35K - $49.9K |
41.9 |
43.1 |
37.5 |
4.0 |
3.5 |
3.1 |
14.8 |
13.5 |
11.3 |
1.1 |
1.0 |
0.9 |
|
$50K - $64.9K |
42.2 |
43.3 |
40.5 |
4.6 |
4.2 |
4.0 |
14.8 |
15.2 |
12.4 |
1.3 |
1.3 |
1.2 |
|
$65K - $79.9K |
40.5 |
44.6 |
39.7 |
6.1 |
4.9 |
4.2 |
11.1 |
13.3 |
12.0 |
1.4 |
1.3 |
1.3 |
|
$80K - $99.9K |
34.7 |
46.1 |
39.5 |
4.9 |
5.5 |
4.5 |
10.9 |
15.9 |
12.9 |
1.3 |
1.7 |
1.5 |
|
$100K + |
32.0 |
42.5 |
39.9 |
4.9 |
14.2 |
15.8 |
10.1 |
12.8 |
11.6 |
1.3 |
3.9 |
4.6 |
|
Note: Percentages represent row
percentages within each income classification; |
|||||||||||||
2010/2011 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. |
|||||||||||||
1 Of pieces containing an
advertisement or request for funds. |
|||||||||||||
Age of Head of Household |
Read
Immediately |
Set
Aside |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
18-21 |
46.9 |
55.0 |
38.9 |
1.8 |
3.4 |
2.5 |
10.3 |
2.0 |
1.2 |
0.4 |
0.1 |
0.1 |
|
22-24 |
35.6 |
35.1 |
45.2 |
1.1 |
1.5 |
2.2 |
6.9 |
2.9 |
2.8 |
0.2 |
0.1 |
0.1 |
|
25-34 |
40.4 |
42.9 |
39.2 |
2.7 |
3.3 |
3.1 |
8.4 |
6.2 |
4.3 |
0.6 |
0.5 |
0.3 |
|
35-44 |
39.9 |
43.0 |
40.6 |
3.3 |
4.3 |
4.0 |
7.8 |
6.3 |
5.1 |
0.6 |
0.6 |
0.5 |
|
45-54 |
39.6 |
47.8 |
41.7 |
3.5 |
4.9 |
4.7 |
7.8 |
5.2 |
6.3 |
0.7 |
0.5 |
0.7 |
|
55-64 |
45.0 |
48.9 |
43.8 |
4.4 |
5.3 |
4.8 |
9.2 |
6.2 |
6.1 |
0.9 |
0.7 |
0.7 |
|
65-69 |
42.5 |
47.5 |
48.3 |
3.5 |
5.3 |
5.3 |
7.4 |
6.3 |
4.7 |
0.6 |
0.7 |
0.5 |
|
70-74 |
43.8 |
46.1 |
48.7 |
3.4 |
5.0 |
5.1 |
7.3 |
4.1 |
4.7 |
0.6 |
0.4 |
0.5 |
|
75+ |
43.8 |
45.2 |
38.2 |
3.4 |
4.0 |
3.4 |
7.3 |
4.1 |
5.3 |
0.6 |
0.4 |
0.5 |
|
Age of Head of Household |
Found
Useful |
Will Respond 1 |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
18-21 |
53.5 |
31.8 |
40.2 |
2.1 |
2.0 |
2.6 |
16.5 |
6.7 |
14.8 |
0.5 |
0.3 |
0.9 |
|
22-24 |
35.7 |
29.7 |
37.4 |
1.1 |
1.2 |
1.8 |
17.5 |
16.0 |
13.4 |
0.5 |
0.6 |
0.7 |
|
25-34 |
42.7 |
41.1 |
37.8 |
2.8 |
3.2 |
3.0 |
15.9 |
13.3 |
11.1 |
0.9 |
0.9 |
0.9 |
|
35-44 |
40.8 |
43.4 |
40.2 |
3.4 |
4.3 |
3.9 |
16.1 |
13.5 |
12.0 |
1.1 |
1.2 |
1.2 |
|
45-54 |
38.8 |
44.7 |
39.9 |
3.4 |
4.6 |
4.5 |
13.0 |
14.0 |
12.4 |
0.9 |
1.3 |
1.4 |
|
55-64 |
41.2 |
45.9 |
39.9 |
4.0 |
5.0 |
4.3 |
12.7 |
14.2 |
12.7 |
1.0 |
1.4 |
1.4 |
|
65-69 |
38.1 |
42.7 |
40.8 |
3.1 |
4.8 |
4.5 |
13.2 |
13.2 |
11.9 |
0.9 |
1.3 |
1.3 |
|
70-74 |
37.6 |
39.1 |
41.5 |
2.9 |
4.2 |
4.3 |
14.8 |
12.7 |
11.6 |
0.9 |
1.2 |
1.2 |
|
75+ |
37.6 |
36.3 |
33.0 |
2.9 |
3.2 |
2.9 |
14.8 |
12.0 |
9.3 |
0.9 |
0.9 |
0.8 |
|
Note:
Percentages represent row percentages within each age cohort classification; |
|||||||||||||
1 Of pieces containing an
advertisement or request for funds. |
|||||||||||||
Education of Head of Household |
Read Immediately |
Set Aside |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
8th grade or less |
43.7 |
39.1 |
42.7 |
2.2 |
2.6 |
3.0 |
7.8 |
3.1 |
4.6 |
0.4 |
0.2 |
0.3 |
|
Some high school |
46.4 |
45.3 |
46.4 |
2.6 |
2.8 |
3.3 |
6.9 |
3.3 |
3.0 |
0.4 |
0.2 |
0.2 |
|
High school graduate |
44.4 |
49.1 |
45.9 |
3.1 |
4.2 |
4.1 |
7.3 |
5.5 |
4.8 |
0.5 |
0.5 |
0.4 |
|
Some college |
41.6 |
49.7 |
42.5 |
3.3 |
4.5 |
3.9 |
7.9 |
5.5 |
5.8 |
0.6 |
0.5 |
0.5 |
|
Technical school graduate |
41.2 |
48.0 |
41.4 |
3.2 |
4.6 |
3.9 |
9.5 |
5.8 |
7.9 |
0.7 |
0.6 |
0.7 |
|
College graduate |
37.7 |
44.6 |
40.5 |
3.7 |
5.0 |
4.6 |
9.3 |
6.1 |
5.8 |
0.9 |
0.7 |
0.7 |
|
Post-graduate work |
37.3 |
39.6 |
36.2 |
4.4 |
5.0 |
4.6 |
8.9 |
5.9 |
5.4 |
1.0 |
0.8 |
0.7 |
|
Education of Head of Household |
Found Useful |
Will Respond 1 |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
8th grade or less |
35.5 |
32.9 |
39.3 |
1.8 |
2.1 |
2.7 |
14.6 |
9.4 |
7.9 |
0.6 |
0.5 |
0.6 |
|
Some high school |
40.5 |
39.3 |
33.8 |
2.3 |
2.5 |
2.4 |
13.4 |
11.0 |
12.1 |
0.6 |
0.6 |
0.9 |
|
High school graduate |
40.0 |
42.8 |
40.0 |
2.8 |
3.7 |
3.5 |
15.1 |
14.1 |
13.4 |
0.9 |
1.1 |
1.2 |
|
Some college |
41.1 |
44.7 |
39.7 |
3.3 |
4.1 |
3.7 |
15.6 |
15.7 |
11.7 |
1.0 |
1.3 |
1.1 |
|
Technical school graduate |
40.0 |
45.2 |
41.4 |
3.1 |
4.3 |
3.9 |
15.7 |
16.4 |
12.3 |
1.0 |
1.4 |
1.2 |
|
College graduate |
40.5 |
43.3 |
39.7 |
4.0 |
4.9 |
4.5 |
13.4 |
13.0 |
11.8 |
1.1 |
1.3 |
1.3 |
|
Post-graduate work |
40.6 |
40.6 |
36.8 |
4.8 |
5.1 |
4.7 |
14.1 |
11.6 |
9.9 |
1.4 |
1.3 |
1.3 |
|
Note: Percentages represent row
percentages within each educational attainment classification; |
|||||||||||||
1 Of pieces containing an advertisement
or request for funds. |
Industry |
BRM |
CRM |
Combined BRM/CRM |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
9.1 |
34.6 |
49.7 |
2.8 |
10.1 |
13.8 |
6.1 |
26.8 |
40.3 |
|
Bank |
4.8 |
5.3 |
3.2 |
1.6 |
3.8 |
2.8 |
3.2 |
4.8 |
3.1 |
|
Insurance Company |
12.7 |
17.3 |
14.8 |
2.3 |
6.7 |
8.9 |
7.8 |
14.0 |
13.3 |
|
Real Estate/Mortgage |
1.1 |
0.8 |
0.4 |
0.3 |
0.6 |
0.2 |
0.7 |
0.7 |
0.3 |
|
Investments |
N/A |
1.4 |
0.8 |
N/A |
0.7 |
1.0 |
N/A |
1.2 |
0.9 |
|
Other financial |
0.5 |
0.3 |
0.2 |
0.3 |
0.4 |
0.4 |
0.5 |
0.3 |
0.3 |
|
Total
Financial |
30.9 |
59.7 |
69.3 |
8.1 |
22.4 |
27.1 |
20.1 |
47.8 |
