A Appendix
A: Comparative Tables 1987, 2011 &
2012
Concordance
A1. Total Mail
Overview
A2. First-Class Mail
A3. Standard Mail (A)
A4. Direct Mail
Advertising
A5. Periodicals
A6. Packages &
Expedited (This section has been redacted)
A7. Electronic
Communications
A8. Annual Trends
Appendix A: Comparative Tables 1987, 2011 & 2012
Concordance of Tables
This Concordance of Tables that follows provides detailed
estimates concerning mail piece attributes, household mailing behavior and mean
pieces per household per week for a variety of demographic characteristics.
The reporting of data in these tables was done using prior year definitions of key measures to maintain consistency. For this reason, these data may differ from that reported in tables in the report text. Where possible, we have provided information about the calculations (such as the “base”) or other supplemental notes so that readers can interpret the findings appropriately.
Comparisons between 1987 and years after 2009 data should be done
with caution. Data after 2009 represent
refinements in survey methodology from previous years, as well as modifications
in the procedures for weighting and adjustment for mail flow underreports. These data may also reflect changes in the
definitions of mail classifications.
Concordance of Appendix Tables
PFY 1999 Tables |
Description |
GFY 2012 Tables |
3 - 1 |
Total Domestic Mail Originating in Households and Nonhouseholds |
A1-1 |
3 - 2 |
Mail Received by Households by Class |
A1-2 |
3 - 3 |
Total Mail Overview: Content of Mail Received by Households |
A1-3 |
4 - 10 |
First-Class Mail Contents of Mail Received by Households |
A2-1 |
4 - 2 |
First-Class Mail Received -- Content by Quarter (Pieces Per Household Per Week) |
A2-2 |
4 - 20 |
Use of First-Class Advertising-Only Mail -- by Industry |
A2-3 |
4 - 5 |
Percentage of First-Class Mail
Containing Advertising by Household Income |
A2-4 |
4 - 24 |
First-Class Mail Usage of Reply Envelopes -- by Industry (Percentage of Pieces) |
A2-5 |
4 - 23 |
First-Class Mail -- Enclosure of Reply Envelopes -- by Content (Percentage of Pieces) |
A2-6 |
4 - 25 |
First-Class Mail -- Industry Usage
of Reply Envelopes |
A2-7 |
4 - 18 |
First-Class Mail -- Industry Mail to Households |
A2-8 |
4 - 19 |
First-Class Mail -- Bills and Statements |
A2-9 |
4 - 22 |
Use of First-Class Business Invitations/Announcements Mail -- by Industry |
A2-10 |
4 - 21 |
Use of First-Class Advertising-Enclosed Mail -- by Industry |
A2-11 |
4 - 9 |
First-Class Mail Received -- by Number of Financial Accounts and Insurance Policies |
A2-12 |
4 - 8 |
First-Class Mail Received -- by Number of Credit Cards |
A2-13 |
4 - 7 |
First-Class Mail Receipt --
Content by Age of Head of Household |
A2-14 |
4 - 6 |
First-Class Mail Receipt --
Content by Education of Head of Household |
A2-15 |
4 - 4 |
First-Class Receipt -- Content by Income (Pieces Per household Per Week) |
A2-16 |
4 - 27 |
First-Class Mail -- Percent of Nonpersonal Mail Received by Households |
A2-17 |
4 - 26 |
Total Percentage of Industry's
First-Class Mail Received |
A2-18 |
4 - 32 |
First-Class Mail -- Total Envelopes by Sector (Percentage of Pieces) |
A2-19 |
4 - 33 |
First-Class Mail -- Total Envelopes by Content (Percentage of Total Envelopes) |
A2-20 |
4 - 34 |
First-Class Mail -- Total Envelopes by Industry (Percentage of Total Envelopes) |
A2-21 |
4 - 35 |
First-Class Mail -- Nonpresort Envelopes by Sector (Percentage of Pieces) |
A2-22 |
4 - 38 |
First-Class Mail -- Total Cards by Sector (Percentage of Pieces) |
A2-23 |
4 - 39 |
First-Class Mail -- Total Cards by Industry (Percentage of Total Cards) |
A2-24 |
4 - 40 |
First-Class Mail -- Total Cards by Content (Percentage of Total Cards) |
A2-25 |
4 - 41 |
First-Class Mail -- Cards
Received by Households -- |
A2-26 |
4 - 42 |
First-Class Mail -- Cards
Received by Households -- |
A2-27 |
4 - 48 |
First-Class Mail Sent by Households to Nonhouseholds |
A2-28 |
4 - 01 |
First-Class Mail Originating in Households and Nonhouseholds |
A2-29 |
4 - 60 |
First-Class Mail Media by Which
Mail Order Purchases Made in Past Month |
A2-30 |
4 - 49 |
First-Class Mail -- Method of Payment (From Entry Interview) |
A2-31 |
4 - 51 |
First-Class Mail -- Use of Automatic Deductions (Percent of Households) |
A2-38 |
4 - 52 |
First-Class Mail -- Use of
Automatic Deductions -- by Income |
A2-39 |
4 - 53 |
First-Class Mail -- Use of Automatic Deductions -- by Age (Percentage of Households) |
A2-40 |
6 - 2 |
Standard Mail Content of Mail
Piece |
A3-1 |
6 - 6 |
Standard Mail by Major Industry by Quarter (Mean Pieces Per Household Per Week) |
A3-2 |
6 - 4 |
Standard Mail Addressee (Percentage of Total Standard Mail) |
A3-3 |
6 - 5 |
Standard Mail Addressee by Industry (Percentage of Pieces) |
A3-4 |
6 - 7 |
Standard Mail by Shape |
A3-5 |
6 - 8 |
Standard Mail Industry by Shape (Percentage of Pieces Received by Households) |
A3-6a |
6 - 9 |
Standard Mail Shape by Industry (Percentage of Pieces) |
A3-7a/b |
6 - 11 |
Standard Mail Shape by Addressee (Percentage of Pieces) |
A3-8 |
6 - 13 |
Standard Mail Demographics -- Pieces Received Per Household Per Week |
A3-9 |
6 - 14 |
Receipt of First-Class and Total Standard Mail (Including Nonprofit Mail) by Number of Mail Order Purchases Made in the Past Year (Pieces Per Household Per Week) |
A3-10 |
6 - 15 |
Standard Mail by Familiarity
With Institution |
A3-11 |
6 - 16 |
Standard Mail by Industry and Familiarity (Percentage of Pieces) |
A3-12 |
6 - 17 |
Standard Mail -- Shape by Familiarity With Organization (Percentage of Pieces) |
A3-13 |
6 - 18 |
Standard Mail -- Mail Order Industry Shape by Familiarity With Organization (Percentage of Mail Pieces Received by Households) |
A3-14 |
6 - 20 |
Standard Mail Receipt by Number of Financial Accounts and Insurance Policies |
A3-15 |
6 - 19 |
Standard Mail Receipt by Number of Credit Card Accounts |
A3-16 |
6 - 22 |
Standard Mail Treatment of Mail
Piece by Familiarity With Organization |
A3-17 |
6 - 23 |
Standard Mail Usefulness of
Mail Pieces by Familiarity With Organization |
A3-18 |
6 - 24 |
Standard Mail Response to
Advertising by Familiarity With Organization |
A3-19 |
6 - 25 |
Standard Mail Treatment by Usefulness (Percentage of Pieces) |
A3-20 |
6 - 26 |
Standard Mail Usefulness by Treatment (Percentage of Pieces) |
A3-21 |
6 - 27 |
Standard Mail Treatment by Intended Response (Percentage of Pieces) |
A3-22 |
6 - 28 |
Standard Mail Intended Response by Treatment (Percentage of Pieces) |
A3-23 |
6 - 29 |
Standard Mail Usefulness by Intended Response (Percentage of Pieces) |
A3-24 |
6 - 30 |
Standard Mail Intended Response by Usefulness (Percentage of Pieces) |
A3-25 |
6 - 31 |
Standard Mail Pieces From Credit
Card Industry Response to Mail Piece |
A3-26 |
6 - 32 |
Standard Mail Pieces From
Insurance Companies Response to Mail Piece |
A3-27 |
6 - 33 |
Standard Mail Pieces From
Department Stores Response to Mail Piece |
A3-28 |
6 - 34 |
Standard Mail Pieces From Mail
Order Companies Response to Mail Piece |
A3-29 |
6 - 35 |
Standard Mail Pieces From
Publishers Response to Mail Piece by Familiarity |
A3-30 |
6 - 36 |
Standard Mail Treatment of Mail
Piece by Shape |
A3-31 |
6 - 37 |
Standard Mail Usefulness of
Mail Piece by Shape |
A3-32 |
6 - 38 |
Standard Mail Response to
Advertising by Shape |
A3-33 |
6 - 39 |
Standard Mail Percentage of
Pieces Read Immediately and Set Aside |
A3-34 |
6 - 40 |
Standard Mail Percentage of Pieces
Eliciting Intended Response |
A3-35 |
6 - 41 |
Standard Mail Percentage of
Pieces Found Useful |
A3-36 |
6 - 42 |
Standard Mail From Department Stores
Reaction to Mail Piece |
A3-37 |
6 - 43 |
Standard Mail From Department
Stores Reaction to Mail Piece |
A3-38 |
6 - 44 |
Standard Mail From Mail Order Companies
Reaction to Mail Piece |
A3-39 |
6 - 45 |
Standard Mail From Mail Order
Companies Reaction to Mail Piece |
A3-40 |
6 - 46 |
Standard Mail from Publishers Reaction
to Mail Piece |
A3-41 |
6 - 47 |
Standard Mail from Publishers Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces) |
A3-42 |
6 - 48 |
Standard Mail from Credit Card Companies
Reaction to Mail Piece |
A3-43 |
6 - 49 |
Standard Mail from Credit Card
Companies Reaction to Mail Pieces |
A3-44 |
6 - 50 |
Standard Mail from Insurance Companies
Reaction to Mail Pieces |
A3-45 |
6 - 51 |
Standard Mail from Insurance
Companies Reaction to Mail Pieces |
A3-46 |
6 - 52 |
Standard Mail Reaction by Industry (Percentage of Mail Received by Households) |
A3-47a/b |
6 - 53 |
Standard Mail Reaction to Mail Piece by Income |
A3-48 |
6 - 54 |
Standard Mail Reaction to Mail Piece by Age of Head of Household |
A3-49 |
6 - 55 |
Standard Mail Reaction to Mail Piece by Education of Head of Household |
A3-50 |
6 - 56 |
Standard Mail Users of Reply Envelopes by Industry (Percentage of Pieces) |
A3-51 |
6 - 57 |
Standard Mail Industry Usage of
Reply Mail |
A3-52a/b |
6 - 58 |
Standard Mail Intended Response Rates for Major Industries by Enclosure of Reply Envelopes/Cards (Percentage of Pieces to Which Recipients Intend to Respond) |
A3-53 |
6 - 59 |
Standard Mail Reaction to Mail Piece by Addressee (Percentage of Pieces) |
A3-54 |
6 - 60 |
Standard Mail Reaction to
Pieces From Department Stores by Addressee |
A3-55 |
6 - 61 |
Standard Mail Reaction to Pieces From Publishers by Addressee (Percentage of Pieces) |
A3-56 |
6 - 68 |
Number of Mail Order Purchases
Within the Last Year by Income |
A3-57 |
6 - 69 |
Number of Mail Order Purchases
Within the Last Year |
A3-58 |
6 - 70 |
Number of Mail Order Purchases
Within the Last Year |
A3-59 |
6 - 71 |
Number of Mail Order Purchases Within
the Last Year |
A3-60 |
6 - 72 |
Standard Mail Order Pieces
Received |
A3-61 |
6 - 73 |
Standard Mail Reaction to Pieces
From Mail Order Industry |
A3-62 |
6 - 77 |
Unaddressed Mail Received (Percentage of Pieces) |
A3-64 |
6 - 78 |
Unaddressed Mail Received Reaction |
A3-65 |
6 - 79 |
Unaddressed Mail Received
Response to Bundled Flyers by Industry |
A3-66 |
6 - 80 |
Nonprofit Standard Mail Received by Households By Shape |
A3-67 |
6 - 82 |
Nonprofit Standard Mail by Industry by Shape (Percentage of Pieces) |
A3-68 |
6 - 84 |
Nonprofit Standard Mail Content
by Industry |
A3-69 |
6 - 85 |
Nonprofit Standard Mail Pieces Received Per Household Per Week |
A3-70 |
6 - 86 |
Percent of Non-Profit Standard
Mail Containing a Request for Donations |
A3-71 |
6 - 87 |
Nonprofit Standard Mail Treatment of Mail Piece by Familiarity With Organization (Percentage of Pieces) |
A3-72 |
6 - 88 |
Nonprofit Standard Mail
Response to Advertising by Familiarity With Organization |
A3-73 |
6 - 89 |
Nonprofit Standard Mail
Treatment of Mail Piece by Shape |
A3-74 |
6 - 90 |
Nonprofit Standard Mail
Usefulness of Mail Piece by Shape |
A3-75 |
6 - 91 |
Nonprofit Standard Mail
Response to Advertising by Shape |
A3-76 |
6 - 92 |
Nonprofit Standard Mail
Reaction by Industry |
A3-77 |
3 - 7 |
Total Pieces of Advertising Mail Received Per Week by Income |
A4-1 |
3 - 8 |
Total Pieces of Advertising Mail Received Per Week by Age of Household Head |
A4-2 |
3 - 9 |
Total Pieces of Advertising Mail Received Per Week by Education of Head of Household |
A4-3 |
3 - 15 |
Total Mail Overview: Treatment of Advertising Mail by Actual Weekly Standard Mail Receipt (Percentage of Households - From Entry Interview) |
A4-4 |
3 - 4 |
Total Mail Overview: Intended
Response to Advertising Mail by Class |
A4-5 |
3 - 5 |
Response Rates to Advertising: First-Class Advertising Only vs. Standard Mail Envelopes and Cards (Percentage of Pieces) |
A4-6 |
3 - 17 |
Entry Interview Treatment of
Advertising Mail by Household Income |
A4-7 |
3 - 10 |
Entry Interview Treatment of Advertising Mail (Percentage of Households) |
A4-8 |
3 - 19 |
Entry Interview Attitude Towards Mail Advertising by Age of Head of Household (Percentage of Households) |
A4-9 |
3 - 21 |
Entry Interview Treatment of Advertising Mail by Education of Head of Household (Percentage of Households) |
A4-10 |
5 - 1 |
Periodicals Received |
A5-1 |
5 - 2 |
Periodicals -- Type of Publication |
A5-2 |
5 - 9 |
Newspapers Received by Mail And
Not by Mail --Number of Different Newspapers |
A5-3 |
5 - 10 |
Periodical Mail -- Type of Subscription |
A5-4 |
5 - 11 |
Periodical Mail -- Source of Publications |
A5-5 |
5 - 12 |
Periodical Mail -- Type and Source
of Mail Received by Households |
A5-6 |
5 - 13 |
Periodicals -- Satisfaction With Delivery (Percentage of Pieces) |
A5-7 |
5 - 14 |
Periodicals -- Need For Delivery (Percentage Of Pieces) |
A5-8 |
5 - 16 |
Periodicals -- Satisfaction
With Delivery by Postal Region |
A5-9 |
5 - 17 |
Periodicals -- Households' Need for Delivery by Postal Region (Percentage of Pieces) |
A5-10 |
*3 - 22 |
Household Electronic Mail
Capability by Household Income |
A7-1 |
3 - 23 |
Household Electronic Mail
Capability by Education of Head of Household |
A7-2 |
3 - 24 |
Household Electronic Mail Capability
by Age of Head of Household |
A7-3 |
Appendix A1: Total Mail Overview
Table A1-1 |
|||||||
Sector |
Percentage of Total Domestic Mail |
Pieces Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Household-to-household |
4.8 |
2.7 |
2.8 |
1.6 |
0.7 |
0.7 |
|
Household-to-nonhousehold |
6.4 |
6.0 |
5.8 |
2.1 |
1.6 |
1.5 |
|
Nonhousehold-to-household |
55.5 |
71.8 |
71.7 |
18.5 |
19.5 |
18.1 |
|
Unknown
incoming |
0.3 |
0.8 |
0.6 |
0.1 |
0.2 |
0.1 |
|
Unknown
outgoing |
1.0 |
1.5 |
1.7 |
0.3 |
0.4 |
0.4 |
|
Total Household Mail |
69.1 |
82.8 |
82.5 |
23.0 |
22.5 |
20.9 |
|
Nonhousehold-to-nonhousehold |
30.9 |
17.2 |
17.5 |
- |
- |
- |
|
Total |
100.0 |
100.0 |
100.0 |
- |
- |
- |
Table A1-2 |
||||||||
Class |
Percent of Total Pieces Per Week |
Pieces Per Household Per Week |
||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||
First-Class
|
42.1 |
35.6 |
35.7 |
8.64 |
7.36 |
6.89 |
||
Periodicals |
8.2 |
4.2 |
4.2 |
1.69 |
0.87 |
0.81 |
||
Standard
Mail |
47.6 |
56.6 |
56.1 |
9.77 |
11.69 |
10.82 |
||
Package
Services |
0.3 |
0.4 |
0.6 |
0.06 |
0.09 |
0.12 |
||
Government
1 |
1.8 |
3.1 |
3.3 |
0.36 |
0.65 |
0.64 |
||
Total |
100.0 |
100.0 |
100.0 |
20.52 |
20.67 |
19.28 |
||
1 Includes Government Mail from
First-Class Letters, Standard Mail, USPS-Delivered Packages and Unaddressed Material |
Content |
1987 |
2011 |
2012 |
||
NON-ADVERTISING |
|
|
|
||
Personal |
7.5 |
3.5 |
3.6 |
||
Bills
5 |
12.5 |
11.8 |
11.8 |
||
Financial
Statements |
4.2 |
4.3 |
4.5 |
||
ADVERTISING |
|||||
First-Class
advertising only |
4.7 |
4.1 |
4.1 |
||
First-Class
advertising enclosed |
5.5 |
9.9 |
9.1 |
||
First-Class
business invitations announcements |
1.2 |
1.5 |
1.7 |
||
First-Class
requests for donations |
0.4 |
0.5 |
0.5 |
||
Standard
Mail advertising |
30.7 |
40.2 |
38.7 |
||
Standard
Mail requests |
0.5 |
0.2 |
0.3 |
||
Standard
Mail nonprofit advertising |
2.4 |
1.6 |
1.8 |
||
Standard
Mail nonprofit requests |
3.2 |
4.5 |
5.4 |
||
Total Advertising With Request For
Donations |
48.6 |
62.5 |
61.6 |
||
(not including Periodicals) |
|||||
Total Advertising Without Request For
Donations |
44.5 |
57.3 |
55.4 |
||
(not including Periodicals) |
|||||
Newspapers |
2.9 |
0.6 |
0.7 |
||
Magazines |
4.7 |
3.3 |
3.3 |
||
Total Advertising (including Periodicals) |
56.2 |
66.4 |
65.5 |
||
OTHER: |
|||||
Other
Standard Mail 6 |
6.7 |
7.4 |
7.5 |
||
Other
Standard Mail nonprofit 6 |
3.7 |
3.5 |
3.5 |
||
Federal
Government |
1.7 |
1.2 |
1.2 |
||
International |
0.5 |
0.1 |
0.1 |
||
Other
2 |
12.5 |
9.9 |
10.2 |
||
Total 3 |
105.5 |
108.2 |
107.9 |
||
Pieces
per household per week 4 |
20.5 |
20.3 |
18.9 |
||
1 Does not include packages or
expedited mail. |
|||||
2 Mostly other First-Class. |
|||||
3 Equals more than 100% because it
includes First-Class advertising enclosed. |
|||||
4 Excludes First-Class
advertising enclosed. |
|||||
5 Includes credit card statement/bill. |
|||||
6 Request for donations is a
separate category under advertising. |
Appendix A2: First-Class Mail
Table A2-1 |
|||||||
Content |
Percent of Total Mail Received by Households |
Pieces Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Personal: |
|
|
|
|
|||
Holiday
card |
3.2 |
1.5 |
1.6 |
0.6 |
0.3 |
0.3 |
|
Other
greeting cards |
1.7 |
0.9 |
0.9 |
0.3 |
0.2 |
0.2 |
|
Invitations |
0.7 |
0.4 |
0.4 |
0.1 |
0.1 |
0.1 |
|
Letter |
2.7 |
0.5 |
0.5 |
0.5 |
0.1 |
0.1 |
|
Announcements |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Package |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Other
personal |
0.5 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
|
Total Personal |
9.1 |
3.5 |
3.6 |
1.6 |
0.7 |
0.7 |
|
Business
or Nonfederal Government: |
|
||||||
Advertising
Only |
5.2 |
4.1 |
4.1 |
0.9 |
0.9 |
0.8 |
|
Notice
of order |
1.4 |
1.8 |
2.0 |
0.2 |
0.4 |
0.4 |
|
Bill/invoice/premium
1 |
14.7 |
11.7 |
11.6 |
2.5 |
2.4 |
2.2 |
|
Financial
statement |
5.0 |
4.4 |
4.6 |
0.9 |
0.9 |
0.9 |
|
Payment |
1.9 |
1.0 |
1.0 |
0.3 |
0.2 |
0.2 |
|
Rebate |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Greeting
card |
0.3 |
0.3 |
0.2 |
0.1 |
0.1 |
0.0 |
|
Invitation
or announcement |
1.5 |
1.6 |
1.7 |
0.3 |
0.3 |
0.3 |
|
CD/DVD/Video
game |
N/A |
0.8 |
0.4 |
N/A |
0.2 |
0.1 |
|
Direct
Deposit Receipts |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Sweepstakes |
0.1 |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Insurance
policy 2 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Tax
forms |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other
business or government |
6.7 |
4.1 |
3.9 |
1.1 |
0.8 |
0.8 |
|
Packages |
0.1 |
0.9 |
0.9 |
0.0 |
0.2 |
0.2 |
|
Total Business or Government |
37.2 |
30.9 |
30.8 |
6.4 |
6.4 |
5.9 |
|
Social/Charitable/Political/Nonprofit: |
|
||||||
Announcement/meeting |
1.3 |
1.0 |
0.9 |
0.2 |
0.2 |
0.2 |
|
Request
for donation |
0.4 |
0.5 |
0.5 |
0.1 |
0.1 |
0.1 |
|
Confirmation
of donation |
0.2 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
|
Bill/invoice/premium |
0.3 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Educational
acceptances |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other
Social/Charitable/Political/Nonprofit |
1.2 |
0.4 |
0.3 |
0.2 |
0.1 |
0.1 |
|
Total Social/Charitable/Political/Nonprofit |
3.5 |
2.1 |
1.9 |
0.6 |
0.4 |
0.4 |
|
Don't
know/No answer |
0.6 |
1.9 |
2.2 |
0.1 |
0.4 |
0.4 |
|
Total Mail Received by Households |
50.4 |
38.5 |
38.5 |
8.6 |
7.9 |
7.4 |
|
1 Includes credit card
statement/bill. |
|||||||
2 Estimates for 2011 and 2012 include
Insurance Related Mail. |
|||||||
Note:
Totals may not sum due to rounding. |
Table A2-2 |
|||||||
Quarter |
Total Personal |
Total Business or Nonfederal
Government 1 |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Quarter One |
2.42 |
1.40 |
1.39 |
6.49 |
6.68 |
6.10 |
|
Quarter Two |
1.56 |
0.52 |
0.52 |
6.38 |
6.85 |
6.37 |
|
Quarter Three |
1.16 |
0.49 |
0.46 |
6.56 |
6.24 |
5.85 |
|
Quarter Four |
1.04 |
0.41 |
0.37 |
6.00 |
6.03 |
5.58 |
|
1 Includes credit card
statement/bill. |
Table A2-3 |
||||||||||
Industry |
Percent of First-Class
"Advertising Only" |
Percent of Total First Class
Mail |
Pieces Per Household Per Week |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
7.0 |
9.1 |
6.9 |
0.4 |
1.0 |
0.8 |
0.1 |
|||
Credit Card |
7.0 |
4.4 |
4.9 |
0.4 |
0.5 |
0.5 |
0.1 |
0.0 |
0.0 |
|
Bank |
7.8 |
5.8 |
6.7 |
0.4 |
0.7 |
0.7 |
0.1 |
0.1 |
0.1 |
|
Insurance |
3.7 |
5.4 |
6.8 |
0.2 |
0.6 |
0.7 |
0.0 |
0.0 |
0.1 |
|
Mortgage |
N/A |
1.2 |
1.1 |
N/A |
0.1 |
0.1 |
N/A |
0.0 |
0.0 |
|
Investments |
1.1 |
1.8 |
1.6 |
0.1 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
|
Other Financial |
32.2 |
27.7 |
28.1 |
1.7 |
3.2 |
3.1 |
0.3 |
0.2 |
0.2 |
|
Total Financial |
|
|
|
|
|
|
|
|||
Merchants: |
0.0 |
1.6 |
1.6 |
0.0 |
0.2 |
0.2 |
0.0 |
|||
Supermarkets |
7.0 |
3.1 |
3.0 |
0.4 |
0.4 |
0.3 |
0.1 |
0.0 |
0.0 |
|
Department Store |
9.3 |
13.1 |
12.8 |
0.5 |
1.5 |
1.4 |
0.1 |
0.1 |
0.1 |
|
Other Store |
8.5 |
3.3 |
3.1 |
0.4 |
0.4 |
0.3 |
0.1 |
0.0 |
0.0 |
|
Mail Order |
0.2 |
1.2 |
0.8 |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Restaurant |
10.8 |
2.4 |
2.3 |
0.6 |
0.3 |
0.3 |
0.1 |
0.0 |
0.0 |
|
Publisher |
2.2 |
5.4 |
6.6 |
0.1 |
0.6 |
0.7 |
0.0 |
0.0 |
0.1 |
|
Auto dealers |
N/A |
0.7 |
0.5 |
N/A |
0.1 |
0.1 |
N/A |
0.0 |
0.0 |
|
Online Auction |
3.2 |
2.2 |
2.8 |
0.2 |
0.3 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Other Merchants |
46.1 |
33.1 |
33.6 |
2.4 |
3.8 |
3.6 |
0.4 |
0.3 |
0.3 |
|
Total Merchants |
|
|
|
|
|
|
|
|||
Services: |
1.9 |
4.1 |
4.6 |
0.1 |
0.5 |
0.5 |
0.0 |
|||
Telephone |
0.7 |
0.8 |
1.0 |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Other utility |
1.7 |
6.1 |
7.2 |
0.1 |
0.7 |
0.8 |
0.0 |
0.1 |
0.1 |
|
Medical |
1.7 |
1.2 |
2.4 |
0.1 |
0.1 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Other professional |
N/A |
0.1 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
0.1 |
2.9 |
2.1 |
0.0 |
0.3 |
0.2 |
0.0 |
0.0 |
0.0 |
|
Craftsman |
7.7 |
6.1 |
6.5 |
0.4 |
0.7 |
0.7 |
0.1 |
0.1 |
0.1 |
|
Leisure service |
N/A |
3.5 |
3.1 |
N/A |
0.4 |
0.3 |
N/A |
0.0 |
0.0 |
|
Auto Maintenance |
7.7 |
0.1 |
0.2 |
0.4 |
0.0 |
0.0 |
0.1 |
0.0 |
0.0 |
|
Roadside Assistance |
2.9 |
4.4 |
3.3 |
0.1 |
0.5 |
0.4 |
0.0 |
0.0 |
0.0 |
|
Other Services |
17.5 |
29.3 |
30.5 |
0.9 |
3.4 |
3.3 |
0.2 |
0.3 |
0.2 |
|
Total Services |
1.0 |
3.3 |
2.7 |
0.1 |
0.4 |
0.3 |
0.0 |
0.0 |
0.0 |
|
All Manufacturers |
N/A |
2.2 |
1.0 |
N/A |
0.3 |
0.1 |
N/A |
0.0 |
0.0 |
|
Federal government |
1.0 |
0.3 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Nonfederal government |
0.0 |
3.8 |
3.7 |
0.0 |
0.4 |
0.4 |
0.0 |
0.0 |
0.0 |
|
Social/Charitable/Political/Nonprofit |
3.2 |
0.3 |
0.3 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Don't Know/No Answer |
100.0 |
96.6 |
97.3 |
5.2 |
11.1 |
10.6 |
0.9 |
0.9 |
0.8 |
|
Total Advertising-Only Mail Received
by Households |
7.0 |
9.1 |
6.9 |
0.4 |
1.0 |
0.8 |
0.1 |
0.1 |
0.1 |
|
Note: Totals may not sum due to
rounding. |
Table A2-4 Percentage of First-Class Mail
Containing Advertising1 by Household Income (Percentage of Pieces) Postal Fiscal Years 1987, 2011
and 2012 (Recruitment and Diary Data) |
||||
Income |
First-Class Mail |
|||
1987 |
2011 |
2012 |
||
< $7K |
18.6 |
25.6 |
20.0 |
|
$7K - $9.9K |
21.1 |
21.1 |
25.8 |
|
$10K - $14.9K |
25.5 |
22.2 |
20.1 |
|
$15K - $19.9K |
23.4 |
25.8 |
23.3 |
|
$20K - $24.9K |
24.3 |
26.2 |
23.0 |
|
$25K - $29.9K |
25.5 |
25.3 |
27.1 |
|
$30K - $34.9K |
27.0 |
|||
$35K - $49.9K |
29.5 |
24.9 |
23.1 |
|
$50K - $64.9K |
29.4 |
24.5 |
24.3 |
|
$65K - $79.9K |
29.9 |
23.7 |
23.8 |
|
$80K - $99.9K |
33.3 |
28.5 |
23.7 |
|
$100K+ |
31.6 |
28.6 |
25.2 |
|
1 Includes advertising only,
advertising enclosed, and business
invitations/announcements. |
Table A2-5 |
||||||||||
Industry |
BRM |
CRM |
Total Reply Mail |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|||
Credit Card |
12.2 |
9.6 |
12.9 |
14.0 |
24.3 |
24.9 |
13.7 |
21.0 |
22.5 |
|
Bank |
10.5 |
6.4 |
6.1 |
5.5 |
7.6 |
6.8 |
6.8 |
7.4 |
6.7 |
|
Insurance |
13.0 |
8.9 |
11.3 |
9.5 |
8.8 |
9.4 |
10.3 |
8.8 |
9.8 |
|
Mortgage |
1.6 |
0.7 |
1.2 |
0.4 |
2.2 |
1.9 |
0.6 |
1.8 |
1.7 |
|
Investments |
N/A |
5.9 |
4.7 |
N/A |
1.2 |
1.2 |
N/A |
2.3 |
1.9 |
|
Other Financial |
1.4 |
0.6 |
0.3 |
0.4 |
0.4 |
0.9 |
0.6 |
0.4 |
0.8 |
|
Total Financial |
49.3 |
32.0 |
36.5 |
31.4 |
44.6 |
45.1 |
35.0 |
41.7 |
43.4 |
|
Merchants: |
|
|
|
|
|
|
|
|||
Supermarkets |
0.0 |
0.2 |
0.2 |
0.0 |
0.1 |
0.0 |
0.0 |
0.1 |
0.1 |
|
Department Store |
3.7 |
0.2 |
0.5 |
9.4 |
0.3 |
0.5 |
8.1 |
0.3 |
0.5 |
|
Other Store |
1.2 |
0.5 |
0.6 |
1.8 |
0.5 |
0.3 |
1.6 |
0.5 |
0.4 |
|
Mail Order |
4.6 |
1.6 |
1.3 |
2.3 |
0.7 |
0.8 |
2.6 |
0.9 |
0.9 |
|
Restaurant |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Publisher |
8.2 |
2.6 |
3.3 |
6.8 |
2.4 |
2.1 |
7.0 |
2.4 |
2.4 |
|
Auto dealers |
0.3 |
0.6 |
0.2 |
0.0 |
0.1 |
0.2 |
0.1 |
0.2 |
0.2 |
|
Online Auction |
N/A |
0.0 |
0.1 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Merchants |
0.8 |
0.3 |
0.3 |
0.7 |
0.2 |
0.4 |
0.7 |
0.2 |
0.4 |
|
Total Merchants |
21.1 |
6.0 |
6.6 |
21.2 |
4.3 |
4.3 |
21.2 |
4.7 |
4.8 |
|
Services: |
|
|
|
|
|
|
|
|||
Telephone |
3.6 |
5.2 |
5.3 |
11.8 |
14.6 |
14.4 |
10.3 |
12.4 |
12.5 |
|
Other utility |
3.1 |
4.3 |
4.1 |
14.4 |
14.1 |
13.6 |
12.1 |
11.9 |
11.7 |
|
Medical |
3.8 |
4.7 |
6.7 |
8.6 |
10.9 |
10.4 |
7.6 |
9.5 |
9.6 |
|
Other professional |
1.0 |
1.2 |
1.0 |
0.4 |
0.3 |
0.5 |
0.6 |
0.5 |
0.6 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
25.7 |
16.4 |
N/A |
0.0 |
0.1 |
N/A |
5.9 |
3.4 |
|
Craftsman |
0.1 |
0.3 |
0.1 |
0.1 |
0.1 |
0.2 |
0.1 |
0.2 |
0.2 |
|
Leisure service |
1.6 |
0.4 |
0.4 |
0.7 |
0.3 |
0.3 |
0.9 |
0.3 |
0.3 |
|
Auto Maintenance |
N/A |
0.1 |
0.2 |
N/A |
0.1 |
0.1 |
N/A |
0.1 |
0.1 |
|
Roadside Assistance |
N/A |
0.2 |
0.3 |
N/A |
0.4 |
0.3 |
N/A |
0.3 |
0.3 |
|
Other Services |
1.8 |
2.0 |
2.4 |
1.0 |
1.2 |
1.3 |
1.2 |
1.3 |
1.5 |
|
Total Services |
15.6 |
44.0 |
37.1 |
40.5 |
41.9 |
41.0 |
35.5 |
42.4 |
40.2 |
|
All Manufacturers |
0.7 |
1.6 |
1.0 |
0.1 |
0.2 |
0.1 |
0.2 |
0.5 |
0.3 |
|
Federal government |
N/A |
3.7 |
3.7 |
N/A |
0.7 |
0.9 |
N/A |
1.4 |
1.5 |
|
Nonfederal government |
10.0 |
2.6 |
2.5 |
2.1 |
3.3 |
3.6 |
2.2 |
3.2 |
3.4 |
|
Social/Charitable/Political/Nonprofit |
2.6 |
8.5 |
10.2 |
3.6 |
4.4 |
4.2 |
5.0 |
5.4 |
5.4 |
|
Don't know/No answer |
1.4 |
0.3 |
0.2 |
1.2 |
0.2 |
0.2 |
1.2 |
0.2 |
0.2 |
|
Total Nonhousehold Mail
Received |
100.0 |
98.6 |
97.8 |
100.0 |
99.7 |
99.6 |
100.0 |
99.4 |
99.2 |
|
by Households |
||||||||||
Pieces per household per week |
0.5 |
1.3 |
1.2 |
2.1 |
3.3 |
3.1 |
2.7 |
1.6 |
1.4 |
|
Note: Totals may not sum to 100
due to rounding. |
Table A2-6 |
||||||||||
Industry |
BRM |
CRM |
Total Reply Mail |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Business or Nonfederal Government: |
|
|
|
|
|
|
|
|
|
|
Advertising Only |
33.7 |
12.4 |
12.8 |
5.2 |
1.4 |
1.8 |
11.0 |
3.9 |
4.0 |
|
Notice of Order |
3.0 |
3.6 |
4.9 |
1.6 |
1.0 |
0.9 |
2.0 |
1.6 |
1.7 |
|
Bill/invoice/premium 1 |
19.0 |
24.3 |
29.4 |
75.3 |
85.2 |
85.2 |
63.2 |
71.7 |
74.3 |
|
Financial Statement |
6.4 |
5.5 |
4.9 |
3.2 |
3.9 |
3.7 |
4.0 |
4.3 |
3.9 |
|
Payment |
1.54 |
0.9 |
0.6 |
0.4 |
0.5 |
0.4 |
0.8 |
0.6 |
0.5 |
|
Rebate |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Greeting Card |
0.6 |
1.2 |
0.6 |
0.1 |
0.1 |
0.1 |
0.2 |
0.4 |
0.2 |
|
Invitation |
4.7 |
3.3 |
3.9 |
0.6 |
0.6 |
0.9 |
1.5 |
1.2 |
1.5 |
|
CD/DVD/Video Game |
N/A |
27.0 |
17.2 |
N/A |
0.0 |
0.0 |
N/A |
6.0 |
3.4 |
|
Other business or nonfederal government |
20.9 |
12.8 |
15.8 |
10.0 |
2.9 |
2.8 |
12.2 |
5.1 |
5.4 |
|
Total
Business or Nonfederal Government |
89.9 |
91.2 |
90.2 |
96.4 |
95.6 |
95.9 |
95.1 |
94.6 |
94.8 |
|
Social/Charitable/Political/Nonprofit |
|
|
|
|
|
|
|
|
|
|
Announcement/meeting |
1.8 |
1.7 |
1.8 |
0.5 |
0.9 |
0.6 |
0.9 |
1.1 |
0.8 |
|
Request for donation |
4.4 |
5.6 |
6.2 |
1.2 |
2.6 |
2.6 |
1.8 |
3.2 |
3.3 |
|
Confirmation of donation |
0.5 |
0.3 |
0.6 |
0.2 |
0.2 |
0.3 |
0.3 |
0.3 |
0.3 |
|
Bill/invoice/premium |
0.4 |
0.2 |
0.4 |
0.9 |
0.4 |
0.5 |
0.8 |
0.4 |
0.5 |
|
Other Social/Charitable/Political/Nonprofit |
3.2 |
1.1 |
0.9 |
0.8 |
0.2 |
0.2 |
1.3 |
0.4 |
0.3 |
|
Total
Social/Charitable/Political/Nonprofit |
10.2 |
8.8 |
9.8 |
3.6 |
4.4 |
4.1 |
4.9 |
5.4 |
5.2 |
|
Total
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 |
0.5 |
0.6 |
0.5 |
2.1 |
2.0 |
1.9 |
2.7 |
2.6 |
2.3 |
|
1 Includes credit card statement/bill. |
||||||||||
Note: Totals may not sum due to rounding. |
Table A2-7 |
|||||||||||||
Industry |
Business Reply |
Courtesy Reply |
No Reply Mail |
Don't Know/ |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
|
||
Credit Card |
13.0 |
6.6 |
7.5 |
59.2 |
56.5 |
57.1 |
20.9 |
31.8 |
30.9 |
7.0 |
5.2 |
4.4 |
|
Bank |
5.3 |
4.4 |
3.6 |
11.1 |
17.7 |
15.9 |
75.3 |
73.2 |
74.2 |
8.3 |
4.7 |
6.3 |
|
Insurance |
10.2 |
6.0 |
6.5 |
29.6 |
20.2 |
21.0 |
50.6 |
68.1 |
67.1 |
9.5 |
5.6 |
5.4 |
|
Mortgage |
8.9 |
2.5 |
3.9 |
9.0 |
28.2 |
24.3 |
72.6 |
67.8 |
69.6 |
9.6 |
1.5 |
2.3 |
|
Investments |
N/A |
8.4 |
5.4 |
N/A |
5.8 |
5.4 |
N/A |
82.1 |
83.7 |
N/A |
3.7 |
5.5 |
|
Total Financial |
9.7 |
0.0 |
0.0 |
24.4 |
1.1 |
1.5 |
57.6 |
19.1 |
18.6 |
8.2 |
42.7 |
45.2 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|||
Supermarkets |
N/A |
4.9 |
5.2 |
N/A |
5.7 |
2.3 |
N/A |
88.2 |
87.8 |
N/A |
1.2 |
4.7 |
|
Department Store |
5.4 |
2.3 |
5.4 |
54.4 |
13.7 |
18.5 |
33.4 |
79.5 |
72.0 |
6.9 |
4.5 |
4.1 |
|
Other Store |
3.0 |
2.0 |
2.1 |
18.4 |
6.2 |
4.1 |
73.1 |
90.2 |
91.6 |
5.5 |
1.6 |
2.1 |
|
Mail Order |
15.1 |
14.1 |
11.1 |
30.4 |
22.3 |
25.7 |
46.8 |
55.7 |
58.9 |
7.7 |
7.9 |
4.3 |
|
Restaurant |
12.3 |
2.9 |
0.0 |
0.0 |
1.7 |
3.6 |
74.8 |
95.0 |
95.7 |
12.9 |
0.4 |
0.7 |
|
Publisher |
15.1 |
15.9 |
17.9 |
44.4 |
49.8 |
44.6 |
32.2 |
28.4 |
32.4 |
8.2 |
5.9 |
5.1 |
|
Auto dealers |
3.5 |
5.1 |
1.3 |
2.6 |
2.1 |
4.5 |
86.9 |
88.9 |
91.3 |
7.0 |
3.9 |
2.9 |
|
Online Auction |
N/A |
2.5 |
3.1 |
N/A |
0.7 |
3.0 |
N/A |
95.0 |
90.6 |
N/A |
1.8 |
3.3 |
|
Total Merchants |
8.8 |
5.9 |
5.7 |
35.2 |
0.0 |
0.0 |
47.8 |
0.8 |
1.2 |
8.1 |
66.0 |
66.4 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
|||
Telephone |
5.1 |
6.5 |
5.9 |
67.7 |
62.1 |
62.5 |
17.1 |
25.8 |
25.1 |
10.0 |
5.5 |
6.6 |
|
Other utility |
3.3 |
5.8 |
4.9 |
60.0 |
64.2 |
63.0 |
28.7 |
23.4 |
26.4 |
8.0 |
6.7 |
5.7 |
|
Medical |
4.3 |
4.7 |
5.6 |
38.2 |
36.7 |
34.5 |
49.6 |
54.1 |
55.5 |
8.0 |
4.5 |
4.4 |
|
Other professional |
6.0 |
8.3 |
4.7 |
10.9 |
7.6 |
8.4 |
72.3 |
78.4 |
82.3 |
10.8 |
5.7 |
4.6 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
94.4 |
90.8 |
N/A |
0.2 |
1.9 |
N/A |
5.4 |
7.3 |
N/A |
0.0 |
0.0 |
|
Craftsman |
2.7 |
3.7 |
1.9 |
14.2 |
5.3 |
9.2 |
66.4 |
88.3 |
87.8 |
16.7 |
2.8 |
1.1 |
|
Leisure service |
5.8 |
2.4 |
2.4 |
9.7 |
6.8 |
6.1 |
75.0 |
87.7 |
87.4 |
9.5 |
3.0 |
4.1 |
|
Auto Maintenance |
N/A |
0.8 |
3.1 |
N/A |
3.5 |
3.7 |
N/A |
93.8 |
92.0 |
N/A |
1.9 |
1.2 |
|
Roadside Assistance |
N/A |
8.0 |
15.7 |
N/A |
65.9 |
53.1 |
N/A |
22.4 |
30.2 |
N/A |
3.7 |
1.1 |
|
Total Services |
4.4 |
6.4 |
5.9 |
45.9 |
27.7 |
27.5 |
40.5 |
0.0 |
0.0 |
9.2 |
93.4 |
92.3 |
|
All Manufacturers |
8.8 |
11.1 |
7.8 |
5.0 |
4.9 |
4.3 |
67.0 |
80.1 |
82.3 |
19.3 |
3.8 |
5.5 |
|
Federal government |
N/A |
10.8 |
10.0 |
N/A |
7.5 |
9.6 |
N/A |
74.1 |
74.4 |
N/A |
7.5 |
6.0 |
|
Nonfederal government |
4.2 |
5.1 |
4.0 |
13.3 |
22.2 |
22.5 |
74.9 |
66.7 |
66.8 |
7.6 |
6.0 |
6.8 |
|
Social/Charitable/Political/Nonprofit |
9.1 |
10.8 |
11.4 |
13.0 |
19.1 |
18.6 |
64.3 |
66.0 |
66.4 |
13.7 |
4.0 |
3.7 |
|
Total Nonhousehold Mail
Received |
7.7 |
7.6 |
6.6 |
30.5 |
25.9 |
25.7 |
52.3 |
60.8 |
61.7 |
9.6 |
5.7 |
6.0 |
|
Pieces per household per week |
0.5 |
0.6 |
0.5 |
2.1 |
2.0 |
1.9 |
3.6 |
4.7 |
4.5 |
0.7 |
0.4 |
0.4 |
|
Note: Percents
are row percentages within each Industry classification. |
Table A2-8 |
|||||||
Industry |
Percent of Non-Household Mail
Received by Households |
Pieces Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
||||||
Credit Card |
2.9 |
4.5 |
4.5 |
0.50 |
0.81 |
0.81 |
|
Bank |
6.2 |
4.4 |
4.4 |
1.06 |
0.87 |
0.80 |
|
Insurance |
3.9 |
4.5 |
4.6 |
0.68 |
0.87 |
0.83 |
|
Mortgage |
0.6 |
0.8 |
0.8 |
0.10 |
0.15 |
0.14 |
|
investments |
N/A |
2.1 |
2.2 |
N/A |
0.41 |
0.41 |
|
Other financial |
0.5 |
0.3 |
0.3 |
0.08 |
0.05 |
0.05 |
|
Total Financial |
15.8 |
16.5 |
16.8 |
2.72 |
3.2 |
3.1 |
|
Merchants: |
|
||||||
Supermarkets |
0.0 |
0.1 |
0.1 |
0.00 |
0.02 |
0.02 |
|
Department Store |
2.1 |
0.2 |
0.3 |
0.37 |
0.05 |
0.05 |
|
Other Store |
1.2 |
0.8 |
0.7 |
0.21 |
0.16 |
0.14 |
|
Mail Order |
0.9 |
0.3 |
0.3 |
0.16 |
0.07 |
0.06 |
|
Restaurant |
0.0 |
0.1 |
0.1 |
0.00 |
0.02 |
0.01 |
|
Publisher |
1.9 |
0.5 |
0.5 |
0.33 |
0.09 |
0.09 |
|
Auto dealers |
0.2 |
0.3 |
0.4 |
0.04 |
0.06 |
0.07 |
|
Online Auction |
N/A |
0.1 |
0.1 |
N/A |
0.01 |
0.01 |
|
Other Merchants |
0.5 |
0.4 |
0.5 |
0.08 |
0.07 |
0.09 |
|
Total Merchants |
7.4 |
2.8 |
2.9 |
1.28 |
0.55 |
0.53 |
|
Services: |
|
||||||
Telephone |
2.2 |
2.4 |
2.4 |
0.37 |
0.47 |
0.43 |
|
Other utility |
3.0 |
2.3 |
2.2 |
0.51 |
0.44 |
0.40 |
|
Medical |
2.8 |
3.0 |
3.1 |
0.47 |
0.59 |
0.56 |
|
Other professional |
0.5 |
0.4 |
0.6 |
0.09 |
0.08 |
0.10 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
0.8 |
0.5 |
N/A |
0.16 |
0.09 |
|
Craftsman |
0.1 |
0.3 |
0.2 |
0.01 |
0.05 |
0.04 |
|
Leisure service |
0.9 |
0.5 |
0.5 |
0.15 |
0.09 |
0.08 |
|
Auto Maintenance |
N/A |
0.2 |
0.2 |
N/A |
0.04 |
0.04 |
|
Roadside Assistance |
N/A |
0.1 |
0.1 |
N/A |
0.01 |
0.01 |
|
Other Services |
0.8 |
0.8 |
0.7 |
0.14 |
0.15 |
0.13 |
|
Total Services |
11.1 |
10.7 |
10.3 |
1.87 |
2.09 |
1.87 |
|
All Manufacturers |
0.3 |
0.4 |
0.3 |
0.04 |
0.08 |
0.06 |
|
Federal government |
N/A |
1.0 |
1.0 |
N/A |
0.20 |
0.18 |
|
Nonfederal government |
2.0 |
1.5 |
1.7 |
0.34 |
0.30 |
0.30 |
|
Social/Charitable/Political/Nonprofit |
3.4 |
2.4 |
2.3 |
0.59 |
0.46 |
0.42 |
|
Don't Know/No Answer |
0.9 |
0.5 |
0.5 |
0.14 |
0.10 |
0.10 |
|
Total Industry Mail to Households |
40.6 |
35.5 |
35.6 |
6.94 |
6.87 |
6.46 |
|
Note: Pieces per Household per
Week totals do not match those in Table A2-1 due to the exclusion of Personal
Mail, Packages, and Mail Pieces for which no response was given to Mail Type.
|
|||||||
Note: Totals may not sum due to
rounding. |
Table A2-9 |
|||||||||||||
Industry |
Percent of Total |
Pieces Per |
Percent of Total |
Pieces Per |
|||||||||
Bills 1 |
Statements |
||||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
||||
Credit Card |
1.8 |
8.2 |
8.5 |
0.3 |
0.6 |
0.6 |
0.1 |
N/A |
N/A |
0.0 |
N/A |
N/A |
|
Bank |
1.0 |
2.3 |
2.1 |
0.2 |
0.2 |
0.2 |
3.2 |
5.8 |
5.8 |
0.6 |
0.5 |
0.4 |
|
Insurance |
1.6 |
3.0 |
3.1 |
0.3 |
0.2 |
0.2 |
0.3 |
0.5 |
0.6 |
0.1 |
0.0 |
0.0 |
|
Mortgage |
0.1 |
0.6 |
0.6 |
0.0 |
0.0 |
0.0 |
0.0 |
0.2 |
0.2 |
0.2 |
0.0 |
0.0 |
|
investments |
N/A |
0.1 |
0.1 |
N/A |
0.0 |
0.0 |
N/A |
3.4 |
3.6 |
N/A |
0.3 |
0.3 |
|
Other Financial |
0.1 |
0.1 |
0.2 |
0.0 |
0.0 |
0.0 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Total Financial |
4.7 |
14.3 |
14.5 |
0.8 |
1.1 |
1.0 |
3.6 |
10.0 |
10.3 |
0.8 |
0.8 |
0.7 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Supermarkets |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Department Store |
1.3 |
0.1 |
0.1 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other Store |
0.4 |
0.2 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Mail Order |
0.2 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Restaurant |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Publisher |
0.9 |
0.7 |
0.6 |
0.2 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Auto dealers |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Online Auction |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Merchants |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Total Merchants |
2.9 |
1.2 |
1.2 |
0.5 |
0.1 |
0.1 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Telephone |
1.6 |
4.9 |
4.8 |
0.3 |
0.4 |
0.3 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other utility |
2.4 |
5.0 |
4.9 |
0.4 |
0.4 |
0.4 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Medical |
1.7 |
3.8 |
3.5 |
0.3 |
0.3 |
0.3 |
0.1 |
0.1 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Other professional |
0.1 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Craftsman |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Leisure service |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Auto Maintenance |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Roadside Assistance |
N/A |
0.1 |
0.1 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Services |
0.2 |
0.5 |
0.5 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Total Services |
6.7 |
14.8 |
14.2 |
1.2 |
1.1 |
1.0 |
0.2 |
0.4 |
0.5 |
0.0 |
0.0 |
0.0 |
|
All Manufacturers |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Federal government |
N/A |
0.2 |
0.1 |
N/A |
0.0 |
0.0 |
N/A |
0.4 |
0.4 |
N/A |
0.0 |
0.0 |
|
Nonfederal government |
0.3 |
0.7 |
0.8 |
0.1 |
0.1 |
0.1 |
0.1 |
0.7 |
0.8 |
0.0 |
0.1 |
0.1 |
|
Social/Charitable/Political/Nonprofit |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Don't Know/No Answer |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Total Bills or Statements Received by |
14.9 |
31.1 |
30.9 |
2.6 |
2.4 |
2.2 |
5.0 |
11.7 |
12.2 |
0.9 |
0.9 |
0.9 |
|
Households |
|||||||||||||
1 Includes credit card
statement/bill. |
|||||||||||||
Note: Totals may not sum due to
rounding. |
Industry |
Percent of |
Percent of Total First Class
Mail |
Pieces Per Household Per Week |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|||||||||
Credit Card |
3.6 |
9.1 |
7.3 |
0.1 |
0.4 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Bank |
8.9 |
9.9 |
11.4 |
0.1 |
0.4 |
0.5 |
0.0 |
0.0 |
0.0 |
|
Insurance |
7.4 |
9.4 |
11.4 |
0.1 |
0.4 |
0.5 |
0.0 |
0.0 |
0.0 |
|
Mortgage |
2.5 |
2.8 |
2.6 |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
investments |
N/A |
6.7 |
6.9 |
N/A |
0.3 |
0.3 |
N/A |
0.0 |
0.0 |
|
Other financial |
1.7 |
0.7 |
0.6 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Total Financial |
29.5 |
38.5 |
40.3 |
0.5 |
1.6 |
1.8 |
0.1 |
0.1 |
0.1 |
|
Merchants: |
|
|||||||||
Supermarkets |
0.0 |
0.3 |
0.3 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Department Store |
2.8 |
0.5 |
1.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other Store |
4.6 |
1.6 |
1.5 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Mail Order |
1.0 |
1.3 |
0.8 |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Restaurant |
0.2 |
0.1 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Publisher |
3.6 |
1.5 |
1.7 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Auto dealers |
0.6 |
1.1 |
1.7 |
0.0 |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Online Auction |
N/A |
0.2 |
0.1 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Merchants |
4.1 |
0.7 |
0.7 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Total Merchants |
20.4 |
7.4 |
8.0 |
0.3 |
0.3 |
0.4 |
0.1 |
0.0 |
0.0 |
|
Services: |
|
|||||||||
Telephone |
2.6 |
4.2 |
3.1 |
0.0 |
0.2 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Other utility |
1.6 |
3.6 |
4.1 |
0.0 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
|
Medical |
11.0 |
18.0 |
18.5 |
0.2 |
0.8 |
0.8 |
0.0 |
0.1 |
0.1 |
|
Other professional |
5.2 |
4.9 |
4.5 |
0.1 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Craftsman |
0.5 |
1.1 |
0.3 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Leisure service |
9.9 |
1.8 |
1.6 |
0.2 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Auto Maintenance |
N/A |
0.2 |
0.7 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Roadside Assistance |
N/A |
0.2 |
0.2 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Services |
4.9 |
4.1 |
3.4 |
0.1 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
|
Total Services |
36.9 |
38.2 |
36.4 |
0.6 |
1.6 |
1.6 |
0.1 |
0.1 |
0.1 |
|
All Manufacturers |
2.3 |
2.3 |
1.5 |
0.0 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Federal government |
N/A |
3.9 |
3.9 |
N/A |
0.2 |
0.2 |
N/A |
0.0 |
0.0 |
|
Nonfederal government |
9.7 |
9.4 |
9.9 |
0.2 |
0.4 |
0.4 |
0.0 |
0.0 |
0.0 |
|
Social/Charitable/Political/Nonprofit |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Don't Know/No Answer |
3.5 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Total Business Invitations/Announcements |
100.0 |
97.7 |
98.4 |
1.5 |
3.9 |
4.3 |
0.3 |
0.3 |
0.3 |
|
Mail Received by Households |
||||||||||
Note: Totals may not sum due to
rounding. |
Table A2-11 |
||||||||||
Industry |
Industry Breakdown of First-Class Household Mail
That is "Advertising Enclosed" |
Percent of Total First Class Mail |
Pieces Per Household Per Week |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|||
Credit Card |
18.3 |
25.8 |
26.2 |
1.3 |
2.6 |
2.3 |
0.2 |
0.3 |
0.3 |
|
Bank |
11.7 |
9.0 |
9.1 |
0.8 |
0.9 |
0.8 |
0.1 |
0.1 |
0.1 |
|
Insurance |
4.2 |
4.6 |
4.6 |
0.3 |
0.5 |
0.4 |
0.1 |
0.1 |
0.0 |
|
Mortgage |
0.8 |
1.7 |
1.1 |
0.0 |
0.2 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Investments |
N/A |
1.8 |
2.9 |
N/A |
0.2 |
0.3 |
N/A |
0.0 |
0.0 |
|
Other Financial |
5.8 |
0.1 |
0.2 |
0.0 |
0.0 |
0.0 |
0.1 |
0.0 |
0.0 |
|
Total Financial |
40.0 |
43.1 |
44.1 |
2.8 |
4.3 |
3.9 |
0.5 |
0.5 |
0.4 |
|
Merchants: |
|
|
|
|
|
|
|
|
||
Supermarkets |
0.0 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Department Store |
14.2 |
0.5 |
0.7 |
1.0 |
0.1 |
0.1 |
0.2 |
0.0 |
0.0 |
|
Other Store |
2.5 |
0.7 |
0.9 |
0.2 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Mail Order |
2.5 |
1.0 |
1.0 |
0.2 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Restaurant |
0.0 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Publisher |
5.0 |
1.5 |
1.8 |
0.4 |
0.2 |
0.2 |
0.1 |
0.0 |
0.0 |
|
Auto dealers |
0.0 |
0.4 |
0.9 |
0.02 |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Online Auction |
N/A |
0.1 |
0.2 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Merchants |
0.8 |
0.5 |
1.5 |
0.1 |
0.0 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Total Merchants |
25.8 |
5.1 |
7.5 |
1.8 |
0.5 |
0.7 |
0.3 |
0.1 |
0.1 |
|
Services: |
|
|
|
|
|
|
|
|
||
Telephone |
8.3 |
19.4 |
20.3 |
0.6 |
1.9 |
1.8 |
0.1 |
0.2 |
0.2 |
|
Other utility |
8.3 |
9.3 |
9.2 |
0.6 |
0.9 |
0.8 |
0.1 |
0.1 |
0.1 |
|
Medical |
1.7 |
1.6 |
2.1 |
0.1 |
0.2 |
0.2 |
0.0 |
0.0 |
0.0 |
|
Other professional |
1.7 |
0.4 |
0.5 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
7.9 |
4.2 |
N/A |
0.8 |
0.4 |
N/A |
0.1 |
0.0 |
|
Craftsman |
0.0 |
0.4 |
0.4 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Leisure service |
0.0 |
0.7 |
0.8 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Auto Maintenance |
N/A |
0.3 |
0.6 |
N/A |
0.0 |
0.1 |
N/A |
0.0 |
0.0 |
|
Roadside Assistance |
N/A |
0.4 |
0.3 |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Services |
0.8 |
1.2 |
1.3 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Total Services |
25.0 |
41.6 |
39.6 |
1.7 |
4.2 |
3.5 |
0.3 |
0.5 |
0.4 |
|
All Manufacturers |
0.0 |
0.4 |
0.6 |
0.0 |
0.0 |
0.0 |
0.00 |
0.00 |
0.01 |
|
Federal government |
N/A |
0.6 |
1.3 |
N/A |
0.1 |
0.1 |
N/A |
0.0 |
0.0 |
|
Nonfederal government |
0.8 |
1.2 |
1.2 |
0.1 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Social/Charitable/Political/Nonprofit |
7.5 |
7.8 |
5.7 |
0.5 |
0.8 |
0.5 |
0.1 |
0.1 |
0.1 |
|
Don't Know/No Answer |
0.8 |
0.2 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Total Advertising Enclosed |
100.0 |
99.6 |
99.4 |
7.0 |
9.9 |
8.6 |
1.20 |
1.2 |
0.9 |
|
Mail Received by Households |
||||||||||
1 Does not include "Advertising Only"
mail. |
||||||||||
Note: Totals may not sum due to
rounding. |
Table A2-12 |
|||||||||||||
Number of Accounts and Policies |
None |
Low (1-5) |
Medium (6-9) |
High (10+) |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Pieces per Household per Week |
3.2 |
3.0 |
2.4 |
5.6 |
5.1 |
4.8 |
8.5 |
7.2 |
6.8 |
12.4 |
9.6 |
8.9 |
|
Table A2-13 |
|||||||||||||
Number of Credit Cards |
None |
Low (1-3) |
Medium (4-7) |
High (8+) |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Pieces per Household per Week |
4.8 |
4.9 |
5.2 |
7.3 |
6.5 |
5.8 |
9.9 |
8.6 |
7.7 |
13.2 |
9.9 |
9.7 |
|
Table A2-14 |
|||||||||||||||
Contents |
18 - 21 |
22 - 24 |
25 - 34 |
35 - 44 |
|
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|
|||
Personal |
1.6 |
0.1 |
0.4 |
0.8 |
0.3 |
0.3 |
1.2 |
0.6 |
0.7 |
1.5 |
0.7 |
0.7 |
|||
Business or Nonfederal
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|||
Advertising |
0.4 |
0.5 |
0.8 |
0.3 |
0.3 |
0.3 |
0.7 |
0.7 |
0.6 |
1.0 |
0.8 |
0.8 |
|||
Invitation/Announcement |
0.1 |
0.1 |
0.1 |
0.1 |
0.2 |
0.4 |
0.2 |
0.3 |
0.3 |
0.3 |
0.3 |
0.4 |
|||
Bill 2 |
1.5 |
2.1 |
1.4 |
1.8 |
1.3 |
1.1 |
2.6 |
2.0 |
1.6 |
3.0 |
2.6 |
2.4 |
|||
Financial Statement |
0.6 |
0.4 |
0.3 |
0.4 |
0.3 |
0.2 |
0.6 |
0.5 |
0.6 |
1.0 |
0.8 |
0.8 |
|||
Other 1 |
0.7 |
1.2 |
1.4 |
1.0 |
1.1 |
1.0 |
1.5 |
1.6 |
1.4 |
1.9 |
1.9 |
1.7 |
|||
Total Business or Nonfederal Government |
3.3 |
4.2 |
4.1 |
3.6 |
3.3 |
3.1 |
5.6 |
5.1 |
4.6 |
7.2 |
6.5 |
6.0 |
|||
Social/Charitable/Political/Nonprofit |
0.3 |
0.3 |
0.3 |
0.3 |
0.3 |
0.1 |
0.5 |
0.4 |
0.2 |
0.8 |
0.4 |
0.4 |
|||
Total |
5.3 |
4.7 |
4.8 |
4.7 |
3.8 |
3.5 |
7.3 |
6.1 |
5.5 |
9.6 |
7.6 |
7.2 |
|||
Contents |
45 - 54 |
55 - 64 |
65 - 69 |
70+ |
70 - 74 |
75+ |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
2011 |
2012 |
||
Personal |
1.8 |
0.7 |
0.7 |
1.8 |
0.8 |
0.7 |
1.7 |
0.7 |
0.7 |
1.9 |
1.0 |
1.0 |
0.8 |
0.6 |
|
Business or Nonfederal
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising |
1.1 |
1.0 |
0.9 |
1.1 |
1.0 |
0.9 |
1.0 |
0.9 |
0.9 |
0.7 |
0.9 |
0.8 |
0.7 |
0.7 |
|
Invitation/Announcement |
0.4 |
0.4 |
0.3 |
0.3 |
0.3 |
0.4 |
0.4 |
0.4 |
0.3 |
0.2 |
0.3 |
0.3 |
0.3 |
0.2 |
|
Bill 2 |
3.1 |
2.8 |
2.6 |
2.7 |
2.7 |
2.6 |
2.0 |
2.4 |
2.4 |
1.6 |
2.2 |
2.1 |
2.0 |
2.0 |
|
Financial Statement |
1.1 |
1.1 |
1.1 |
1.1 |
1.2 |
1.1 |
0.9 |
1.0 |
1.0 |
0.8 |
1.0 |
1.1 |
0.9 |
0.9 |
|
Other 1 |
2.1 |
2.2 |
1.9 |
2.0 |
2.3 |
2.1 |
1.8 |
2.5 |
2.7 |
1.9 |
2.7 |
2.3 |
2.5 |
2.4 |
|
Total Business or Nonfederal Government |
7.8 |
7.4 |
6.8 |
7.2 |
7.6 |
7.1 |
6.1 |
7.2 |
7.3 |
5.2 |
7.1 |
6.5 |
6.4 |
6.3 |
|
Social/Charitable/Political/Nonprofit |
0.7 |
0.5 |
0.5 |
0.7 |
0.5 |
0.4 |
0.5 |
0.5 |
0.4 |
0.5 |
0.5 |
0.4 |
0.5 |
0.4 |
|
Total |
10.4 |
8.7 |
8.0 |
9.9 |
8.8 |
8.2 |
8.5 |
8.5 |
8.4 |
7.6 |
8.6 |
8.0 |
7.7 |
7.3 |
|
1 Includes pieces for which no response
was given for Mail Type. |
|||||||||||||||
2 Includes credit card
statement/bill. |
|||||||||||||||
Note: Totals may not sum due to
rounding. |
Table A2-15 |
|||||||||||||
Contents |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Personal |
1.1 |
0.2 |
0.4 |
1.1 |
0.4 |
0.5 |
1.3 |
0.5 |
0.6 |
1.5 |
0.7 |
0.5 |
|
Business