58.2 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
0.2 |
0.1 |
0.1 |
0.2 |
0.5 |
0.2 |
0.3 |
0.2 |
0.1 |
|
Department store |
5.6 |
0.7 |
0.3 |
4.0 |
2.4 |
1.8 |
5.1 |
1.2 |
0.7 |
|
Specialty store |
3.4 |
1.0 |
0.5 |
6.8 |
4.7 |
3.0 |
5.0 |
2.2 |
1.2 |
|
Mail order company |
19.0 |
6.4 |
5.5 |
46.8 |
36.6 |
36.5 |
31.6 |
16.0 |
13.7 |
|
Restaurant |
0.1 |
0.0 |
0.1 |
0.0 |
0.2 |
0.3 |
0.1 |
0.1 |
0.1 |
|
Publisher |
22.1 |
14.9 |
11.7 |
21.1 |
11.6 |
11.5 |
21.4 |
13.8 |
11.6 |
|
Auto Dealers |
0.3 |
0.0 |
0.1 |
0.1 |
0.2 |
0.1 |
0.2 |
0.1 |
0.1 |
|
Online Auction |
N/A |
0.0 |
0.0 |
N/A |
0.2 |
0.0 |
N/A |
0.1 |
0.0 |
|
Other merchants |
1.1 |
0.3 |
0.1 |
2.1 |
0.8 |
0.7 |
1.4 |
0.4 |
0.3 |
|
Total
Merchants |
53.1 |
23.5 |
18.5 |
81.7 |
57.1 |
54.0 |
66.2 |
34.1 |
27.8 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
2.3 |
0.3 |
0.7 |
0.4 |
1.5 |
2.8 |
1.4 |
0.7 |
1.3 |
|
Other Utilities |
0.2 |
1.9 |
1.9 |
0.1 |
1.5 |
1.5 |
0.2 |
1.8 |
1.8 |
|
Medical |
0.6 |
1.3 |
0.9 |
0.2 |
1.8 |
2.3 |
0.4 |
1.5 |
1.2 |
|
Other professional |
0.6 |
0.2 |
0.1 |
0.3 |
0.1 |
0.1 |
0.4 |
0.2 |
0.1 |
|
Dvd/Bluray/Video Game Rental Company |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Craftsman |
0.6 |
0.4 |
0.5 |
0.1 |
0.2 |
0.4 |
0.3 |
0.3 |
0.5 |
|
Leisure service |
1.9 |
1.5 |
0.7 |
1.0 |
1.4 |
1.0 |
1.4 |
1.5 |
0.8 |
|
Auto Maintenance |
N/A |
0.0 |
0.0 |
N/A |
0.2 |
0.1 |
N/A |
0.1 |
0.0 |
|
Roadside Assistance |
N/A |
1.8 |
1.7 |
N/A |
0.9 |
0.9 |
N/A |
1.5 |
1.5 |
|
Other services |
2.4 |
3.1 |
1.8 |
1.0 |
3.0 |
1.4 |
1.8 |
3.0 |
1.7 |
|
Total
Services |
9.7 |
10.5 |
8.3 |
3.8 |
10.6 |
10.5 |
6.9 |
10.6 |
8.9 |
|
All Manufacturers |
0.9 |
1.3 |
1.1 |
0.5 |
2.5 |
3.4 |
0.8 |
1.7 |
1.7 |
|
Federal Government |
N/A |
0.6 |
0.4 |
N/A |
0.5 |
0.5 |
N/A |
0.5 |
0.4 |
|
Nonfederal Government |
0.3 |
0.5 |
0.1 |
0.9 |
1.2 |
0.6 |
0.6 |
0.7 |
0.2 |
|
Total Social/Charitable/Political/Nonprofit |
2.9 |
3.8 |
2.2 |
1.9 |
5.2 |
3.6 |
2.5 |
4.2 |
2.5 |
|
Don't know/No answer |
0.3 |
0.2 |
0.1 |
0.6 |
0.6 |
0.3 |
0.4 |
0.3 |
0.2 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Pieces
Per Household Per Week |
1.5 |
1.5 |
1.7 |
1.3 |
0.7 |
0.6 |
2.7 |
2.1 |
2.4 |
|
Note: Totals may not sum to 100 due to rounding. |
Industry |
Business Reply |
Courtesy Reply |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
Credit card |
57.8 |
55.1 |
61.8 |
15.4 |
7.5 |
6.1 |
|
Bank |
36.1 |
19.8 |
18.2 |
10.4 |
6.6 |
5.5 |
|
Insurance Company |
62.7 |
33.5 |
31.2 |
10.1 |
6.1 |
6.7 |
|
Real Estate/Mortgage |
19.1 |
12.1 |
6.6 |
4.1 |
4.6 |
1.1 |
|
Investments |
N/A |
9.7 |
6.7 |
N/A |
2.3 |
2.9 |
|
Total Financial |
48.7 |
36.2 |
41.6 |
11.1 |
6.3 |
5.8 |
|
Merchants: |
|
|
|
|
|
|
|
Supermarkets |
1.1 |
1.6 |
1.0 |
0.8 |
2.6 |
0.9 |
|
Department store |
7.0 |
1.4 |
0.8 |
4.4 |
2.2 |
1.6 |
|
Specialty store |
6.9 |
1.2 |
0.9 |
12.1 |
2.8 |
1.7 |
|
Mail order company |
21.9 |
7.6 |
7.7 |
47.2 |
20.2 |
18.1 |
|
Restaurant |
2.1 |
0.6 |
1.2 |
0.6 |
1.5 |
1.3 |
|
Publisher |
30.2 |
46.6 |
46.0 |
25.2 |
16.9 |
16.1 |
|
Auto Dealers |
8.9 |
1.0 |
1.2 |
2.5 |
1.4 |
0.7 |
|
Online Auction |
N/A |
6.4 |
4.0 |
N/A |
10.9 |
1.7 |
|
Total Merchants |
15.8 |
8.6 |
8.4 |
21.3 |
9.8 |
8.7 |
|
Services: |
|
|
|
|
|
|
|
Telephone |
53.1 |
2.5 |
2.4 |
9.0 |
5.2 |
3.4 |
|
Other Utilities |
24.7 |
32.3 |
37.3 |
9.4 |
11.7 |
10.6 |
|
Medical |
13.2 |
9.1 |
7.3 |
4.0 |
5.6 |
6.9 |
|
Other professional |
26.2 |
10.2 |
5.9 |
12.6 |
1.8 |
2.1 |
|
Dvd/Bluray/Video
Game Rental Company |
N/A |
3.2 |
2.7 |
N/A |
1.4 |
0.7 |
|
Craftsman |
60.7 |
6.0 |
7.7 |
6.4 |
1.8 |
2.1 |
|
Leisure service |
21.2 |
10.0 |
6.8 |
10.2 |
4.5 |
3.3 |
|
Auto Maintenance |
N/A |
0.4 |
0.4 |
N/A |
1.9 |
0.6 |
|
Roadside Assistance |
N/A |
58.6 |
66.8 |
N/A |
14.2 |
12.8 |
|
Total Services |
26.8 |
9.7 |
9.3 |
9.3 |
4.6 |
4.2 |
|
All Manufacturers |
10.4 |
7.7 |
7.9 |
5.3 |
6.8 |
8.6 |
|
Federal Government |
N/A |
17.9 |
14.2 |
N/A |
7.7 |
5.9 |
|
Nonfederal Government |
5.7 |
10.2 |
3.2 |
14.4 |
10.6 |
6.8 |
|
Total
Social/Charitable/Political/Nonprofit |
18.0 |
14.6 |
13.7 |
10.4 |
9.3 |
8.2 |
|
Total Nonhousehold
Mail |
18.7 |
15.2 |
17.8 |
16.4 |
7.1 |
6.3 |
|
Total Pieces Per Household Per
Week |
1.5 |
1.5 |
1.7 |
1.3 |
0.7 |
0.6 |
|
Note: Percents
are row percentages within each Industry classification. |
Industry |
No Reply Mail |
Don't Know/ |
Total |
|||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
20.7 |
33.7 |
27.1 |
6.1 |
3.7 |
5.0 |
100.0 |
100.0 |
100.0 |
|
Bank |
45.8 |
67.2 |
72.3 |
7.7 |
6.4 |
4.0 |
100.0 |
100.0 |
100.0 |
|
Insurance Company |
20.6 |
54.4 |
56.8 |
6.7 |
6.0 |
5.2 |
100.0 |
100.0 |
100.0 |
|
Real Estate/Mortgage |
71.2 |
80.7 |
85.8 |
5.6 |
2.6 |
6.5 |
100.0 |
100.0 |
100.0 |
|
Investments |
N/A |
85.3 |
86.4 |
N/A |
2.7 |
4.0 |
N/A |
100.0 |
100.0 |
|
Total Financial |
33.4 |
52.7 |
47.7 |
6.8 |
4.8 |
4.9 |
100.0 |
100.0 |
100.0 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
87.6 |
92.2 |
94.9 |
10.5 |
3.6 |
3.2 |
100.0 |
100.0 |
100.0 |
|
Department store |
82.5 |
92.4 |
94.6 |
6.1 |
4.0 |
3.0 |
100.0 |
100.0 |
100.0 |
|
Specialty store |
25.1 |
92.6 |
94.1 |
5.9 |
3.4 |
3.2 |
100.0 |
100.0 |
100.0 |
|
Mail order company |
74.8 |
64.4 |
64.3 |
6.2 |
7.8 |
9.9 |
100.0 |
100.0 |
100.0 |
|
Restaurant |
33.7 |
95.0 |
95.2 |
10.9 |
2.9 |
2.2 |
100.0 |
100.0 |
100.0 |
|
Publisher |
79.8 |
28.5 |
29.5 |
5.9 |
7.9 |
8.4 |
100.0 |
100.0 |
100.0 |
|
Auto Dealers |
N/A |
96.3 |
96.7 |
N/A |
1.3 |
1.4 |
N/A |
100.0 |
100.0 |
|
Online Auction |
90.1 |
78.1 |
93.8 |
7.2 |
4.6 |
0.4 |
100.0 |
100.0 |
100.0 |
|
Total Merchants |
55.3 |
76.2 |
77.0 |
7.6 |
5.4 |
5.9 |
100.0 |
100.0 |
100.0 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
31.8 |
87.4 |
89.6 |
6.2 |
4.9 |
4.6 |
100.0 |
100.0 |
100.0 |
|
Other Utilities |
52.6 |
52.6 |
48.0 |
13.4 |
3.4 |
4.1 |
100.0 |
100.0 |
100.0 |
|
Medical |
78.6 |
81.1 |
82.4 |
4.2 |
4.2 |
3.4 |
100.0 |
100.0 |
100.0 |
|
Other professional |
55.7 |
84.3 |
89.5 |
5.5 |
3.6 |
2.5 |
100.0 |
100.0 |
100.0 |
|
Dvd/Bluray/Video
Game Rental Company |
62.5 |
89.4 |
95.4 |
6.1 |
6.0 |
1.2 |
100.0 |
100.0 |
100.0 |
|
Craftsman |
72.8 |
90.4 |
87.6 |
6.7 |
1.7 |
2.6 |
100.0 |
100.0 |
100.0 |
|
Leisure service |
36.6 |
82.1 |
86.8 |
5.9 |
3.4 |
3.1 |
100.0 |
100.0 |
100.0 |
|
Auto Maintenance |
30.5 |
97.1 |
98.0 |
2.4 |
0.5 |
1.0 |
100.0 |
100.0 |
100.0 |
|
Roadside Assistance |
30.5 |
20.3 |
14.3 |
2.4 |
6.9 |
6.2 |
100.0 |
100.0 |
100.0 |
|
Total Services |
57.3 |
81.8 |
83.0 |
6.5 |
3.9 |
3.5 |
100.0 |
100.0 |
100.0 |
|
All Manufacturers |
78.5 |
80.6 |
77.2 |
5.7 |
4.9 |
6.4 |
100.0 |
100.0 |
100.0 |
|
Federal Government |
N/A |
65.4 |
77.6 |
N/A |
9.0 |
2.4 |
N/A |
100.0 |
100.0 |
|
Nonfederal Government |
74.7 |
76.8 |
88.0 |
5.2 |
2.4 |
2.0 |
100.0 |
100.0 |
100.0 |
|
Total
Social/Charitable/Political/Nonprofit |
62.7 |
71.5 |
73.1 |
9.0 |
4.5 |
5.0 |
100.0 |
100.0 |
100.0 |
|
Total Nonhousehold
Mail |
56.5 |
72.1 |
70.1 |
8.4 |
5.6 |
5.7 |
100.0 |
100.0 |
100.0 |
|
Total Pieces Per Household Per
Week |
4.4 |
6.9 |
6.9 |
0.7 |
0.5 |
0.6 |
5.1 |
9.6 |
9.8 |
|
Industry |
Response Rate for Pieces with Business Reply
Enclosures |
Response Rate for Pieces with Courtesy Reply
Enclosures |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Standard
Mail: |
|
|
|
|
|
|
|
Credit
card |
8.9 |
1.5 |
1.4 |
7.0 |
11.3 |
9.7 |
|
Department
store |
11.6 |
28.8 |
3.2 |
24.9 |
18.0 |
27.1 |
|
Mail
order |
10.3 |
6.8 |
8.8 |
17.4 |
17.4 |
17.7 |
|
Publisher |
14.3 |
10.6 |
11.0 |
23.4 |
21.4 |
24.4 |
|
First
Class Mail: |
|
||||||
Credit
card |
N/A |
11.1 |
12.9 |
N/A |
7.7 |
8.3 |
|
Department
store |
N/A |
20.1 |
22.6 |
N/A |
13.3 |
17.8 |
|
Mail
order |
N/A |
17.2 |
44.7 |
N/A |
14.5 |
25.7 |
|
Publisher |
N/A |
8.2 |
11.2 |
N/A |
14.9 |
13.8 |
|
Type of Address |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Addressed to specific household
members |
44.9 |
48.7 |
44.2 |
8.7 |
5.7 |
5.5 |
40.1 |
44.2 |
39.9 |
14.4 |
13.3 |
12.1 |
|
Addressed to occupant/resident |
35.7 |
39.6 |
37.8 |
7.1 |
5.6 |
5.4 |
40.3 |
40.2 |
40.0 |
14.9 |
14.5 |
11.9 |
|
NOTE: Percentages represent row
percentages within each shape category; |
|||||||||||||
Table A3-55 |
|||||||||||||
Type of Address |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Addressed to specific household
members |
48.1 |
69.6 |
70.1 |
9.8 |
6.9 |
6.9 |
56.9 |
73.9 |
76.2 |
15.4 |
30.2 |
30.7 |
|
Addressed to occupant/resident |
39.4 |
62.4 |
47.6 |
9.9 |
5.0 |
3.6 |
48.1 |
59.7 |
52.6 |
16.3 |
31.6 |
18.3 |
|
NOTE: Percentages represent row
percentages within each address category; |
|||||||||||||
Table A3-56 |
|||||||||||||
Type of Address |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Addressed to specific household
members |
46.2 |
51.3 |
45.3 |
7.3 |
5.4 |
4.9 |
35.1 |
39.7 |
34.7 |
18.1 |
12.5 |
13.5 |
|
Addressed to occupant/resident |
37.7 |
44.0 |
45.9 |
8.8 |
8.5 |
8.4 |
38.5 |
47.6 |
47.8 |
14.0 |
11.8 |
7.0 |
|
NOTE: Percentages represent row
percentages within each address category; |
|||||||||||||
Number of Purchases |
Under $7K |
$7K - $9.9K |
$10K - $14.9K |
$15K - $19.9K |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
64.7 |
71.4 |
75.1 |
55.7 |
73.1 |
72.3 |
48.4 |
59.8 |
72.2 |
43.0 |
57.7 |
66.0 |
|
1 - 2 |
16.5 |
71.4 |
75.1 |
18.0 |
73.1 |
72.3 |
15.9 |
59.8 |
72.2 |
22.3 |
57.7 |
66.0 |
|
3 - 5 |
11.4 |
71.4 |
75.1 |
18.9 |
73.1 |
72.3 |
20.4 |
59.8 |
72.2 |
21.2 |
57.7 |
66.0 |
|
6 - 10 |
3.3 |
71.4 |
75.1 |
5.1 |
73.1 |
72.3 |
7.4 |
59.8 |
72.2 |
9.4 |
57.7 |
66.0 |
|
11 - 15 |
1.6 |
71.4 |
75.1 |
1.6 |
73.1 |
72.3 |
4.4 |
59.8 |
72.2 |
2.5 |
57.7 |
66.0 |
|
16 - 30 |
1.8 |
71.4 |
75.1 |
0.5 |
73.1 |
72.3 |
1.2 |
59.8 |
72.2 |
0.9 |
57.7 |
66.0 |
|
31 + |
0.2 |
71.4 |
75.1 |
0.3 |
73.1 |
72.3 |
0.5 |
59.8 |
72.2 |
0.3 |
57.7 |
66.0 |
|
Don't know/No answer |
0.5 |
71.4 |
75.1 |
0.0 |
73.1 |
72.3 |
1.8 |
59.8 |
72.2 |
0.5 |
57.7 |
66.0 |
|
Total Households |
100.0 |
570.8 |
601.2 |
100.0 |
585.1 |
578.5 |
100.0 |
478.4 |
577.7 |
100.0 |
461.9 |
528.0 |
|
Number of Purchases |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
41.8 |
50.0 |
55.3 |
39.0 |
48.7 |
61.4 |
34.4 |
48.7 |
61.4 |
28.7 |
50.9 |
54.8 |
|