or Nonfederal Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising |
0.5 |
0.4 |
0.8 |
0.6 |
0.4 |
0.6 |
0.7 |
0.8 |
0.7 |
0.9 |
0.9 |
0.7 |
|
Invitation/Announcement |
0.1 |
0.2 |
0.0 |
0.1 |
0.3 |
0.2 |
0.2 |
0.3 |
0.3 |
0.3 |
0.3 |
0.3 |
|
Bill 2 |
1.7 |
1.7 |
1.9 |
2.0 |
2.5 |
2.3 |
2.4 |
2.5 |
2.4 |
2.6 |
2.6 |
2.2 |
|
Financial
Statement |
0.4 |
0.2 |
0.6 |
0.6 |
0.5 |
0.7 |
0.7 |
0.8 |
0.9 |
0.9 |
1.0 |
0.8 |
|
Other
1 |
1.2 |
2.1 |
2.7 |
1.6 |
1.8 |
1.9 |
1.6 |
2.0 |
1.9 |
1.7 |
2.1 |
1.8 |
|
Total Business or Nonfederal Government |
3.9 |
4.5 |
6.1 |
4.9 |
5.4 |
5.7 |
5.6 |
6.4 |
6.2 |
6.4 |
6.8 |
5.9 |
|
Social/Charitable/Political/Nonprofit |
0.2 |
0.1 |
0.2 |
0.3 |
0.3 |
0.2 |
0.4 |
0.3 |
0.3 |
0.6 |
0.4 |
0.3 |
|
Total |
5.4 |
4.8 |
6.7 |
6.5 |
6.1 |
6.4 |
7.4 |
7.3 |
7.1 |
8.5 |
7.8 |
6.7 |
|
Contents |
Technical School |
College Graduate |
Post Graduate |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Personal |
1.3 |
0.5 |
0.7 |
1.9 |
1.1 |
0.9 |
2.7 |
0.9 |
0.9 |
||||
Business
or Nonfederal Government |
|
|
|
|
|
|
|
|
|
||||
Advertising |
0.9 |
0.7 |
0.8 |
1.2 |
1.0 |
0.9 |
1.5 |
1.1 |
1.0 |
||||
Invitation/Announcement |
0.3 |
0.3 |
0.4 |
0.4 |
0.4 |
0.4 |
0.6 |
0.4 |
0.4 |
||||
Bill 2 |
2.5 |
2.5 |
2.2 |
3.1 |
2.4 |
2.2 |
3.4 |
2.3 |
2.1 |
||||
Financial
Statement |
0.9 |
1.0 |
0.9 |
1.2 |
1.1 |
1.0 |
1.7 |
1.2 |
1.1 |
||||
Other
1 |
1.8 |
1.8 |
1.8 |
2.2 |
2.2 |
2.0 |
2.9 |
2.3 |
1.9 |
||||
Total Business or Nonfederal Government |
6.4 |
6.3 |
6.1 |
8.1 |
7.0 |
6.4 |
10.1 |
7.4 |
6.6 |
||||
Social/Charitable/Political/Nonprofit |
0.4 |
0.4 |
0.3 |
0.9 |
0.6 |
0.5 |
1.7 |
0.8 |
0.7 |
||||
Total |
8.2 |
7.2 |
7.1 |
11.0 |
8.7 |
7.7 |
14.6 |
9.1 |
8.2 |
||||
1 Includes pieces for which no
response was given for Mail Type. |
|||||||||||||
2 Includes credit card statement/bill. |
|||||||||||||
Note:
Totals may not sum due to rounding. |
Contents |
<Under $7K |
$7K - $9.9K |
$10K - $14.9 |
$15K - $19.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Personal |
0.9 |
0.1 |
0.1 |
1.3 |
0.2 |
0.3 |
1.1 |
0.3 |
0.3 |
1.5 |
0.4 |
0.4 |
|
Business or Nonfederal
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising |
0.3 |
0.3 |
0.2 |
0.5 |
0.2 |
0.4 |
0.6 |
0.3 |
0.4 |
0.7 |
0.5 |
0.5 |
|
Invitation/Announcement |
0.1 |
0.2 |
0.1 |
0.1 |
0.2 |
0.1 |
0.1 |
0.2 |
0.3 |
0.2 |
0.2 |
0.2 |
|
Bill 2 |
1.2 |
1.1 |
1.1 |
1.5 |
0.9 |
1.3 |
1.9 |
1.5 |
1.8 |
2.3 |
1.6 |
1.7 |
|
Financial Statement |
0.2 |
0.2 |
0.3 |
0.4 |
0.2 |
0.1 |
0.6 |
0.3 |
0.3 |
0.7 |
0.5 |
0.7 |
|
Other 1 |
1.4 |
0.9 |
1.3 |
1.3 |
1.7 |
1.6 |
1.5 |
1.9 |
1.6 |
1.3 |
1.6 |
1.7 |
|
Total Business or Nonfederal Government |
3.2 |
2.7 |
3.1 |
3.8 |
3.1 |
3.6 |
4.7 |
4.3 |
4.3 |
5.2 |
4.4 |
4.8 |
|
Social/Charitable/Political/Nonprofit |
0.2 |
0.1 |
0.1 |
0.3 |
0.2 |
0.1 |
0.3 |
0.2 |
0.2 |
0.5 |
0.3 |
0.2 |
|
Total |
4.3 |
2.9 |
3.3 |
5.5 |
3.5 |
3.9 |
6.2 |
4.8 |
4.8 |
7.3 |
5.1 |
5.4 |
|
Contents |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Personal |
1.3 |
0.4 |
0.4 |
1.5 |
0.7 |
0.4 |
1.8 |
0.7 |
0.4 |
1.7 |
0.5 |
0.7 |
|
Business or Nonfederal
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising |
0.6 |
0.5 |
0.4 |
0.8 |
0.6 |
0.7 |
1.0 |
0.6 |
0.7 |
1.1 |
0.6 |
0.6 |
|
Invitation/Announcement |
0.2 |
0.2 |
0.2 |
0.2 |
0.2 |
0.3 |
0.4 |
0.2 |
0.3 |
0.4 |
0.3 |
0.3 |
|
Bill 2 |
2.6 |
2.0 |
1.5 |
2.5 |
2.1 |
2.3 |
2.9 |
2.1 |
2.3 |
3.2 |
2.4 |
2.1 |
|
Financial Statement |
0.8 |
0.5 |
0.5 |
0.9 |
0.6 |
0.7 |
0.9 |
0.6 |
0.7 |
1.1 |
0.8 |
0.8 |
|
Other 1 |
1.5 |
1.6 |
1.6 |
1.9 |
1.9 |
1.7 |
1.9 |
1.9 |
1.7 |
2.1 |
2.0 |
1.8 |
|
Total Business or Nonfederal
Government |
5.7 |
4.8 |
4.3 |
6.3 |
5.5 |
5.7 |
7.1 |
5.5 |
5.7 |
7.9 |
6.1 |
5.6 |
|
Social/Charitable/Political/Nonprofit |
0.4 |
0.2 |
0.3 |
0.6 |
0.3 |
0.2 |
0.7 |
0.3 |
0.2 |
0.8 |
0.3 |
0.3 |
|
Total |
7.5 |
5.3 |
4.9 |
8.5 |
6.4 |
6.3 |
9.8 |
6.4 |
6.3 |
10.4 |
6.9 |
6.6 |
|
Contents |
$50K - $64.9K |
$65K - $79.9K |
$80K - $99.9K |
$100K+ |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Personal |
2.1 |
0.9 |
0.8 |
2.2 |
0.8 |
0.8 |
2.1 |
0.8 |
1.0 |
2.7 |
1.1 |
1.0 |
|
Business or Nonfederal
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising |
1.5 |
0.8 |
0.8 |
2.1 |
0.8 |
0.8 |
2.4 |
1.1 |
0.9 |
2.4 |
1.5 |
1.2 |
|
Invitation/Announcement |
0.4 |
0.3 |
0.4 |
0.4 |
0.3 |
0.4 |
0.6 |
0.4 |
0.4 |
0.7 |
0.4 |
0.4 |
|
Bill 2 |
3.5 |
2.8 |
2.6 |
3.9 |
2.8 |
2.5 |
4.2 |
2.8 |
2.5 |
4.6 |
3.0 |
2.6 |
|
Financial Statement |
1.5 |
1.0 |
0.9 |
1.8 |
1.1 |
1.0 |
1.8 |
1.1 |
1.0 |
2.0 |
1.3 |
1.3 |
|
Other 1 |
2.5 |
2.2 |
1.9 |
3.3 |
2.2 |
1.9 |
3.1 |
2.2 |
2.0 |
3.2 |
2.4 |
2.5 |
|
Total Business or Nonfederal Government |
9.4 |
7.1 |
6.6 |
11.5 |
7.3 |
6.6 |
12.1 |
7.5 |
6.9 |
12.9 |
8.6 |
8.1 |
|
Social/Charitable/Political/Nonprofit |
1.0 |
0.4 |
0.4 |
1.1 |
0.5 |
0.4 |
1.2 |
0.4 |
0.5 |
1.6 |
0.7 |
0.6 |
|
Total |
12.6 |
8.4 |
7.7 |
14.9 |
8.6 |
7.9 |
15.5 |
8.7 |
8.3 |
17.5 |
10.4 |
9.6 |
|
1 Includes pieces for which no
response was given for Mail Type. |
|||||||||||||
2 Includes credit card
statement/bill. |
|||||||||||||
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 due to
rounding. |
Table A2-17 |
||||
Content |
Percent |
|||
1987 |
2011 |
2012 |
||
Advertising Only |
48.8 |
80.3 |
79.8 |
|
Notice of order |
36.1 |
69.1 |
70.3 |
|
Bill/invoice/premium 1 |
68.9 |
77.9 |
79.0 |
|
Financial Statement |
60.8 |
83.0 |
83.0 |
|
Payment |
42.3 |
51.6 |
54.6 |
|
Rebate |
27.3 |
77.5 |
78.3 |
|
Greeting card |
25.3 |
40.7 |
34.3 |
|
Invitation or announcement |
28.5 |
63.6 |
65.4 |
|
Sweepstakes |
77.5 |
82.5 |
82.2 |
|
Insurance policy 2 |
59.5 |
82.6 |
80.7 |
|
Tax forms |
25.3 |
0.0 |
0.0 |
|
CD/DVD/Video game |
N/A |
94.6 |
97.1 |
|
Other business or government |
49.7 |
77.7 |
79.7 |
|
Total Business or Nonfederal Government |
56.7 |
76.9 |
77.5 |
|
Announcement/meeting |
10.3 |
35.4 |
35.3 |
|
Request for donation |
19.9 |
50.2 |
55.3 |
|
Confirmation of donation |
11.8 |
25.3 |
25.6 |
|
Bill/invoice/premium |
29.9 |
37.7 |
47.4 |
|
Educational acceptances |
37.8 |
25.0 |
34.2 |
|
Other Social/Charitable/Political/Nonprofit |
18.0 |
39.4 |
30.3 |
|
Total Social/Charitable/Political/Nonprofit |
16.5 |
39.1 |
39.5 |
|
Total Nonpersonal Mail
Received by Households |
53.9 |
73.6 |
74.3 |
|
Pieces per Household Per Week |
3.74 |
4.48 |
4.19 |
|
1 Includes credit card
statement/bill. |
||||
2 Fluctuation may be due to
small sample sizes. |
||||
Note: Percents
are row percentages within each Mail Type. |
||||
Note: Totals may not sum due to
rounding. |
Table A2-18 |
||||
Industry |
Percent Sent Presort |
|||
1987 |
2011 |
2012 |
||
Financial: |
|
|||
Credit Card |
76.9 |
86.5 |
86.9 |
|
Bank |
59.1 |
85.8 |
86.3 |
|
Insurance |
62.2 |
84.8 |
86.3 |
|
Mortgage |
19.0 |
56.7 |
61.7 |
|
Investments |
N/A |
77.1 |
79.2 |
|
Total Financial |
58.9 |
83.1 |
84.2 |
|
Merchants: |
|
|||
Supermarkets |
N/A |
84.7 |
84.5 |
|
Department Store |
73.5 |
82.5 |
88.2 |
|
Other Store |
33.1 |
78.0 |
78.0 |
|
Mail Order |
50.0 |
88.2 |
87.9 |
|
Restaurant |
50.0 |
73.5 |
52.3 |
|
Publisher |
58.9 |
89.3 |
84.0 |
|
Auto dealers |
45.5 |
79.0 |
84.5 |
|
Online Auction |
N/A |
31.6 |
30.6 |
|
Total Merchants |
55.0 |
77.6 |
75.6 |
|
Services: |
|
|||
Telephone |
84.4 |
62.1 |
62.7 |
|
Other utility |
81.2 |
85.5 |
84.5 |
|
Medical |
35.9 |
61.7 |
62.2 |
|
Other professional |
7.8 |
37.9 |
38.5 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
95.1 |
97.2 |
|
Craftsman |
22.2 |
39.7 |
36.3 |
|
Leisure service |
31.1 |
66.1 |
70.4 |
|
Auto Maintenance |
N/A |
84.7 |
81.9 |
|
Roadside Assistance |
N/A |
90.9 |
89.6 |
|
Total Services |
56.7 |
67.5 |
66.9 |
|
All Manufacturers |
30.8 |
70.1 |
72.7 |
|
Federal government |
N/A |
76.2 |
81.6 |
|
Nonfederal government |
54.0 |
74.1 |
73.6 |
|
Social/Charitable/Political/Nonprofit |
16.5 |
38.6 |
41.1 |
|
Total Nonhousehold Mail
Received by households |
53.9 |
67.1 |
67.6 |
|
Pieces per household per week |
3.7 |
5.1 |
4.8 |
|
Note: Percents
are row percentages within each Industry classification. |
Table A2-19 |
||||
Sector |
1987 |
2011 |
2012 |
|
Household-to-household |
9.4 |
6.3 |
6.4 |
|
Household-to-nonhousehold |
12.3 |
14.6 |
14.2 |
|
Nonhousehold-to-household |
39.2 |
52.0 |
51.7 |
|
Unidentified incoming |
0.6 |
3.4 |
4.0 |
|
Unidentified outgoing |
1.4 |
2.1 |
1.4 |
|
Subtotal |
62.9 |
78.4 |
77.6 |
|
Nonhousehold-to-nonhousehold |
37.1 |
21.6 |
22.4 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Note: Totals may not sum due to
rounding. |
||||
Base: RPW Total, First-Class
Envelopes. |
Table A2-20 |
||||
Content |
Percentage of Total Envelopes |
|||
1987 |
2011 |
2012 |
||
Personal: |
|
|
||
Holiday card |
3.3 |
2.9 |
3.1 |
|
Other greeting cards |
1.7 |
1.7 |
1.7 |
|
Invitations |
1.2 |
0.7 |
0.6 |
|
Letter |
2.6 |
0.9 |
0.9 |
|
Announcements |
0.1 |
0.0 |
0.0 |
|
Other personal |
0.5 |
0.2 |
0.2 |
|
Total
Personal |
9.4 |
6.4 |
6.6 |
|
Business or Nonfederal Government: |
|
|
||
Advertising only |
4.5 |
3.2 |
3.2 |
|
Notice of order |
1.2 |
2.8 |
3.1 |
|
Bill/invoice/premium 1 |
15.1 |
22.3 |
22.2 |
|
Financial statement |
5.3 |
8.3 |
8.8 |
|
Payment |
2.0 |
1.9 |
1.8 |
|
Rebate |
0.0 |
0.2 |
0.2 |
|
Greeting card |
0.2 |
0.4 |
0.4 |
|
Invitation or announcement |
1.3 |
2.3 |
2.5 |
|
Sweepstakes |
0.0 |
0.1 |
0.1 |
|
Direct Deposit Receipts |
N/A |
0.0 |
0.0 |
|
Insurance policy 2 |
0.2 |
0.1 |
0.1 |
|
Tax Forms |
0.0 |
0.0 |
0.0 |
|
CD/DVD/Video game |
N/A |
1.5 |
0.8 |
|
Other business or government |
6.7 |
7.5 |
7.2 |
|
Total Business or Nonfederal Government |
36.4 |
50.4 |
50.4 |
|
Social/Charitable/Political/Nonprofit: |
|
|
||
Announcement/meeting |
1.2 |
1.3 |
1.2 |
|
Request for donation |
0.4 |
0.9 |
0.9 |
|
Confirmation of donation |
0.2 |
0.3 |
0.3 |
|
Bill/invoice/premium |
0.2 |
0.2 |
0.2 |
|
Educational acceptances |
0.1 |
0.0 |
0.0 |
|
Other Social/Charitable/Political/Nonprofit |
0.7 |
0.5 |
0.4 |
|
Total
Social/Charitable/Political/Nonprofit |
2.8 |
3.3 |
3.0 |
|
Don't Know/No answer |
0.6 |
3.5 |
4.1 |
|
Total
Envelopes Received by Households |
49.2 |
63.6 |
64.0 |
|
Pieces
Per Household Per Week |
8.11 |
6.82 |
6.37 |
|
1 Includes credit card
statement/bill. |
||||
Base: RPW Total, First-Class Envelopes. |
||||
Note: Totals may not sum due to rounding. |
Table A2-21 |
||||
Industry |
1987 |
2011 |
2012 |
|
Financial: |
|
|||
Credit Card |
2.7 |
7.8 |
8.0 |
|
Bank |
5.7 |
7.7 |
7.8 |
|
Insurance |
3.6 |
7.7 |
7.9 |
|
Mortgage |
0.5 |
1.1 |
1.1 |
|
Investments |
N/A |
3.7 |
3.9 |
|
Other financial |
0.4 |
0.3 |
0.4 |
|
Total
Financial |
14.5 |
28.4 |
29.2 |
|
Merchants: |
|
|||
Supermarkets |
N/A |
0.1 |
0.1 |
|
Department Store |
1.8 |
0.2 |
0.3 |
|
Other Store |
0.9 |
0.6 |
0.4 |
|
Mail Order |
0.7 |
0.4 |
0.3 |
|
Restaurant |
0.0 |
0.0 |
0.1 |
|
Publisher |
1.6 |
0.7 |
0.7 |
|
Auto dealers |
0.2 |
0.4 |
0.4 |
|
Online Auction |
N/A |
0.1 |
0.1 |
|
Other merchants |
0.3 |
0.5 |
0.6 |
|
Total
Merchants |
5.9 |
2.9 |
2.8 |
|
Services: |
|
|||
Telephone |
2.0 |
4.1 |
4.1 |
|
Other utility |
2.4 |
3.9 |
3.8 |
|
Medical |
2.4 |
4.6 |
4.7 |
|
Other professional |
0.4 |
0.6 |
0.8 |
|
DVD/Blu-ray/Video Game Rental Company |
N/A |
1.5 |
0.9 |
|
Craftsman |
0.1 |
0.3 |
0.2 |
|
Leisure service |
0.7 |
0.4 |
0.4 |
|
Auto Maintenance |
N/A |
0.1 |
0.1 |
|
Roadside Assistance |
N/A |
0.1 |
0.1 |
|
Other Services |
0.6 |
0.9 |
1.0 |
|
Total
Services |
9.2 |
16.6 |
16.0 |
|
All Manufacturers |
0.2 |
0.5 |
0.4 |
|
Federal government |
N/A |
1.6 |
1.6 |
|
Nonfederal government |
1.7 |
2.5 |
2.7 |
|
Social/Charitable/Political/Nonprofit |
2.9 |
3.5 |
3.3 |
|
Don't know/No answer |
0.5 |
0.9 |
0.9 |
|
Total
Envelopes Received by Households from Non-Households |
34.6 |
56.4 |
56.8 |
|
Pieces
Per Household Per Week |
6.4 |
6.0 |
5.6 |
|
Base: RPW Total, First-Class Envelopes. |
Table A2-22 |
||||
Sector |
1987 |
2011 |
2012 |
|
Household-to-household |
12.5 |
17.5 |
18.5 |
|
Household-to-nonhousehold |
17.3 |
39.0 |
39.1 |
|
Nonhousehold-to-household |
25.2 |
44.3 |
44.3 |
|
Unidentified incoming |
0.5 |
3.4 |
4.1 |
|
Unidentified outgoing |
2.5 |
5.5 |
3.8 |
|
Subtotal |
58.0 |
109.7 |
109.8 |
|
Nonhousehold-to-nonhousehold |
42.0 |
-9.7 |
-9.8 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Base: RPW Total, First-Class
Envelopes. |
||||
Note: Totals may not sum due to
rounding. |
Table A2-23 |
||||
Sector |
1987 |
2011 |
2012 |
|
Household-to-household |
9.2 |
2.3 |
3.0 |
|
Household-to-nonhousehold |
8.5 |
1.9 |
1.8 |
|
Nonhousehold-to-household |
56.8 |
50.3 |
48.9 |
|
Unidentified incoming |
0.6 |
0.5 |
0.6 |
|
Unidentified outgoing |
0.0 |
0.6 |
0.6 |
|
Subtotal |
75.1 |
55.6 |
54.9 |
|
Nonhousehold-to-nonhousehold |
24.9 |
44.4 |
45.1 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Base: RPW Total, First-Class
Cards. |
||||
Note: Totals may not sum due to
rounding. |
Table A2-24 |
||||
Industry |
1987 |
2011 |
2012 |
|
Financial: |
|
|||
Credit Card |
0.2 |
0.9 |
0.1 |
|
Bank |
0.2 |
1.5 |
1.0 |
|
Insurance |
1.1 |
2.0 |
2.2 |
|
Mortgage |
1.3 |
2.2 |
2.2 |
|
Investments |
N/A |
0.8 |
0.7 |
|
Total Financial |
3.2 |
7.5 |
6.3 |
|
Merchants: |
|
|||
Supermarkets |
0.0 |
0.2 |
0.3 |
|
Department Store |
4.2 |
1.2 |
1.0 |
|
Other Store |
6.4 |
7.2 |
7.6 |
|
Mail Order |
5.0 |
1.2 |
0.9 |
|
Restaurant |
0.2 |
0.9 |
0.7 |
|
Publisher |
4.0 |
0.7 |
0.8 |
|
Auto dealers |
0.6 |
0.6 |
0.7 |
|
Online Auction |
N/A |
0.3 |
0.2 |
|
Other merchants |
2.2 |
1.3 |
2.2 |
|
Total Merchants |
24.4 |
13.3 |
14.4 |
|
Services: |
|
|||
Telephone |
0.3 |
1.5 |
0.4 |
|
Other utility |
7.9 |
1.6 |
1.5 |
|
Medical |
4.7 |
7.4 |
7.8 |
|
Other professional |
1.0 |
1.1 |
1.9 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
0.0 |
0.0 |
|
Craftsman |
0.0 |
1.8 |
1.3 |
|
Leisure service |
4.0 |
2.1 |
2.4 |
|
Auto Maintenance |
N/A |
2.1 |
1.8 |
|
Roadside Assistance |
N/A |
0.0 |
0.0 |
|
Other Services |
2.7 |
2.9 |
2.4 |
|
Total Services |
21.7 |
20.5 |
19.5 |
|
All Manufacturers |
0.3 |
1.1 |
0.8 |
|
Federal government |
N/A |
1.3 |
0.7 |
|
Nonfederal government |
1.4 |
1.9 |
1.9 |
|
Social/Charitable/Political/Nonprofit |
5.9 |
3.9 |
4.6 |
|
Don't know/No answer |
N/A |
0.2 |
0.4 |
|
Total Mail Received by
Households |
56.7 |
48.7 |
47.8 |
|
Pieces Per Household Per Week |
0.4 |
0.3 |
0.3 |
|
Base: RPW Total, First-Class
Cards. |
||||
Note: Totals may not sum due to
rounding. |
Table A2-25 |
||||
Content |
Percentage of Total Envelopes |
|||
1987 |
2011 |
2012 |
||
Personal: |
|
|
||
Holiday card |
0.9 |
0.2 |
0.3 |
|
Other greeting cards |
1.1 |
0.5 |
0.4 |
|
Invitations |
1.7 |
0.8 |
0.8 |
|
Letter |
3.9 |
0.8 |
0.9 |
|
Announcements |
0.2 |
0.0 |
0.0 |
|
Other personal |
1.4 |
0.0 |
0.6 |
|
Total
Personal |
9.2 |
2.3 |
3.0 |
|
Business or Nonfederal Government: |
|
|||
Advertising only |
22.2 |
29.4 |
27.6 |
|
Notice
of order |
5.1 |
5.2 |
5.0 |
|
Bill/invoice/premium 1 |
10.6 |
2.1 |
1.7 |
|
Financial statement |
0.1 |
0.8 |
0.7 |
|
Payment |
0.1 |
0.1 |
0.3 |
|
Rebate |
0.1 |
0.4 |
0.6 |
|
Greeting card |
0.8 |
1.3 |
0.9 |
|
Invitation or announcement |
7.3 |
5.7 |
6.2 |
|
Sweepstakes |
0.4 |
0.2 |
0.7 |
|
Direct Deposit Receipts |
0.2 |
0.0 |
0.0 |
|
Insurance policy 2 |
0.1 |
0.0 |
0.0 |
|
Tax Forms |
0.0 |
0.0 |
0.0 |
|
CD/DVD/Video game |
N/A |
0.0 |
0.0 |
|
Other business or government |
3.9 |
1.2 |
1.5 |
|
Total
Business or Nonfederal Government |
50.9 |
46.4 |
45.2 |
|
Social/Charitable/Political/Nonprofit: |
|
|||
Announcement/meeting |
4.0 |
2.6 |
2.8 |
|
Request for donation |
0.3 |
0.3 |
0.2 |
|
Confirmation of donation |
0.3 |
0.1 |
0.2 |
|
Bill/invoice/premium |
0.1 |
0.0 |
0.0 |
|
Educational acceptances |
0.0 |
0.0 |
0.0 |
|
Other Social/Charitable/Political/Nonprofit |
1.2 |
0.8 |
0.5 |
|
Total
Social/Charitable/Political/Nonprofit |
5.9 |
3.9 |
3.7 |
|
Don't Know/No answer |
0.6 |
0.5 |
0.6 |
|
Total |
66.6 |
53.1 |
52.5 |
|
Pieces
Per Household Per Week |
0.5 |
0.35 |
0.31 |
|
Base: RPW Total, First-Class Cards. |
||||
1 Includes credit card statement/bill. |
Table A2-26 |
|||||||
Content |
Total Nonpresort
Cards |
Total Presort Cards |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Personal: |
|
|
|
|
|||
Holiday card |
1.3 |
0.2 |
0.3 |
0.0 |
0.0 |
0.0 |
|
Other greeting cards |
1.5 |
0.4 |
0.4 |
0.0 |
0.0 |
0.0 |
|
Invitations |
2.3 |
0.8 |
0.8 |
0.0 |
0.0 |
0.0 |
|
Letter |
5.3 |
0.7 |
0.8 |
0.0 |
0.0 |
0.0 |
|
Announcements |
0.3 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other personal |
1.7 |
0.0 |
0.6 |
0.0 |
0.0 |
0.0 |
|
Total Personal |
12.4 |
2.1 |
2.9 |
0.0 |
0.0 |
0.0 |
|
Business or Nonfederal
Government: |
|
|
|
|
|||
Advertising only |
16.8 |
6.6 |
6.9 |
38.0 |
22.6 |
20.6 |
|
Notice of order |
6.1 |
1.9 |
2.0 |
2.2 |
3.2 |
3.0 |
|
Bill/invoice/premium 1 |
5.7 |
0.6 |
0.4 |
25.0 |
1.5 |
1.3 |
|
Financial statement |
0.2 |
0.1 |
0.2 |
0.2 |
0.6 |
0.5 |
|
Payment |
0.1 |
0.0 |
0.0 |
0.1 |
0.1 |
0.2 |
|
Rebate |
0.1 |
0.1 |
0.1 |
0.4 |
0.3 |
0.5 |
|
Greeting card |
1.0 |
0.6 |
0.5 |
0.1 |
0.7 |
0.3 |
|
Invitation or announcement |
8.2 |
2.5 |
2.5 |
4.2 |
3.2 |
3.6 |
|
Other business or government |
4.2 |
0.4 |
0.5 |
5.2 |
1.0 |
1.6 |
|
Total Business or Nonfederal |
42.4 |
12.8 |
13.2 |
75.4 |
33.2 |
31.7 |
|
Government |
|||||||
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|||
Announcement/meeting |
4.9 |
1.4 |
1.5 |
1.1 |
1.2 |
1.2 |
|
Request for donation |
0.3 |
0.2 |
0.1 |
0.1 |
0.0 |
0.1 |
|
Confirmation of donation |
0.4 |
0.1 |
0.2 |
0.0 |
0.0 |
0.1 |
|
Bill/invoice/premium |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
|
Other Social/Charitable/Political/Nonprofit |
1.4 |
0.5 |
0.3 |
0.0 |
0.3 |
0.2 |
|
Total
Social/Charitable/Political/Nonprofit |
7.1 |
2.3 |
2.0 |
1.3 |
1.5 |
1.6 |
|
Don't Know/No answer |
0.7 |
0.2 |
0.2 |
1.7 |
0.2 |
0.3 |
|
Total Mail Received by Household |
62.6 |
17.5 |
18.3 |
78.4 |
35.0 |
33.6 |
|
Pieces Per Household Per Week |
0.3 |
0.1 |
0.1 |
0.1 |
0.1 |
0.1 |
|
Base: RPW Total, First-Class
Cards. |
|||||||
1 Includes credit card
statement/bill. |
Table A2-27 |
|||||||
Industry |
Percent of Total Nonpresort |
Percent of Total Presort |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|||
Credit Card |
0.0 |
0.1 |
0.0 |
0.4 |
0.9 |
0.1 |
|
Bank |
0.2 |
0.3 |
0.2 |
0.2 |
1.2 |
0.8 |
|
Insurance |
0.2 |
0.4 |
0.3 |
0.3 |
1.6 |
1.9 |
|
Mortgage |
0.0 |
0.9 |
1.1 |
0.0 |
1.3 |
1.1 |
|
Investments |
N/A |
0.1 |
0.1 |
N/A |
0.7 |
0.6 |
|
Other financial |
0.3 |
0.0 |
0.1 |
0.2 |
0.9 |
0.8 |
|
Total Financial |
3.3 |
1.8 |
1.8 |
2.4 |
6.6 |
5.3 |
|
Merchants: |
|
|
|
|
|
|
|
Supermarkets |
N/A |
0.0 |
0.0 |
6.1 |
0.1 |
0.2 |
|
Department Store |
3.5 |
0.1 |
0.1 |
6.1 |
1.1 |
0.9 |
|
Other Store |
3.7 |
0.9 |
0.9 |
8.6 |
6.2 |
6.7 |
|
Mail Order |
6.1 |
0.2 |
0.2 |
6.9 |
1.0 |
0.7 |
|
Restaurant |
3.1 |
0.1 |
0.2 |
6.6 |
0.8 |
0.4 |
|
Publisher |
0.9 |
0.1 |
0.1 |
1.6 |
0.6 |
0.7 |
|
Auto dealers |
0.1 |
0.2 |
0.1 |
0.3 |
0.4 |
0.5 |
|
Online Auction |
0.1 |
0.1 |
0.1 |
0.6 |
0.1 |
0.1 |
|
Other merchants |
1.9 |
0.3 |
0.6 |
2.7 |
1.0 |
1.7 |
|
Total Merchants |
20.3 |
2.1 |
2.3 |
34.6 |
11.2 |
11.7 |
|
Services: |
|
|
|
|
|
|
|
Telephone |
0.1 |
0.1 |
0.0 |
0.7 |
1.4 |
0.4 |
|
Other utility |
3.1 |
0.4 |
0.3 |
21.5 |
1.2 |
1.2 |
|
Medical |
5.9 |
4.7 |
5.3 |
0.5 |
2.6 |
2.4 |
|
Other professional |
1.0 |
0.4 |
0.6 |
0.8 |
0.7 |
1.3 |
|
DVD/Blu-ray/Video Game Rental
Company |
3.0 |
0.0 |
0.0 |
6.9 |
0.0 |
0.0 |
|
Craftsman |
0.5 |
0.7 |
0.6 |
1.9 |
1.2 |
0.8 |
|
Leisure service |
0.1 |
0.3 |
0.5 |
0.2 |
1.9 |
1.8 |
|
Auto Maintenance |
0.1 |
0.2 |
0.2 |
0.0 |
1.9 |
1.5 |
|
Roadside Assistance |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
|
Other Services |
2.9 |
1.5 |
0.8 |
2.2 |
1.5 |
1.6 |
|
Total Services |
16.6 |
8.1 |
8.3 |
34.8 |
12.2 |
11.1 |
|
All Manufacturers |
0.1 |
0.1 |
0.0 |
0.6 |
0.9 |
0.7 |
|
Federal government |
N/A |
0.3 |
0.1 |
N/A |
1.0 |
0.6 |
|
Nonfederal government |
1.0 |
0.5 |
0.5 |
3.0 |
1.4 |
1.5 |
|
Social/Charitable/Political/Nonprofit |
7.1 |
2.3 |
2.2 |
2.1 |
1.5 |
2.3 |
|
Don't know/No answer |
1.0 |
0.2 |
0.1 |
1.5 |
0.1 |
0.2 |
|
Total Mail From Nonhouseholds
|
49.4 |
14.9 |
15.2 |
78.4 |
33.0 |
32.1 |
|
Received by Households |
|||||||
Pieces Per Household Per Week |
0.3 |
0.1 |
0.1 |
0.1 |
0.2 |
0.2 |
|
Base: RPW Total, First-Class
Cards. |
Table A2-28 |
|||||||
Mail Sent |
Percentage of |
Pieces Per |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Business Transactions -- In Response
to Advertising: |
|
|
|
|
|
|
|
Total Response to Advertising |
3.6 |
1.0 |
0.9 |
0.6 |
0.1 |
0.1 |
|
Business Transactions -- Not in
Response to Advertising: |
|
|
|
|
|
|
|
Transaction to phone/utility
company |
2.0 |
3.0 |
3.3 |
0.4 |
0.4 |
0.4 |
|
Transaction to credit card
company |
1.5 |
1.9 |
2.1 |
0.3 |
0.2 |
0.2 |
|
All other business mail |
5.1 |
7.3 |
6.5 |
0.9 |
0.9 |
0.7 |
|
Total Business Not In Response to
Advertising |
8.6 |
12.2 |
12.0 |
1.5 |
1.5 |
1.3 |
|
Don't know / No answer |
0.1 |
0.2 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Total Mail Sent by Households to Nonhouseholds |
12.2 |
13.4 |
13.0 |
2.1 |
1.6 |
1.4 |
|
Note: Totals may not sum due to
rounding. |
Table A2-29 |
|||||||
Sector |
Percentage of First-Class Mail |
Pieces Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Household-to-household |
9.1 |
5.9 |
6.2 |
1.6 |
0.7 |
0.7 |
|
Household-to-nonhousehold |
12.2 |
13.4 |
13.0 |
2.1 |
1.6 |
1.4 |
|
Nonhousehold-to-household |
40.6 |
55.5 |
55.4 |
7.0 |
6.6 |
6.1 |
|
Unknown outgoing |
1.9 |
1.9 |
1.3 |
0.3 |
0.2 |
0.1 |
|
Unknown incoming |
0.6 |
3.3 |
3.8 |
0.1 |
0.4 |
0.4 |
|
Subtotal |
64.4 |
80.1 |
79.6 |
11.1 |
9.6 |
8.8 |
|
Nonhousehold-to-nonhousehold |
35.6 |
19.9 |
20.4 |
N/A |
N/A |
N/A |
|
Total |
100.0 |
100.0 |
100.0 |
N/A |
N/A |
N/A |
|
Base: RPW Total, First-Class
Letters & Cards. |
|||||||
Note: Totals may not sum due to
rounding. |
Table A2-30 |
||||||
Media |
1987 |
2011 |
2012 |
|||
Phone |
31.0 |
22.1 |
13.4 |
|||
Mail |
67.2 |
19.6 |
50.9 |
|||
Other |
1.7 |
58.3 |
35.7 |
|||
Total |
100.0 |
100.0 |
100.0 |
|||
Note: Totals may not sum due to
rounding. |
||||||
Note: Instead of each
respondent getting a 1 for each type, summed the actual number of orders
given. |
Table A2-31 |
||||
Method of Payment |
1987 |
2011 |
2012 |
|
By mail |
95.7 |
77.8 |
77.0 |
|
In person 1 |
N/A |
26.5 |
29.5 |
|
By automatic deduction from
bank account |
21.8 |
49.0 |
54.7 |
|
By personal computer 1 |
N/A |
53.4 |
63.1 |
|
By telephone |
0.8 |
14.8 |
16.9 |
|
By automatic charge to credit
card 1 |
N/A |
17.7 |
20.5 |
|
Number of Payments |
1987 |
2011 |
2012 |
|
Total payments per household per month |
9.14 |
10.88 |
9.67 |
|
1 Due to the way questions were
worded in the 1987 version of the Recruitment interview, |
||||
information
regarding percentages is unavailable from the data. |
||||
Note: Sum of Percentages exceed
100% due to households using more than one method of bill payment. |