1 - 2 |
21.3 |
50.0 |
55.3 |
19.4 |
48.7 |
61.4 |
21.9 |
48.7 |
61.4 |
22.5 |
50.9 |
54.8 |
|
3 - 5 |
20.6 |
50.0 |
55.3 |
21.9 |
48.7 |
61.4 |
19.2 |
48.7 |
61.4 |
25.4 |
50.9 |
54.8 |
|
6 - 10 |
8.0 |
50.0 |
55.3 |
11.6 |
48.7 |
61.4 |
13.8 |
48.7 |
61.4 |
11.7 |
50.9 |
54.8 |
|
11 - 15 |
2.4 |
50.0 |
55.3 |
4.1 |
48.7 |
61.4 |
4.6 |
48.7 |
61.4 |
5.3 |
50.9 |
54.8 |
|
16 - 30 |
2.9 |
50.0 |
55.3 |
3.1 |
48.7 |
61.4 |
3.9 |
48.7 |
61.4 |
3.5 |
50.9 |
54.8 |
|
31 + |
0.5 |
50.0 |
55.3 |
0.6 |
48.7 |
61.4 |
0.7 |
48.7 |
61.4 |
0.8 |
50.9 |
54.8 |
|
Don't know/No answer |
2.5 |
50.0 |
55.3 |
0.3 |
48.7 |
61.4 |
1.5 |
48.7 |
61.4 |
1.9 |
50.9 |
54.8 |
|
Total Households |
100.0 |
399.8 |
442.4 |
100.0 |
389.7 |
491.2 |
100.0 |
389.7 |
491.2 |
100.0 |
407.1 |
438.5 |
|
Number of Purchases |
$50K - $64.9K |
$65K - Over |
Total 1 |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
0 |
29.4 |
41.9 |
47.2 |
33.5 |
35.6 |
41.3 |
42.2 |
47.3 |
53.6 |
||||
1 - 2 |
19.7 |
41.9 |
47.2 |
11.6 |
35.6 |
41.3 |
19.6 |
47.3 |
53.6 |
||||
3 - 5 |
19.6 |
41.9 |
47.2 |
21.3 |
35.6 |
41.3 |
19.5 |
47.3 |
53.6 |
||||
6 - 10 |
13.4 |
41.9 |
47.2 |
18.8 |
35.6 |
41.3 |
10.0 |
47.3 |
53.6 |
||||
11 - 15 |
8.8 |
41.9 |
47.2 |
7.9 |
35.6 |
41.3 |
3.9 |
47.3 |
53.6 |
||||
16 - 30 |
4.8 |
41.9 |
47.2 |
5.0 |
35.6 |
41.3 |
2.5 |
47.3 |
53.6 |
||||
31 + |
3.3 |
41.9 |
47.2 |
0.3 |
35.6 |
41.3 |
0.7 |
47.3 |
53.6 |
||||
Don't know/No answer |
1.1 |
41.9 |
47.2 |
1.5 |
35.6 |
41.3 |
1.4 |
47.3 |
53.6 |
||||
Total Households |
100.0 |
334.9 |
377.6 |
100.0 |
284.4 |
330.2 |
100.0 |
378.4 |
429.2 |
||||
1 Includes pieces for which no
response was given for household income. |
|||||||||||||
Note: 2010/2011 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 Purchases |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
65.5 |
69.1 |
73.0 |
53.9 |
62.9 |
65.1 |
41.7 |
49.1 |
58.5 |
38.0 |
44.1 |
51.4 |
|
1 - 2 |
14.8 |
10.2 |
7.0 |
16.8 |
15.3 |
8.6 |
22.5 |
13.4 |
10.8 |
20.7 |
11.6 |
13.1 |
|
3 - 5 |
10.7 |
6.9 |
7.2 |
17.2 |
9.1 |
13.6 |
19.0 |
13.5 |
11.6 |
22.0 |
14.4 |
11.8 |
|
6 - 10 |
4.7 |
6.9 |
8.3 |
6.1 |
5.0 |
6.2 |
9.1 |
10.5 |
9.7 |
11.1 |
13.5 |
10.4 |
|
11 - 15 |
2.9 |
2.0 |
2.2 |
2.4 |
3.3 |
1.5 |
4.1 |
4.7 |
3.5 |
2.7 |
6.4 |
5.0 |
|
16 - 30 |
0.5 |
4.3 |
0.5 |
1.1 |
2.6 |
2.3 |
2.4 |
5.3 |
3.7 |
2.8 |
6.1 |
4.3 |
|
31 + |
0.2 |
0.6 |
1.9 |
0.5 |
1.7 |
2.7 |
0.6 |
3.2 |
2.2 |
0.5 |
3.6 |
3.8 |
|
Don't know/No answer |
0.7 |
0.0 |
0.0 |
2.1 |
0.0 |
0.0 |
0.8 |
0.3 |
0.0 |
2.1 |
0.4 |
0.2 |
|
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 |
|
Number of Purchases |
Technical School |
College |
Post Graduate |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
37.2 |
47.0 |
53.8 |
38.0 |
42.2 |
47.5 |
27.0 |
37.8 |
42.9 |
42.2 |
47.3 |
53.6 |
|
1 - 2 |
16.3 |
13.7 |
12.7 |
18.5 |
10.6 |
10.8 |
19.5 |
10.6 |
11.2 |
19.6 |
12.1 |
11.0 |
|
3 - 5 |
20.2 |
14.9 |
10.6 |
21.8 |
13.1 |
12.2 |
22.7 |
12.8 |
13.5 |
19.5 |
12.9 |
11.9 |
|
6 - 10 |
12.8 |
11.2 |
11.0 |
11.9 |
12.6 |
11.5 |
16.4 |
13.0 |
11.7 |
10.0 |
11.3 |
10.2 |
|
11 - 15 |
6.2 |
3.3 |
3.1 |
4.1 |
7.1 |
5.5 |
7.2 |
6.6 |
6.2 |
3.9 |
5.5 |
4.3 |
|
16 - 30 |
3.7 |
5.7 |
4.4 |
2.6 |
8.5 |
7.2 |
5.2 |
11.0 |
8.1 |
2.5 |
6.6 |
4.9 |
|
31 + |
2.6 |
4.0 |
4.0 |
0.9 |
5.5 |
4.9 |
1.1 |
7.5 |
5.6 |
0.7 |
4.1 |
3.7 |
|
Don't know/No answer |
1.2 |
0.3 |
0.5 |
2.1 |
0.4 |
0.4 |
1.3 |
0.6 |
0.8 |
1.4 |
0.3 |
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 |
|
1 Includes pieces for which no
response was given for educational attainment. |
|||||||||||||
Note: Totals may not sum to 100
due to rounding. |
Number of |
18 - 24 |
25 - 34 |
35 - 44 |
45 - 54 |
55 - 64 |
|||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
51.8 |
71.4 |
74.2 |
36.1 |
60.9 |
59.2 |
39.2 |
48.9 |
53.6 |
41.0 |
45.9 |
48.6 |
40.2 |
39.8 |
48.1 |
|
1 - 2 |
21.7 |
9.8 |
8.5 |
22.2 |
11.2 |
14.6 |
19.0 |
12.7 |
10.0 |
21.4 |
11.0 |
11.9 |
15.7 |
10.1 |
9.6 |
|
3 - 5 |
17.6 |
5.5 |
8.2 |
23.3 |
10.3 |
11.5 |
19.8 |
11.7 |
11.0 |
17.8 |
13.5 |
12.2 |
19.8 |
14.2 |
13.3 |
|
6 - 10 |
2.8 |
4.3 |
5.3 |
10.4 |
6.9 |
7.4 |
11.4 |
12.0 |
10.3 |
9.1 |
11.3 |
11.2 |
13.1 |
13.8 |
11.4 |
|
11 - 15 |
1.7 |
2.0 |
2.4 |
2.9 |
3.2 |
2.2 |
5.0 |
4.3 |
5.8 |
5.5 |
6.1 |
4.0 |
4.9 |
7.4 |
5.4 |
|
16 - 30 |
2.3 |
3.6 |
0.4 |
2.3 |
4.2 |
2.9 |
3.3 |
6.4 |
5.1 |
3.2 |
7.6 |
6.6 |
3.5 |
8.1 |
7.0 |
|
31 + |
0.7 |
3.4 |
0.7 |
0.9 |
3.0 |
2.0 |
1.1 |
3.7 |
4.0 |
0.8 |
4.2 |
5.1 |
0.9 |
5.9 |
4.8 |
|
Don't know/No answer |
1.1 |
0.0 |
0.4 |
1.9 |
0.2 |
0.3 |
1.4 |
0.3 |
0.2 |
1.2 |
0.4 |
0.3 |
2.0 |
0.6 |
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 |
100.0 |
100.0 |
100.0 |
|
Number of |
65 - 69 |
70 + |
70-74 |
75+ |
Total 1 |
|||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
2010 |
2011 |
1987 |
2010 |
2011 |
||||||
0 |
47.5 |
44.4 |
50.5 |
53.8 |
43.3 |
50.5 |
49.0 |
57.3 |
42.2 |
47.3 |
53.6 |
|||||
1 - 2 |
19.7 |
12.2 |
9.5 |
17.5 |
14.9 |
11.5 |
14.9 |
10.0 |
19.6 |
12.1 |
11.0 |
|||||
3 - 5 |
17.3 |
12.2 |
12.2 |
15.8 |
12.9 |
13.9 |
14.0 |
11.7 |
19.5 |
12.9 |
11.9 |
|||||
6 - 10 |
10.2 |
12.1 |
11.6 |
8.3 |
13.5 |
12.9 |
9.7 |
11.1 |
10.0 |
11.3 |
10.2 |
|||||
11 - 15 |
3.5 |
6.1 |
5.6 |
2.8 |
5.6 |
4.8 |
5.0 |
3.6 |
3.9 |
5.5 |
4.3 |
|||||
16 - 30 |
0.7 |
8.2 |
6.1 |
1.2 |
5.7 |
2.8 |
5.0 |
3.7 |
2.5 |
6.6 |
4.9 |
|||||
31 + |
0.3 |
4.5 |
4.4 |
0.0 |
3.8 |
3.4 |
2.3 |
2.2 |
0.7 |
4.1 |
3.7 |
|||||
Don't know/No answer |
1.1 |
0.4 |
0.2 |
2.3 |
0.3 |
0.2 |
0.1 |
0.3 |
1.4 |
0.3 |
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 |
|||||
1 Includes pieces for which no
response was given for age. |
||||||||||||||||
Note: Totals may not sum to 100
due to rounding. |
Number of Purchases |
1 |
2 |
3 |
4+ |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
55.0 |
55.0 |
63.3 |
38.5 |
45.2 |
51.4 |
42.3 |
40.7 |
47.3 |
31.4 |
40.6 |
41.5 |
|
1 - 2 |
18.1 |
12.9 |
10.5 |
20.0 |
11.8 |
11.9 |
20.2 |
12.1 |
9.4 |
20.6 |
10.4 |
7.5 |
|
3 - 5 |
16.7 |
11.9 |
9.9 |
20.4 |
12.9 |
12.2 |
17.5 |
14.9 |
12.8 |
24.9 |
13.3 |
17.3 |
|
6 - 10 |
6.5 |
8.8 |
7.7 |
11.5 |
12.1 |
10.4 |
9.9 |
13.9 |
13.9 |
9.4 |
11.3 |
13.5 |
|
11 - 15 |
2.3 |
4.3 |
3.2 |
4.1 |
5.9 |
4.6 |
4.7 |
6.6 |
5.5 |
6.8 |
6.0 |
4.4 |
|
16 - 30 |
1.0 |
4.3 |
3.3 |
2.9 |
7.3 |
5.2 |
3.2 |
7.4 |
5.1 |
2.9 |
10.3 |
10.1 |
|
31 + |
0.1 |
2.8 |
1.9 |
1.0 |
4.4 |
4.0 |
0.5 |
4.1 |
5.7 |
1.3 |
8.0 |
5.0 |
|
Don't know/No answer |
0.4 |
0.1 |
0.2 |
1.7 |
0.5 |
0.3 |
1.6 |
0.3 |
0.3 |
2.7 |
0.3 |
0.7 |
|
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. |
Mail Order Purchases |
Pieces Per Household Per Week |
||||
1987 |
2010 |
2011 |
|||
0 |
0.6 |
0.7 |
0.8 |
||
1 |
1.1 |
0.8 |
0.7 |
||
2 |
1.2 |
1.2 |
1.4 |
||
3 - 5 |
1.6 |
1.4 |
1.9 |
||
6 - 10 |
2.3 |
1.7 |
1.9 |
||
11 + |
3.1 |
2.7 |
2.9 |
||
Mail Order Purchases |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
0 |
40.4 |
43.8 |
42.3 |
8.4 |
11.2 |
11.0 |
34.2 |
43.8 |
40.2 |
12.5 |
9.6 |
8.1 |
|
1 - 2 |
40.8 |
43.3 |
37.5 |
11.4 |
7.1 |
10.9 |
36.6 |
42.9 |
36.8 |
15.1 |
12.3 |
9.1 |
|
3 - 5 |
45.7 |
45.4 |
55.3 |
13.5 |
11.0 |
8.2 |
45.8 |
45.5 |
53.1 |
15.8 |
11.5 |
13.9 |
|
6 - 10 |
44.6 |
47.9 |
41.2 |
14.9 |
13.4 |
12.2 |
46.2 |
49.3 |
46.0 |
15.8 |
12.9 |
9.1 |
|
11 + |
42.0 |
52.9 |
44.2 |
11.8 |
10.4 |
13.3 |
45.5 |
56.0 |
49.9 |
16.9 |
11.9 |
12.7 |
|
Note: Percentages represent row
percentages within each shape category; |
|||||||||||||
Industry |
Percent of Unaddressed Mail
Received by Households |
|||
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
Credit card |
0.2 |
0.4 |
2.6 |
|
Bank |
0.2 |
1.0 |
0.0 |
|
Insurance company |
0.9 |
2.2 |
5.3 |
|
Real estate/Mortgage |
0.6 |
0.0 |
1.7 |
|
Investments |
N/A |
0.3 |
0.1 |
|
Other financial |
0.0 |
0.0 |
0.1 |
|
Total Financial |
2.1 |
3.9 |
9.9 |
|
Merchants: |
|
|
|
|
Supermarkets |
22.1 |
37.9 |
27.7 |
|
Department store |
20.9 |
12.8 |
9.6 |
|
Mail order company |
1.5 |
0.7 |
1.4 |
|
Other store |
25.1 |
15.8 |
17.4 |
|
Publisher |
4.6 |
0.6 |
0.8 |
|
Restaurant |
6.7 |
5.5 |
9.7 |
|
Auto dealers |
0.9 |
0.6 |
1.2 |
|
Online Auction |
N/A |
0.1 |
0.0 |
|
Other merchants |
2.1 |
1.7 |
0.2 |
|
Total Merchants |
90.0 |
75.6 |
67.9 |
|
Services: |
|
|
|
|
Telephone |
0.0 |
1.2 |
8.6 |
|
Other utilities |
0.1 |
0.1 |
0.5 |
|
Medical |
1.6 |
1.8 |
1.1 |
|
Other professional |
0.7 |
0.2 |
0.0 |
|
Dvd/Bluray/Video
Game Rental Company |
N/A |
0.2 |
0.0 |
|
Craftsman |
0.5 |
0.2 |
1.6 |
|
Leisure service |
0.5 |
0.6 |
0.3 |
|
Auto Maintenance |
N/A |
0.4 |
0.7 |
|
Roadside Assistance |
N/A |
0.0 |
0.1 |
|
Other services |
2.1 |
8.1 |
2.4 |
|
Total Services |
5.6 |
12.7 |
15.4 |
|
All Manufacturers |
0.6 |
1.7 |
0.6 |
|
Federal Government |
N/A |
0.4 |
0.0 |
|
Nonfederal Government |
0.2 |
0.4 |
0.8 |
|
Total
Social/Charitable/Political/Nonprofit |
1.3 |
3.1 |
3.3 |
|
Don't know/No answer |
0.8 |
2.2 |
2.1 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Note: Totals may not sum to 100
due to rounding. |
Table
A3-65 |
||||
Treatment |
Percent of Mail Pieces |
|||
1987 |
2010 |
2011 |
||
Read by member of household |
29.3 |
29.9 |
29.2 |
|
Read by more than one member of
household 1 |
N/A |
18.3 |
14.0 |
|
Looked at |
24.0 |
15.3 |
18.3 |
|
Discarded |
20.0 |
20.2 |
20.1 |
|
Set aside |
3.9 |
6.3 |
5.7 |
|
Don't know/No answer |
22.7 |
10.0 |
12.8 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Usefulness |
Percent of Mail Pieces |
|||
1987 |
2010 |
2011 |
||
Useful |
33.9 |
50.1 |
46.6 |
|
Interesting |
16.9 |
10.8 |
12.0 |
|
Not interesting |
21.6 |
27.4 |
27.9 |
|
Objectionable |
4.4 |
0.8 |
0.4 |
|
Don't know/No answer |
23.2 |
11.0 |
13.2 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Note: Totals may not sum to 100
due to rounding. |
Industry |
Read Immediately 1 |
Found Useful |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Financial: |
|
|
|
|
|
|
|
Bank |
18.9 |
21.9 |
0.0 |
11.2 |
24.2 |
0.0 |
|
Insurance company |
12.5 |
28.0 |
13.1 |
7.7 |
10.3 |
33.5 |
|
Real estate/Mortgage |
13.3 |
0.0 |
0.0 |
9.0 |
0.0 |
0.0 |
|
Total Financial |
16.1 |
21.4 |
8.9 |
10.1 |
12.0 |
19.9 |
|
Merchants: |
|
|
|
|
|
|
|
Supermarkets |
37.7 |
31.5 |
32.5 |
46.8 |
69.5 |
61.2 |
|