Table A2-38 |
||||
Deductions |
1987 |
2011 |
2012 |
|
0 |
78.1 |
48.5 |
42.7 |
|
1 |
13.1 |
16.4 |
17.4 |
|
2 |
4.4 |
12.9 |
14.5 |
|
3 |
1.6 |
7.2 |
8.2 |
|
>3 |
1.3 |
12.5 |
14.6 |
|
Don't know/No answer |
0.5 |
2.5 |
2.6 |
|
Total |
100.0 |
100.0 |
100.0 |
|
|
Table A2-39 |
|||||||||||||
Number of Monthly Deductions |
<Under $7K 1 |
$7K - $9.9K 1 |
$10K - $14.9 |
$15K - $19.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
89.1 |
66.4 |
68.8 |
87.0 |
67.2 |
67.8 |
87.3 |
63.1 |
65.6 |
84.3 |
61.9 |
57.7 |
|
1 |
6.4 |
14.3 |
14.7 |
7.5 |
12.6 |
10.6 |
7.9 |
15.2 |
14.9 |
9.5 |
11.8 |
16.8 |
|
2 |
1.6 |
9.3 |
8.8 |
2.3 |
5.3 |
10.5 |
2.2 |
7.7 |
8.5 |
1.3 |
9.8 |
10.4 |
|
3 |
0.3 |
2.7 |
1.6 |
1.3 |
7.3 |
5.5 |
0.8 |
6.4 |
4.7 |
1.1 |
5.6 |
4.7 |
|
4 + |
0.7 |
4.8 |
6.1 |
0.9 |
3.7 |
5.6 |
0.6 |
6.5 |
6.3 |
1.0 |
7.8 |
10.4 |
|
Don't
know/No answer |
1.9 |
2.6 |
0.0 |
1.0 |
3.9 |
0.0 |
1.2 |
1.1 |
0.0 |
2.8 |
3.1 |
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 |
|
Mean |
0.1 |
0.8 |
0.7 |
0.2 |
0.8 |
0.8 |
0.2 |
1.1 |
1.0 |
0.2 |
1.2 |
1.2 |
|
Number of Monthly Deductions |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
78.3 |
57.6 |
54.1 |
71.1 |
49.2 |
50.1 |
75.8 |
49.2 |
50.1 |
66.1 |
49.7 |
40.6 |
|
1 |
15.8 |
12.3 |
16.4 |
16.8 |
20.0 |
20.9 |
14.8 |
20.0 |
20.9 |
20.0 |
17.9 |
21.1 |
|
2 |
2.4 |
10.8 |
11.6 |
8.0 |
13.7 |
13.3 |
6.0 |
13.7 |
13.3 |
8.6 |
12.3 |
16.6 |
|
3 |
1.0 |
7.3 |
6.0 |
1.1 |
6.7 |
6.5 |
1.4 |
6.7 |
6.5 |
2.6 |
6.3 |
11.0 |
|
4 + |
1.1 |
10.1 |
11.9 |
1.1 |
10.2 |
9.2 |
1.6 |
10.2 |
9.2 |
2.2 |
12.6 |
10.7 |
|
Don't
know/No answer |
1.4 |
1.8 |
0.0 |
1.9 |
0.3 |
0.0 |
0.4 |
0.3 |
0.0 |
0.5 |
1.2 |
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 |
|
Mean |
0.3 |
1.3 |
1.3 |
0.3 |
1.4 |
1.4 |
0.4 |
1.4 |
1.4 |
0.6 |
1.5 |
1.6 |
|
Number of Monthly Deductions |
$50K - $64.9K |
$65K - $79.9K |
$80K - $99.9K |
$100K+ |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
68.5 |
44.7 |
40.7 |
68.7 |
44.0 |
32.4 |
76.3 |
38.8 |
35.0 |
68.2 |
36.8 |
31.4 |
|
1 |
18.6 |
17.7 |
19.3 |
18.6 |
18.2 |
21.7 |
17.6 |
18.8 |
17.4 |
18.2 |
17.0 |
15.8 |
|
2 |
5.7 |
14.6 |
15.5 |
8.8 |
13.0 |
18.6 |
2.2 |
19.1 |
18.9 |
5.7 |
15.4 |
17.9 |
|
3 |
4.0 |
8.2 |
8.2 |
2.4 |
7.6 |
10.8 |
3.4 |
7.5 |
10.7 |
2.8 |
8.7 |
9.6 |
|
4 + |
1.9 |
13.5 |
16.3 |
1.1 |
15.2 |
16.5 |
0.5 |
14.2 |
18.0 |
3.7 |
20.4 |
25.3 |
|
Don't
know/No answer |
1.3 |
1.2 |
0.0 |
0.4 |
2.0 |
0.0 |
0.0 |
1.4 |
0.0 |
1.4 |
1.7 |
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 |
|
Mean |
0.5 |
1.6 |
1.8 |
0.5 |
1.7 |
2.0 |
0.3 |
1.8 |
2.1 |
0.5 |
2.1 |
2.4 |
|
Note:
1987 figures reflect the response to "How many payments each month are
automatically deducted on a prearranged |
|||||||||||||
basis
from savings or checking accounts?" |
|||||||||||||
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 due to rounding. |
|||||||||||||
1 Fluctuations may be due to
small sample sizes. |
Table A2-40 |
|||||||||||||||
Number of Monthly Deductions |
18-21 |
22-24 |
25-34 |
35-44 |
|||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||||
0 |
89.3 |
53.3 |
58.8 |
92.0 |
59.7 |
43.3 |
75.3 |
47.4 |
42.6 |
73.5 |
49.3 |
42.4 |
|||
1 |
7.7 |
16.6 |
11.8 |
5.1 |
19.6 |
29.2 |
15.5 |
19.0 |
20.0 |
16.0 |
13.8 |
17.2 |
|||
2 |
2.1 |
4.5 |
20.3 |
1.2 |
8.8 |
7.6 |
5.8 |
16.6 |
16.9 |
5.4 |
14.1 |
16.1 |
|||
3 |
0.0 |
5.8 |
4.5 |
0.2 |
2.9 |
7.6 |
1.5 |
5.4 |
7.3 |
1.9 |
7.6 |
8.3 |
|||
4 + |
0.5 |
10.4 |
4.7 |
0.2 |
5.1 |
12.4 |
1.1 |
9.2 |
13.1 |
1.4 |
12.6 |
16.0 |
|||
Don't know/No answer |
0.4 |
9.4 |
0.0 |
1.3 |
3.9 |
0.0 |
0.8 |
2.4 |
0.0 |
1.8 |
2.6 |
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 |
|||
Mean |
0.2 |
1.0 |
1.0 |
0.1 |
0.9 |
1.6 |
0.4 |
1.4 |
1.7 |
0.4 |
1.6 |
1.8 |
|||
Number of Monthly Deductions |
45-54 |
55-64 |
65-69 |
70+ |
70-74 |
75+ |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
2011 |
2012 |
||
0 |
70.9 |
48.0 |
45.5 |
79.7 |
46.7 |
46.0 |
81.6 |
48.2 |
43.0 |
88.1 |
43.7 |
47.4 |
51.3 |
51.1 |
|
1 |
18.5 |
18.5 |
18.5 |
11.2 |
17.0 |
17.4 |
10.7 |
15.7 |
14.2 |
5.7 |
14.8 |
13.9 |
11.9 |
13.1 |
|
2 |
4.1 |
11.6 |
13.8 |
5.1 |
13.0 |
14.5 |
2.7 |
10.9 |
15.9 |
2.7 |
15.1 |
13.0 |
10.0 |
10.3 |
|
3 |
2.8 |
7.2 |
8.8 |
0.8 |
7.6 |
8.3 |
2.0 |
9.6 |
10.4 |
1.6 |
9.6 |
9.0 |
8.0 |
7.2 |
|
4 + |
1.0 |
12.1 |
13.4 |
1.6 |
13.8 |
13.8 |
2.1 |
14.5 |
16.5 |
1.1 |
15.8 |
16.8 |
16.8 |
18.3 |
|
Don't know/No answer |
2.7 |
2.7 |
0.0 |
1.6 |
1.9 |
0.0 |
0.9 |
1.1 |
0.0 |
0.8 |
1.0 |
0.0 |
2.0 |
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 |
100.0 |
100.0 |
|
Mean |
0.4 |
1.5 |
1.7 |
0.3 |
1.6 |
1.7 |
0.4 |
1.7 |
1.8 |
0.2 |
1.8 |
1.7 |
1.6 |
1.7 |
|
Note: 1987 figures reflect the
response to "How many payments each month are automatically deducted on
a |
|||||||||||||||
prearranged
basis from savings or checking accounts?" |
|||||||||||||||
|
Appendix A3: Standard Mail
Table A3-1 |
||||
Content |
1987 |
2011 |
2012 |
|
Advertisement |
80.9 |
83.7 |
82.9 |
|
Fund request |
1.2 |
0.5 |
0.7 |
|
Political Materials |
-- |
1.3 |
1.5 |
|
Newsletter/information/other |
10.9 |
12.6 |
12.7 |
|
Don't know/No answer |
7.0 |
1.9 |
2.2 |
|
|
||||
|
||||
Table
A3-3 |
|||||||
Addressee |
Percent
of Total Standard Mail |
Pieces
Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Addressed to specific person |
50.1 |
68.0 |
67.2 |
5.3 |
9.3 |
8.5 |
|
Addressed to occupant |
22.7 |
15.5 |
16.8 |
2.4 |
2.1 |
2.1 |
|
Don't know/No answer |
0.9 |
1.9 |
1.9 |
0.1 |
0.3 |
0.2 |
|
Total Pieces Received by Household |
73.7 |
85.5 |
85.9 |
7.8 |
11.7 |
10.9 |
|
Base: RPW Total, Regular Rate
Bulk and Nonprofit Rate Bulk. |
|||||||
|
|||||||
|
|||||||
Table A3-4 |
||||||||||
Industry |
Addressed to Specific Household
Members |
Addressed To Occupant/ Resident
|
Total |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|||
Credit card |
97.1 |
95.2 |
96.8 |
2.0 |
0.8 |
0.8 |
100.0 |
96.0 |
97.5 |
|
Bank |
89.8 |
87.0 |
84.3 |
8.7 |
9.9 |
14.0 |
100.0 |
96.9 |
98.3 |
|
Insurance Company |
93.2 |
92.4 |
90.9 |
5.5 |
4.6 |
5.9 |
100.0 |
97.0 |
96.8 |
|
Real Estate/Mortgage |
72.8 |
71.9 |
80.9 |
26.7 |
22.2 |
17.5 |
100.0 |
94.0 |
98.5 |
|
Investments |
N/A |
95.0 |
96.0 |
N/A |
3.6 |
3.2 |
N/A |
98.6 |
99.1 |
|
Total Financial |
92.1 |
92.8 |
92.5 |
6.8 |
3.8 |
5.1 |
100.0 |
96.6 |
97.6 |
|
Merchants: |
|
|
|
|
|
|
|
|||
Supermarkets |
11.1 |
57.1 |
61.2 |
87.7 |
42.4 |
38.1 |
100.0 |
99.6 |
99.3 |
|
Department store |
68.3 |
91.6 |
90.9 |
30.9 |
7.8 |
8.4 |
100.0 |
99.5 |
99.3 |
|
Specialty store |
56.4 |
85.3 |
84.7 |
43.0 |
14.3 |
14.5 |
100.0 |
99.6 |
99.3 |
|
Mail order company |
95.8 |
97.1 |
96.4 |
3.3 |
1.5 |
1.8 |
100.0 |
98.6 |
98.2 |
|
Restaurant |
21.3 |
16.2 |
15.5 |
77.6 |
83.3 |
84.3 |
100.0 |
99.5 |
99.8 |
|
Publisher |
72.0 |
78.8 |
79.6 |
25.8 |
18.5 |
16.9 |
100.0 |
97.3 |
96.6 |
|
Auto Dealers |
88.7 |
85.8 |
81.6 |
8.6 |
13.9 |
18.2 |
100.0 |
99.7 |
99.8 |
|
Online Auction |
N/A |
80.0 |
85.1 |
N/A |
20.0 |
14.9 |
N/A |
100.0 |
100.0 |
|
Total Merchants |
72.1 |
86.3 |
85.3 |
26.7 |
12.7 |
13.4 |
100.0 |
99.0 |
98.6 |
|
Services: |
|
|
|
|
|
|
|
|||
Telephone |
94.6 |
76.8 |
69.2 |
4.7 |
21.0 |
27.9 |
100.0 |
97.8 |
97.1 |
|
Other Utilities |
90.4 |
84.9 |
90.1 |
2.4 |
11.7 |
7.8 |
100.0 |
96.6 |
97.9 |
|
Medical |
77.2 |
76.3 |
73.5 |
22.7 |
22.1 |
24.7 |
100.0 |
98.4 |
98.2 |
|
Other professional |
91.0 |
86.3 |
89.7 |
6.5 |
12.1 |
9.4 |
100.0 |
98.4 |
99.1 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
92.6 |
47.0 |
N/A |
6.7 |
53.0 |
N/A |
99.2 |
100.0 |
|
Craftsman |
41.9 |
72.8 |
71.2 |
57.2 |
26.2 |
26.6 |
100.0 |
99.0 |
97.8 |
|
Leisure service |
85.2 |
96.4 |
94.5 |
14.5 |
3.0 |
3.8 |
100.0 |
99.5 |
98.2 |
|
Auto Maintenance |
N/A |
83.8 |
81.6 |
N/A |
16.1 |
17.8 |
N/A |
99.9 |
99.4 |
|
Roadside Assistance |
N/A |
92.4 |
93.3 |
N/A |
1.3 |
1.5 |
N/A |
93.8 |
94.8 |
|
Total Services |
81.5 |
79.2 |
76.0 |
17.5 |
19.1 |
21.7 |
100.0 |
98.3 |
97.7 |
|
All Manufacturers |
86.1 |
95.7 |
95.2 |
13.5 |
1.8 |
2.1 |
100.0 |
97.6 |
97.3 |
|
Federal Government |
N/A |
59.7 |
57.9 |
N/A |
39.5 |
40.1 |
N/A |
99.2 |
98.0 |
|
Nonfederal Government |
73.3 |
51.2 |
54.5 |
26.3 |
47.9 |
43.3 |
100.0 |
99.1 |
97.9 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|||
Union or Professional
Organization |
89.6 |
93.8 |
95.2 |
10.4 |
3.8 |
3.0 |
100.0 |
97.6 |
98.2 |
|
Church |
79.4 |
88.6 |
90.6 |
15.9 |
11.4 |
9.4 |
100.0 |
100.0 |
100.0 |
|
Veterans |
N/A |
83.7 |
63.6 |
N/A |
14.1 |
26.8 |
N/A |
97.8 |
90.4 |
|
Educational |
87.9 |
88.6 |
91.5 |
11.4 |
10.4 |
6.4 |
100.0 |
98.9 |
97.9 |
|
Charities |
98.1 |
80.9 |
69.3 |
1.9 |
7.7 |
30.7 |
100.0 |
88.5 |
100.0 |
|
Political |
87.3 |
88.0 |
90.4 |
12.1 |
12.0 |
9.3 |
100.0 |
100.0 |
99.8 |
|
AARP |
100.0 |
86.6 |
95.1 |
0.0 |
2.4 |
1.6 |
100.0 |
89.1 |
96.6 |
|
Total Social/Charitable/Political/Nonprofit |
88.3 |
88.4 |
90.0 |
10.7 |
10.1 |
8.9 |
100.0 |
98.5 |
98.9 |
|
Note: Percents
are row percentages within each Industry classification. |
||||||||||
Totals may not equal exactly
100% due to unreported categories. |
||||||||||
|
||||||||||
Table A3-5 |
|||||||
Shape |
Percent of |
Pieces Per |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter Size Envelope |
17.3 |
33.6 |
32.6 |
1.8 |
3.9 |
3.5 |
|
Larger Envelope |
12.0 |
1.9 |
2.1 |
1.3 |
0.2 |
0.2 |
|
Total Envelope |
29.3 |
35.6 |
34.7 |
3.1 |
4.1 |
3.7 |
|
Detached Label Card |
5.8 |
0.7 |
0.6 |
0.6 |
0.1 |
0.1 |
|
Postcard |
1.8 |
1.4 |
1.6 |
0.2 |
0.2 |
0.2 |
|
Catalog (not in envelope) |
14.2 |
13.4 |
12.8 |
1.5 |
1.5 |
1.4 |
|
Flyers/Circulars |
20.1 |
30.3 |
30.3 |
2.1 |
3.5 |
3.2 |
|
Magazines/Newsletters |
1.7 |
2.4 |
2.6 |
0.2 |
0.3 |
0.3 |
|
Other/Don't Know/No answer |
1.0 |
0.8 |
1.0 |
0.1 |
0.1 |
0.1 |
|
Total Pieces Received by Households |
73.8 |
84.6 |
83.6 |
7.8 |
9.8 |
8.9 |
|
Base: RPW Total, Regular Rate
Bulk: Regular and Enhanced Carrier Route. |
|||||||
Note: Totals may not sum due to
rounding. |
|||||||
|
|||||||
Table A3-6 |
|||||||||||||
Industry |
Letter Size Envelope |
Larger Envelope |
Postcard |
Catalog |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Credit
card |
59.5 |
90.9 |
90.5 |
28.1 |
1.5 |
2.1 |
0.4 |
0.2 |
0.4 |
3.1 |
0.2 |
0.2 |
|
Bank |
65.0 |
71.8 |
72.3 |
14.6 |
2.5 |
2.7 |
3.4 |
0.8 |
0.7 |
1.8 |
0.2 |
0.4 |
|
Insurance
Company |
66.8 |
75.5 |
75.1 |
19.9 |
5.4 |
6.2 |
0.7 |
0.6 |
0.9 |
1.4 |
0.3 |
0.3 |
|
Real
Estate/Mortgage |
32.1 |
47.3 |
42.0 |
7.3 |
1.7 |
1.2 |
10.7 |
4.3 |
4.1 |
3.2 |
0.1 |
0.9 |
|
Investments |
N/A |
49.1 |
52.1 |
N/A |
22.0 |
16.2 |
N/A |
0.1 |
0.3 |
N/A |
1.1 |
2.0 |
|
Total Financial |
60.1 |
79.4 |
77.2 |
19.4 |
4.3 |
4.6 |
2.0 |
0.5 |
0.8 |
2.6 |
0.3 |
0.4 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Supermarkets |
4.0 |
6.5 |
7.6 |
2.7 |
3.0 |
1.1 |
0.7 |
2.2 |
1.4 |
5.2 |
3.5 |
4.3 |
|
Department
store |
8.8 |
12.5 |
14.6 |
3.6 |
1.7 |
1.9 |
3.3 |
3.5 |
2.8 |
40.8 |
14.3 |
14.5 |
|
Specialty
store |
10.5 |
6.8 |
7.7 |
6.5 |
0.5 |
0.6 |
5.1 |
2.9 |
3.4 |
26.8 |
31.3 |
28.1 |
|
Mail
order company |
20.8 |
13.7 |
11.1 |
22.0 |
1.1 |
1.2 |
0.8 |
0.4 |
0.3 |
48.5 |
79.5 |
81.0 |
|
Restaurant |
4.5 |
4.0 |
5.1 |
1.6 |
0.5 |
0.2 |
21.8 |
7.4 |
7.2 |
2.1 |
0.7 |
0.8 |
|
Publisher |
26.5 |
61.5 |
61.9 |
34.1 |
2.0 |
2.9 |
1.2 |
0.6 |
0.3 |
4.4 |
4.6 |
4.4 |
|
Auto
Dealers |
28.1 |
27.1 |
28.0 |
13.6 |
3.9 |
2.8 |
6.5 |
4.0 |
4.7 |
7.1 |
1.8 |
2.3 |
|
Online
Auction |
N/A |
32.2 |
44.8 |
N/A |
3.7 |
1.7 |
N/A |
1.5 |
5.7 |
N/A |
13.7 |
14.7 |
|
Total Merchants |
18.0 |
17.0 |
18.2 |
16.3 |
1.3 |
1.4 |
2.5 |
2.1 |
2.1 |
28.1 |
37.9 |
35.5 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Telephone |
28.9 |
62.9 |
67.5 |
42.9 |
1.4 |
1.5 |
5.2 |
0.8 |
1.0 |
6.2 |
0.6 |
0.3 |
|
Other
Utilities |
33.1 |
70.0 |
66.7 |
9.5 |
1.9 |
2.3 |
2.2 |
1.4 |
2.8 |
6.0 |
0.4 |
0.2 |
|
Medical |
27.1 |
37.1 |
35.9 |
8.1 |
1.7 |
2.3 |
6.9 |
4.7 |
3.5 |
2.6 |
1.1 |
0.5 |
|
Other
professional |
48.6 |
27.4 |
40.7 |
14.0 |
4.9 |
3.2 |
1.8 |
6.1 |
6.6 |
1.9 |
1.5 |
2.3 |
|
DVD/Blu-ray/Video
Game Rental Company |
N/A |
35.6 |
31.7 |
N/A |
3.0 |
17.6 |
N/A |
0.0 |
6.3 |
N/A |
0.0 |
5.1 |
|
Craftsman |
13.2 |
33.3 |
34.7 |
9.9 |
1.6 |
0.9 |
5.9 |
8.8 |
7.0 |
0.0 |
0.6 |
1.1 |
|
Leisure
service |
41.5 |
22.4 |
24.4 |
15.9 |
2.3 |
3.1 |
4.2 |
3.5 |
5.1 |
4.1 |
8.4 |
9.6 |
|
Auto
Maintenance |
N/A |
13.6 |
14.4 |
N/A |
0.3 |
0.6 |
N/A |
6.6 |
5.6 |
N/A |
0.2 |
2.0 |
|
Roadside
Assistance |
N/A |
86.6 |
82.0 |
N/A |
5.8 |
9.2 |
N/A |
0.3 |
0.7 |
N/A |
0.6 |
0.3 |
|
Total Services |
32.8 |
43.9 |
46.4 |
17.5 |
1.8 |
2.4 |
6.0 |
3.2 |
3.1 |
6.1 |
1.6 |
1.8 |
|
All
Manufacturers |
35.1 |
25.7 |
31.6 |
16.1 |
2.2 |
1.8 |
2.2 |
0.9 |
2.8 |
5.6 |
30.5 |
27.4 |
|
Government: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Federal
Government |
N/A |
24.9 |
26.5 |
N/A |
4.3 |
1.8 |
N/A |
12.5 |
19.8 |
N/A |
0.6 |
1.6 |
|
Nonfederal
Government |
17.5 |
16.1 |
30.1 |
9.1 |
2.9 |
2.7 |
4.0 |
5.3 |
3.1 |
10.0 |
1.9 |
2.1 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Union
or Professional Organization |
38.3 |
45.7 |
42.8 |
17.7 |
6.3 |
7.5 |
2.2 |
1.4 |
3.3 |
3.4 |
2.1 |
0.6 |
|
Church |
36.3 |
36.0 |
34.5 |
10.1 |
1.9 |
3.5 |
3.5 |
4.4 |
2.1 |
4.3 |
2.9 |
0.0 |
|
Veterans |
N/A |
65.3 |
68.6 |
N/A |
8.8 |
10.7 |
N/A |
0.0 |
0.8 |
N/A |
3.8 |
0.0 |
|
Educational |
40.0 |
48.1 |
43.5 |
14.2 |
3.0 |
4.0 |
3.0 |
5.7 |
5.3 |
7.1 |
4.7 |
4.6 |
|
Charities |
N/A |
45.5 |
45.3 |
N/A |
11.1 |
9.1 |
N/A |
3.1 |
25.3 |
N/A |
18.2 |
3.4 |
|
Political |
33.1 |
8.9 |
24.2 |
2.7 |
0.7 |
1.0 |
8.4 |
6.1 |
5.0 |
0.4 |
0.3 |
0.2 |
|
AARP |
20.9 |
68.1 |
59.3 |
57.2 |
6.0 |
11.5 |
0.0 |
0.0 |
3.3 |
8.1 |
0.9 |
0.4 |
|
Total Social/Charitable/Political/Nonprofit |
37.0 |
29.7 |
35.1 |
12.4 |
3.0 |
3.7 |
4.5 |
4.7 |
5.0 |
3.3 |
2.4 |
1.3 |
|
Total |
23.5 |
39.8 |
39.0 |
16.2 |
2.3 |
2.5 |
2.5 |
1.7 |
1.9 |
19.2 |
15.8 |
15.3 |
|
Note:
Percentages are row percentages within each Industry. |
|||||||||||||
|
|||||||||||||
Table A3-7a |
||||||||||
Industry |
Letter Size Envelope |
Larger Envelope |
Postcards |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
7.5 |
32.1 |
24.3 |
5.1 |
9.4 |
9.0 |
0.5 |
1.3 |
2.1 |
|
Bank |
6.9 |
5.6 |
6.1 |
2.3 |
3.4 |
3.7 |
3.4 |
1.4 |
1.3 |
|
Insurance Company |
2.7 |
15.7 |
15.8 |
1.3 |
19.6 |
20.6 |
0.2 |
2.8 |
3.9 |
|
Real Estate/Mortgage |
0.4 |
1.2 |
1.4 |
0.1 |
0.7 |
0.6 |
0.0 |
2.5 |
2.8 |
|
Investments |
N/A |
2.7 |
3.0 |
N/A |
21.0 |
15.0 |
N/A |
0.1 |
0.3 |
|
Other Financial |
0.6 |
0.7 |
1.1 |
0.3 |
0.0 |
0.2 |
0.0 |
0.3 |
0.0 |
|
Total Financial |
30.3 |
57.9 |
51.8 |
14.3 |
54.2 |
49.1 |
8.5 |
8.4 |
10.5 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
0.5 |
0.2 |
0.3 |
0.5 |
1.7 |
0.6 |
0.9 |
1.6 |
1.0 |
|
Department store |
5.6 |
2.2 |
2.6 |
3.3 |
5.2 |
5.4 |
19.7 |
14.1 |
10.2 |
|
Specialty store |
4.1 |
1.8 |
2.2 |
3.7 |
2.5 |
2.5 |
19.0 |
17.6 |
19.4 |
|
Mail order company |
14.4 |
4.3 |
3.4 |
22.1 |
6.1 |
5.7 |
5.2 |
2.7 |
2.0 |
|
Restaurant |
0.1 |
0.1 |
0.2 |
0.1 |
0.3 |
0.1 |
6.1 |
5.6 |
5.8 |
|
Publisher |
15.5 |
6.8 |
7.3 |
28.9 |
3.8 |
5.4 |
6.4 |
1.4 |
0.6 |
|
Auto Dealers |
0.7 |
0.5 |
0.8 |
0.5 |
1.4 |
1.2 |
1.4 |
1.9 |
2.6 |
|
Online Auction |
N/A |
0.1 |
0.1 |
N/A |
0.2 |
0.1 |
N/A |
0.1 |
0.2 |
|
Other merchants |
2.7 |
0.3 |
1.6 |
2.2 |
0.6 |
1.4 |
1.9 |
1.3 |
1.5 |
|
Total Merchants |
48.0 |
16.4 |
18.4 |
63.1 |
21.7 |
22.3 |
62.7 |
46.3 |
43.4 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
1.0 |
8.1 |
9.0 |
2.1 |
3.2 |
3.1 |
1.7 |
2.3 |
2.7 |
|
Other Utilities |
0.3 |
1.6 |
2.1 |
0.1 |
0.7 |
1.1 |
0.2 |
0.7 |
1.8 |
|
Medical |
1.1 |
1.9 |
2.0 |
0.5 |
1.5 |
2.1 |
2.5 |
5.6 |
4.0 |
|
Other professional |
0.8 |
0.3 |
0.6 |
0.3 |
0.9 |
0.7 |
0.3 |
1.5 |
1.9 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
0.1 |
0.0 |
N/A |
0.2 |
0.3 |
N/A |
0.0 |
0.1 |
|
Craftsman |
0.1 |
1.0 |
0.9 |
0.1 |
0.9 |
0.4 |
0.4 |
6.1 |
3.8 |
|
Leisure service |
2.9 |
1.0 |
1.1 |
1.6 |
1.9 |
2.3 |
2.7 |
3.8 |
4.9 |
|
Auto Maintenance |
N/A |
0.4 |
0.4 |
N/A |
0.1 |
0.2 |
N/A |
4.0 |
3.1 |
|
Roadside Assistance |
N/A |
0.9 |
1.1 |
N/A |
1.1 |
2.0 |
N/A |
0.1 |
0.2 |
|
Other services |
2.3 |
1.8 |
1.5 |
1.4 |
1.6 |
3.5 |
5.4 |
5.1 |
3.5 |
|
Total Services |
9.4 |
17.2 |
18.8 |
7.3 |
12.0 |
15.7 |
16.1 |
29.2 |
25.9 |
|
All Manufacturers |
2.4 |
1.6 |
2.1 |
1.6 |
2.4 |
2.0 |
1.4 |
1.3 |
3.8 |
|
Federal Government |
N/A |
0.3 |
0.3 |
N/A |
1.0 |
0.4 |
N/A |
3.8 |
5.3 |
|
Nonfederal Government |
0.7 |
0.2 |
0.5 |
0.6 |
0.7 |
0.7 |
1.6 |
1.8 |
1.1 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|
|
|
Union Or Professional
Organization |
0.6 |
0.3 |
0.3 |
0.4 |
0.8 |
0.9 |
0.3 |
0.2 |
0.5 |
|
Church |
0.3 |
0.1 |
0.1 |
0.1 |
0.1 |
0.1 |
0.3 |
0.2 |
0.1 |
|
Veterans |
N/A |
0.2 |
0.1 |
N/A |
0.4 |
0.3 |
N/A |
0.0 |
0.0 |
|
Educational |
1.2 |
0.7 |
0.7 |
0.6 |
0.7 |
1.0 |
0.8 |
1.9 |
1.7 |
|
Charities |
N/A |
0.1 |
0.1 |
N/A |
0.5 |
0.3 |
N/A |
0.2 |
1.2 |
|
Political |
1.6 |
0.3 |
1.0 |
0.2 |
0.4 |
0.6 |
3.7 |
4.7 |
4.1 |
|
AARP |
0.1 |
0.2 |
0.2 |
0.5 |
0.3 |
0.7 |
0.0 |
0.0 |
0.2 |
|
Other
Social/Charitable/Political/Nonprofit |
1.1 |
0.2 |
0.3 |
0.6 |
0.5 |
0.7 |
0.5 |
0.4 |
0.2 |
|
Total
Social/Charitable/Political/Nonprofit |
4.9 |
2.1 |
2.8 |
2.4 |
3.6 |
4.6 |
5.6 |
7.5 |
8.1 |
|
Not from one organization |
4.3 |
3.7 |
4.3 |
10.9 |
4.2 |
3.9 |
2.9 |
1.0 |
0.9 |
|
Don't know/No answer |
2.4 |
0.5 |
0.9 |
1.4 |
0.2 |
1.2 |
1.6 |
0.6 |
1.1 |
|
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. |
||||||||||
|
||||||||||
Table A3-7b Standard Mail Shape by Industry (Percentage of Pieces) Postal Fiscal Years 1987, 2011
and 2012 (Diary Data) |
||||||||||
Industry |
Catalog |
Flyers/ |
Magazines/ Newsletters |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|||
Credit card |
0.5 |
0.2 |
0.1 |
0.9 |
2.8 |
1.9 |
0.0 |
0.1 |
0.3 |
|
Bank |
0.2 |
0.0 |
0.1 |
1.3 |
2.0 |
2.0 |
0.1 |
0.9 |
0.6 |
|
Insurance Company |
0.3 |
0.1 |
0.1 |
1.4 |
3.3 |
3.2 |
0.8 |
9.5 |
7.6 |
|
Real Estate/Mortgage |
0.2 |
0.0 |
0.1 |
1.7 |
1.2 |
1.7 |
0.6 |
0.8 |
1.1 |
|
Investments |
N/A |
0.2 |
0.3 |
N/A |
0.7 |
0.7 |
N/A |
11.4 |
12.3 |
|
Other Financial |
0.0 |
0.0 |
0.0 |
0.3 |
0.4 |
0.5 |
0.2 |
0.0 |
0.0 |
|
Total
Financial |
1.6 |
0.5 |
0.7 |
6.4 |
10.4 |
10.0 |
2.5 |
22.7 |
22.1 |
|
Merchants: |
|
|
|
|
|
|
|
|||
Supermarkets |
0.9 |
0.3 |
0.4 |
10.0 |
2.9 |
3.3 |
1.1 |
0.8 |
1.0 |
|
Department store |
31.9 |
6.3 |
6.5 |
23.4 |
12.6 |
11.8 |
2.1 |
3.7 |
4.7 |
|
Specialty store |
12.9 |
20.8 |
20.2 |
17.0 |
16.8 |
17.6 |
1.4 |
1.5 |
4.1 |
|
Mail order company |
41.0 |
63.1 |
62.5 |
4.2 |
1.3 |
1.1 |
1.4 |
1.7 |
2.2 |
|
Restaurant |
0.1 |
0.1 |
0.1 |
1.8 |
3.1 |
3.6 |
0.0 |
0.1 |
0.0 |
|
Publisher |
3.2 |
1.3 |
1.3 |
10.3 |
0.8 |
0.7 |
71.9 |
36.1 |
34.2 |
|
Auto Dealers |
0.2 |
0.1 |
0.2 |
0.9 |
1.4 |
1.8 |
0.4 |
0.1 |
0.2 |
|
Online Auction |
N/A |
0.1 |
0.1 |
N/A |
0.1 |
0.1 |
N/A |
0.2 |
0.1 |
|
Other merchants |
0.9 |
0.3 |
0.2 |
1.4 |
0.8 |
0.8 |
0.0 |
0.2 |
0.2 |
|
Total
Merchants |
91.9 |
92.3 |
91.4 |
72.3 |
39.9 |
40.8 |
79.7 |
44.4 |
46.7 |
|
Services: |
|
|
|
|
|
|
|
|||
Telephone |
0.3 |
0.2 |
0.1 |
0.4 |
4.8 |
4.1 |
0.4 |
0.8 |
1.3 |
|
Other Utilities |
0.1 |
0.0 |
0.0 |
0.2 |
0.5 |
0.8 |
0.4 |
1.8 |
0.9 |
|
Medical |
0.1 |
0.1 |
0.1 |
1.7 |
2.9 |
3.3 |
1.7 |
3.1 |
1.9 |
|
Other professional |
0.0 |
0.0 |
0.1 |
0.5 |
0.7 |
0.7 |
0.4 |
0.3 |
0.5 |
|
DVD/Blu-ray/Video
Game Rental Company |
N/A |
0.0 |
0.0 |
N/A |
0.3 |
0.0 |
N/A |
0.0 |
0.0 |
|
Craftsman |
0.0 |
0.0 |
0.1 |
0.5 |
1.8 |
1.6 |
0.0 |
0.2 |
0.1 |
|
Leisure service |
0.3 |
1.0 |
1.1 |
2.0 |
3.1 |
2.7 |
0.6 |
1.1 |
0.6 |
|
Auto Maintenance |
N/A |
0.0 |
0.1 |
N/A |
2.2 |
2.2 |
N/A |
0.0 |
0.1 |
|
Roadside Assistance |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.1 |
N/A |
0.5 |
0.6 |
|
Other services |
0.2 |
0.1 |
0.2 |
1.8 |
4.2 |
3.7 |
0.8 |
1.4 |
1.0 |
|
Total
Services |
2.2 |
1.6 |
1.8 |
8.5 |
20.5 |
19.2 |
6.0 |
9.3 |
7.0 |
|
All Manufacturers |
0.5 |
4.8 |
4.7 |
2.2 |
2.6 |
2.4 |
1.3 |
1.6 |
1.7 |
|
Federal Government |
N/A |
0.0 |
0.1 |
N/A |
0.7 |
0.5 |
N/A |
1.2 |
2.3 |
|
Nonfederal Government |
0.5 |
0.1 |
0.1 |
2.0 |
0.7 |
0.6 |
1.0 |
6.5 |
5.9 |
|
Social/Charitable/Political/Nonprofit: |
|
|
|
|
|
|
|
|||
Union or Professional Organization |
0.1 |
0.0 |
0.0 |
0.4 |
0.1 |
0.1 |
0.4 |
2.9 |
2.8 |
|
Church |
0.0 |
0.0 |
0.0 |
0.3 |
0.0 |
0.1 |
0.7 |
0.5 |
0.8 |
|
Veterans |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.6 |
0.3 |
|
Educational |
0.3 |
0.2 |
0.2 |
0.9 |
0.4 |
0.6 |
0.4 |
1.6 |
1.4 |
|
Charities |
N/A |
0.1 |
0.0 |
N/A |
0.0 |
0.0 |
N/A |
0.2 |
0.0 |
|
Political |
0.0 |
0.0 |
0.0 |
2.2 |
3.1 |
3.0 |
0.6 |
0.2 |
0.2 |
|
AARP |
0.1 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.4 |
0.4 |
0.7 |
|
Other Social/Charitable/Political/Nonprofit |
0.0 |
0.0 |
0.0 |
0.7 |
0.1 |
0.1 |
0.8 |
2.3 |
0.9 |
|
Total
Social/Charitable/Political/Nonprofit |
0.5 |
0.4 |
0.3 |
4.5 |
3.9 |
4.0 |
3.3 |
8.7 |
7.1 |
|
Not from one organization |
1.9 |
0.2 |
0.5 |
4.9 |
21.3 |
22.3 |
6.0 |
3.2 |
6.1 |
|
Don't know/No answer |
1.4 |
0.2 |
0.5 |
1.4 |
0.1 |
0.2 |
1.5 |
2.4 |
1.2 |
|
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. |
||||||||||
|
||||||||||
Table A3-8 |
|||||||||||||
Shape |
Specific Household Member |
Occupant/Resident |
No Answer |
Total |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter size envelope |
89.5 |
89.1 |
87.4 |
8.6 |
6.9 |
9.1 |
1.9 |
4.0 |
3.5 |
100.0 |
100.0 |
100.0 |
|
Larger envelope |
87.2 |
92.5 |
91.4 |
11.1 |
6.2 |
6.8 |
1.7 |
1.2 |
1.8 |
100.0 |
100.0 |
100.0 |
|
Detached label card |
5.5 |
2.5 |
18.4 |
94.4 |
97.5 |
81.6 |
0.1 |
0.0 |
0.1 |
100.0 |
100.0 |
100.0 |
|
Postcard |
65.4 |
73.8 |
72.4 |
34.4 |
26.0 |
27.4 |
0.2 |
0.2 |
0.3 |
100.0 |
100.0 |
100.0 |
|
Catalog (not in envelope) |
84.0 |
96.9 |
96.4 |
15.6 |
2.5 |
3.1 |
0.4 |
0.7 |
0.5 |
100.0 |
100.0 |
100.0 |
|
Flyers/Circulars |
47.8 |
61.3 |
59.3 |
51.5 |
38.3 |
40.4 |
0.7 |
0.3 |
0.3 |
100.0 |
100.0 |
100.0 |
|
Magazines/Newsletters |
37.6 |
61.4 |
61.4 |
58.5 |
38.0 |
38.1 |
3.9 |
0.6 |
0.5 |
100.0 |
100.0 |
100.0 |
|
Note: Percents
are row percentages within each Shape category. |
|||||||||||||
Income |
1987 |
2011 |
2012 |
Employment of Head of Household |
1987 |
2011 |
2012 |
||
< $7K |
3.8 |
3.2 |
3.7 |
White collar professional |
8.2 |
11.5 |
0.0 |
||
$ 7K - $9.9K |
5.2 |
4.8 |
3.4 |
White collar sales/clerical |
6.8 |
9.3 |
0.0 |
||
$ 10K - $14.9K |
5.8 |
5.3 |
4.6 |
Blue collar craftsmen/mechanic |
5.4 |
9.8 |
0.0 |
||
$ 15K - $19.9K |
6.5 |
5.4 |
5.9 |
Service Worker |
5.2 |
8.6 |
0.0 |
||
$ 20K - $24.9K |
6.6 |
6.5 |
5.6 |
Other employed |
4.6 |
8.3 |
0.0 |
||
$ 25K - $29.9K |
7.9 |
7.3 |
7.3 |
Homemaker |
7.3 |
7.7 |
7.1 |
||
$ 30K - $34.9K |
8.7 |
Student 1 |
8.0 |
8.3 |
5.2 |
||||
$ 35K - $49.9K |
9.5 |
8.1 |
7.4 |
Retired |
6.8 |
9.8 |
9.3 |
||
$ 50K - $64.9K |
10.9 |
9.8 |
8.5 |
Other not employed 1 |
2.5 |
15.5 |
8.1 |
||
$ 65K - Over |
14.8 |
12.8 |
11.9 |
Type of Dwelling |
1987 |
2011 |
2012 |
||
Age of Head of Household |
1987 |
2011 |
2012 |
Single-family house |
9.0 |
11.2 |
10.1 |
||
18 - 24 |
3.3 |
5.4 |
4.2 |
Multi-family unit |
4.5 |
6.6 |
6.1 |
||
25 - 34 |
6.6 |
7.9 |
7.0 |
Mobile home |
5.5 |
5.0 |
4.8 |
||
35 - 44 |
8.3 |
9.8 |
8.9 |
Number of Adults |
1987 |
2011 |
2012 |
||
45 - 54 |
8.9 |
11.2 |
9.3 |
1 |
5.2 |
6.9 |
6.3 |
||
55 - 64 |
9.8 |
10.9 |
10.3 |
2 |
8.3 |
10.3 |
9.5 |
||
65 - 69 |
8.2 |
11.1 |
11.3 |
3 |
9.0 |
11.5 |
10.2 |
||
70-74 |
7.6 |
10.4 |
9.5 |
4+ |
9.0 |
12.8 |
10.3 |
||
75+ |
8.9 |
8.6 |
|||||||
Education of Head of Household |
1987 |
2011 |
2012 |
||||||
< 8th grade |
5.0 |
6.9 |
6.1 |
||||||
Some High School |
5.6 |
7.1 |
7.2 |
||||||
High School |
7.0 |
8.9 |
7.9 |
||||||
Some College |
7.9 |
9.2 |
8.1 |
||||||
Technical School |
7.8 |
9.4 |
8.3 |
||||||
College |
9.9 |
11.3 |
10.2 |
||||||
Post graduate |
11.8 |
12.8 |
11.9 |
||||||
Type of Household |
1987 |
2011 |
2012 |
||||||
One-person household |
5.5 |
6.9 |
6.4 |
||||||
Male |
4.7 |
5.5 |
5.6 |
||||||
Female |
5.8 |
7.7 |
6.8 |
||||||
More than one adult without
children |
8.9 |
10.7 |
9.8 |
||||||
One-earner |
9.0 |
10.5 |
9.5 |
||||||
Two-earner |
8.9 |
10.8 |
9.7 |
||||||
More than one adult with
children |
8.2 |
10.5 |
9.4 |
||||||
One-earner |
7.9 |
9.3 |
8.6 |
||||||
Two-earner |
8.6 |
11.9 |
10.2 |
||||||
Note: 2011/2012 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: Employment Industry is
not asked in 2012 |
|
Mail Order Purchases |
First-Class |
Standard Mail |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
7.0 |
7.4 |
7.4 |
7.5 |
11.1 |
10.5 |
|
1 |
8.7 |
7.9 |
7.7 |
9.5 |
12.5 |
11.3 |
|
2 |
8.2 |
9.0 |
7.9 |
9.5 |
14.6 |
13.2 |
|
3 - 5 |
9.5 |
8.7 |
8.3 |
10.8 |
14.9 |
12.7 |
|
6 - 10 |
11.3 |
9.7 |
9.3 |
13.8 |
16.0 |
15.8 |
|
11 + |
12.3 |
10.4 |
9.6 |
15.2 |
18.3 |
15.7 |
|
Table A3-11 |
||||
Familiarity |
1987 |
2011 |
2012 |
|
Previous customer |
47.5 |
56.1 |
54.5 |
|
Organization known |
17.4 |
22.2 |
21.6 |
|
Organization unknown |
18.1 |
10.8 |
11.8 |
|
Don't know/No answer |
17.1 |
11.0 |
12.1 |
|
Total Received |
100.0 |
100.0 |
100.0 |
|
Industry |
Previous Customer |
Organization Known |
Organization Unknown |
Don't Know/ |
Total |
|||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|||||||||||||||
Credit card |
52.4 |
50.3 |
49.0 |
19.9 |
35.6 |
36.7 |
17.7 |
4.9 |
6.0 |
10.0 |
9.2 |
8.3 |
100.0 |
100.0 |
100.0 |
|
Bank |
43.6 |
56.4 |
49.6 |
17.3 |
21.2 |
23.6 |
23.1 |
13.2 |
17.2 |
16.0 |
9.2 |
9.6 |
100.0 |
100.0 |
100.0 |
|
Insurance Company |
33.6 |
35.0 |
34.1 |
21.8 |
39.6 |
38.3 |
32.3 |
13.6 |
13.9 |
12.3 |
11.9 |
13.8 |
100.0 |
100.0 |
100.0 |
|
Real Estate/Mortgage |
13.3 |
23.3 |
23.9 |
41.1 |
22.9 |
24.8 |
32.6 |
43.1 |
43.4 |
13.0 |
10.7 |
7.9 |
100.0 |
100.0 |
100.0 |
|
Investments |
N/A |
79.3 |
76.6 |
N/A |
3.8 |
4.9 |
N/A |
8.4 |
10.5 |
N/A |
8.5 |
8.0 |
N/A |
100.0 |
100.0 |
|
Total Financial |
40.5 |
47.4 |
45.1 |
21.3 |
32.1 |
31.6 |
25.7 |
10.6 |
13.0 |
12.5 |
10.0 |
10.2 |
100.0 |
100.0 |
100.0 |
|
Merchants: |
|
|||||||||||||||
Supermarkets |
60.1 |
80.9 |
79.4 |
15.2 |
11.6 |
8.3 |
5.4 |
1.4 |
3.5 |
19.3 |
6.1 |
8.8 |
100.0 |
100.0 |
100.0 |
|
Department store |
75.2 |
86.9 |
87.0 |
9.1 |
4.3 |
5.1 |
4.3 |
1.3 |
0.7 |
11.4 |
7.6 |
7.2 |
100.0 |
100.0 |
100.0 |
|
Specialty store |
50.5 |
77.7 |
77.8 |
20.0 |
10.9 |
10.2 |
17.2 |
3.7 |
4.4 |
12.4 |
7.7 |
7.6 |
100.0 |
100.0 |
100.0 |
|
Mail order company |
50.8 |
60.1 |
58.1 |
17.3 |
14.4 |
14.3 |
22.4 |
11.0 |
11.4 |
9.4 |
14.5 |
16.2 |
100.0 |
100.0 |
100.0 |
|
Restaurant |
50.2 |
48.4 |
48.2 |
20.2 |
24.2 |
26.3 |
13.4 |
18.8 |
17.3 |
16.2 |
8.5 |
8.3 |
100.0 |
100.0 |
100.0 |
|
Publisher |
40.9 |
51.0 |
50.3 |
18.6 |
20.7 |
20.3 |
14.3 |
8.1 |
10.3 |
26.2 |
20.2 |
19.0 |
100.0 |
100.0 |
100.0 |
|
Auto Dealers |
48.2 |
48.5 |
39.0 |
27.1 |
26.1 |
38.7 |
12.5 |
18.2 |
16.8 |
12.2 |
7.2 |
5.5 |
N/A |
100.0 |
100.0 |
|
Online Auction |
N/A |
51.1 |
46.2 |
N/A |
22.1 |
24.2 |
N/A |
19.9 |
27.1 |
N/A |
6.9 |
2.5 |
100.0 |
100.0 |
100.0 |
|
Total Merchants |
54.0 |
68.6 |
67.3 |
16.1 |
13.0 |
13.3 |
14.7 |
7.1 |
7.6 |
15.2 |
11.4 |
11.8 |
100.0 |
100.0 |
100.0 |
|
Services: |
|
|||||||||||||||
Telephone |
65.1 |
51.4 |
48.9 |
17.1 |
32.1 |
33.3 |
5.9 |
4.8 |
5.6 |
11.9 |
11.7 |
12.2 |
100.0 |
100.0 |
100.0 |
|
Other Utilities |
70.9 |
69.7 |
63.9 |
5.8 |
7.7 |
16.4 |
7.9 |
11.0 |
12.3 |
15.4 |
11.6 |
7.3 |
100.0 |
100.0 |
100.0 |
|
Medical |
35.0 |
32.5 |
29.6 |
19.5 |
20.5 |
16.3 |
34.4 |
36.4 |
38.7 |
11.2 |
10.5 |
15.4 |
100.0 |
100.0 |
100.0 |
|
Other professional |
43.9 |
28.5 |
33.2 |
13.9 |
31.3 |
17.6 |
31.2 |
32.6 |
43.2 |
11.0 |
7.6 |
6.0 |
100.0 |
100.0 |
100.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
43.9 |
54.8 |
N/A |
47.9 |
26.1 |
N/A |
0.6 |
19.1 |
N/A |
7.6 |
0.0 |
100.0 |
100.0 |
100.0 |
|
Craftsman |
7.7 |
20.2 |
16.8 |
32.1 |
28.0 |
28.9 |
47.7 |
43.8 |
41.6 |
12.5 |
8.0 |
12.8 |
100.0 |
100.0 |
100.0 |
|
Leisure service |
33.7 |
59.6 |
60.6 |
21.2 |
20.2 |
16.5 |
31.0 |
11.5 |
13.2 |
14.1 |
8.7 |
9.7 |
100.0 |
100.0 |
100.0 |
|
Auto Maintenance |
N/A |
64.0 |
61.2 |
N/A |
19.3 |
16.7 |
N/A |
10.0 |
12.0 |
N/A |
6.7 |
10.1 |
100.0 |
100.0 |
100.0 |
|
Roadside Assistance |
N/A |
64.2 |
53.9 |
N/A |
23.1 |
30.3 |
N/A |
0.7 |
3.2 |
N/A |
11.9 |
12.6 |
100.0 |
100.0 |
100.0 |
|
Total Services |
41.6 |
44.4 |
43.5 |
20.0 |
26.1 |
25.6 |
24.9 |
19.2 |
19.1 |
13.5 |
10.3 |
11.7 |
100.0 |
100.0 |
100.0 |
|
Nonfederal Government |
47.8 |
65.4 |
55.2 |
26.5 |
18.0 |
18.2 |
8.9 |
4.8 |
8.5 |
16.9 |
11.7 |
18.1 |
100.0 |
100.0 |
100.0 |
|
Note: Percents
are row percentages within each Industry classification. |
Table
A3-13 |
|||||||||||||
Familiarity |
Letter
Size Envelope |
Larger
Than |
Detached
Label Postcard |
Postcard |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
44.5 |
47.6 |
45.4 |
48.6 |
61.1 |
56.8 |
17.9 |
1.1 |
4.2 |
48.7 |
59.7 |
57.9 |
|
Organization known |
19.8 |
28.4 |
27.3 |
18.8 |
19.6 |
22.4 |
16.4 |
0.2 |
1.0 |
17.6 |
15.1 |
20.3 |
|
Organization unknown |
23.9 |
9.4 |
11.2 |
19.8 |
8.5 |
9.9 |
30.0 |
0.2 |
0.9 |
20.9 |
18.0 |
16.6 |
|
More than one company/ Don't
Know/ No Answer |
11.9 |
14.6 |
16.1 |
12.8 |
10.8 |
10.9 |
35.7 |
98.4 |
93.8 |
12.8 |
7.2 |
5.2 |
|
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Previous customer |
63.1 |
67.0 |
64.4 |
49.4 |
45.7 |
45.0 |
24.4 |
54.0 |
53.3 |
||||
Organization known |
14.5 |
13.5 |
13.8 |
17.7 |
14.7 |
13.9 |
10.6 |
14.7 |
13.0 |
||||
Organization unknown |
13.0 |
8.3 |
8.8 |
13.5 |
11.0 |
11.0 |
6.3 |
3.9 |
7.3 |
||||
More than one company/ Don't
Know/ No Answer |
9.5 |
11.2 |
13.0 |
19.5 |
28.6 |
30.1 |
58.8 |
27.4 |
26.4 |
||||
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
||||
Table A3-14 |
|||||||||||||
Familiarity |
Letter Size Envelope |
Larger Than |
Catalog Not In Envelope |
Flyers |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
46.6 |
57.4 |
54.7 |
52.9 |
71.2 |
65.4 |
53.0 |
60.9 |
58.9 |
42.0 |
49.9 |
50.5 |
|
Organization known |
17.1 |
10.9 |
10.8 |
15.4 |
10.0 |
17.9 |
18.8 |
15.0 |
14.9 |
15.5 |
18.3 |
14.0 |
|
Organization unknown |
27.3 |
11.5 |
11.3 |
19.8 |
11.7 |
16.6 |
20.7 |
10.6 |
10.9 |
29.7 |
21.2 |
25.8 |
|
Don't know/No answer |
9.0 |
20.3 |
23.2 |
11.9 |
7.1 |
0.2 |
7.5 |
13.5 |
15.3 |
12.8 |
10.6 |
9.8 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
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 |
|
2011 |
3.2 |
5.9 |
9.5 |
12.1 |
|
2012 |
3.7 |
5.5 |
8.2 |
11.1 |
|
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 |
|
2011 |
5.4 |
8.0 |
10.8 |
13.3 |
|
2012 |
4.8 |
7.0 |
10.0 |
11.9 |
|
Table A3-17 |
|||||||||||||
Treatment of Advertising |
Previous Customer |
Organization Known |
Organization Not Known |
Total 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read |
58.4 |
59.1 |
60.5 |
31.2 |
23.5 |
26.2 |
26.2 |
22.2 |
25.3 |
41.5 |
42.1 |
43.0 |
|
Looked at |
23.3 |
16.7 |
15.2 |
38.2 |
23.4 |
23.2 |
35.2 |
21.9 |
22.6 |
26.4 |
17.6 |
16.6 |
|
Discarded |
7.0 |
17.1 |
16.5 |
23.5 |
49.3 |
46.8 |
31.1 |
52.3 |
48.1 |
14.0 |
27.0 |
25.6 |
|
Set Aside |
10.2 |
7.0 |
7.7 |
6.3 |
3.7 |
3.8 |
6.4 |
3.6 |
3.9 |
8.1 |
5.4 |
6.0 |
|
Don't know/No answer |
1.1 |
0.1 |
0.1 |
0.8 |
0.1 |
0.1 |
1.2 |
0.1 |
0.0 |
10.0 |
7.9 |
8.8 |
|
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 |
|
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Useful |
62.5 |
59.0 |
60.5 |
25.9 |
14.4 |
16.8 |
14.8 |
9.6 |
10.9 |
40.2 |
39.1 |
39.9 |
|
Interesting |
21.7 |
13.7 |
14.4 |
31.7 |
16.1 |
17.0 |
24.4 |
12.9 |
14.7 |
22.0 |
12.9 |
13.6 |
|
Not interesting |
10.6 |
26.7 |
24.5 |
32.9 |
68.2 |
65.2 |
46.7 |
75.0 |
72.1 |
21.3 |
39.1 |
36.9 |
|
Objectionable |
2.2 |
0.4 |
0.3 |
6.7 |
1.1 |
0.8 |
10.7 |
2.0 |
2.2 |
4.6 |
0.7 |
0.6 |
|
Don't know/No answer |
3.1 |
0.3 |
0.2 |
2.8 |
0.2 |
0.2 |
3.4 |
0.5 |
0.1 |
12.0 |
8.1 |
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 |
|
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Yes |
21.6 |
18.9 |
18.9 |
5.7 |
1.9 |
2.3 |
4.6 |
1.3 |
1.8 |
14.6 |
11.9 |
12.9 |
|
No |
47.7 |
56.6 |
57.3 |
78.6 |
89.9 |
88.5 |
83.0 |
91.7 |
90.3 |
58.6 |
62.8 |
68.4 |
|
Maybe |
27.4 |
24.0 |
23.8 |
12.1 |
8.0 |
9.2 |
9.0 |
6.6 |
7.9 |
19.9 |
17.0 |
18.7 |
|
No answer |
3.3 |
0.4 |
0.0 |
3.6 |
0.3 |
0.0 |
3.4 |
0.4 |
0.0 |
7.0 |
8.4 |
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 |
|
Pieces
Per Household Per Week |
3.0 |
4.9 |
4.3 |
1.5 |
1.9 |
1.7 |
1.2 |
0.9 |
0.9 |
6.1 |
9.8 |
8.9 |
|
1 Total includes pieces for which no response was
given as to familiarity. |
Table A3-20 |
||||||||||
Treatment |
Usefulness |
|||||||||
Useful |
Interesting |
Not Interesting |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read |
68.0 |
73.4 |
72.2 |
20.2 |
14.1 |
15.8 |
7.0 |
12.1 |
11.6 |
|
Looked at |
24.4 |
20.0 |
20.8 |
36.5 |
22.4 |
23.3 |
21.5 |
56.7 |
55.0 |
|
Discarded |
4.5 |
3.7 |
4.1 |
12.9 |
7.1 |
7.6 |
66.0 |
87.0 |
86.6 |
|
Set aside |
58.2 |
68.0 |
71.5 |
25.6 |
20.0 |
17.4 |
8.4 |
10.9 |
10.5 |
|
Treatment |
Usefulness |
|||||||||
Objectionable |
Don't Know/No Answer |
Total |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read |
2.2 |
0.2 |
0.2 |
2.6 |
0.2 |
0.1 |
100.0 |
100.0 |
100.0 |
|
Looked at |
5.2 |
0.6 |
0.8 |
12.4 |
0.3 |
0.1 |
100.0 |
100.0 |
100.0 |
|
Discarded |
12.9 |
1.9 |
1.5 |
3.7 |
0.4 |
0.2 |
100.0 |
100.0 |
100.0 |
|
Set aside |
4.6 |
0.4 |
0.2 |
3.2 |
0.6 |
0.4 |
100.0 |
100.0 |
100.0 |
|
Note: Percents
are row percentages within each Treatment category. |
Table A3-21 |
|||||||||||||
Treatment |
Usefulness |
||||||||||||
Useful |
Interesting |
Not Interesting |
Objectionable |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read |
70.2 |
79.0 |
77.9 |
38.0 |
46.1 |
49.7 |
13.6 |
13.0 |
13.5 |
20.0 |
13.5 |
16.6 |
|
Looked at |
15.9 |
9.0 |
8.7 |
43.8 |
30.6 |
28.4 |
39.0 |
25.5 |
24.7 |
30.1 |
14.5 |
20.5 |
|
Discarded |
1.6 |
2.5 |
2.7 |
8.2 |
14.9 |
14.2 |
43.7 |
59.9 |
60.0 |
39.6 |
68.7 |
61.1 |
|
Set aside |
11.7 |
9.3 |
10.8 |
9.4 |
8.3 |
7.7 |
3.2 |
1.5 |
1.7 |
8.2 |
3.3 |
1.6 |
|
Don't know/No answer |
0.6 |
0.1 |
0.1 |
0.6 |
0.1 |
0.1 |
0.5 |
0.1 |
0.0 |
2.1 |
0.0 |
0.1 |
|
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 |
|
Table A3-22 |
||||||||||||||||
Treatment |
Intended Response |
|||||||||||||||
Yes |
No |
Maybe |
No Answer |
Total |
||||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read by member of household |
27.1 |
23.9 |
23.0 |
42.6 |
48.5 |
50.6 |
26.8 |
27.1 |
26.4 |
3.6 |
0.5 |
0.0 |
100.0 |
100.0 |
100.0 |
|
Read by more than one member of
household 1 |
N/A |
31.6 |
33.3 |
N/A |
31.4 |
34.5 |
N/A |
35.7 |
32.2 |
N/A |
1.3 |
0.0 |
N/A |
100.0 |
100.0 |
|
Looked at |
4.9 |
2.3 |
1.9 |
77.9 |
85.8 |
86.7 |
14.1 |
11.2 |
11.3 |
3.1 |
0.7 |
0.0 |
100.0 |
100.0 |
100.0 |
|
Discarded |
0.9 |
0.4 |
0.4 |
92.5 |
97.6 |
98.4 |
2.4 |
1.4 |
1.2 |
4.3 |
0.7 |
0.0 |
100.0 |
100.0 |
100.0 |
|
Set aside |
15.4 |
12.1 |
11.0 |
35.3 |
39.7 |
38.0 |
46.2 |
47.3 |
50.9 |
3.0 |
0.9 |
0.0 |
100.0 |
100.0 |
100.0 |
|
Note: Percents
are row percentages within each Treatment category. |
||||||||||||||||
Table A3-23 |
||||||||||
Treatment |
Intended Response |
|||||||||
Yes |
No |
Maybe |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read by member of household |
18.8 |
69.0 |
69.2 |
30.8 |
26.5 |
28.6 |
57.0 |
54.7 |
54.8 |
|
Read by more than one member of household 1 |
N/A |
20.9 |
21.5 |
N/A |
3.9 |
4.2 |
N/A |
16.5 |
14.4 |
|
Looked at |
9.8 |
3.4 |
2.7 |
38.9 |
24.1 |
23.1 |
20.7 |
11.6 |
11.0 |
|
Discarded |
0.9 |
0.9 |
0.8 |
23.7 |
42.0 |
40.3 |
1.8 |
2.1 |
1.8 |
|
Set aside |
9.0 |
5.5 |
5.6 |
5.1 |
3.4 |
3.7 |
19.7 |
14.9 |
17.9 |
|
Don't know/No answer |
1.5 |
0.3 |
0.1 |
1.5 |
0.1 |
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 |
|
Table A3-24 |
||||||||||
Usefulness |
Intended Response |
|||||||||
Yes |
No |
Maybe |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Useful |
29.4 |
28.8 |
28.0 |
33.8 |
34.9 |
37.1 |
33.7 |
35.5 |
34.9 |
|
Interesting |
6.2 |
2.4 |
2.7 |
72.6 |
80.8 |
80.6 |
17.9 |
16.3 |
16.7 |
|
Not interesting |
1.3 |
0.7 |
0.5 |
92.2 |
96.5 |
97.2 |
3.0 |
2.3 |
2.3 |
|
Objectionable |
3.7 |
1.9 |
2.7 |
83.6 |
93.3 |
95.8 |
9.0 |
2.5 |
1.5 |
|
|
||||||||||
Usefulness |
Intended Response |
|||||||||
Don't Know/No Answer |
Total |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Useful |
3.2 |
0.7 |
0.0 |
100.0 |
100.0 |
100.0 |
||||
Interesting |
3.3 |
0.4 |
0.0 |
100.0 |
100.0 |
100.0 |
||||
Not interesting |
3.5 |
0.5 |
0.0 |
100.0 |
100.0 |
100.0 |
||||
Objectionable |
3.8 |
2.3 |
0.0 |
100.0 |
100.0 |
100.0 |
||||
Note: Percents
are row percentages within each Usefulness category. |
||||||||||
Table A3-25 |
||||||||||
Usefulness |
Intended Response |
|||||||||
Yes |
No |
Maybe |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Useful |
83.3 |
94.9 |
94.9 |
23.9 |
21.8 |
23.7 |
69.8 |
81.9 |
81.5 |
|
Interesting |
10.2 |
2.7 |
3.2 |
30.0 |
16.6 |
17.6 |
21.8 |
12.4 |
13.3 |
|
Not interesting |
2.0 |
2.2 |
1.6 |
36.1 |
60.2 |
57.5 |
3.4 |
5.3 |
4.9 |
|
Objectionable |
1.2 |
0.1 |
0.1 |
6.7 |
1.1 |
1.0 |
2.1 |
0.1 |
0.1 |
|
Don't know/No answer |
3.2 |
0.1 |
0.2 |
3.3 |
0.3 |
0.2 |
2.9 |
0.2 |
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||||||||||
Previous customer |
51.4 |
39.6 |
40.8 |
7.2 |
2.2 |
2.3 |
40.0 |
28.2 |
29.7 |
9.3 |
6.1 |
5.9 |
|||||||||
Organization known |
28.4 |
12.9 |
14.5 |
7.9 |
1.2 |
1.3 |
17.7 |
4.3 |
5.1 |
5.6 |
0.5 |
0.3 |
|||||||||
Organization unknown |
30.2 |
13.6 |
17.2 |
4.2 |
2.3 |
0.9 |
21.3 |
5.5 |
4.0 |
7.8 |
0.7 |
1.2 |
|||||||||
Note: Percentages represent row percentages
within each familiarity category; |
|||||||||||||||||||||
|
Table A3-27 |
|||||||||||||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||||||||||||
Previous
customer |
56.7 |
52.9 |
57.8 |
5.6 |
6.3 |
5.9 |
48.2 |
47.0 |
51.1 |
12.9 |
10.8 |
12.3 |
|||||||||||
Organization
known |
31.1 |
20.2 |
20.5 |
6.7 |
2.2 |
1.9 |
20.8 |
11.2 |
10.9 |
5.4 |
1.5 |
1.7 |
|||||||||||
Organization
unknown |
20.2 |
20.7 |
26.2 |
1.9 |
2.5 |
2.4 |
8.5 |
7.7 |
5.8 |
1.9 |
0.9 |
0.3 |
|||||||||||
Note:
Percentages represent row percentages within each familiarity category; |
|||||||||||||||||||||||
|
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
52.4 |
73.6 |
76.2 |
11.2 |
7.2 |
7.0 |
64.4 |
81.0 |
79.1 |
17.6 |
32.8 |
31.8 |
|
Organization known |
25.5 |
37.4 |
45.5 |
6.4 |
5.6 |
2.9 |
23.4 |
33.7 |
37.6 |
6.0 |
9.5 |
7.3 |
|
Organization unknown |
24.4 |
47.3 |
59.6 |
4.5 |
0.0 |
0.0 |
17.5 |
39.6 |
36.7 |
7.1 |
3.6 |
2.5 |
|
Note: Percentages represent row percentages
within each familiarity category; |
|||||||||||||
Table A3-29 |
|||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
58.4 |
57.9 |
55.4 |
14.0 |
13.4 |
17.6 |
63.0 |
65.5 |
67.4 |
24.0 |
15.9 |
16.0 |
|
Organization known |
32.3 |
31.3 |
32.0 |
10.3 |
12.6 |
13.3 |
26.8 |
24.7 |
26.3 |
6.5 |
2.8 |
3.0 |
|
Organization unknown |
22.2 |
30.8 |
20.7 |
11.3 |
9.7 |
11.2 |
13.9 |
14.1 |
12.6 |
4.6 |
0.8 |
1.5 |
|
Note: Percentages represent row percentages
within each familiarity category; |
|||||||||||||
Table A3-30 |
||||||||||||||
Familiarity |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|
||
Previous
customer |
65.1 |
59.4 |
64.1 |
8.7 |
5.6 |
5.6 |
54.5 |
50.0 |
57.6 |
27.9 |
20.9 |
19.8 |
|
|
Organization
known |
30.7 |
37.9 |
37.6 |
5.9 |
6.4 |
7.2 |
20.9 |
26.9 |
23.6 |
6.5 |
2.1 |
2.5 |
|
|
Organization
unknown |
27.2 |
22.8 |
39.0 |
9.4 |
5.1 |
4.1 |
16.0 |
13.6 |
16.8 |
6.5 |
2.0 |
4.4 |
|
|
Note:
Percentages represent row percentages within each familiarity category; |
||||||||||||||
|
Table A3-31 |
|||||||||||||
Treatment |
Letter Size Envelope |
Larger Than Letter Size
Envelope |
Detached Label Postcard |
Postcard |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read by member of household |
44.5 |
31.3 |
33.2 |
44.0 |
44.2 |
39.9 |
30.8 |
27.0 |
30.8 |
50.1 |
52.5 |
55.9 |
|
Read by more than one member of household 1 |
N/A |
3.9 |
4.2 |
N/A |
8.9 |
8.2 |
N/A |
4.8 |
3.0 |
N/A |
8.9 |
10.3 |
|
Looked at |
26.1 |
20.3 |
18.7 |
26.0 |
14.1 |
17.7 |
33.8 |
26.7 |
22.8 |
24.7 |
9.9 |
12.3 |
|
Discarded |
15.3 |
34.1 |
31.8 |
13.8 |
21.7 |
23.4 |
19.6 |
31.0 |
36.5 |
15.7 |
21.9 |
17.1 |
|
Set aside |
4.8 |
2.8 |
3.6 |
8.8 |
6.7 |
6.5 |
3.9 |
1.2 |
1.7 |
2.2 |
3.1 |
2.3 |
|
Don't know/No answer |
9.3 |
7.6 |
8.5 |
7.4 |
4.4 |
4.4 |
11.9 |
9.4 |
5.3 |
7.4 |
3.7 |
2.1 |
|
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 |
|
Treatment |
Catalog Not in Envelope |
Flyers |
Newspapers/ Magazines |
Total 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read by member of household |
42.9 |
35.0 |
33.0 |
40.8 |
36.0 |
37.5 |
30.1 |
34.3 |
35.8 |
41.5 |
34.3 |
35.3 |
|
Read by more than one member of household 1 |
N/A |
12.2 |
11.0 |
N/A |
9.5 |
9.3 |
N/A |
16.7 |
13.7 |
N/A |
7.8 |
7.6 |
|
Looked at |
25.9 |
14.2 |
13.7 |
27.0 |
17.6 |
16.3 |
17.6 |
9.0 |
12.5 |
26.4 |
17.6 |
16.6 |
|
Discarded |
9.7 |
17.3 |
18.2 |
15.1 |
25.3 |
23.7 |
9.4 |
13.2 |
15.9 |
14.0 |
27.0 |
25.6 |
|
Set aside |
15.9 |
12.9 |
14.7 |
6.7 |
4.3 |
4.8 |
8.1 |
13.8 |
10.3 |
8.1 |
5.4 |
6.0 |
|
Don't know/No answer |
5.6 |
8.5 |
9.4 |
10.5 |
7.3 |
8.3 |
34.9 |
13.0 |
11.9 |
10.0 |
7.9 |
8.8 |
|
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 |
|
1
Total includes
pieces for which no response was given as to shape. |
Table A3-32 |
|||||||||||||
Usefulness |
Letter Size Envelope |
Larger Than |
Detached Label Postcard |
Postcard |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Useful |
32.6 |
25.4 |
28.1 |
36.4 |
47.9 |
43.3 |
26.8 |
21.9 |
24.0 |
38.4 |
53.7 |
50.7 |
|
Interesting |
21.3 |
11.4 |
12.3 |
27.4 |
11.5 |
13.7 |
16.3 |
11.8 |
11.8 |
20.1 |
9.9 |
13.2 |
|
Not interesting |
29.0 |
54.2 |
50.1 |
21.1 |
35.8 |
37.7 |
34.7 |
56.6 |
58.8 |
27.7 |
32.2 |
33.0 |
|
Objectionable |
5.7 |
1.2 |
0.9 |
5.8 |
0.5 |
0.7 |
7.5 |
0.4 |
0.1 |
4.9 |
0.4 |
0.9 |
|
Don't Know/No answer |
11.5 |
7.9 |
8.7 |
9.2 |
4.3 |
4.5 |
14.7 |
9.4 |
5.3 |
8.9 |
3.8 |
2.2 |
|
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 |
Catalog Not in Envelope |
Flyers |
Newspapers/ Magazines |
Total 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Useful |
53.8 |
53.1 |
51.4 |
44.7 |
45.7 |
46.2 |
33.3 |
58.7 |
53.0 |
40.2 |
39.1 |
39.9 |
|
Interesting |
26.1 |
21.3 |
22.0 |
19.4 |
11.2 |
11.7 |
16.7 |
12.5 |
15.7 |
22.0 |
12.9 |
13.6 |
|
Not interesting |
10.8 |
16.6 |
16.9 |
19.5 |
35.0 |
33.3 |
9.0 |
15.5 |
18.9 |
21.3 |
39.1 |
36.9 |
|
Objectionable |
2.3 |
0.2 |
0.2 |
3.8 |
0.6 |
0.5 |
2.5 |
0.3 |
0.6 |
4.6 |
0.7 |
0.6 |
|
Don't Know/No answer |
7.0 |
8.7 |
9.5 |
12.5 |
7.5 |
8.4 |
38.5 |
13.1 |
11.9 |
12.0 |
8.1 |
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 |
100.0 |
100.0 |
100.0 |
|
1
Total
includes pieces for which no response was given as to shape. |
Table A3-33 |
||||||||||||||
Response |
Letter Size Envelope |
Larger Than |
Detached Label Postcard |
Postcard |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|
||
Yes |
12.8 |
7.9 |
8.8 |
16.5 |
16.6 |
15.4 |
8.6 |
6.9 |
8.6 |
15.4 |
23.4 |
21.8 |
|
|
No |
69.6 |
75.4 |
79.9 |
62.1 |
65.9 |
71.4 |
69.5 |
73.1 |
80.7 |
63.6 |
55.9 |
58.1 |
|
|
Maybe |
13.1 |
8.9 |
11.3 |
16.7 |
13.1 |
13.1 |
10.5 |
9.9 |
10.7 |
13.6 |
16.3 |
20.1 |
|
|
No answer |
4.5 |
7.8 |
0.0 |
4.8 |
4.5 |
0.0 |
11.4 |
10.1 |
0.0 |
7.4 |
4.5 |
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 |
|
|
|
||||||||||||||
Response |
Catalog Not in Envelope |
Flyers |
Newspapers/ Magazines |
Total 1 |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|
||
Yes |
16.1 |
12.0 |
12.6 |
15.6 |
15.6 |
17.0 |
10.2 |
8.7 |
8.4 |
14.6 |
11.9 |
12.9 |
|
|
No |
46.6 |
44.3 |
51.9 |
54.2 |
57.5 |
63.2 |
44.3 |
62.6 |
73.7 |
58.6 |
62.8 |
68.4 |
|
|
Maybe |
32.5 |
34.9 |
35.6 |
21.2 |
18.7 |
19.8 |
16.9 |
14.7 |
17.9 |
19.9 |
17.0 |
18.7 |
|
|
No answer |
4.8 |
8.8 |
0.0 |
9.1 |
8.2 |
0.0 |
28.6 |
14.1 |
0.0 |
7.0 |
8.4 |
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 |
|
|
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
64.7 |
51.5 |
55.4 |
5.3 |
3.5 |
4.4 |
60.1 |
63.6 |
60.4 |
10.4 |
8.1 |
7.0 |
67.9 |
80.3 |
79.2 |
2.6 |
3.7 |
2.6 |
|
Organization known |
34.6 |
19.0 |
21.1 |
5.8 |
1.9 |
2.3 |
30.3 |
37.5 |
27.5 |
6.2 |
3.6 |
3.4 |
38.3 |
44.5 |
50.7 |
2.1 |
3.9 |
3.0 |
|
Organization unknown |
29.0 |
23.3 |
26.1 |
4.6 |
2.5 |
2.8 |
27.6 |
27.0 |
40.2 |
7.0 |
3.9 |
3.5 |
32.8 |
23.3 |
48.3 |
1.9 |
1.8 |
0.7 |
|
Familiarity |
Shape |
||||||||||||||||||
Catalog Not in Envelope |
Flyers |
Newspapers/Magazines |
|||||||||||||||||
Read |
Set Aside |
Read |
Set Aside |
Read |
Set Aside |
||||||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
53.1 |
59.0 |
55.8 |
17.6 |
14.5 |
17.0 |
57.0 |
65.8 |
67.6 |
8.0 |
5.1 |
5.5 |
56.3 |
61.1 |
58.6 |
15.7 |
17.1 |
13.4 |
|
Organization known |
29.6 |
29.2 |
32.3 |
12.6 |
13.5 |
14.3 |
27.8 |
26.0 |
30.7 |
4.8 |
2.6 |
2.2 |
45.4 |
54.5 |
47.5 |
8.5 |
14.2 |
8.8 |
|
Organization unknown |
20.8 |
28.7 |
20.3 |
15.1 |
11.4 |
11.7 |
24.5 |
18.5 |
22.2 |
5.9 |
1.9 |
2.7 |
21.9 |
24.0 |
47.0 |
5.6 |
9.8 |
5.3 |
|
Note: Percentages represent row
percentages within each industry classification; |
|||||||||||||||||||
Table A3-35 |
||||||||||
Familiarity |
Shape |
|||||||||
Letter Size Envelope |
Larger Than Letter Size
Envelope |
Postcard |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
20.3 |
27.5 |
27.3 |
22.7 |
3.0 |
3.1 |
20.3 |
3.9 |
4.0 |
|
Organization known |
5.9 |
34.2 |
40.3 |
7.1 |
10.1 |
5.3 |
8.8 |
3.0 |
4.4 |
|
Organization unknown |
5.0 |
47.1 |
30.7 |
5.2 |
10.5 |
8.3 |
3.6 |
5.6 |
6.2 |
|
Familiarity |
Shape |
|||||||||
Catalog Not In Envelope |
Flyers |
Newspapers/Magazines |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
21.5 |
18.5 |
17.8 |
22.3 |
44.1 |
44.3 |
21.8 |
1.8 |
1.8 |
|
Organization known |
6.4 |