Department store |
33.9 |
43.5 |
28.1 |
39.8 |
51.1 |
54.7 |
|
Mail order company |
18.5 |
29.8 |
56.7 |
19.0 |
28.5 |
41.9 |
|
Specialty store |
24.6 |
31.5 |
38.4 |
28.4 |
36.9 |
34.7 |
|
Publisher |
33.6 |
62.5 |
9.7 |
39.9 |
11.2 |
9.7 |
|
Restaurant |
31.6 |
44.5 |
30.3 |
33.3 |
45.7 |
39.1 |
|
Auto dealers |
0.8 |
30.8 |
0.0 |
2.8 |
10.5 |
36.9 |
|
Total Merchants |
27.1 |
34.8 |
32.8 |
35.7 |
55.3 |
48.9 |
|
Services: |
|
|
|
|
|
|
|
Medical |
12.6 |
21.7 |
14.9 |
10.6 |
33.9 |
14.9 |
|
Other professional |
17.3 |
0.0 |
0.0 |
17.0 |
0.0 |
0.0 |
|
Leisure service |
26.0 |
0.0 |
76.0 |
30.9 |
0.0 |
100.0 |
|
Craftsman |
22.9 |
0.0 |
1.7 |
10.4 |
0.0 |
0.0 |
|
Total Services |
17.1 |
18.8 |
18.0 |
15.9 |
21.3 |
21.6 |
|
Total
Social/Charitable/Social/Nonprofit |
29.0 |
37.9 |
46.2 |
25.9 |
35.9 |
8.6 |
|
Note: Percentages are row
percentages within each Industry classification. |
|||||||
1 Defined as "Read by One Member of the
Household". |
Table A3-67 |
|||||||
Shape |
Percentage of |
Pieces Per Household Per Week |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Envelopes: |
|
|
|
|
|
|
|
Letter size envelope |
37.2 |
52.8 |
49.5 |
0.9 |
1.1 |
1.1 |
|
Larger envelope |
9.5 |
5.6 |
4.4 |
0.2 |
0.1 |
0.1 |
|
Total Envelope |
46.6 |
58.4 |
53.8 |
1.1 |
1.3 |
1.2 |
|
Postcard |
2.1 |
2.7 |
2.9 |
0.1 |
0.1 |
0.1 |
|
Catalog (not in envelope) |
4.4 |
2.8 |
3.0 |
0.1 |
0.1 |
0.1 |
|
Flyers/Circulars |
20.4 |
19.7 |
20.5 |
0.5 |
0.4 |
0.4 |
|
Magazines/Newsletters |
3.9 |
7.6 |
9.0 |
0.1 |
0.2 |
0.2 |
|
Other |
0.3 |
0.5 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Don't know/No answer |
1.4 |
0.4 |
0.4 |
0.0 |
0.0 |
0.0 |
|
Total Pieces Received by
Households |
79.6 |
92.1 |
89.9 |
1.9 |
2.0 |
2.0 |
|
Base: RPW Total, Nonprofit Rate
Bulk: Work-Share and Enhanced Carrier Route. |
Industry |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog Not In Envelope |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Medical |
29.1 |
22.9 |
25.1 |
10.0 |
5.3 |
2.6 |
7.4 |
3.5 |
3.9 |
10.0 |
3.3 |
2.1 |
|
Union or professional |
37.9 |
39.2 |
34.7 |
12.1 |
8.0 |
1.9 |
3.2 |
2.3 |
1.2 |
4.8 |
1.1 |
1.0 |
|
Church |
43.4 |
65.1 |
62.5 |
8.6 |
4.1 |
3.2 |
2.3 |
1.8 |
2.8 |
3.0 |
1.8 |
1.0 |
|
Veterans |
48.9 |
61.1 |
53.8 |
11.3 |
12.8 |
12.0 |
6.5 |
3.1 |
4.3 |
6.7 |
0.1 |
0.0 |
|
Educational |
27.3 |
26.9 |
23.7 |
9.0 |
4.0 |
3.2 |
1.8 |
7.4 |
6.0 |
12.2 |
6.9 |
10.0 |
|
Charities |
80.1 |
74.8 |
73.7 |
9.3 |
7.4 |
5.5 |
1.5 |
2.0 |
2.6 |
1.2 |
1.7 |
2.6 |
|
Political |
28.9 |
43.8 |
36.3 |
13.6 |
5.1 |
5.7 |
3.0 |
1.5 |
3.0 |
0.6 |
0.4 |
0.0 |
|
AARP |
79.3 |
92.1 |
93.5 |
11.0 |
4.1 |
1.8 |
4.2 |
0.0 |
0.3 |
0.9 |
0.0 |
0.4 |
|
Museum |
49.0 |
51.9 |
47.3 |
14.9 |
3.0 |
2.5 |
5.9 |
3.3 |
2.3 |
19.7 |
3.9 |
9.0 |
|
Nonprofit publication |
30.6 |
59.2 |
56.4 |
28.6 |
6.3 |
5.0 |
1.9 |
2.7 |
3.1 |
5.1 |
2.5 |
3.2 |
|
Industry |
Flyers |
Newspapers/Magazines |
Total |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Medical |
35.2 |
37.7 |
28.0 |
4.9 |
25.7 |
37.3 |
100.0 |
100.0 |
100.0 |
||||
Union or professional |
33.6 |
27.5 |
32.7 |
6.5 |
21.4 |
27.6 |
100.0 |
100.0 |
100.0 |
||||
Church |
35.9 |
14.1 |
14.1 |
5.6 |
12.7 |
15.6 |
100.0 |
100.0 |
100.0 |
||||
Veterans |
18.1 |
16.9 |
23.4 |
5.6 |
4.9 |
5.4 |
100.0 |
100.0 |
100.0 |
||||
Educational |
44.8 |
39.3 |
38.8 |
3.9 |
14.5 |
17.5 |
100.0 |
100.0 |
100.0 |
||||
Charities |
6.9 |
11.3 |
12.2 |
0.5 |
2.0 |
3.0 |
100.0 |
100.0 |
100.0 |
||||
Political |
52.6 |
47.2 |
53.2 |
0.7 |
1.6 |
1.2 |
100.0 |
100.0 |
100.0 |
||||
AARP |
2.7 |
2.9 |
1.8 |
2.0 |
0.4 |
1.9 |
100.0 |
100.0 |
100.0 |
||||
Museum |
8.9 |
25.8 |
25.6 |
0.5 |
11.8 |
12.6 |
100.0 |
100.0 |
100.0 |
||||
Nonprofit publication |
11.4 |
20.0 |
21.5 |
19.7 |
8.5 |
10.1 |
100.0 |
100.0 |
100.0 |
||||
Note: Totals may not equal
exactly 100% due to unreported categories; Percentages are row percentages
within Industry classification. |
Industry |
Advertising |
Fund Request |
Other |
Don't Know/ |
Total |
|||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Medical |
27.5 |
40.4 |
20.0 |
18.0 |
21.8 |
19.1 |
43.0 |
33.7 |
2.9 |
11.4 |
4.1 |
3.1 |
100.0 |
100.0 |
45.2 |
|
Union or professional |
28.5 |
22.0 |
23.6 |
21.3 |
27.1 |
10.9 |
40.8 |
45.6 |
22.4 |
9.4 |
5.2 |
0.7 |
100.0 |
100.0 |
57.6 |
|
Church |
14.7 |
10.7 |
7.3 |
30.5 |
58.6 |
47.4 |
44.8 |
25.3 |
7.1 |
10.0 |
5.3 |
6.7 |
100.0 |
100.0 |
68.6 |
|
Veterans |
18.4 |
4.3 |
3.9 |
42.7 |
78.1 |
78.7 |
31.4 |
7.5 |
5.7 |
7.6 |
10.0 |
6.7 |
100.0 |
100.0 |
95.1 |
|
Educational |
35.6 |
46.0 |
26.0 |
14.7 |
20.7 |
17.3 |
41.6 |
30.9 |
3.5 |
8.0 |
2.4 |
0.9 |
100.0 |
100.0 |
47.7 |
|
Charities |
7.7 |
4.0 |
3.5 |
79.3 |
88.0 |
85.6 |
6.8 |
3.2 |
5.1 |
6.2 |
4.9 |
4.7 |
100.0 |
100.0 |
98.9 |
|
Political |
4.3 |
0.0 |
0.0 |
28.1 |
23.3 |
25.1 |
56.2 |
75.4 |
80.6 |
11.4 |
1.3 |
3.9 |
100.0 |
100.0 |
109.5 |
|
AARP |
65.8 |
63.3 |
56.1 |
7.6 |
14.2 |
15.4 |
13.9 |
9.5 |
12.6 |
12.7 |
13.1 |
6.1 |
100.0 |
100.0 |
90.2 |
|
Museum |
60.5 |
45.3 |
43.1 |
16.9 |
29.0 |
23.2 |
15.7 |
23.7 |
2.3 |
6.9 |
2.1 |
2.4 |
100.0 |
100.0 |
71.0 |