14.5 |
13.5 |
4.6 |
34.2 |
34.6 |
0.0 |
3.8 |
1.9 |
|
Organization unknown |
5.0 |
11.1 |
11.5 |
4.8 |
22.9 |
39.0 |
4.5 |
0.0 |
2.0 |
|
Note: Percents
are row percentages within each familiarity classification. |
||||||||||
Table A3-36 |
||||||||||
Familiarity |
Shape |
|||||||||
Letter Size Envelope |
Larger Than Letter Envelope |
Postcard |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
53.4 |
83.1 |
81.6 |
53.6 |
86.2 |
84.4 |
58.4 |
86.2 |
82.9 |
|
Organization known |
22.8 |
10.5 |
12.1 |
19.8 |
7.8 |
8.5 |
28.3 |
7.1 |
11.7 |
|
Organization unknown |
12.7 |
3.1 |
3.0 |
13.6 |
2.3 |
3.5 |
10.6 |
3.5 |
3.9 |
|
Familiarity |
Shape |
|||||||||
Catalog Not In Envelope |
Flyers |
Newspapers/Magazines |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer |
70.5 |
88.6 |
87.2 |
66.6 |
87.2 |
85.3 |
67.4 |
70.9 |
74.7 |
|
Organization known |
30.2 |
6.7 |
7.7 |
28.7 |
7.2 |
7.8 |
46.0 |
13.9 |
12.1 |
|
Organization unknown |
18.9 |
2.4 |
2.5 |
16.3 |
2.7 |
4.1 |
25.9 |
1.2 |
2.5 |
|
Note: Totals may not equal
exactly 100% due to unreported categories. |
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter size envelope |
53.3 |
72.5 |
75.8 |
2.5 |
3.9 |
3.1 |
37.4 |
73.0 |
74.5 |
|
Larger envelope |
45.8 |
75.8 |
71.2 |
10.2 |
4.1 |
0.7 |
40.8 |
66.6 |
67.7 |
|
Postcard |
56.9 |
74.7 |
73.8 |
1.3 |
3.8 |
3.2 |
48.5 |
69.5 |
70.0 |
|
Catalog (not in envelope) |
45.9 |
69.0 |
69.4 |
15.8 |
11.4 |
10.8 |
62.5 |
80.1 |
72.0 |
|
Flyers/Circulars |
42.4 |
66.6 |
70.2 |
6.1 |
5.8 |
6.3 |
51.2 |
73.3 |
73.0 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Letter size envelope |
12.3 |
33.6 |
35.2 |
8.8 |
12.5 |
14.6 |
||||
Larger envelope |
10.9 |
32.1 |
25.8 |
3.6 |
1.7 |
1.9 |
||||
Postcard |
12.3 |
39.8 |
37.7 |
3.3 |
3.5 |
2.8 |
||||
Catalog (not in envelope) |
17.1 |
25.2 |
21.9 |
40.8 |
14.3 |
14.5 |
||||
Flyers/Circulars |
15.4 |
29.3 |
31.8 |
42.5 |
64.5 |
62.1 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer: |
|
|||||||||
Catalog (not in envelope) |
68.0 |
83.5 |
84.6 |
70.7 |
84.1 |
76.9 |
18.4 |
26.5 |
24.3 |
|
Flyers/Circulars |
59.0 |
79.2 |
82.8 |
64.2 |
81.3 |
79.5 |
18.2 |
32.9 |
32.7 |
|
Organization known: |
|
|||||||||
Catalog (not in envelope) |
38.1 |
40.0 |
56.5 |
26.9 |
25.3 |
44.3 |
7.2 |
2.2 |
4.2 |
|
Flyers/Circulars |
24.0 |
44.6 |
47.1 |
22.9 |
34.9 |
38.3 |
4.7 |
10.2 |
12.0 |
|
Organization unknown: |
|
|||||||||
Catalog (not in envelope) |
23.5 |
48.1 |
55.0 |
20.6 |
48.1 |
46.1 |
13.7 |
48.1 |
0.0 |
|
Flyers/Circulars |
31.2 |
22.8 |
49.2 |
17.8 |
21.8 |
31.5 |
5.3 |
0.0 |
5.7 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter size envelope |
42.7 |
50.0 |
50.6 |
4.1 |
3.1 |
5.2 |
29.9 |
31.6 |
36.7 |
|
Larger envelope |
48.2 |
70.3 |
51.9 |
10.4 |
6.0 |
4.4 |
41.1 |
56.4 |
35.1 |
|
Postcard |
60.4 |
56.2 |
68.3 |
4.2 |
5.1 |
7.4 |
51.8 |
27.0 |
51.4 |
|
Catalog (not in envelope) |
40.9 |
42.9 |
39.3 |
17.1 |
13.3 |
15.7 |
48.9 |
48.7 |
47.8 |
|
Flyers/Circulars |
39.8 |
49.0 |
45.2 |
7.8 |
4.6 |
6.3 |
32.9 |
37.2 |
34.7 |
|
Magazines/Newsletters |
57.0 |
61.3 |
52.7 |
0.0 |
18.0 |
18.5 |
62.3 |
66.6 |
46.6 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Letter size envelope |
12.3 |
14.8 |
9.2 |
20.8 |
13.7 |
11.1 |
||||
Larger envelope |
18.0 |
32.2 |
10.9 |
22.0 |
1.1 |
1.2 |
||||
Postcard |
18.6 |
15.2 |
6.0 |
0.8 |
0.4 |
0.3 |
||||
Catalog (not in envelope) |
15.8 |
9.5 |
11.9 |
48.5 |
79.5 |
81.0 |
||||
Flyers/Circulars |
10.0 |
12.9 |
8.6 |
7.0 |
3.6 |
3.4 |
||||
Magazines/Newsletters |
19.8 |
4.9 |
10.9 |
0.2 |
0.4 |
0.6 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
65.0 |
66.1 |
77.0 |
52.2 |
45.6 |
58.0 |
18.8 |
21.9 |
11.7 |
|
Larger envelope |
74.3 |
86.2 |
67.0 |
58.7 |
65.4 |
47.5 |
27.1 |
42.4 |
14.9 |
|
Catalog |
74.9 |
71.7 |
72.5 |
70.3 |
68.7 |
69.3 |
25.1 |
14.3 |
16.7 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
34.2 |
43.4 |
41.0 |
13.3 |
9.7 |
16.1 |
5.6 |
5.0 |
2.1 |
|
Larger envelope |
44.5 |
57.7 |
22.3 |
27.0 |
62.8 |
17.7 |
9.7 |
0.0 |
6.7 |
|
Catalog |
44.6 |
43.5 |
46.6 |
31.5 |
26.7 |
27.9 |
6.7 |
2.5 |
2.9 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
29.4 |
38.3 |
34.7 |
7.0 |
9.6 |
4.0 |
6.7 |
3.1 |
1.9 |
|
Larger envelope |
32.9 |
67.3 |
51.1 |
14.2 |
25.5 |
5.3 |
4.7 |
12.1 |
0.0 |
|
Catalog |
36.8 |
40.4 |
30.6 |
17.7 |
15.3 |
15.0 |
3.5 |
0.3 |
1.7 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Table A3-41 |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter size envelope |
51.1 |
44.6 |
48.7 |
6.0 |
2.9 |
4.1 |
37.9 |
31.2 |
36.9 |
|
Larger envelope |
41.4 |
51.2 |
58.5 |
6.8 |
6.4 |
1.1 |
27.4 |
34.9 |
39.7 |
|
Postcard |
45.2 |
51.7 |
90.7 |
5.9 |
0.0 |
0.0 |
30.4 |
52.5 |
77.6 |
|
Catalog (not in envelope) |
40.8 |
42.3 |
34.6 |
16.3 |
13.8 |
11.6 |
48.2 |
46.3 |
39.0 |
|
Flyers/Circulars |
45.8 |
36.9 |
42.2 |
8.4 |
4.0 |
5.7 |
46.6 |
27.2 |
30.7 |
|
Magazines/Newsletters |
27.2 |
47.5 |
52.6 |
7.6 |
11.0 |
7.3 |
28.8 |
51.9 |
48.8 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Letter size envelope |
21.0 |
15.4 |
15.7 |
26.5 |
61.5 |
61.9 |
||||
Larger envelope |
16.6 |
13.6 |
14.6 |
34.1 |
2.0 |
2.9 |
||||
Postcard |
26.1 |
21.6 |
14.4 |
1.2 |
0.6 |
0.3 |
||||
Catalog (not in envelope) |
13.5 |
9.0 |
7.0 |
4.4 |
4.6 |
4.4 |
||||
Flyers/Circulars |
16.3 |
6.4 |
4.6 |
20.4 |
6.7 |
5.8 |
||||
Magazines/Newsletters |
9.1 |
5.5 |
9.1 |
12.1 |
23.0 |
22.7 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-42 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
77.2 |
60.4 |
66.3 |
54.1 |
43.7 |
52.5 |
31.9 |
22.9 |
21.4 |
|
Larger envelope |
68.8 |
87.5 |
71.2 |
44.8 |
64.1 |
52.6 |
25.8 |
27.9 |
12.4 |
|
Catalog |
78.7 |
73.7 |
75.1 |
72.7 |
74.1 |
75.8 |
22.1 |
16.6 |
12.5 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
34.2 |
33.6 |
37.4 |
20.8 |
12.6 |
13.0 |
5.7 |
2.8 |
2.5 |
|
Larger envelope |
31.3 |
35.3 |
32.3 |
13.3 |
7.3 |
0.0 |
7.7 |
0.0 |
0.0 |
|
Catalog |
48.3 |
43.7 |
30.4 |
31.1 |
28.3 |
11.6 |
5.4 |
0.0 |
0.0 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
31.3 |
16.7 |
35.2 |
13.5 |
7.8 |
13.2 |
3.7 |
3.5 |
5.0 |
|
Larger envelope |
35.8 |
22.7 |
74.0 |
13.9 |
19.3 |
60.3 |
7.4 |
4.6 |
54.1 |
|
Catalog |
46.0 |
48.9 |
30.7 |
16.7 |
14.1 |
15.2 |
6.9 |
0.0 |
0.0 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Table A3-43 |
||||||||||
Shape |
Read Immediately |
Set Aside |
Found Useful |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter size envelope |
43.4 |
24.0 |
25.3 |
4.2 |
1.5 |
1.7 |
28.0 |
14.6 |
15.5 |
|
Larger envelope |
32.7 |
39.9 |
31.8 |
8.4 |
2.1 |
0.4 |
28.9 |
21.1 |
11.8 |
|
Postcard |
25.1 |
49.1 |
64.3 |
0.0 |
0.0 |
0.0 |
9.9 |
43.8 |
36.1 |
|
Catalog (not in envelope) |
43.8 |
50.8 |
61.9 |
21.3 |
14.7 |
1.2 |
45.9 |
62.6 |
29.5 |
|
Flyers/Circulars |
33.3 |
48.2 |
50.7 |
6.3 |
2.8 |
1.3 |
35.6 |
36.8 |
38.7 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Letter size envelope |
10.4 |
3.1 |
2.8 |
59.5 |
90.9 |
90.5 |
||||
Larger envelope |
3.1 |
4.1 |
7.1 |
28.1 |
1.5 |
2.1 |
||||
Postcard |
0.0 |
11.5 |
8.9 |
0.4 |
0.2 |
0.4 |
||||
Catalog (not in envelope) |
3.2 |
19.8 |
0.0 |
3.1 |
0.2 |
0.2 |
||||
Flyers/Circulars |
12.1 |
7.3 |
11.1 |
8.1 |
7.1 |
6.5 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-44 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer: |
|
|
|
|
|
|
|
|
||
Letter size envelope |
63.7 |
38.6 |
40.4 |
39.6 |
25.4 |
27.4 |
14.9 |
5.6 |
4.8 |
|
Larger envelope |
53.0 |
62.2 |
50.2 |
38.6 |
45.0 |
24.2 |
2.3 |
9.8 |
16.7 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
37.9 |
13.7 |
15.5 |
18.7 |
4.3 |
5.3 |
7.0 |
0.5 |
0.3 |
|
Larger envelope |
32.8 |
29.5 |
18.4 |
12.9 |
3.8 |
2.5 |
3.0 |
0.0 |
0.0 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
||
Letter size envelope |
36.7 |
16.5 |
17.1 |
19.8 |
5.8 |
3.3 |
3.2 |
0.7 |
1.3 |
|
Larger envelope |
21.3 |
8.9 |
25.7 |
19.1 |
0.0 |
5.8 |
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Letter size envelope |
33.5 |
27.9 |
30.0 |
3.7 |
3.4 |
2.9 |
23.4 |
18.8 |
19.7 |
|
Larger envelope |
35.8 |
42.6 |
35.1 |
7.2 |
5.2 |
3.9 |
28.3 |
36.2 |
29.7 |
|
Postcard |
64.3 |
77.1 |
59.9 |
0.0 |
0.0 |
0.0 |
38.0 |
59.6 |
33.1 |
|
Catalog (not in envelope) |
41.6 |
79.2 |
37.0 |
14.6 |
2.9 |
8.3 |
34.1 |
41.3 |
41.8 |
|
Flyers/Circulars |
27.2 |
33.4 |
39.9 |
1.4 |
2.0 |
3.9 |
19.6 |
26.8 |
29.7 |
|
Magazines/Newsletters |
49.1 |
52.6 |
50.0 |
14.1 |
13.5 |
12.0 |
14.1 |
60.1 |
59.5 |
|
Shape |
Will Respond |
Percentage of Pieces Received |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Letter size envelope |
6.1 |
3.8 |
4.4 |
66.8 |
75.5 |
75.1 |
||||
Larger envelope |
7.2 |
13.4 |
6.8 |
19.9 |
5.4 |
6.2 |
||||
Postcard |
41.7 |
17.3 |
11.1 |
0.7 |
0.6 |
0.9 |
||||
Catalog (not in envelope) |
0.0 |
17.8 |
12.8 |
1.4 |
0.3 |
0.3 |
||||
Flyers/Circulars |
5.2 |
5.0 |
9.5 |
10.2 |
14.2 |
14.0 |
||||
Magazines/Newsletters |
0.0 |
4.0 |
2.8 |
0.5 |
3.2 |
2.8 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||
Table A3-46 |
||||||||||
Shape |
Read |
Found Useful |
Will Respond |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Previous customer: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
59.7 |
55.7 |
62.6 |
46.3 |
41.3 |
46.2 |
12.2 |
9.9 |
11.0 |
|
Larger envelope |
69.6 |
72.7 |
58.1 |
49.5 |
65.9 |
55.1 |
11.3 |
17.0 |
14.0 |
|
Organization known: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
37.4 |
20.9 |
22.2 |
19.1 |
10.2 |
11.1 |
4.3 |
0.8 |
1.6 |
|
Larger envelope |
39.4 |
38.6 |
22.3 |
29.5 |
19.0 |
11.6 |
10.1 |
15.1 |
1.4 |
|
Organization unknown: |
|
|
|
|
|
|
|
|
|
|
Letter size envelope |
22.2 |
21.7 |
24.8 |
8.6 |
5.8 |
5.5 |
2.0 |
0.8 |
0.2 |
|
Larger envelope |
25.3 |
12.0 |
44.1 |
11.9 |
4.0 |
13.2 |
3.2 |
4.3 |
0.0 |
|
Note: Percentages represent row
percentages within each familiarity and shape category; |
||||||||||
Industry |
Read Immediately |
Set Aside |
Found Useful |
Will Respond 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Credit card |
39.5 |
26.0 |
27.3 |
6.1 |
1.7 |
1.7 |
29.3 |
16.4 |
17.1 |
8.3 |
3.5 |
3.4 |
|
Bank |
38.8 |
41.6 |
41.9 |
4.0 |
3.0 |
1.7 |
31.1 |
31.1 |
28.1 |
8.1 |
7.0 |
7.3 |
|
Insurance Company |
33.9 |
30.8 |
32.6 |
4.3 |
3.6 |
3.4 |
24.6 |
22.6 |
23.2 |
6.4 |
4.6 |
5.5 |
|
Real Estate/Mortgage |
29.3 |
29.9 |
30.5 |
3.1 |
2.4 |
6.8 |
21.3 |
17.3 |
20.8 |
2.7 |
2.1 |
1.7 |
|
Investments |
N/A |
42.6 |
38.2 |
N/A |
9.1 |
10.4 |
N/A |
50.8 |
47.2 |
N/A |
6.8 |
9.6 |
|
Total Financial |
37.2 |
30.6 |
32.2 |
5.3 |
2.9 |
3.2 |
29.5 |
22.4 |
23.4 |
7.3 |
4.4 |
5.0 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Supermarkets |
40.3 |
67.4 |
70.1 |
5.8 |
6.0 |
6.2 |
52.2 |
70.9 |
74.5 |
26.8 |
40.0 |
42.9 |
|
Department store |
45.3 |
68.0 |
70.7 |
9.7 |
6.6 |
6.3 |
53.9 |
74.0 |
72.5 |
15.6 |
29.6 |
30.4 |
|
Specialty store |
40.1 |
59.5 |
57.4 |
8.6 |
7.0 |
7.2 |
43.4 |
61.9 |
60.8 |
14.4 |
21.2 |
19.8 |
|
Mail order company |
42.9 |
44.6 |
41.1 |
12.0 |
11.4 |
13.9 |
41.9 |
46.1 |
45.9 |
15.3 |
10.7 |
11.5 |
|
Restaurant |
49.9 |
46.5 |
50.9 |
3.4 |
7.4 |
4.2 |
51.9 |
48.9 |
53.4 |
19.5 |
22.3 |
25.6 |
|
Publisher |
43.1 |
44.2 |
48.7 |
7.5 |
5.4 |
5.2 |
35.3 |
36.2 |
39.5 |
17.1 |
12.0 |
13.2 |
|
Auto Dealers |
37.3 |
38.2 |
40.6 |
3.2 |
1.5 |
2.3 |
32.6 |
24.5 |
18.8 |
8.7 |
4.7 |
7.2 |
|
Online Auction |
N/A |
56.9 |
49.9 |
N/A |
2.2 |
2.9 |
N/A |
50.5 |
44.0 |
N/A |
12.0 |
10.4 |
|
Total Merchants |
43.5 |
53.7 |
53.2 |
9.1 |
8.0 |
8.5 |
44.1 |
54.8 |
54.2 |
16.3 |
18.4 |
19.2 |
|
1 Of pieces containing an
advertisement or request for funds. |
|||||||||||||
Industry |
Read Immediately |
Set Aside |
Found Useful |
Will Respond 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Services: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Telephone |
49.9 |
28.7 |
25.9 |
5.7 |
1.4 |
3.1 |
46.6 |
17.8 |
16.5 |
14.4 |
4.1 |
4.2 |
|
Other Utilities |
49.9 |
57.5 |
56.4 |
7.2 |
3.4 |
4.9 |
56.4 |
49.7 |
46.7 |
11.6 |
17.0 |
11.4 |
|
Medical |
44.3 |
39.0 |
38.1 |
5.2 |
2.7 |
2.2 |
41.0 |
27.9 |
27.7 |
6.8 |
8.4 |
10.7 |
|
Other professional |
53.2 |
34.0 |
40.7 |
6.4 |
2.7 |
5.2 |
42.4 |
23.4 |
30.5 |
12.2 |
8.7 |
13.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
42.2 |
57.3 |
N/A |
3.9 |
2.5 |
N/A |
19.7 |
28.0 |
N/A |
10.0 |
22.8 |
|
Craftsman |
N/A |
25.0 |
26.4 |
N/A |
1.8 |
1.9 |
N/A |
17.2 |
18.5 |
N/A |
2.8 |
2.8 |
|
Leisure service |
41.6 |
50.9 |
54.1 |
8.1 |
5.2 |
3.3 |
36.9 |
45.7 |
45.4 |
7.8 |
11.7 |
11.3 |
|
Auto Maintenance |
N/A |
53.2 |
53.0 |
N/A |
1.9 |
1.8 |
N/A |
45.4 |
46.2 |
N/A |
18.0 |
15.2 |
|
Roadside Assistance |
N/A |
35.8 |
40.5 |
N/A |
4.4 |
4.5 |
N/A |
31.4 |
32.3 |
N/A |
9.7 |
11.6 |
|
Total Services |
44.1 |
36.3 |
36.5 |
6.5 |
2.5 |
2.9 |
38.0 |
27.2 |
27.5 |
9.6 |
7.8 |
7.9 |
|
Federal Government |
N/A |
55.6 |
57.4 |
N/A |
6.4 |
6.6 |
N/A |
61.8 |
54.2 |
N/A |
13.1 |
22.8 |
|
Nonfederal Government |
48.7 |
62.4 |
61.7 |
15.6 |
13.5 |
5.3 |
57.6 |
69.9 |
57.1 |
18.6 |
25.2 |
24.3 |
|
Social/Charitable/Political: |
|
|
|
|
|
|
|
|
|
|
|
||
Union or professional
Organization |
49.5 |
45.6 |
49.9 |
7.6 |
12.7 |
7.8 |
55.9 |
46.4 |
43.5 |
11.3 |
11.9 |
7.1 |
|
Church |
51.8 |
57.4 |
45.8 |
3.6 |
9.9 |
14.9 |
39.7 |
59.1 |
54.6 |
6.6 |
24.2 |
23.7 |
|
Veterans |
N/A |
55.1 |
58.7 |
N/A |
7.2 |
4.8 |
N/A |
45.7 |
51.3 |
N/A |
17.3 |
17.2 |
|
Educational |
46.4 |
36.0 |
44.0 |
5.4 |
5.9 |
6.2 |
40.0 |
29.7 |
39.4 |
6.3 |
9.0 |
10.8 |
|
Charities |
531 |
45.3 |
59.1 |
0.6 |
4.4 |
2.8 |
29.7 |
29.2 |
59.6 |
8.6 |
7.8 |
29.3 |
|
Political |
37.5 |
27.9 |
41.8 |
8.1 |
4.2 |
2.2 |
27.6 |
22.4 |
32.2 |
13.0 |
5.0 |
8.9 |
|
AARP |
59.4 |
58.4 |
42.8 |
7.0 |
3.9 |
8.1 |
57.1 |
44.9 |
47.6 |
37.9 |
13.7 |
7.7 |
|
Total Social/Charitable/Political/Nonprofit |
45.2 |
37.5 |
45.6 |
6.4 |
6.1 |
4.5 |
37.8 |
31.6 |
38.8 |
9.2 |
9.3 |
10.8 |
|
1 Of pieces containing an
advertisement or request for funds. |
Income |
Read Immediately |
Set Aside |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Under $7K |
43.0 |
39.4 |
42.4 |
1.6 |
1.2 |
1.6 |
18.8 |
3.6 |
6.6 |
0.3 |
0.1 |
0.2 |
|
$7K - $9.9K |
41.0 |
47.7 |
56.6 |
2.1 |
2.3 |
1.9 |
18.8 |
8.3 |
4.7 |
0.3 |
0.4 |
0.2 |
|
$10K - $14.9K |
45.0 |
38.3 |
41.0 |
2.6 |
2.0 |
1.9 |
11.9 |
6.3 |
6.4 |
0.5 |
0.3 |
0.3 |
|
$15K - $19.9K |
45.0 |
46.8 |
50.0 |
2.9 |
2.5 |
2.9 |
9.4 |
4.6 |
4.4 |
0.6 |
0.2 |
0.3 |
|
$20K - $24.9K |
42.5 |
45.7 |
42.6 |
2.8 |
3.0 |
2.4 |
8.5 |
5.6 |
4.8 |
0.6 |
0.4 |
0.3 |
|
$25K - $29.9K |
44.2 |
43.0 |
47.2 |
3.5 |
3.1 |
3.4 |
8.0 |
6.5 |
6.0 |
0.6 |
0.5 |
0.4 |
|
$30K - $34.9K |
41.4 |
3.6 |
8.3 |
0.7 |
|||||||||
$35K - $49.9K |
41.4 |
43.4 |
45.1 |
3.9 |
3.5 |
3.4 |
7.5 |
4.7 |
7.2 |
0.8 |
0.4 |
0.5 |
|
$50K - $64.9K |
41.1 |
43.4 |
47.0 |
4.4 |
4.2 |
4.0 |
7.0 |
5.4 |
6.1 |
0.8 |
0.5 |
0.5 |
|
$65K - $79.9K |
40.4 |
42.2 |
45.0 |
6.1 |
4.5 |
4.5 |
6.7 |
4.5 |
6.1 |
1.5 |
0.5 |
0.6 |
|
$80K - $99.9K |
31.4 |
41.0 |
41.2 |
4.4 |
4.7 |
4.4 |
8.9 |
6.5 |
5.6 |
1.3 |
0.7 |
0.6 |
|
$100K + |
34.5 |
40.3 |
38.4 |
5.3 |
6.0 |
5.3 |
6.0 |
5.1 |
6.0 |
1.2 |
0.8 |
0.8 |
|
Income |
Found Useful |
Will Respond 1 |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Under $7K |
36.0 |
28.9 |
33.5 |
1.4 |
0.9 |
1.2 |
17.5 |
10.9 |
14.4 |
0.5 |
0.3 |
0.4 |
|
$7K - $9.9K |
37.1 |
34.7 |
37.1 |
1.9 |
1.7 |
1.3 |
12.6 |
9.1 |
16.0 |
0.5 |
0.4 |
0.4 |
|
$10K - $14.9K |
39.6 |
30.6 |
33.0 |
2.3 |
1.6 |
1.5 |
17.7 |
10.9 |
14.1 |
0.8 |
0.6 |
0.5 |
|
$15K - $19.9K |
41.9 |
34.4 |
38.2 |
2.7 |
1.8 |
2.2 |
15.3 |
11.3 |
18.1 |
0.8 |
0.6 |
0.8 |
|
$20K - $24.9K |
42.8 |
40.0 |
34.0 |
2.8 |
2.6 |
1.9 |
15.6 |
13.9 |
14.2 |
0.9 |
0.9 |
0.6 |
|
$25K - $29.9K |
40.4 |
38.3 |
40.8 |
3.2 |
2.8 |
3.0 |
14.8 |
13.7 |
17.0 |
1.0 |
1.0 |
1.1 |
|
$30K - $34.9K |
40.4 |
3.5 |
14.8 |
1.1 |
|||||||||
$35K - $49.9K |
41.9 |
37.5 |
41.4 |
4.0 |
3.1 |
3.1 |
14.8 |
11.3 |
15.3 |
1.1 |
0.9 |
1.0 |
|
$50K - $64.9K |
42.2 |
40.5 |
43.6 |
4.6 |
4.0 |
3.7 |
14.8 |
12.4 |
13.2 |
1.3 |
1.2 |
1.0 |
|
$65K - $79.9K |
40.5 |
39.7 |
42.6 |
6.1 |
4.2 |
4.3 |
11.1 |
12.0 |
13.6 |
1.4 |
1.3 |
1.3 |
|
$80K - $99.9K |
34.7 |
39.5 |
40.1 |
4.9 |
4.5 |
4.3 |
10.9 |
12.9 |
11.3 |
1.3 |
1.5 |
1.1 |
|
$100K + |
32.0 |
39.9 |
38.4 |
4.9 |
6.0 |
5.3 |
10.1 |
11.6 |
10.9 |
1.3 |
1.7 |
1.4 |
|
Note: Percentages represent row
percentages within each income classification; |
|||||||||||||
Note: 2011/2012 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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
18-21 |
46.9 |
38.9 |
62.8 |
1.8 |
2.5 |
1.7 |
10.3 |
1.2 |
7.1 |
0.4 |
0.1 |
0.2 |
|
22-24 |
35.6 |
45.2 |
45.0 |
1.1 |
2.2 |
2.2 |
6.9 |
2.8 |
4.3 |
0.2 |
0.1 |
0.2 |
|
25-34 |
40.4 |
39.2 |
38.4 |
2.7 |
3.1 |
2.7 |
8.4 |
4.3 |
4.1 |
0.6 |
0.3 |
0.3 |
|
35-44 |
39.9 |
40.6 |
42.2 |
3.3 |
4.0 |
3.8 |
7.8 |
5.1 |
6.0 |
0.6 |
0.5 |
0.5 |
|
45-54 |
39.6 |
41.7 |
43.9 |
3.5 |
4.7 |
4.1 |
7.8 |
6.3 |
6.0 |
0.7 |
0.7 |
0.6 |
|
55-64 |
45.0 |
43.8 |
43.3 |
4.4 |
4.8 |
4.5 |
9.2 |
6.1 |
7.9 |
0.9 |
0.7 |
0.8 |
|
65-69 |
42.5 |
48.3 |
44.5 |
3.5 |
5.3 |
5.0 |
7.4 |
4.7 |
4.6 |
0.6 |
0.5 |
0.5 |
|
70-74 |
43.8 |
48.7 |
43.1 |
3.4 |
5.1 |
4.1 |
7.3 |
4.7 |
6.3 |
0.6 |
0.5 |
0.6 |
|
75+ |
38.2 |
45.0 |
3.4 |
3.9 |
5.3 |
5.9 |
0.5 |
0.5 |
|||||
Age of Head of Household |
Found
Useful |
Will Respond 1 |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
18-21 |
53.5 |
40.2 |
31.0 |
2.1 |
2.6 |
0.8 |
16.5 |
14.8 |
4.1 |
0.5 |
0.9 |
0.1 |
|
22-24 |
35.7 |
37.4 |
43.1 |
1.1 |
1.8 |
2.2 |
17.5 |
13.4 |
9.5 |
0.5 |
0.7 |
0.4 |
|
25-34 |
42.7 |
37.8 |
36.8 |
2.8 |
3.0 |
2.6 |
15.9 |
11.1 |
9.6 |
0.9 |
0.9 |
0.6 |
|
35-44 |
40.8 |
40.2 |
42.0 |
3.4 |
3.9 |
3.7 |
16.1 |
12.0 |
13.5 |
1.1 |
1.2 |
1.1 |
|
45-54 |
38.8 |
39.9 |
41.2 |
3.4 |
4.5 |
3.8 |
13.0 |
12.4 |
13.8 |
0.9 |
1.4 |
1.2 |
|
55-64 |
41.2 |
39.9 |
42.2 |
4.0 |
4.3 |
4.3 |
12.7 |
12.7 |
13.3 |
1.0 |
1.4 |
1.3 |
|
65-69 |
38.1 |
40.8 |
37.3 |
3.1 |
4.5 |
4.2 |
13.2 |
11.9 |
13.2 |
0.9 |
1.3 |
1.3 |
|
70-74 |
37.6 |
41.5 |
36.7 |
2.9 |
4.3 |
3.5 |
14.8 |
11.6 |
12.1 |
0.9 |
1.2 |
0.9 |
|
75+ |
33.0 |
36.4 |
2.9 |
3.1 |
9.3 |
14.8 |
0.8 |
1.0 |
|||||
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
8th grade or less |
43.7 |
42.7 |
43.2 |
2.2 |
3.0 |
2.6 |
7.8 |
4.6 |
1.4 |
0.4 |
0.3 |
0.1 |
|
Some high school |
46.4 |
46.4 |
48.0 |
2.6 |
3.3 |
3.5 |
6.9 |
3.0 |
6.4 |
0.4 |
0.2 |
0.5 |
|
High school graduate |
44.4 |
45.9 |
47.0 |
3.1 |
4.1 |
3.7 |
7.3 |
4.8 |
6.0 |
0.5 |
0.4 |
0.5 |
|
Some college |
41.6 |
42.5 |
44.3 |
3.3 |
3.9 |
3.6 |
7.9 |
5.8 |
7.0 |
0.6 |
0.5 |
0.6 |
|
Technical school graduate |
41.2 |
41.4 |
49.2 |
3.2 |
3.9 |
4.1 |
9.5 |
7.9 |
5.6 |
0.7 |
0.7 |
0.5 |
|
College graduate |
37.7 |
40.5 |
40.3 |
3.7 |
4.6 |
4.1 |
9.3 |
5.8 |
5.8 |
0.9 |
0.7 |
0.6 |
|
Post-graduate work |
37.3 |
36.2 |
36.3 |
4.4 |
4.6 |
4.3 |
8.9 |
5.4 |
6.3 |
1.0 |
0.7 |
0.8 |
|
Education of Head of Household |
Found Useful |
Will Respond 1 |
|||||||||||
Percent |
Pieces Per Household |
Percent |
Pieces Per Household |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
8th grade or less |
35.5 |
39.3 |
26.0 |
1.8 |
2.7 |
1.6 |
14.6 |
7.9 |
11.0 |
0.6 |
0.6 |
0.4 |
|
Some high school |
40.5 |
33.8 |
42.7 |
2.3 |
2.4 |
3.1 |
13.4 |
12.1 |
18.5 |
0.6 |
0.9 |
1.1 |
|
High school graduate |
40.0 |
40.0 |
42.4 |
2.8 |
3.5 |
3.4 |
15.1 |
13.4 |
13.9 |
0.9 |
1.2 |
1.0 |
|
Some college |
41.1 |
39.7 |
41.2 |
3.3 |
3.7 |
3.3 |
15.6 |
11.7 |
14.4 |
1.0 |
1.1 |
1.1 |
|
Technical school graduate |
40.0 |
41.4 |
44.8 |
3.1 |
3.9 |
3.7 |
15.7 |
12.3 |
17.8 |
1.0 |
1.2 |
1.4 |
|
College graduate |
40.5 |
39.7 |
38.7 |
4.0 |
4.5 |
3.9 |
13.4 |
11.8 |
11.2 |
1.1 |
1.3 |
1.1 |
|
Post-graduate work |
40.6 |
36.8 |
37.0 |
4.8 |
4.7 |
4.4 |
14.1 |
9.9 |
9.9 |
1.4 |
1.3 |
1.1 |
|
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
9.1 |
49.7 |
41.5 |
2.8 |
13.8 |
10.6 |
6.1 |
40.3 |
32.1 |
|
Bank |
4.8 |
3.2 |
3.2 |
1.6 |
2.8 |
2.4 |
3.2 |
3.1 |
3.0 |
|
Insurance Company |
12.7 |
14.8 |
16.1 |
2.3 |
8.9 |
7.1 |
7.8 |
13.3 |
13.4 |
|
Real Estate/Mortgage |
1.1 |
0.4 |
0.6 |
0.3 |
0.2 |
0.2 |
0.7 |
0.3 |
0.5 |
|
Investments |
N/A |
0.8 |
1.2 |
N/A |
1.0 |
1.0 |
N/A |
0.9 |
1.1 |
|
Other financial |
0.5 |
0.2 |
0.4 |
0.3 |
0.4 |
0.7 |
0.5 |
0.3 |
0.5 |
|
Total
Financial |
30.9 |
69.3 |
63.0 |
8.1 |
27.1 |
22.0 |
20.1 |
58.2 |
50.6 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
0.2 |
0.1 |
0.1 |
0.2 |
0.2 |
0.4 |
0.3 |
0.1 |
0.2 |
|
Department store |
5.6 |
0.3 |
0.4 |
4.0 |
1.8 |
2.7 |
5.1 |
0.7 |
1.1 |
|
Specialty store |
3.4 |
0.5 |
0.6 |
6.8 |
3.0 |
2.4 |
5.0 |
1.2 |
1.1 |
|
Mail order company |
19.0 |
5.5 |
5.0 |
46.8 |
36.5 |
32.8 |
31.6 |
13.7 |
13.5 |
|
Restaurant |
0.1 |
0.1 |
0.0 |
0.0 |
0.3 |
0.1 |
0.1 |
0.1 |
0.0 |
|
Publisher |
22.1 |
11.7 |
13.7 |
21.1 |
11.5 |
12.1 |
21.4 |
11.6 |
13.2 |
|
Auto Dealers |
0.3 |
0.1 |
0.1 |
0.1 |
0.1 |
0.4 |
0.2 |
0.1 |
0.2 |
|
Online Auction |
N/A |
0.0 |
0.0 |
N/A |
0.0 |
0.1 |
N/A |
0.0 |
0.0 |
|
Other merchants |
1.1 |
0.1 |
0.8 |
2.1 |
0.7 |
5.5 |
1.4 |
0.3 |
2.3 |
|
Total
Merchants |
53.1 |
18.5 |
20.8 |
81.7 |
54.0 |
56.6 |
66.2 |
27.8 |
31.6 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
2.3 |
0.7 |
1.3 |
0.4 |
2.8 |
1.7 |
1.4 |
1.3 |
1.4 |
|
Other Utilities |
0.2 |
1.9 |
3.0 |
0.1 |
1.5 |
1.4 |
0.2 |
1.8 |
2.5 |
|
Medical |
0.6 |
0.9 |
1.0 |
0.2 |
2.3 |
1.2 |
0.4 |
1.2 |
1.1 |
|
Other professional |
0.6 |
0.1 |
0.3 |
0.3 |
0.1 |
0.1 |
0.4 |
0.1 |
0.3 |
|
DVD/Blu-ray/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 |
0.5 |
0.3 |
0.1 |
0.4 |
0.5 |
0.3 |
0.5 |
0.4 |
|
Leisure service |
1.9 |
0.7 |
0.8 |
1.0 |
1.0 |
1.6 |
1.4 |
0.8 |
1.0 |
|
Auto Maintenance |
N/A |
0.0 |
0.1 |
N/A |
0.1 |
0.2 |
N/A |
0.0 |
0.1 |
|
Roadside Assistance |
N/A |
1.7 |
2.0 |
N/A |
0.9 |
1.5 |
N/A |
1.5 |
1.8 |
|
Other services |
2.4 |
1.8 |
1.7 |
1.0 |
1.4 |
1.5 |
1.8 |
1.7 |
1.7 |
|
Total
Services |
9.7 |
8.3 |
10.6 |
3.8 |
10.5 |
9.7 |
6.9 |
8.9 |
10.3 |
|
All Manufacturers |
0.9 |
1.1 |
1.5 |
0.5 |
3.4 |
3.4 |
0.8 |
1.7 |
2.1 |
|
Federal Government |
N/A |
0.4 |
0.3 |
N/A |
0.5 |
0.3 |
N/A |
0.4 |
0.3 |
|
Nonfederal Government |
0.3 |
0.1 |
0.2 |
0.9 |
0.6 |
1.6 |
0.6 |
0.2 |
0.6 |
|
Total Social/Charitable/Political/Nonprofit |
2.9 |
2.2 |
3.3 |
1.9 |
3.6 |
5.1 |
2.5 |
2.5 |
3.9 |
|
Don't know/No answer |
0.3 |
0.1 |
0.3 |
0.6 |
0.3 |
1.4 |
0.4 |
0.2 |
0.6 |
|
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 |
1.7 |
1.4 |
1.3 |
0.6 |
0.6 |
2.7 |
2.4 |
2.0 |
Industry |
Business Reply |
Courtesy Reply |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
Credit card |
57.8 |
61.8 |
60.0 |
15.4 |
6.1 |
6.7 |
|
Bank |
36.1 |
18.2 |
14.6 |
10.4 |
5.5 |
4.8 |
|
Insurance Company |
62.7 |
31.2 |
29.7 |
10.1 |
6.7 |
5.7 |
|
Real Estate/Mortgage |
19.1 |
6.6 |
7.5 |
4.1 |
1.1 |
1.0 |
|
Investments |
N/A |
6.7 |
7.8 |
N/A |
2.9 |
2.9 |
|
Total Financial |
48.7 |
41.6 |
36.4 |
11.1 |
5.8 |
5.5 |
|
Merchants: |
|
|
|
|
|
|
|
Supermarkets |
1.1 |
1.0 |
1.0 |
0.8 |
0.9 |
1.7 |
|