|
Nonprofit publication |
62.4 |
17.6 |
13.3 |
3.7 |
57.4 |
50.9 |
19.0 |
20.1 |
23.4 |
14.9 |
4.9 |
4.4 |
100.0 |
100.0 |
92.0 |
|
Total Mail Received by
Households |
26.3 |
23.5 |
16.9 |
34.0 |
50.9 |
46.6 |
29.4 |
20.1 |
21.6 |
10.3 |
5.5 |
4.5 |
100.0 |
100.0 |
89.6 |
|
Note: Percentages are row
percentages within Industry classification. |
Table
A3-70 |
||||
Income |
1987 |
2010 |
2011 |
|
< $7K |
0.8 |
0.7 |
0.9 |
|
$ 7K -
$9.9K |
1.3 |
0.9 |
0.7 |
|
$ 10K -
$14.9K |
1.4 |
1.3 |
1.2 |
|
$ 15K -
$19.9K |
1.7 |
1.4 |
1.2 |
|
$ 20K -
$24.9K |
1.6 |
1.7 |
1.4 |
|
$ 25K -
$29.9K |
1.8 |
1.6 |
1.4 |
|
$ 30K -
$34.9K |
2.2 |
1.6 |
1.4 |
|
$ 35K -
$49.9K |
2.3 |
1.6 |
1.6 |
|
$ 50K -
$64.9K |
2.6 |
1.9 |
2.1 |
|
$ 65K -
Over |
3.8 |
2.5 |
2.4 |
|
Age
of Head of Household |
1987 |
2010 |
2011 |
|
18 - 24 |
0.5 |
0.8 |
0.7 |
|
25 - 34 |
1.1 |
0.9 |
1.1 |
|
35 - 44 |
1.8 |
1.5 |
1.3 |
|
45 - 54 |
2.3 |
2.0 |
2.0 |
|
55 - 64 |
2.5 |
2.3 |
2.3 |
|
65 - 69 |
2.8 |
2.6 |
2.6 |
|
70 - 74 |
2.6 |
3.1 |
3.1 |
|
75 + |
2.6 |
3.7 |
3.5 |
|
Education
of Head of Household |
1987 |
2010 |
2011 |
|
< 8th
grade |
1.1 |
1.3 |
0.9 |
|
Some High
School |
1.3 |
1.0 |
1.1 |
|
High
School |
1.5 |
1.7 |
1.6 |
|
Some
College |
1.8 |
1.9 |
1.8 |
|
|
1.8 |
1.6 |
1.9 |
|
College |
2.3 |
2.3 |
2.4 |
|
Post
graduate |
4.3 |
3.2 |
3.2 |
|
Type
of Household |
1987 |
2010 |
2011 |
|
One-person
household |
1.6 |
1.8 |
1.9 |
|
Male |
1.2 |
1.4 |
1.4 |
|
Female |
1.8 |
2.1 |
2.2 |
|
One adult
+ minors |
1.0 |
0.7 |
1.0 |
|
Male |
1.0 |
1.1 |
0.8 |
|
Female |
1.0 |
0.5 |
1.1 |
|
More than
one adult without children |
2.3 |
2.3 |
2.2 |
|
One-earner |
2.3 |
2.2 |
2.2 |
|
Two-earner |
1.9 |
2.0 |
2.0 |
|
More than
one adult with children |
1.8 |
1.7 |
1.6 |
|
One-earner |
1.6 |
1.6 |
1.5 |
|
Two-earner |
2.0 |
1.9 |
1.8 |
|
Employment
of Head of Household |
1987 |
2010 |
2011 |
|
White
collar professional |
2.5 |
2.1 |
2.1 |
|
White
collar sales/clerical |
1.3 |
1.6 |
1.6 |
|
White
collar craftsmen/mechanic |
1.0 |
1.4 |
1.5 |
|
Service
Worker |
1.1 |
1.2 |
1.3 |
|
Other
employed |
1.2 |
1.2 |
1.2 |
|
Homemaker |
1.8 |
2.1 |
1.2 |
|
Student 1 |
1.2 |
1.9 |
1.4 |
|
Retired |
2.3 |
2.9 |
2.9 |
|
Other not
employed |
0.5 |
1.7 |
2.4 |
|
Type
of Dwelling |
1987 |
2010 |
2011 |
|
Single-family
house |
2.3 |
2.3 |
2.2 |
|
Multi-family
unit |
1.0 |
1.3 |
1.3 |
|
Mobile
house |
1.2 |
1.0 |
0.9 |
|
Number
of Adults |
1987 |
2010 |
2011 |
|
1 |
1.5 |
2.0 |
1.7 |
|
2 |
2.0 |
2.0 |
2.0 |
|
3 |
2.2 |
2.1 |
2.2 |
|
4+ |
2.4 |
2.2 |
2.3 |
|
Note: 2010/2011
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. |
Age Cohort |
Percent |
Pieces Per Household |
|||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
18 - 24 |
41.6 |
64.1 |
38.1 |
0.2 |
0.5 |
0.3 |
|
25 - 34 |
28.6 |
48.3 |
37.3 |
0.3 |
0.4 |
0.4 |
|
35 - 44 |
27.5 |
43.1 |
38.7 |
0.5 |
0.6 |
0.5 |
|
45 - 54 |
33.7 |
43.9 |
40.4 |
0.8 |
0.9 |
0.8 |
|
55 - 64 |
34.4 |
54.7 |
50.0 |
0.9 |
1.3 |
1.1 |
|
65 - 69 |
39.3 |
55.7 |
51.8 |
1.1 |
1.4 |
1.3 |
|
70 - 74 |
40.7 |
57.8 |
54.9 |
1.1 |
1.8 |
1.7 |
|
75+ |
40.7 |
54.8 |
54.5 |
1.1 |
2.0 |
1.9 |
|
Treatment |
Previous Customer |
Organization Known |
Organization Not Known |
Total 1 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read by member of household |
68.0 |
56.6 |
55.0 |
36.4 |
32.2 |
28.4 |
24.7 |
25.2 |
22.9 |
49.5 |
42.5 |
40.6 |
|
Read by more than one member of
household 1 |
N/A |
9.2 |
9.3 |
N/A |
5.4 |
4.2 |
N/A |
3.0 |
2.6 |
N/A |
6.9 |
6.6 |
|
Looked at |
17.0 |
14.7 |
16.7 |
24.6 |
28.7 |
29.3 |
35.7 |
26.0 |
24.8 |
21.3 |
17.8 |
19.1 |
|
Discarded |
4.5 |
12.4 |
12.8 |
20.3 |
28.7 |
33.1 |
29.9 |
41.1 |
46.6 |
10.5 |
18.3 |
20.1 |
|
Set Aside |
9.0 |
6.8 |
6.1 |
7.6 |
4.9 |
4.8 |
8.5 |
4.3 |
3.1 |
7.6 |
5.4 |
5.0 |
|
Don't know/No answer |
1.5 |
0.2 |
0.1 |
1.2 |
0.1 |
0.1 |
1.3 |
0.5 |
0.0 |
11.0 |
9.1 |
8.6 |
|
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 |
|
1 1987 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 |
|||||||||||||
Response |
Previous Customer |
Organization Known |
Organization Not Known |
Total 2 |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Yes |
28.0 |
22.8 |
22.9 |
6.8 |
4.5 |
3.8 |
5.2 |
3.1 |
3.0 |
18.0 |
14.7 |
14.2 |
|
No |
43.3 |
46.2 |
52.6 |
74.0 |
79.0 |
84.8 |
76.8 |
83.3 |
89.0 |
55.2 |
57.7 |
59.7 |
|
Maybe |
20.9 |
30.0 |
24.1 |
10.6 |
15.9 |
11.1 |
9.4 |
12.3 |
7.6 |
16.5 |
22.8 |
17.2 |
|
No Answer |
7.8 |
1.1 |
0.4 |
8.7 |
0.6 |
0.2 |
8.5 |
1.3 |
0.4 |
10.4 |
4.8 |
8.9 |
|
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 |
|
Pieces Per Household Per Week |
0.6 |
1.1 |
1.1 |
0.3 |
0.5 |
0.4 |
0.2 |
0.2 |
0.2 |
1.1 |
1.8 |
1.7 |
|
1 Restricted to Advertisements or
Request for Donation from One Organization Only |
|||||||||||||
2 1987 Estimates Include pieces
for which no response was given for familiarity with institution. |
|||||||||||||
Note: Totals may not sum to 100
due to rounding. |
Treatment |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Read by member of household |
48.9 |
42.3 |
41.4 |
49.1 |
44.6 |
47.7 |
61.1 |
58.9 |
48.2 |
43.2 |
35.6 |