Department store |
7.0 |
0.8 |
1.0 |
4.4 |
1.6 |
2.6 |
|
Specialty store |
6.9 |
0.9 |
0.8 |
12.1 |
1.7 |
1.4 |
|
Mail order company |
21.9 |
7.7 |
6.4 |
47.2 |
18.1 |
18.3 |
|
Restaurant |
2.1 |
1.2 |
0.1 |
0.6 |
1.3 |
0.4 |
|
Publisher |
30.2 |
46.0 |
44.7 |
25.2 |
16.1 |
17.3 |
|
Auto Dealers |
8.9 |
1.2 |
1.7 |
2.5 |
0.7 |
2.5 |
|
Online Auction |
N/A |
4.0 |
5.0 |
N/A |
1.7 |
8.2 |
|
Total Merchants |
15.8 |
8.4 |
8.0 |
21.3 |
8.7 |
9.4 |
|
Services: |
|
|
|
|
|
|
|
Telephone |
53.1 |
2.4 |
3.8 |
9.0 |
3.4 |
2.2 |
|
Other Utilities |
24.7 |
37.3 |
38.1 |
9.4 |
10.6 |
7.4 |
|
Medical |
13.2 |
7.3 |
7.1 |
4.0 |
6.9 |
3.6 |
|
Other professional |
26.2 |
5.9 |
9.1 |
12.6 |
2.1 |
0.9 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
2.7 |
3.6 |
N/A |
0.7 |
6.6 |
|
Craftsman |
60.7 |
7.7 |
4.8 |
6.4 |
2.1 |
3.1 |
|
Leisure service |
21.2 |
6.8 |
6.3 |
10.2 |
3.3 |
5.7 |
|
Auto Maintenance |
N/A |
0.4 |
1.3 |
N/A |
0.6 |
1.2 |
|
Roadside Assistance |
N/A |
66.8 |
56.8 |
N/A |
12.8 |
17.9 |
|
Total Services |
26.8 |
9.3 |
10.1 |
9.3 |
4.2 |
4.0 |
|
All Manufacturers |
10.4 |
7.9 |
8.6 |
5.3 |
8.6 |
8.5 |
|
Federal Government |
N/A |
14.2 |
9.3 |
N/A |
5.9 |
3.5 |
|
Nonfederal Government |
5.7 |
3.2 |
4.2 |
14.4 |
6.8 |
15.4 |
|
Total
Social/Charitable/Political/Nonprofit |
18.0 |
13.7 |
16.2 |
10.4 |
8.2 |
10.9 |
|
Total Nonhousehold
Mail |
18.7 |
17.8 |
15.5 |
16.4 |
6.3 |
6.7 |
|
Total Pieces Per Household Per
Week |
1.5 |
1.7 |
1.4 |
1.3 |
0.6 |
0.6 |
|
Note: Percents
are row percentages within each Industry classification. |
Industry |
No Reply Mail |
Don't Know/ |
Total |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
|
|
|
|
|
Credit card |
20.7 |
27.1 |
29.7 |
6.1 |
5.0 |
3.6 |
100.0 |
100.0 |
100.0 |
|
Bank |
45.8 |
72.3 |
77.0 |
7.7 |
4.0 |
3.6 |
100.0 |
100.0 |
100.0 |
|
Insurance Company |
20.6 |
56.8 |
58.8 |
6.7 |
5.2 |
5.8 |
100.0 |
100.0 |
100.0 |
|
Real Estate/Mortgage |
71.2 |
85.8 |
89.3 |
5.6 |
6.5 |
2.2 |
100.0 |
100.0 |
100.0 |
|
Investments |
N/A |
86.4 |
85.0 |
N/A |
4.0 |
4.2 |
N/A |
100.0 |
100.0 |
|
Total Financial |
33.4 |
47.7 |
53.7 |
6.8 |
4.9 |
4.3 |
100.0 |
100.0 |
100.0 |
|
Merchants: |
|
|
|
|
|
|
|
|
|
|
Supermarkets |
87.6 |
94.9 |
93.3 |
10.5 |
3.2 |
4.0 |
100.0 |
100.0 |
100.0 |
|
Department store |
82.5 |
94.6 |
92.8 |
6.1 |
3.0 |
3.6 |
100.0 |
100.0 |
100.0 |
|
Specialty store |
25.1 |
94.1 |
94.8 |
5.9 |
3.2 |
3.0 |
100.0 |
100.0 |
100.0 |
|
Mail order company |
74.8 |
64.3 |
64.5 |
6.2 |
9.9 |
10.8 |
100.0 |
100.0 |
100.0 |
|
Restaurant |
33.7 |
95.2 |
96.7 |
10.9 |
2.2 |
2.8 |
100.0 |
100.0 |
100.0 |
|
Publisher |
79.8 |
29.5 |
28.5 |
5.9 |
8.4 |
9.5 |
100.0 |
100.0 |
100.0 |
|
Auto Dealers |
N/A |
96.7 |
94.3 |
N/A |
1.4 |
1.6 |
N/A |
100.0 |
100.0 |
|
Online Auction |
90.1 |
93.8 |
86.8 |
7.2 |
0.4 |
0.0 |
100.0 |
100.0 |
100.0 |
|
Total Merchants |
55.3 |
77.0 |
76.3 |
7.6 |
5.9 |
6.3 |
100.0 |
100.0 |
100.0 |
|
Services: |
|
|
|
|
|
|
|
|
|
|
Telephone |
31.8 |
89.6 |
89.3 |
6.2 |
4.6 |
4.7 |
100.0 |
100.0 |
100.0 |
|
Other Utilities |
52.6 |
48.0 |
51.5 |
13.4 |
4.1 |
2.9 |
100.0 |
100.0 |
100.0 |
|
Medical |
78.6 |
82.4 |
83.8 |
4.2 |
3.4 |
5.4 |
100.0 |
100.0 |
100.0 |
|
Other professional |
55.7 |
89.5 |
87.9 |
5.5 |
2.5 |
2.1 |
100.0 |
100.0 |
100.0 |
|
DVD/Blu-ray/Video Game Rental
Company |
62.5 |
95.4 |
75.8 |
6.1 |
1.2 |
14.1 |
100.0 |
100.0 |
100.0 |
|
Craftsman |
72.8 |
87.6 |
87.7 |
6.7 |
2.6 |
4.4 |
100.0 |
100.0 |
100.0 |
|
Leisure service |
36.6 |
86.8 |
84.1 |
5.9 |
3.1 |
3.9 |
100.0 |
100.0 |
100.0 |
|
Auto Maintenance |
30.5 |
98.0 |
95.9 |
2.4 |
1.0 |
1.6 |
100.0 |
100.0 |
100.0 |
|
Roadside Assistance |
30.5 |
14.3 |
19.8 |
2.4 |
6.2 |
5.5 |
100.0 |
100.0 |
100.0 |
|
Total Services |
57.3 |
83.0 |
81.7 |
6.5 |
3.5 |
4.2 |
100.0 |
100.0 |
100.0 |
|
All Manufacturers |
78.5 |
77.2 |
72.4 |
5.7 |
6.4 |
10.4 |
100.0 |
100.0 |
100.0 |
|
Federal Government |
N/A |
77.6 |
84.6 |
N/A |
2.4 |
2.6 |
N/A |
100.0 |
100.0 |
|
Nonfederal Government |
74.7 |
88.0 |
75.5 |
5.2 |
2.0 |
4.9 |
100.0 |
100.0 |
100.0 |
|
Total
Social/Charitable/Political/Nonprofit |
62.7 |
73.1 |
70.2 |
9.0 |
5.0 |
2.8 |
100.0 |
100.0 |
100.0 |
|
Total Nonhousehold
Mail |
56.5 |
70.1 |
71.6 |
8.4 |
5.7 |
6.2 |
100.0 |
100.0 |
100.0 |
|
Total Pieces Per Household Per
Week |
4.4 |
6.9 |
6.3 |
0.7 |
0.6 |
0.5 |
5.1 |
9.8 |
8.9 |
|
Industry |
Response Rate for Pieces with Business Reply
Enclosures |
Response Rate for Pieces with Courtesy Reply
Enclosures |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Standard
Mail: |
|
|
|
|
|
|
|
Credit
card |
8.9 |
1.4 |
1.2 |
7.0 |
9.7 |
13.6 |
|
Department
store |
11.6 |
3.2 |
19.2 |
24.9 |
27.1 |
24.1 |
|
Mail
order |
10.3 |
8.8 |
6.5 |
17.4 |
17.7 |
13.6 |
|
Publisher |
14.3 |
11.0 |
12.7 |
23.4 |
24.4 |
24.3 |
|
First
Class Mail: |
|
||||||
Credit
card |
N/A |
12.9 |
12.6 |
N/A |
8.3 |
10.2 |
|
Department
store |
N/A |
22.6 |
34.6 |
N/A |
17.8 |
38.8 |
|
Mail
order |
N/A |
44.7 |
25.9 |
N/A |
25.7 |
17.7 |
|
Publisher |
N/A |
11.2 |
13.6 |
N/A |
13.8 |
17.2 |
|
Type of Address |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Addressed to specific household
members |
44.9 |
44.2 |
45.2 |
8.7 |
5.5 |
6.3 |
40.1 |
39.9 |
40.9 |
14.4 |
12.1 |
12.6 |
|
Addressed to occupant/resident |
35.7 |
37.8 |
38.4 |
7.1 |
5.4 |
5.5 |
40.3 |
40.0 |
39.4 |
14.9 |
11.9 |
13.9 |
|
NOTE: Percentages represent row
percentages within each shape category; |
|||||||||||||
Table A3-55 |
|||||||||||||
Type of Address |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Addressed to specific household
members |
48.1 |
70.1 |
71.6 |
9.8 |
6.9 |
6.7 |
56.9 |
76.2 |
73.8 |
15.4 |
30.7 |
30.1 |
|
Addressed to occupant/resident |
39.4 |
47.6 |
65.7 |
9.9 |
3.6 |
3.0 |
48.1 |
52.6 |
62.8 |
16.3 |
18.3 |
34.3 |
|
NOTE: Percentages represent row
percentages within each address category; |
|||||||||||||
Table A3-56 |
|||||||||||||
Type of Address |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Addressed to specific household
members |
46.2 |
45.3 |
50.5 |
7.3 |
4.9 |
5.0 |
35.1 |
34.7 |
39.9 |
18.1 |
13.5 |
13.8 |
|
Addressed to occupant/resident |
37.7 |
45.9 |
49.6 |
8.8 |
8.4 |
7.0 |
38.5 |
47.8 |
45.2 |
14.0 |
7.0 |
9.7 |
|
NOTE: Percentages represent row
percentages within each address category; |
|||||||||||||
Table A3-57 |
|||||||||||||
Number of Purchases |
Under $7K |
$7K - $9.9K |
$10K - $14.9K |
$15K - $19.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
64.7 |
75.1 |
81.8 |
55.7 |
72.3 |
71.4 |
48.4 |
72.2 |
69.9 |
43.0 |
66.0 |
63.1 |
|
1 - 2 |
16.5 |
9.7 |
6.1 |
18.0 |
5.1 |
7.1 |
15.9 |
8.6 |
9.0 |
22.3 |
11.0 |
10.5 |
|
3 - 5 |
11.4 |
6.7 |
4.8 |
18.9 |
16.1 |
7.0 |
20.4 |
9.1 |
8.8 |
21.2 |
7.4 |
8.7 |
|
6 - 10 |
3.3 |
6.6 |
2.6 |
5.1 |
4.4 |
6.4 |
7.4 |
6.9 |
4.2 |
9.4 |
7.9 |
5.1 |
|
11 - 15 |
1.6 |
0.0 |
1.1 |
1.6 |
1.3 |
3.9 |
4.4 |
0.7 |
3.4 |
2.5 |
2.1 |
4.1 |
|
16 - 30 |
1.8 |
0.4 |
2.8 |
0.5 |
0.2 |
2.9 |
1.2 |
1.4 |
2.1 |
0.9 |
3.8 |
6.1 |
|
31 + |
0.2 |
1.4 |
0.7 |
0.3 |
0.5 |
1.3 |
0.5 |
1.0 |
2.7 |
0.3 |
1.8 |
2.2 |
|
Don't know/No answer |
0.5 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
1.8 |
0.1 |
0.0 |
0.5 |
0.0 |
0.2 |
|
Total 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 |
|
Number of Purchases |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
41.8 |
55.3 |
63.5 |
39.0 |
61.4 |
48.0 |
34.4 |
61.4 |
48.0 |
28.7 |
54.8 |
51.5 |
|
1 - 2 |
21.3 |
12.5 |
9.2 |
19.4 |
9.6 |
14.5 |
21.9 |
9.6 |
14.5 |
22.5 |
14.4 |
13.9 |
|
3 - 5 |
20.6 |
12.9 |
6.5 |
21.9 |
12.0 |
14.2 |
19.2 |
12.0 |
14.2 |
25.4 |
11.4 |
12.1 |
|
6 - 10 |
8.0 |
10.2 |
8.2 |
11.6 |
6.5 |
9.2 |
13.8 |
6.5 |
9.2 |
11.7 |
8.5 |
9.3 |
|
11 - 15 |
2.4 |
3.8 |
5.0 |
4.1 |
5.0 |
4.3 |
4.6 |
5.0 |
4.3 |
5.3 |
3.3 |
3.5 |
|
16 - 30 |
2.9 |
4.3 |
3.7 |
3.1 |
2.5 |
3.5 |
3.9 |
2.5 |
3.5 |
3.5 |
4.4 |
4.0 |
|
31 + |
0.5 |
0.9 |
2.9 |
0.6 |
2.7 |
6.1 |
0.7 |
2.7 |
6.1 |
0.8 |
2.8 |
4.9 |
|
Don't know/No answer |
2.5 |
0.0 |
0.9 |
0.3 |
0.2 |
0.3 |
1.5 |
0.2 |
0.3 |
1.9 |
0.4 |
0.7 |
|
Total 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 |
|
Number of Purchases |
$50K - $64.9K |
$65K - Over |
Total 1 |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
0 |
29.4 |
47.2 |
45.8 |
33.5 |
41.3 |
37.2 |
42.2 |
53.6 |
50.6 |
||||
1 - 2 |
19.7 |
12.2 |
12.3 |
11.6 |
11.7 |
11.2 |
19.6 |
11.0 |
11.1 |
||||
3 - 5 |
19.6 |
14.8 |
11.3 |
21.3 |
13.2 |
12.7 |
19.5 |
11.9 |
10.8 |
||||
6 - 10 |
13.4 |
11.9 |
12.0 |
18.8 |
13.4 |
14.0 |
10.0 |
10.2 |
10.2 |
||||
11 - 15 |
8.8 |
4.5 |
6.8 |
7.9 |
6.3 |
7.8 |
3.9 |
4.3 |
5.5 |
||||
16 - 30 |
4.8 |
4.2 |
7.7 |
5.0 |
8.2 |
8.2 |
2.5 |
4.9 |
5.8 |
||||
31 + |
3.3 |
5.0 |
3.9 |
0.3 |
5.7 |
8.0 |
0.7 |
3.7 |
5.1 |
||||
Don't know/No answer |
1.1 |
0.2 |
0.1 |
1.5 |
0.2 |
0.9 |
1.4 |
0.3 |
0.9 |
||||
Total Households |
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 household income. |
Table A3-58 |
|||||||||||||
Number of Purchases |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
65.5 |
73.0 |
74.0 |
53.9 |
65.1 |
61.3 |
41.7 |
58.5 |
55.0 |
38.0 |
51.4 |
50.4 |
|
1 - 2 |
14.8 |
7.0 |
7.4 |
16.8 |
8.6 |
7.7 |
22.5 |
10.8 |
10.9 |
20.7 |
13.1 |
11.8 |
|
3 - 5 |
10.7 |
7.2 |
5.3 |
17.2 |
13.6 |
11.6 |
19.0 |
11.6 |
10.7 |
22.0 |
11.8 |
9.9 |
|
6 - 10 |
4.7 |
8.3 |
4.3 |
6.1 |
6.2 |
6.8 |
9.1 |
9.7 |
8.7 |
11.1 |
10.4 |
10.7 |
|
11 - 15 |
2.9 |
2.2 |
4.2 |
2.4 |
1.5 |
1.9 |
4.1 |
3.5 |
5.7 |
2.7 |
5.0 |
5.2 |
|
16 - 30 |
0.5 |
0.5 |
1.8 |
1.1 |
2.3 |
4.3 |
2.4 |
3.7 |
4.8 |
2.8 |
4.3 |
5.5 |
|
31 + |
0.2 |
1.9 |
3.1 |
0.5 |
2.7 |
4.2 |
0.6 |
2.2 |
3.9 |
0.5 |
3.8 |
5.7 |
|
Don't know/No answer |
0.7 |
0.0 |
0.0 |
2.1 |
0.0 |
2.1 |
0.8 |
0.0 |
0.3 |
2.1 |
0.2 |
0.8 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Number of Purchases |
Technical School |
College |
Post Graduate |
Total 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
37.2 |
53.8 |
47.9 |
38.0 |
47.5 |
44.1 |
27.0 |
42.9 |
38.0 |
42.2 |
53.6 |
50.6 |
|
1 - 2 |
16.3 |
12.7 |
11.4 |
18.5 |
10.8 |
12.4 |
19.5 |
11.2 |
10.9 |
19.6 |
11.0 |
11.1 |
|
3 - 5 |
20.2 |
10.6 |
11.4 |
21.8 |
12.2 |
11.6 |
22.7 |
13.5 |
13.0 |
19.5 |
11.9 |
10.8 |
|
6 - 10 |
12.8 |
11.0 |
14.1 |
11.9 |
11.5 |
12.0 |
16.4 |
11.7 |
12.6 |
10.0 |
10.2 |
10.2 |
|
11 - 15 |
6.2 |
3.1 |
4.3 |
4.1 |
5.5 |
6.2 |
7.2 |
6.2 |
7.3 |
3.9 |
4.3 |
5.5 |
|
16 - 30 |
3.7 |
4.4 |
5.6 |
2.6 |
7.2 |
6.8 |
5.2 |
8.1 |
9.0 |
2.5 |
4.9 |
5.8 |
|
31 + |
2.6 |
4.0 |
4.9 |
0.9 |
4.9 |
5.6 |
1.1 |
5.6 |
7.9 |
0.7 |
3.7 |
5.1 |
|
Don't know/No answer |
1.2 |
0.5 |
0.3 |
2.1 |
0.4 |
1.3 |
1.3 |
0.8 |
1.2 |
1.4 |
0.3 |
0.9 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
1 Includes pieces for which no
response was given for educational attainment. |
Table A3-59 |
||||||||||||||||
Number of |
18 - 24 |
25 - 34 |
35 - 44 |
45 - 54 |
55 - 64 |
|||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
51.8 |
74.2 |
77.3 |
36.1 |
59.2 |
55.9 |
39.2 |
53.6 |
45.8 |
41.0 |
48.6 |
45.6 |
40.2 |
48.1 |
46.4 |
|
1 - 2 |
21.7 |
8.5 |
5.7 |
22.2 |
14.6 |
14.5 |
19.0 |
10.0 |
12.4 |
21.4 |
11.9 |
9.7 |
15.7 |
9.6 |
10.0 |
|
3 - 5 |
17.6 |
8.2 |
5.8 |
23.3 |
11.5 |
9.8 |
19.8 |
11.0 |
11.2 |
17.8 |
12.2 |
13.2 |
19.8 |
13.3 |
10.5 |
|
6 - 10 |
2.8 |
5.3 |
3.0 |
10.4 |
7.4 |
8.0 |
11.4 |
10.3 |
11.4 |
9.1 |
11.2 |
10.8 |
13.1 |
11.4 |
12.2 |
|
11 - 15 |
1.7 |
2.4 |
2.0 |
2.9 |
2.2 |
3.1 |
5.0 |
5.8 |
5.0 |
5.5 |
4.0 |
6.4 |
4.9 |
5.4 |
7.3 |
|
16 - 30 |
2.3 |
0.4 |
2.5 |
2.3 |
2.9 |
3.7 |
3.3 |
5.1 |
6.6 |
3.2 |
6.6 |
6.8 |
3.5 |
7.0 |
6.9 |
|
31 + |
0.7 |
0.7 |
2.2 |
0.9 |
2.0 |
3.4 |
1.1 |
4.0 |
6.2 |
0.8 |
5.1 |
6.9 |
0.9 |
4.8 |
6.1 |
|
Don't know/No answer |
1.1 |
0.4 |
1.5 |
1.9 |
0.3 |
1.5 |
1.4 |
0.2 |
1.4 |
1.2 |
0.3 |
0.6 |
2.0 |
0.4 |
0.6 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Number of |
65 - 69 |
70 + |
70-74 |
75+ |
Total 1 |
|||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
2011 |
2012 |
1987 |
2011 |
2012 |
||||||
0 |
47.5 |
50.5 |
45.3 |
53.8 |
50.5 |
52.8 |
57.3 |
57.0 |
42.2 |
53.6 |
50.6 |
|||||
1 - 2 |
19.7 |
9.5 |
10.1 |
17.5 |
11.5 |
9.3 |
10.0 |
11.7 |
19.6 |
11.0 |
11.1 |
|||||
3 - 5 |
17.3 |
12.2 |
11.5 |
15.8 |
13.9 |
10.9 |
11.7 |
9.9 |
19.5 |
11.9 |
10.8 |
|||||
6 - 10 |
10.2 |
11.6 |
11.5 |
8.3 |
12.9 |
11.0 |
11.1 |
9.4 |
10.0 |
10.2 |
10.2 |
|||||
11 - 15 |
3.5 |
5.6 |
8.1 |
2.8 |
4.8 |
5.7 |
3.6 |
4.6 |
3.9 |
4.3 |
5.5 |
|||||
16 - 30 |
0.7 |
6.1 |
7.6 |
1.2 |
2.8 |
5.9 |
3.7 |
4.1 |
2.5 |
4.9 |
5.8 |
|||||
31 + |
0.3 |
4.4 |
5.2 |
0.0 |
3.4 |
3.7 |
2.2 |
3.1 |
0.7 |
3.7 |
5.1 |
|||||
Don't know/No answer |
1.1 |
0.2 |
0.9 |
2.3 |
0.2 |
0.7 |
0.3 |
0.2 |
1.4 |
0.3 |
0.9 |
|||||
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|||||
1 Includes pieces for which no
response was given for age. |
Number of Purchases |
1 |
2 |
3 |
4+ |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
0 |
55.0 |
63.3 |
60.0 |
38.5 |
51.4 |
47.6 |
42.3 |
47.3 |
48.1 |
31.4 |
41.5 |
44.0 |
|
1 - 2 |
18.1 |
10.5 |
11.1 |
20.0 |
11.9 |
11.2 |
20.2 |
9.4 |
8.8 |
20.6 |
7.5 |
13.9 |
|
3 - 5 |
16.7 |
9.9 |
9.3 |
20.4 |
12.2 |
11.5 |
17.5 |
12.8 |
11.8 |
24.9 |
17.3 |
9.1 |
|
6 - 10 |
6.5 |
7.7 |
7.1 |
11.5 |
10.4 |
11.1 |
9.9 |
13.9 |
12.0 |
9.4 |
13.5 |
11.5 |
|
11 - 15 |
2.3 |
3.2 |
4.3 |
4.1 |
4.6 |
5.8 |
4.7 |
5.5 |
6.3 |
6.8 |
4.4 |
6.3 |
|
16 - 30 |
1.0 |
3.3 |
4.0 |
2.9 |
5.2 |
6.6 |
3.2 |
5.1 |
6.3 |
2.9 |
10.1 |
4.7 |
|
31 + |
0.1 |
1.9 |
3.9 |
1.0 |
4.0 |
5.2 |
0.5 |
5.7 |
6.0 |
1.3 |
5.0 |
7.7 |
|
Don't know/No answer |
0.4 |
0.2 |
0.3 |
1.7 |
0.3 |
1.0 |
1.6 |
0.3 |
0.7 |
2.7 |
0.7 |
2.8 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Mail Order Purchases |
Pieces Per Household Per Week |
||||
1987 |
2011 |
2012 |
|||
0 |
0.6 |
0.8 |
0.8 |
||
1 |
1.1 |
0.7 |
0.7 |
||
2 |
1.2 |
1.4 |
1.2 |
||
3 - 5 |
1.6 |
1.9 |
1.3 |
||
6 - 10 |
2.3 |
1.9 |
1.8 |
||
11 + |
3.1 |
2.9 |
1.9 |
||
Mail Order Purchases |
Read Immediately |
Set Aside |
Found Useful |
Will Respond |
||||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
0 |
40.4 |
42.3 |
34.8 |
8.4 |
11.0 |
13.2 |
34.2 |
40.2 |
38.5 |
12.5 |
8.1 |
8.8 |
||||
1 - 2 |
40.8 |
37.5 |
39.3 |
11.4 |
10.9 |
12.5 |
36.6 |
36.8 |
43.1 |
15.1 |
9.1 |
7.0 |
||||
3 - 5 |
45.7 |
55.3 |
44.0 |
13.5 |
8.2 |
12.7 |
45.8 |
53.1 |
45.7 |
15.8 |
13.9 |
17.3 |
||||
6 - 10 |
44.6 |
41.2 |
41.2 |
14.9 |
12.2 |
16.3 |
46.2 |
46.0 |
47.2 |
15.8 |
9.1 |
8.6 |
||||
11 + |
42.0 |
44.2 |
48.1 |
11.8 |
13.3 |
13.6 |
45.5 |
49.9 |
53.8 |
16.9 |
12.7 |
15.0 |
||||
Note: Percentages represent row
percentages within each shape category; |
||||||||||||||||
|
Industry |
Percent of Unaddressed Mail
Received by Households |
|||
1987 |
2011 |
2012 |
||
Financial: |
|
|
||
Credit card |
0.2 |
2.6 |
0.4 |
|
Bank |
0.2 |
0.0 |
0.0 |
|
Insurance company |
0.9 |
5.3 |
1.9 |
|
Real estate/Mortgage |
0.6 |
1.7 |
0.7 |
|
Investments |
N/A |
0.1 |
0.4 |
|
Other financial |
0.0 |
0.1 |
0.4 |
|
Total Financial |
2.1 |
9.9 |
3.8 |
|
Merchants: |
|
|
||
Supermarkets |
22.1 |
27.7 |
26.7 |
|
Department store |
20.9 |
9.6 |
13.4 |
|
Mail order company |
1.5 |
1.4 |
0.8 |
|
Other store |
25.1 |
17.4 |
10.4 |
|
Publisher |
4.6 |
0.8 |
4.8 |
|
Restaurant |
6.7 |
9.7 |
15.5 |
|
Auto dealers |
0.9 |
1.2 |
0.3 |
|
Online Auction |
N/A |
0.0 |
0.0 |
|
Other merchants |
2.1 |
0.2 |
0.0 |
|
Total Merchants |
90.0 |
67.9 |
71.8 |
|
Services: |
|
|
||
Telephone |
0.0 |
8.6 |
6.7 |
|
Other utilities |
0.1 |
0.5 |
0.0 |
|
Medical |
1.6 |
1.1 |
0.6 |
|
Other professional |
0.7 |
0.0 |
0.1 |
|
DVD/Blu-ray/Video Game Rental
Company |
N/A |
0.0 |
0.1 |
|
Craftsman |
0.5 |
1.6 |
1.9 |
|
Leisure service |
0.5 |
0.3 |
0.5 |
|
Auto Maintenance |
N/A |
0.7 |
0.7 |
|
Roadside Assistance |
N/A |
0.1 |
0.0 |
|
Other services |
2.1 |
2.4 |
0.9 |
|
Total Services |
5.6 |
15.4 |
11.5 |
|
All Manufacturers |
0.6 |
0.6 |
1.4 |
|
Federal Government |
N/A |
0.0 |
0.3 |
|
Nonfederal Government |
0.2 |
0.8 |
0.9 |
|
Total
Social/Charitable/Political/Nonprofit |
1.3 |
3.3 |
6.6 |
|
Don't know/No answer |
0.8 |
2.1 |
3.7 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Table
A3-65 |
||||
Treatment |
Percent of Mail Pieces |
|||
1987 |
2011 |
2012 |
||
Read by member of household |
29.3 |
29.2 |
29.8 |
|
Read by more than one member of
household 1 |
N/A |
14.0 |
16.5 |
|
Looked at |
24.0 |
18.3 |
19.4 |
|
Discarded |
20.0 |
20.1 |
16.0 |
|
Set aside |
3.9 |
5.7 |
6.0 |
|
Don't know/No answer |
22.7 |
12.8 |
12.1 |
|
Total |
100.0 |
100.0 |
100.0 |
|
Usefulness |
Percent of Mail Pieces |
|||
1987 |
2011 |
2012 |
||
Useful |
33.9 |
46.6 |
53.0 |
|
Interesting |
16.9 |
12.0 |
7.2 |
|
Not interesting |
21.6 |
27.9 |
26.6 |
|
Objectionable |
4.4 |
0.4 |
0.6 |
|
Don't know/No answer |
23.2 |
13.2 |
12.6 |
|
Total |
100.0 |
100.0 |
100.0 |
Industry |
Read Immediately 1 |
Found Useful |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Financial: |
|
|
|
|
|
||
Bank |
18.9 |
0.0 |
0.0 |
11.2 |
0.0 |
0.0 |
|
Insurance company |
12.5 |
13.1 |
10.6 |
7.7 |
33.5 |
44.2 |
|
Real estate/Mortgage |
13.3 |
0.0 |
16.2 |
9.0 |
0.0 |
16.2 |
|
Total Financial |
16.1 |
8.9 |
8.5 |
10.1 |
19.9 |
36.9 |
|
Merchants: |
|
|
|
|
|||
Supermarkets |
37.7 |
32.5 |
40.6 |
46.8 |
61.2 |
71.0 |
|
Department store |
33.9 |
28.1 |
24.2 |
39.8 |
54.7 |
63.2 |
|
Mail order company |
18.5 |
56.7 |
12.1 |
19.0 |
41.9 |
12.1 |
|
Specialty store |
24.6 |
38.4 |
37.7 |
28.4 |
34.7 |
43.9 |
|
Publisher |
33.6 |
9.7 |
2.9 |
39.9 |
9.7 |
2.9 |
|
Restaurant |
31.6 |
30.3 |
26.5 |
33.3 |
39.1 |
70.1 |
|
Auto dealers |
0.8 |
0.0 |
61.3 |
2.8 |
36.9 |
61.3 |
|
Total Merchants |
27.1 |
32.8 |
31.3 |
35.7 |
48.9 |
60.2 |
|
Services: |
|
|
|
|
|||
Medical |
12.6 |
14.9 |
0.0 |
10.6 |
14.9 |
0.0 |
|
Other professional |
17.3 |
0.0 |
0.0 |
17.0 |
0.0 |
0.0 |
|
Leisure service |
26.0 |
76.0 |
0.0 |
30.9 |
100.0 |
0.0 |
|
Craftsman |
22.9 |
1.7 |
46.7 |
10.4 |
0.0 |
9.0 |
|
Total Services |
17.1 |
18.0 |
24.5 |
15.9 |
21.6 |
19.1 |
|
Total
Social/Charitable/Social/Nonprofit |
29.0 |
46.2 |
50.9 |
25.9 |
8.6 |
44.8 |
|
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Envelopes: |
|
|
|
|
|
||
Letter size envelope |
37.2 |
49.5 |
55.4 |
0.9 |
1.1 |
1.2 |
|
Larger envelope |
9.5 |
4.4 |
4.9 |
0.2 |
0.1 |
0.1 |
|
Total Envelope |
46.6 |
53.8 |
60.2 |
1.1 |
1.2 |
1.3 |
|
Postcard |
2.1 |
2.9 |
2.9 |
0.1 |
0.1 |
0.1 |
|
Catalog (not in envelope) |
4.4 |
3.0 |
3.2 |
0.1 |
0.1 |
0.1 |
|
Flyers/Circulars |
20.4 |
20.5 |
21.8 |
0.5 |
0.4 |
0.5 |
|
Magazines/Newsletters |
3.9 |
9.0 |
8.6 |
0.1 |
0.2 |
0.2 |
|
Other |
0.3 |
0.3 |
0.4 |
0.0 |
0.0 |
0.0 |
|
Don't know/No answer |
1.4 |
0.4 |
0.6 |
0.0 |
0.0 |
0.0 |
|
Total Pieces Received by
Households |
79.6 |
89.9 |
97.6 |
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Medical |
29.1 |
25.1 |
26.5 |
10.0 |
2.6 |
4.4 |
7.4 |
3.9 |
2.6 |
10.0 |
2.1 |
2.1 |
|
Union or professional |
37.9 |
34.7 |
39.1 |
12.1 |
1.9 |
5.4 |
3.2 |
1.2 |
2.6 |
4.8 |
1.0 |
3.6 |
|
Church |
43.4 |
62.5 |
65.0 |
8.6 |
3.2 |
3.8 |
2.3 |
2.8 |
2.9 |
3.0 |
1.0 |
1.6 |
|
Veterans |
48.9 |
53.8 |
56.7 |
11.3 |
12.0 |
9.4 |
6.5 |
4.3 |
3.5 |
6.7 |
0.0 |
0.1 |
|
Educational |
27.3 |
23.7 |
27.6 |
9.0 |
3.2 |
4.6 |
1.8 |
6.0 |
4.8 |
12.2 |
10.0 |
8.3 |
|
Charities |
80.1 |
73.7 |
75.4 |
9.3 |
5.5 |
5.3 |
1.5 |
2.6 |
2.0 |
1.2 |
2.6 |
1.9 |
|
Political |
28.9 |
36.3 |
50.7 |
13.6 |
5.7 |
5.5 |
3.0 |
3.0 |
1.9 |
0.6 |
0.0 |
0.2 |
|
AARP |
79.3 |
93.5 |
88.8 |
11.0 |
1.8 |
2.2 |
4.2 |
0.3 |
0.0 |
0.9 |
0.4 |
0.3 |
|
Museum |
49.0 |
47.3 |
46.9 |
14.9 |
2.5 |
3.2 |
5.9 |
2.3 |
3.6 |
19.7 |
9.0 |
12.9 |
|
Nonprofit publication |
30.6 |
56.4 |
58.8 |
28.6 |
5.0 |
5.3 |
1.9 |
3.1 |
2.6 |
5.1 |
3.2 |
3.1 |
|
Industry |
Flyers |
Newspapers/Magazines |
Total |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Medical |
35.2 |
28.0 |
26.1 |
4.9 |
37.3 |
37.1 |
100.0 |
100.0 |
100.0 |
||||
Union or professional |
33.6 |
32.7 |
25.9 |
6.5 |
27.6 |
23.5 |
100.0 |
100.0 |
100.0 |
||||
Church |
35.9 |
14.1 |
12.9 |
5.6 |
15.6 |
13.2 |
100.0 |
100.0 |
100.0 |
||||
Veterans |
18.1 |
23.4 |
26.5 |
5.6 |
5.4 |
3.2 |
100.0 |
100.0 |
100.0 |
||||
Educational |
44.8 |
38.8 |
38.3 |
3.9 |
17.5 |
15.4 |
100.0 |
100.0 |
100.0 |
||||
Charities |
6.9 |
12.2 |
12.8 |
0.5 |
3.0 |
2.0 |
100.0 |
100.0 |
100.0 |
||||
Political |
52.6 |
53.2 |
40.4 |
0.7 |
1.2 |
0.9 |
100.0 |
100.0 |
100.0 |
||||
AARP |
2.7 |
1.8 |
6.6 |
2.0 |
1.9 |
1.4 |
100.0 |
100.0 |
100.0 |
||||
Museum |
8.9 |
25.6 |
27.7 |
0.5 |
12.6 |
5.4 |
100.0 |
100.0 |
100.0 |
||||
Nonprofit publication |
11.4 |
21.5 |
20.6 |
19.7 |
10.1 |
8.7 |
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 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Medical |
27.5 |
20.0 |
16.0 |
18.0 |
19.1 |
18.5 |
43.0 |
57.7 |
62.0 |
11.4 |
3.1 |
3.5 |
100.0 |
100.0 |
100.0 |
|
Union or professional |
28.5 |
23.6 |
27.2 |
21.3 |
10.9 |
17.9 |
40.8 |
64.8 |
53.7 |
9.4 |
0.7 |
1.2 |
100.0 |
100.0 |
100.0 |
|
Church |
14.7 |
7.3 |
9.0 |
30.5 |
47.4 |
54.4 |
44.8 |
38.5 |
32.6 |
10.0 |
6.7 |
3.9 |
100.0 |
100.0 |
100.0 |
|
Veterans |
18.4 |
3.9 |
2.9 |
42.7 |
78.7 |
86.4 |
31.4 |
10.6 |
5.3 |
7.6 |
6.7 |
5.3 |
100.0 |
100.0 |
100.0 |
|
Educational |
35.6 |
26.0 |
30.9 |
14.7 |
17.3 |
18.0 |
41.6 |
55.8 |
49.5 |
8.0 |
0.9 |
1.5 |
100.0 |
100.0 |
100.0 |
|
Charities |
7.7 |
3.5 |
2.1 |
79.3 |
85.6 |
88.9 |
6.8 |
6.2 |
5.1 |
6.2 |
4.7 |
3.9 |
100.0 |
100.0 |
100.0 |
|
Political |
4.3 |
0.0 |
0.0 |
28.1 |
25.1 |
36.6 |
56.2 |
71.1 |
60.7 |
11.4 |
3.9 |
2.7 |
100.0 |
100.0 |
100.0 |
|
AARP |
65.8 |
56.1 |
50.8 |
7.6 |
15.4 |
15.4 |
13.9 |
22.4 |
21.3 |
12.7 |
6.1 |
12.5 |
100.0 |
100.0 |
100.0 |
|
Museum |
60.5 |
43.1 |
37.7 |
16.9 |
23.2 |
28.2 |
15.7 |
31.3 |
31.9 |
6.9 |
2.4 |
2.3 |
100.0 |
100.0 |
100.0 |
|
Nonprofit publication |
62.4 |
13.3 |
13.2 |
3.7 |
50.9 |
55.2 |
19.0 |
31.4 |
27.8 |
14.9 |
4.4 |
3.8 |
100.0 |
100.0 |
100.0 |
|
Total Mail Received by
Households |
26.3 |
16.9 |
16.8 |
34.0 |
46.6 |
50.1 |
29.4 |
32.0 |
29.0 |
10.3 |
4.5 |
4.0 |
100.0 |
100.0 |
100.0 |
|
Note: Percentages are row
percentages within Industry classification. |
Income |
1987 |
2011 |
2012 |
Employment of Head of Household |
1987 |
2011 |
2012 |
||||||
< $7K |
0.8 |
0.9 |
0.8 |
White collar professional |
2.5 |
2.1 |
0.0 |
||||||
$ 7K - $9.9K |
1.3 |
0.7 |
1.0 |
White collar sales/clerical |
1.3 |
1.6 |
0.0 |
||||||
$ 10K - $14.9K |
1.4 |
1.2 |
0.9 |
White collar craftsmen/mechanic |
1.0 |
1.5 |
0.0 |
||||||
$ 15K - $19.9K |
1.7 |
1.2 |
1.3 |
Service Worker |
1.1 |
1.3 |
0.0 |
||||||
$ 20K - $24.9K |
1.6 |
1.4 |
1.6 |
Other employed |
1.2 |
1.2 |
0.0 |
||||||
$ 25K - $29.9K |
1.8 |
1.4 |
1.4 |
Homemaker |
1.8 |
1.2 |
1.6 |
||||||
$ 30K - $34.9K |
2.2 |
Student
1 |
1.2 |
1.4 |
0.7 |
||||||||
$ 35K - $49.9K |
2.3 |
1.6 |
1.8 |
Retired |
2.3 |
2.9 |
3.0 |
||||||
$ 50K - $64.9K |
2.6 |
2.1 |
1.8 |
Other not employed |
0.5 |
2.4 |
1.3 |
||||||
$ 65K - Over |
3.8 |
2.4 |
2.6 |
Type of Dwelling |
1987 |
2011 |
2012 |
||||||
Age of Head of Household |
1987 |
2011 |
2012 |
Single-family house |