33.2 |
|
Read by more than one member of
household 1 |
N/A |
4.6 |
4.9 |
N/A |
7.0 |
7.8 |
N/A |
9.6 |
9.9 |
N/A |
11.8 |
9.5 |
|
Looked at |
22.8 |
19.3 |
19.9 |
23.1 |
20.5 |
20.2 |
12.7 |
8.8 |
12.1 |
24.9 |
13.5 |
16.0 |
|
Discarded |
11.2 |
18.0 |
18.7 |
9.6 |
16.5 |
13.2 |
13.2 |
14.6 |
27.2 |
10.9 |
25.3 |
25.2 |
|
Set Aside |
6.6 |
5.0 |
4.6 |
9.0 |
6.4 |
5.3 |
2.1 |
5.3 |
1.5 |
14.4 |
10.6 |
11.7 |
|
Don't know/No answer |
10.5 |
10.8 |
10.5 |
9.3 |
5.1 |
5.8 |
10.9 |
2.9 |
1.1 |
6.5 |
3.2 |
4.4 |
|
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 |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Read by member of household |
54.2 |
42.4 |
36.4 |
38.5 |
40.7 |
43.1 |
49.5 |
42.5 |
40.6 |
||||
Read by more than one member of
household 1 |
N/A |
8.5 |
6.3 |
N/A |
15.0 |
14.2 |
N/A |
6.9 |
6.6 |
||||
Looked at |
21.1 |
17.6 |
21.4 |
11.1 |
12.2 |
12.7 |
21.3 |
17.8 |
19.1 |
||||
Discarded |
11.2 |
20.9 |
27.6 |
5.9 |
14.5 |
11.6 |
10.5 |
18.3 |
20.1 |
||||
Set Aside |
6.8 |
3.8 |
3.2 |
13.4 |
10.3 |
10.2 |
7.6 |
5.4 |
5.0 |
||||
Don't know/No answer |
6.7 |
6.7 |
5.3 |
31.2 |
7.3 |
8.3 |
11.0 |
9.1 |
8.6 |
||||
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 A3-75 |
|||||||||||||
Usefulness |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog Not In Envelope |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Useful |
35.9 |
38.6 |
38.2 |
41.6 |
41.5 |
44.6 |
44.5 |
59.7 |
48.2 |
56.6 |
52.4 |
50.5 |
|
Interesting |
24.7 |
18.6 |
18.3 |
27.7 |
22.6 |
23.8 |
22.1 |
14.8 |
12.6 |
21.2 |
19.8 |
19.4 |
|
Not Interesting |
20.8 |
30.4 |
31.6 |
15.0 |
29.6 |
24.0 |
15.9 |
22.0 |
35.9 |
10.7 |
24.1 |
25.2 |
|
Objectionable |
4.9 |
1.0 |
1.0 |
3.6 |
1.0 |
1.3 |
5.1 |
0.0 |
2.0 |
3.4 |
0.5 |
0.6 |
|
Don't know/No answer |
13.8 |
11.4 |
11.0 |
12.1 |
5.3 |
6.3 |
12.4 |
3.4 |
1.2 |
8.0 |
3.2 |
4.2 |
|
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 |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Useful |
56.6 |
46.1 |
37.5 |
45.9 |
62.0 |
60.1 |
43.8 |
43.3 |
41.2 |
||||
Interesting |
18.7 |
16.9 |
16.4 |
14.1 |
15.5 |
17.0 |
22.4 |
18.1 |
17.8 |
||||
Not Interesting |
13.7 |
29.5 |
39.4 |
5.5 |
14.8 |
14.5 |
16.4 |
28.2 |
31.1 |
||||
Objectionable |
2.7 |
0.6 |
1.4 |
2.1 |
0.1 |
0.1 |
3.8 |
0.8 |
1.0 |
||||
Don't know/No answer |
8.3 |
7.0 |
5.3 |
32.4 |
7.6 |
8.3 |
13.5 |
9.6 |
8.9 |
||||
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 |
|||||||||||||
Response |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog Not In Envelope |
|||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Yes |
19.7 |
16.1 |
16.3 |
17.6 |
16.3 |
21.5 |
14.6 |
18.9 |
18.2 |
18.2 |
8.8 |
12.2 |
|
No |
52.0 |
56.3 |
55.1 |
60.0 |
55.1 |
53.8 |
59.3 |
52.7 |
59.6 |
52.0 |
56.9 |
51.8 |
|
Maybe |
16.8 |
23.2 |
17.7 |
15.1 |
26.4 |
18.9 |
19.9 |
26.0 |
20.9 |
24.1 |
30.7 |
31.7 |
|
No
Answer |
11.5 |
4.5 |
10.9 |
7.4 |
2.2 |
5.9 |
6.3 |
2.5 |
1.2 |
5.9 |
3.6 |
4.3 |
|
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 |
|
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/ |
Total 1 |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
|||||
Yes |
12.6 |
11.1 |
9.2 |
9.8 |
10.9 |
10.4 |
18.0 |
14.7 |
14.2 |
||||
No |
64.5 |
62.8 |
70.8 |
54.3 |
62.3 |
66.9 |
55.2 |
57.7 |
59.7 |
||||
Maybe |
13.6 |
19.0 |
14.6 |
13.6 |
22.3 |
14.3 |
16.5 |
22.8 |
17.2 |
||||
No
Answer |
9.3 |
7.0 |
5.4 |
22.3 |
4.5 |
8.4 |
10.4 |
4.8 |
8.9 |
||||
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 |
0.4 |
0.4 |
0.0 |
0.2 |
0.2 |
1.2 |
2.0 |
2.0 |
||||
1 Total includes pieces for which
no response was given as to shape. |
|||||||||||||
Note:
Totals may not sum to 100 due to rounding. |
Industry |
Percent |
||||||||||||
Read Immediately |
Set Aside |
Found Useful |
Will Respond 1 |
||||||||||
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
1987 |
2010 |
2011 |
||
Medical |
46.3 |
50.2 |
49.1 |
8.1 |
5.4 |
4.6 |
46.1 |
46.7 |
43.5 |
13.4 |
8.0 |
8.0 |
|
Union or Professional |
50.1 |
57.2 |
55.9 |
8.5 |
6.0 |
5.7 |
51.6 |
52.5 |
55.2 |
18.4 |
15.4 |
10.5 |
|
Church |
64.0 |
57.7 |
53.4 |
6.9 |
6.8 |
6.1 |
59.2 |
54.5 |
54.3 |
25.2 |
23.4 |
23.0 |
|
Veterans |
56.0 |
51.7 |
52.0 |
9.5 |
5.8 |
4.6 |
44.3 |
44.5 |
45.1 |
22.6 |
23.6 |
18.6 |
|
Educational |
48.0 |
51.2 |
50.2 |
7.0 |
6.3 |
5.1 |
49.1 |
45.5 |
42.7 |
13.2 |
8.5 |
9.7 |
|
Charities |
44.6 |
44.1 |
41.8 |
7.2 |
3.9 |
3.7 |
28.3 |
35.0 |
32.6 |
17.7 |
14.5 |
13.8 |
|
Political |
40.6 |
45.3 |
32.9 |
6.1 |
4.9 |
5.1 |
31.8 |
33.9 |
29.2 |
20.0 |
12.6 |
9.8 |
|
AARP |
46.1 |
39.5 |
48.1 |
10.7 |
5.4 |
5.8 |
40.9 |
32.3 |
38.4 |
13.6 |
12.0 |
12.7 |
|
Museum |
53.6 |
66.9 |
56.7 |
8.4 |
7.2 |
8.9 |
44.3 |
66.4 |
53.6 |
12.5 |
17.4 |
18.0 |
|
Nonprofit Publications |
39.8 |
48.9 |
46.5 |
8.8 |
5.4 |
4.9 |
39.3 |
42.5 |
40.5 |
12.8 |
14.8 |
14.1 |
|
Total Mail Received by
Households |
49.5 |
49.4 |
47.1 |
7.6 |
5.4 |
5.0 |
43.8 |
43.3 |
41.2 |
18.0 |
14.7 |
14.2 |
|
1 Percent of pieces containing an
advertisement or fundraising request. |
|||||||||||||
Note: Percentages represent row
percentages within each industry classification; |