2.3 |
2.2 |
2.3 |
||||||
18 - 24 |
0.5 |
0.7 |
0.6 |
Multi-family unit |
1.0 |
1.3 |
1.4 |
||||||
25 - 34 |
1.1 |
1.1 |
1.0 |
Mobile house |
1.2 |
0.9 |
0.5 |
||||||
35 - 44 |
1.8 |
1.3 |
1.6 |
Number of Adults |
1987 |
2011 |
2012 |
||||||
45 - 54 |
2.3 |
2.0 |
2.0 |
1 |
1.5 |
1.8 |
1.8 |
||||||
55 - 64 |
2.5 |
2.3 |
2.2 |
2 |
2.0 |
2.0 |
2.1 |
||||||
65 - 69 |
2.8 |
2.6 |
3.2 |
3 |
2.2 |
2.0 |
2.0 |
||||||
70 - 74 |
2.6 |
3.1 |
3.0 |
4+ |
2.4 |
2.3 |
1.9 |
||||||
75 + |
3.5 |
3.6 |
|||||||||||
Education of Head of Household |
1987 |
2011 |
2012 |
||||||||||
< 8th grade |
1.1 |
0.9 |
1.0 |
||||||||||
Some High School |
1.3 |
1.1 |
1.7 |
||||||||||
High School |
1.5 |
1.6 |
1.6 |
||||||||||
Some College |
1.8 |
1.8 |
1.9 |
||||||||||
Technical School |
1.8 |
1.9 |
1.8 |
||||||||||
College |
2.3 |
2.4 |
2.4 |
||||||||||
Post graduate |
4.3 |
3.2 |
3.1 |
||||||||||
Type of Household |
1987 |
2011 |
2012 |
||||||||||
One-person household |
1.6 |
1.9 |
2.0 |
||||||||||
Male |
1.2 |
1.4 |
1.5 |
||||||||||
Female |
1.8 |
2.2 |
2.2 |
||||||||||
One adult + minors |
1.0 |
1.0 |
0.8 |
||||||||||
Male |
1.0 |
0.8 |
1.1 |
||||||||||
Female |
1.0 |
1.1 |
0.7 |
||||||||||
More than one adult without
children |
2.3 |
2.2 |
2.3 |
||||||||||
One-earner |
2.3 |
2.2 |
2.3 |
||||||||||
Two-earner |
1.9 |
2.0 |
2.0 |
||||||||||
More than one adult with
children |
1.8 |
1.6 |
1.8 |
||||||||||
One-earner |
1.6 |
1.5 |
1.8 |
||||||||||
Two-earner |
2.0 |
1.8 |
1.9 |
||||||||||
|
Age Cohort |
Percent |
Pieces Per Household |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
18 - 24 |
41.6 |
38.1 |
47.5 |
0.2 |
0.3 |
0.3 |
|
25 - 34 |
28.6 |
37.3 |
44.5 |
0.3 |
0.4 |
0.5 |
|
35 - 44 |
27.5 |
38.7 |
41.1 |
0.5 |
0.5 |
0.6 |
|
45 - 54 |
33.7 |
40.4 |
42.5 |
0.8 |
0.8 |
0.8 |
|
55 - 64 |
34.4 |
50.0 |
50.6 |
0.9 |
1.1 |
1.1 |
|
65 - 69 |
39.3 |
51.8 |
56.5 |
1.1 |
1.3 |
1.8 |
|
70 - 74 |
40.7 |
54.9 |
59.1 |
1.1 |
1.7 |
1.8 |
|
75+ |
54.5 |
59.8 |
1.9 |
2.2 |
|||
Table A3-72 |
|||||||||||||
Treatment |
Previous Customer |
Organization Known |
Organization Not Known |
Total 1 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read by member of household |
68.0 |
55.0 |
54.5 |
36.4 |
28.4 |
29.8 |
24.7 |
22.9 |
23.5 |
49.5 |
40.6 |
40.2 |
|
Read by more than one member of
household 1 |
N/A |
9.3 |
8.6 |
N/A |
4.2 |
4.6 |
N/A |
2.6 |
3.1 |
N/A |
6.6 |
6.3 |
|
Looked at |
17.0 |
16.7 |
17.2 |
24.6 |
29.3 |
27.7 |
35.7 |
24.8 |
25.5 |
21.3 |
19.1 |
19.2 |
|
Discarded |
4.5 |
12.8 |
12.6 |
20.3 |
33.1 |
33.4 |
29.9 |
46.6 |
44.0 |
10.5 |
20.1 |
20.1 |
|
Set Aside |
9.0 |
6.1 |
7.1 |
7.6 |
4.8 |
4.3 |
8.5 |
3.1 |
3.8 |
7.6 |
5.0 |
5.4 |
|
Don't know/No answer |
1.5 |
0.1 |
0.1 |
1.2 |
0.1 |
0.2 |
1.3 |
0.0 |
0.1 |
11.0 |
8.6 |
8.8 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
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 |
Organization Not Known |
Total 2 |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Yes |
28.0 |
22.9 |
23.4 |
6.8 |
3.8 |
4.1 |
5.2 |
3.0 |
2.9 |
18.0 |
14.2 |
14.2 |
|
No |
43.3 |
52.6 |
52.0 |
74.0 |
84.8 |
81.4 |
76.8 |
89.0 |
86.2 |
55.2 |
59.7 |
58.5 |
|
Maybe |
20.9 |
24.1 |
24.4 |
10.6 |
11.1 |
14.2 |
9.4 |
7.6 |
10.7 |
16.5 |
17.2 |
18.3 |
|
No Answer |
7.8 |
0.4 |
0.2 |
8.7 |
0.2 |
0.3 |
8.5 |
0.4 |
0.2 |
10.4 |
8.9 |
9.0 |
|
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 |
|
Pieces Per Household Per Week |
0.6 |
1.1 |
1.1 |
0.3 |
0.4 |
0.5 |
0.2 |
0.2 |
0.2 |
1.1 |
1.7 |
1.8 |
|
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. |
Treatment |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Read by member of household |
48.9 |
41.4 |
40.4 |
49.1 |
47.7 |
46.0 |
61.1 |
48.2 |
50.1 |
43.2 |
33.2 |
33.0 |
|
Read by more than one member of
household 1 |
N/A |
4.9 |
4.7 |
N/A |
7.8 |
6.5 |
N/A |
9.9 |
10.1 |
N/A |
9.5 |
9.7 |
|
Looked at |
22.8 |
19.9 |
20.5 |
23.1 |
20.2 |
22.1 |
12.7 |
12.1 |
15.3 |
24.9 |
16.0 |
18.4 |
|
Discarded |
11.2 |
18.7 |
19.5 |
9.6 |
13.2 |
12.8 |
13.2 |
27.2 |
18.9 |
10.9 |
25.2 |
23.6 |
|
Set Aside |
6.6 |
4.6 |
5.2 |
9.0 |
5.3 |
6.5 |
2.1 |
1.5 |
3.6 |
14.4 |
11.7 |
12.2 |
|
Don't know/No answer |
10.5 |
10.5 |
9.7 |
9.3 |
5.8 |
6.0 |
10.9 |
1.1 |
1.9 |
6.5 |
4.4 |
3.2 |
|
Total Mail Received by Households |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Treatment |
Flyers |
Newspapers/ Magazines |
Total |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Read by member of household |
54.2 |
36.4 |
38.8 |
38.5 |
43.1 |
40.6 |
49.5 |
40.6 |
40.2 |
||||
Read by more than one member of
household 1 |
N/A |
6.3 |
7.6 |
N/A |
14.2 |
10.7 |
N/A |
6.6 |
6.3 |
||||
Looked at |
21.1 |
21.4 |
18.6 |
11.1 |
12.7 |
13.4 |
21.3 |
19.1 |
19.2 |
||||
Discarded |
11.2 |
27.6 |
25.2 |
5.9 |
11.6 |
15.9 |
10.5 |
20.1 |
20.1 |
||||
Set Aside |
6.8 |
3.2 |
3.2 |
13.4 |
10.2 |
10.1 |
7.6 |
5.0 |
5.4 |
||||
Don't know/No answer |
6.7 |
5.3 |
6.6 |
31.2 |
8.3 |
9.4 |
11.0 |
8.6 |
8.8 |
||||
Total Mail Received by Households |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
Table A3-75 |
|||||||||||||
Usefulness |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog Not In Envelope |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Useful |
35.9 |
38.2 |
39.0 |
41.6 |
44.6 |
46.5 |
44.5 |
48.2 |
50.4 |
56.6 |
50.5 |
52.0 |
|
Interesting |
24.7 |
18.3 |
19.2 |
27.7 |
23.8 |
18.7 |
22.1 |
12.6 |
16.8 |
21.2 |
19.4 |
20.3 |
|
Not Interesting |
20.8 |
31.6 |
31.0 |
15.0 |
24.0 |
27.5 |
15.9 |
35.9 |
30.0 |
10.7 |
25.2 |
24.1 |
|
Objectionable |
4.9 |
1.0 |
0.9 |
3.6 |
1.3 |
1.0 |
5.1 |
2.0 |
0.8 |
3.4 |
0.6 |
0.2 |
|
Don't know/No answer |
13.8 |
11.0 |
10.0 |
12.1 |
6.3 |
6.3 |
12.4 |
1.2 |
1.9 |
8.0 |
4.2 |
3.4 |
|
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 |
|
Usefulness |
Flyers |
Newspapers/ Magazines |
Total |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Useful |
56.6 |
37.5 |
39.3 |
45.9 |
60.1 |
55.1 |
43.8 |
41.2 |
41.4 |
||||
Interesting |
18.7 |
16.4 |
17.5 |
14.1 |
17.0 |
18.2 |
22.4 |
17.8 |
18.6 |
||||
Not Interesting |
13.7 |
39.4 |
35.4 |
5.5 |
14.5 |
17.0 |
16.4 |
31.1 |
30.1 |
||||
Objectionable |
2.7 |
1.4 |
0.8 |
2.1 |
0.1 |
0.2 |
3.8 |
1.0 |
0.8 |
||||
Don't know/No answer |
8.3 |
5.3 |
6.9 |
32.4 |
8.3 |
9.5 |
13.5 |
8.9 |
9.1 |
||||
Total Mail Received by Households |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
Table A3-76 |
|||||||||||||
Response |
Letter Size Envelope |
Larger Than |
Postcard |
Catalog Not In Envelope |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Yes |
19.7 |
16.3 |
16.7 |
17.6 |
21.5 |
19.0 |
14.6 |
18.2 |
17.0 |
18.2 |
12.2 |
10.9 |
|
No |
52.0 |
55.1 |
54.5 |
60.0 |
53.8 |
52.4 |
59.3 |
59.6 |
55.1 |
52.0 |
51.8 |
58.7 |
|
Maybe |
16.8 |
17.7 |
19.0 |
15.1 |
18.9 |
22.3 |
19.9 |
20.9 |
25.7 |
24.1 |
31.7 |
26.3 |
|
No
Answer |
11.5 |
10.9 |
9.8 |
7.4 |
5.9 |
6.3 |
6.3 |
1.2 |
2.2 |
5.9 |
4.3 |
4.1 |
|
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 |
|
Pieces
Per Household Per Week |
0.7 |
1.1 |
1.2 |
0.2 |
0.1 |
0.1 |
0.0 |
0.1 |
0.1 |
0.1 |
0.1 |
0.1 |
|
Response |
Flyers |
Newspapers/ |
Total 1 |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Yes |
12.6 |
9.2 |
9.7 |
9.8 |
10.4 |
7.5 |
18.0 |
14.2 |
14.2 |
||||
No |
64.5 |
70.8 |
67.2 |
54.3 |
66.9 |
70.8 |
55.2 |
59.7 |
58.5 |
||||
Maybe |
13.6 |
14.6 |
16.3 |
13.6 |
14.3 |
12.0 |
16.5 |
17.2 |
18.3 |
||||
No
Answer |
9.3 |
5.4 |
6.8 |
22.3 |
8.4 |
9.7 |
10.4 |
8.9 |
9.0 |
||||
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 |
0.5 |
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. |
Industry |
Percent |
||||||||||||
Read Immediately |
Set Aside |
Found Useful |
Will Respond 1 |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Medical |
46.3 |
49.1 |
43.2 |
8.1 |
4.6 |
5.8 |
46.1 |
43.5 |
41.1 |
13.4 |
8.0 |
5.7 |
|
Union or Professional |
50.1 |
55.9 |
53.6 |
8.5 |
5.7 |
10.6 |
51.6 |
55.2 |
59.0 |
18.4 |
10.5 |
14.2 |
|
Church |
64.0 |
53.4 |
52.4 |
6.9 |
6.1 |
7.9 |
59.2 |
54.3 |
51.7 |
25.2 |
23.0 |
22.3 |
|
Veterans |
56.0 |
52.0 |
44.9 |
9.5 |
4.6 |
3.3 |
44.3 |
45.1 |
39.5 |
22.6 |
18.6 |
17.0 |
|
Educational |
48.0 |
50.2 |
47.5 |
7.0 |
5.1 |
6.1 |
49.1 |
42.7 |
41.7 |
13.2 |
9.7 |
8.8 |
|
Charities |
44.6 |
41.8 |
41.7 |
7.2 |
3.7 |
4.9 |
28.3 |
32.6 |
33.9 |
17.7 |
13.8 |
13.9 |
|
Political |
40.6 |
32.9 |
40.3 |
6.1 |
5.1 |
3.5 |
31.8 |
29.2 |
32.4 |
20.0 |
9.8 |
11.8 |
|
AARP |
46.1 |
48.1 |
38.4 |
10.7 |
5.8 |
5.4 |
40.9 |
38.4 |
35.9 |
13.6 |
12.7 |
14.7 |
|
Museum |
53.6 |
56.7 |
53.5 |
8.4 |
8.9 |
6.3 |
44.3 |
53.6 |
52.1 |
12.5 |
18.0 |
12.3 |
|
Nonprofit Publications |
39.8 |
46.5 |
45.7 |
8.8 |
4.9 |
5.4 |
39.3 |
40.5 |
40.5 |
12.8 |
14.1 |
13.9 |
|
Total Mail Received by
Households |
49.5 |
47.1 |
46.5 |
7.6 |
5.0 |
5.4 |
43.8 |
41.2 |
41.4 |
18.0 |
14.2 |
14.2 |
|
1 Percent of pieces containing an
advertisement or fundraising request. |
|||||||||||||
Note: Percentages represent row
percentages within each industry classification; |
Appendix A4: Direct Mail Advertising
Type of Ad Mail |
Under $7K |
$7K - $9.9K |
$10K - $14.9K |
$15K - $19.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
0.3 |
0.3 |
0.2 |
0.5 |
0.2 |
0.4 |
0.7 |
0.3 |
0.4 |
0.7 |
0.5 |
0.5 |
|
Business
invitation/announcements |
0.1 |
0.2 |
0.1 |
0.1 |
0.2 |
0.1 |
0.1 |
0.2 |
0.3 |
0.2 |
0.2 |
0.2 |
|
Stuffers (Advertising Enclosed) |
0.4 |
0.7 |
0.7 |
0.6 |
0.7 |
1.0 |
0.8 |
1.1 |
1.0 |
0.9 |
1.3 |
1.3 |
|
Total First-Class 2 |
0.8 |
1.3 |
1.0 |
1.2 |
1.2 |
1.5 |
1.6 |
1.6 |
1.6 |
1.8 |
2.0 |
1.9 |
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
3.8 |
3.2 |
3.7 |
5.2 |
4.8 |
3.4 |
5.8 |
5.3 |
4.6 |
6.4 |
5.4 |
5.9 |
|
Nonprofit |
0.9 |
0.9 |
0.8 |
1.5 |
0.7 |
1.0 |
1.5 |
1.2 |
0.9 |
1.9 |
1.2 |
1.3 |
|
Total Standard Mail |
4.7 |
4.0 |
4.5 |
6.7 |
5.5 |
4.5 |
7.3 |
6.6 |
5.5 |
8.3 |
6.6 |
7.2 |
|
Total Advertising 2 |
5.5 |
5.3 |
5.4 |
7.9 |
6.7 |
6.0 |
8.9 |
8.2 |
7.1 |
10.1 |
8.6 |
9.1 |
|
Type of Ad Mail |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
0.6 |
0.5 |
0.4 |
0.8 |
0.6 |
0.7 |
1.0 |
0.6 |
0.7 |
1.1 |
0.6 |
0.6 |
|
Business
invitation/announcements |
0.2 |
0.2 |
0.2 |
0.2 |
0.2 |
0.3 |
0.4 |
0.2 |
0.3 |
0.4 |
0.3 |
0.3 |
|
Stuffers (Advertising Enclosed) |
1.1 |
1.4 |
1.1 |
1.2 |
1.6 |
1.7 |
1.4 |
1.6 |
1.7 |
1.7 |
1.7 |
1.5 |
|
Total First-Class 2 |
1.9 |
2.1 |
1.8 |
2.2 |
2.5 |
2.8 |
2.8 |
2.5 |
2.8 |
3.2 |
2.6 |
2.5 |
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
6.6 |
6.5 |
5.6 |
7.9 |
7.3 |
7.3 |
8.7 |
7.3 |
7.3 |
9.5 |
8.1 |
7.4 |
|
Nonprofit |
1.7 |
1.4 |
1.6 |
1.9 |
1.4 |
1.4 |
2.3 |
1.4 |
1.4 |
2.5 |
1.6 |
1.8 |
|
Total Standard Mail |
8.3 |
7.9 |
7.2 |
9.8 |
8.6 |
8.7 |
11.0 |
8.6 |
8.7 |
12.0 |
9.7 |
9.2 |
|
Total Advertising 2 |
10.2 |
10.0 |
9.0 |
12.0 |
11.1 |
11.5 |
13.8 |
11.1 |
11.5 |
15.2 |
12.4 |
11.7 |
|
Type of Ad Mail |
$50K - $64.9K |
$65K - $79.9K |
$80K - $99.9K |
$100K - Over |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
1.5 |
0.8 |
0.8 |
2.1 |
0.8 |
0.8 |
2.4 |
1.1 |
0.9 |
2.4 |
1.5 |
1.2 |
|
Business
invitation/announcements |
0.4 |
0.3 |
0.4 |
0.4 |
0.3 |
0.4 |
0.6 |
0.4 |
0.4 |
0.7 |
0.4 |
0.4 |
|
Stuffers (Advertising Enclosed) |
1.9 |
2.1 |
1.9 |
2.0 |
2.1 |
1.9 |
2.3 |
2.5 |
2.0 |
2.6 |
3.0 |
2.4 |
|
Total First-Class 2 |
3.8 |
3.2 |
3.1 |
4.5 |
3.2 |
3.1 |
5.3 |
3.9 |
3.2 |
5.7 |
4.9 |
4.1 |
|
Standard Mail (A): |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
10.9 |
9.8 |
8.5 |
14.8 |
10.7 |
10.1 |
14.7 |
11.4 |
10.6 |
15.3 |
15.0 |
13.7 |
|
Nonprofit |
2.7 |
2.1 |
1.8 |
3.5 |
2.0 |
2.2 |
4.2 |
1.9 |
2.4 |
4.8 |
3.0 |
3.0 |
|
Total Standard Mail |
13.6 |
11.9 |
10.3 |
18.3 |
12.7 |
12.3 |
18.9 |
13.3 |
13.0 |
20.1 |
18.0 |
16.7 |
|
Total Advertising 2 |
17.4 |
15.1 |
13.4 |
22.8 |
15.9 |
15.3 |
24.2 |
17.2 |
16.3 |
25.8 |
22.8 |
20.8 |
|
1 Includes First-Class advertising only,
First-Class advertising enclosed, business invitations/announcements, and
Standard Mail non-package mail. |
|||||||||||||
2 Total First-Class and total
advertising are over-reported because some stuffers are counted twice. |
|||||||||||||
Note: 2011/2012 Estimates for
Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since
categories used to collect data only included $25K-$34.9K. |
|||||||||||||
Note: Totals may not sum to 100
due to rounding. |
Table A4-2 |
||||||||||
Type of Ad Mail |
18 - 21 |
22 - 24 |
25 - 34 |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
First-Class: |
|
|||||||||
Advertising alone |
0.4 |
0.5 |
0.8 |
0.3 |
0.3 |
0.3 |
0.7 |
0.7 |
0.6 |
|
Business
invitations/announcements |
0.1 |
0.1 |
0.1 |
0.1 |
0.2 |
0.4 |
0.2 |
0.3 |
0.3 |
|
Stuffers (Advertising Enclosed) |
0.8 |
0.9 |
1.4 |
0.7 |
0.8 |
0.6 |
1.1 |
1.6 |
1.2 |
|
Total First-Class 2 |
1.3 |
1.5 |
2.4 |
1.1 |
1.3 |
1.3 |
2.0 |
2.7 |
2.2 |
|
Standard Mail: |
|
|
|
|
|
|
||||
Commercial |
3.7 |
6.4 |
2.7 |
3.2 |
4.9 |
5.0 |
6.6 |
7.9 |
7.0 |
|
Nonprofit |
0.6 |
0.9 |
0.1 |
0.5 |
0.6 |
0.8 |
1.2 |
1.1 |
1.0 |
|
Total Standard Mail |
4.3 |
7.3 |
2.8 |
3.7 |
5.4 |
5.8 |
7.8 |
9.0 |
8.1 |
|
Total Advertising 2 |
5.6 |
8.8 |
5.2 |
4.8 |
6.7 |
7.2 |
9.8 |
11.6 |
10.3 |
|
Type of Ad Mail |
35 -44 |
45 - 54 |
55 - 64 |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
Advertising alone |
1.0 |
0.8 |
0.8 |
1.2 |
1.0 |
0.9 |
1.1 |
1.0 |
0.9 |
|
Business
invitations/announcements |
0.3 |
0.3 |
0.4 |
0.4 |
0.4 |
0.3 |
0.3 |
0.3 |
0.4 |
|
Stuffers (Advertising Enclosed) |
1.3 |
2.0 |
1.6 |
1.3 |
2.4 |
2.0 |
1.4 |
2.4 |
2.2 |
|
Total First-Class 2 |
2.6 |
3.1 |
2.7 |
2.9 |
3.7 |
3.2 |
2.8 |
3.8 |
3.4 |
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
Commercial |
8.3 |
9.8 |
8.9 |
8.9 |
11.2 |
9.3 |
9.8 |
10.9 |
10.3 |
|
Nonprofit |
1.9 |
1.3 |
1.6 |
2.4 |
2.0 |
2.0 |
2.7 |
2.3 |
2.2 |
|
Total Standard Mail |
10.2 |
11.2 |
10.5 |
11.3 |
13.2 |
11.2 |
12.5 |
13.2 |
12.5 |
|
Total Advertising 2 |
12.8 |
14.3 |
13.2 |
14.2 |
16.9 |
14.5 |
15.3 |
16.9 |
16.0 |
|
Type of Ad Mail |
65 - 69 |
70+ |
70 - 74 |
75+ |
||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
2011 |
2012 |
|||
First-Class: |
|
|
|
|
|
|||||
Advertising alone |
1.0 |
0.9 |
0.9 |
0.7 |
0.9 |
0.8 |
0.7 |
0.7 |
||
Business
invitations/announcements |
0.4 |
0.4 |
0.3 |
0.2 |
0.3 |
0.3 |
0.3 |
0.2 |
||
Stuffers (Advertising Enclosed) |
1.2 |
2.4 |
2.1 |
0.9 |
2.2 |
1.9 |
1.9 |
1.7 |
||
Total First-Class 2 |
2.6 |
3.7 |
3.3 |
1.8 |
3.4 |
3.0 |
2.8 |
2.6 |
||
Standard Mail: |
|
|
|
|
|
|
|
|
||
Commercial |
8.2 |
11.1 |
11.3 |
7.6 |
10.4 |
9.5 |
8.9 |
8.6 |
||
Nonprofit |
2.9 |
2.6 |
3.2 |
2.8 |
3.1 |
3.0 |
3.5 |
3.6 |
||
Total Standard Mail |
11.1 |
13.7 |
14.4 |
10.4 |
13.5 |
12.5 |
12.4 |
12.2 |
||
Total Advertising 2 |
13.7 |
17.3 |
17.7 |
12.2 |
16.9 |
15.5 |
15.3 |
14.8 |
||
1 Includes First-Class advertising only,
First-Class advertising enclosed, business invitations/announcements, and
Standard Mail non-package mail. |
||||||||||
2 Total First-Class and total
advertising are over-reported because some stuffers are counted twice. |
||||||||||
Note: Totals may not sum to 100
due to rounding. |
Table A4-3 |
|||||||||||||
Type of Ad Mail |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising
alone |
0.5 |
0.4 |
0.8 |
0.7 |
0.4 |
0.6 |
0.7 |
0.8 |
0.7 |
0.9 |
0.9 |
0.7 |
|
Business
invitation/ announcements |
0.1 |
0.2 |
0.0 |
0.1 |
0.3 |
0.2 |
0.2 |
0.3 |
0.3 |
0.3 |
0.3 |
0.3 |
|
Stuffers
(Advertising Enclosed) |
0.5 |
1.1 |
1.5 |
0.7 |
1.4 |
1.6 |
1.0 |
1.9 |
1.7 |
1.3 |
2.2 |
1.6 |
|
Total First-Class 2 |
1.1 |
1.7 |
2.3 |
1.5 |
2.1 |
2.4 |
1.9 |
3.0 |
2.7 |
2.5 |
3.4 |
2.6 |
|
Standard
Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
5.0 |
6.9 |
6.1 |
5.6 |
7.1 |
7.2 |
7.0 |
8.9 |
7.9 |
7.9 |
9.2 |
8.1 |
|
Nonprofit |
1.2 |
0.9 |
1.0 |
1.5 |
1.1 |
1.7 |
1.6 |
1.6 |
1.6 |
2.2 |
1.8 |
1.9 |
|
Total Standard Mail |
6.2 |
7.8 |
7.1 |
7.1 |
8.2 |
8.9 |
8.6 |
10.5 |
9.6 |
9.9 |
11.0 |
10.0 |
|
Total Advertising 2 |
7.3 |
9.5 |
9.5 |
8.6 |
10.3 |
11.2 |
10.5 |
13.4 |
12.2 |
12.4 |
14.4 |
12.6 |
|
Type of Ad Mail |
Tech School |
College |
Post Graduate |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
First-Class: |
|
|
|
|
|
|
|
|
|
||||
Advertising
alone |
0.9 |
0.7 |
0.8 |
1.2 |
1.0 |
0.9 |
1.5 |
1.1 |
1.0 |
||||
Business
invitation/announcements |
0.3 |
0.3 |
0.4 |
0.4 |
0.4 |
0.4 |
0.6 |
0.4 |
0.4 |
||||
Stuffers
(Advertising Enclosed) |
1.1 |
1.8 |
1.8 |
1.6 |
2.3 |
1.9 |
2.1 |
2.6 |
2.1 |
||||
Total First-Class 2 |
2.3 |
2.8 |
2.9 |
3.2 |
3.7 |
3.1 |
4.2 |
4.1 |
3.5 |
||||
Standard
Mail: |
|
|
|
|
|
|
|
|
|
||||
Commercial |
7.8 |
9.4 |
8.3 |
9.9 |
11.3 |
10.2 |
11.8 |
12.8 |
11.9 |
||||
Nonprofit |
1.9 |
1.9 |
1.8 |
2.6 |
2.4 |
2.4 |
2.1 |
3.2 |
3.1 |
||||
Total Standard Mail |
9.7 |
11.3 |
10.1 |
12.6 |
13.7 |
12.6 |
16.3 |
16.0 |
15.1 |
||||
Total Advertising 2 |
12.0 |
14.1 |
13.0 |
15.8 |
17.4 |
15.7 |
20.5 |
20.1 |
18.6 |
||||
1 Includes First-Class
advertising only, First-Class advertising enclosed, business
invitations/announcements, and Standard Mail non-package mail. |
|||||||||||||
2 Total
First-Class and total advertising are over-reported because some stuffers are
counted twice. |
|||||||||||||
Note:
Totals may not sum to 100 due to rounding. |
Table A4-4 |
||||||||||
Treatment |
Actual Standard Mail Pieces |
|||||||||
0 - 7 |
8 - 10 |
11 - 12 |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Usually read |
23.9 |
22.4 |
23.1 |
19.4 |
20.1 |
18.3 |
20.0 |
20.5 |
15.7 |
|
Usually scan |
39.6 |
26.7 |
26.2 |
40.4 |
25.7 |
26.9 |
42.6 |
29.7 |
25.6 |
|
Read some |
26.4 |
30.9 |
32.6 |
30.4 |
33.2 |
37.4 |
30.0 |
33.4 |
39.5 |
|
Usually don't read |
9.8 |
19.9 |
17.3 |
9.6 |
21.0 |
17.3 |
7.4 |
16.3 |
19.1 |
|
Don't Know/No Answer |
0.3 |
0.1 |
0.8 |
0.2 |
0.1 |
0.1 |
0.0 |
0.0 |
0.0 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Treatment |
Actual Standard Mail Pieces |
|||||||||
13 - 15 |
16 - 17 |
18+ |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Usually read |
16.0 |
13.6 |
17.3 |
12.9 |
12.4 |
13.0 |
11.5 |
14.3 |
12.4 |
|
Usually scan |
46.3 |
27.3 |
29.4 |
42.6 |
32.2 |
30.2 |
41.3 |
24.8 |
28.0 |
|
Read Some |
28.5 |
33.9 |
37.5 |
34.8 |
33.8 |
40.1 |
39.1 |
41.2 |
42.4 |
|
Usually don't read |
9.2 |
24.5 |
15.4 |
9.2 |
21.5 |
16.5 |
7.9 |
19.7 |
16.9 |
|
Don't Know/No Answer |
0.0 |
0.6 |
0.5 |
0.5 |
0.2 |
0.1 |
0.2 |
0.0 |
0.3 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
Table A4-5 |
||||||||||
Intended Response |
First-Class 1 |
Standard Mail 2 |
Standard Mail Nonprofit 2 |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Will respond |
11.1 |
12.4 |
9.9 |
14.6 |
11.5 |
12.3 |
17.9 |
14.5 |
14.8 |
|
May respond |
10.3 |
13.7 |
15.4 |
20.0 |
63.2 |
68.2 |
16.4 |
19.7 |
20.7 |
|
Won't respond |
58.4 |
57.3 |
58.7 |
58.6 |
18.2 |
19.5 |
55.1 |
60.8 |
59.1 |
|
Don't know/No answer |
19.8 |
16.6 |
15.9 |
6.9 |
7.1 |
0.0 |
10.4 |
4.9 |
5.5 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
1 Estimates for 1987 include both
advertising only and advertising enclosed mail. Estimates for 2010/2011
include advertising only. |
||||||||||
2 Standard Mail and Nonprofit
Standard Mail include request for donations. |
Industry |
1987 |
2011 |
2012 |
||||
First |
Standard Mail |
First |
Standard Mail |
First |
Standard Mail |
||
Financial: |
|
||||||
Credit card |
5.8 |
8.0 |
5.3 |
3.5 |
5.9 |
3.4 |
|
Bank |
8.0 |
8.9 |
5.0 |
7.0 |
2.9 |
7.3 |
|
Insurance Company |
8.9 |
6.6 |
1.9 |
4.6 |
5.3 |
5.5 |
|
Real Estate/Mortgage |
4.7 |
3.5 |
0.7 |
2.1 |
1.3 |
1.7 |
|
Merchants: |
|
||||||
Supermarkets |
N/A |
N/A |
38.8 |
40.0 |
29.6 |
42.9 |
|
Department store |
9.5 |
12.0 |
27.4 |
29.6 |
15.2 |
30.4 |
|
Mail order company |
13.5 |
15.4 |
23.8 |
10.7 |
9.4 |
11.5 |
|
Specialty store |
13.1 |
12.8 |
15.5 |
21.2 |
17.6 |
19.8 |
|
Publisher |
19.6 |
18.7 |
11.1 |
12.0 |
16.8 |
13.2 |
|
Online auction |
N/A |
N/A |
11.3 |
12.0 |
10.2 |
10.4 |
|
Restaurant |
2.2 |
15.9 |
64.2 |
22.3 |
51.3 |
25.6 |
|
Auto dealers |
4.1 |
7.2 |
3.9 |
4.7 |
4.4 |
7.2 |
|
Services: |
|
||||||
Telephone |
6.7 |
15.1 |
11.2 |
4.1 |
8.6 |
4.2 |
|
Other Utility |
8.0 |
12.7 |
10.0 |
17.0 |
14.4 |
11.4 |
|
Medical |
21.2 |
10.2 |
8.8 |
8.4 |
8.3 |
10.7 |
|
Other professional |
20.7 |
14.3 |
12.0 |
8.7 |
3.7 |
13.0 |
|
Leisure service |
16.8 |
8.7 |
23.6 |
11.7 |
20.4 |
11.3 |
|
Craftsman |
7.8 |
13.4 |
5.2 |
2.8 |
6.2 |
2.8 |
|
Social/Charitable/Political/Nonprofit 2 |
20.4 |
18.5 |
0.0 |
59.9 |
0.0 |
58.7 |
|
Total
Percentage of "Will Respond" |
13.4 |
15.1 |
12.4 |
12.3 |
9.9 |
13.1 |
|
to
Advertising Pieces 3 |
|||||||
1 All Standard Mail percentages are based on Standard
Mail except social/charitable/political |
|||||||
/nonprofit which is based on Standard Mail nonprofit |
|||||||
2 Includes medical nonprofit mail after 1992. |
|||||||
3 Total Percentage for Standard Mail includes
Nonprofit. |
Table A4-7 |
|||||||||||||
Treatment |
Under $7K |
$7K - $9.9K |
$10K - $14.9K |
$15K - $19.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Usually read |
31.1 |
34.4 |
30.6 |
26.7 |
41.6 |
40.9 |
26.4 |
32.3 |
33.9 |
22.9 |
35.2 |
31.1 |
|
Usually scan |
32.9 |
20.3 |
18.2 |
37.5 |
19.2 |
18.8 |
37.1 |
21.5 |
20.7 |
38.1 |
20.7 |
32.9 |
|
Read some |
22.7 |
17.7 |
26.6 |
25.3 |
22.1 |
18.1 |
28.7 |
28.3 |
26.7 |
30.4 |
24.5 |
22.7 |
|
Usually don't read |
8.7 |
26.7 |
24.5 |
9.7 |
17.0 |
21.3 |
7.2 |
16.7 |
18.7 |
7.3 |
19.7 |
8.7 |
|
Don't know/No answer |
0.7 |
0.8 |
0.1 |
0.1 |
0.1 |
0.9 |
0.0 |
1.2 |
0.0 |
0.5 |
0.0 |
0.7 |
|
Received no advertising |
3.9 |
N/A |
N/A |
0.7 |
N/A |
N/A |
0.6 |
N/A |
N/A |
0.8 |
N/A |
3.9 |
|
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 |
|
Treatment |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Usually read |
16.8 |
27.3 |
26.0 |
19.7 |
24.3 |
23.4 |
16.9 |
24.3 |
23.4 |
16.2 |
21.2 |
16.8 |
|
Usually scan |
44.8 |
28.5 |
22.3 |
44.4 |
27.4 |
26.6 |
46.1 |
27.4 |
26.6 |
42.8 |
24.1 |
44.8 |
|
Read some |
27.3 |
27.7 |
30.3 |
27.5 |
29.5 |
32.4 |
26.9 |
29.5 |
32.4 |
34.4 |
32.2 |
27.3 |
|
Usually don't read |
10.6 |
16.4 |
21.4 |
8.6 |
18.5 |
17.2 |
9.4 |
18.5 |
17.2 |
6.0 |
22.4 |
10.6 |
|
Don't know/No answer |
0.0 |
0.0 |
0.0 |
0.1 |
0.3 |
0.4 |
0.0 |
0.3 |
0.4 |
0.2 |
0.2 |
0.0 |
|
Received no advertising |
0.5 |
N/A |
N/A |
0.0 |
N/A |
N/A |
0.7 |
N/A |
N/A |
0.4 |
N/A |
0.5 |
|
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 |
|
Treatment |
$50K - $64.9K |
$65K - $79.9K |
$80K - $99.9K |
$100K - Over |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Usually read |
14.2 |
18.9 |
19.3 |
8.9 |
17.4 |
15.9 |
8.2 |
14.9 |
11.8 |
10.2 |
9.9 |
14.2 |
|
Usually scan |
41.1 |
26.1 |
25.1 |
38.3 |
26.2 |
28.8 |
55.4 |
31.3 |
31.3 |
34.1 |
26.9 |
41.1 |
|
Read some |
33.9 |
31.4 |
37.5 |
29.3 |
35.7 |
38.1 |
32.4 |
35.2 |
39.0 |
42.6 |
39.1 |
33.9 |
|
Usually don't read |
0.0 |
23.2 |
17.9 |
23.5 |
20.6 |
16.9 |
4.0 |
18.6 |
17.9 |
13.1 |
24.0 |
0.0 |
|
Don't know/No answer |
0.4 |
0.4 |
0.2 |
0.0 |
0.1 |
0.3 |
0.0 |
0.0 |
0.0 |
0.0 |
0.0 |
0.4 |
|
Received no advertising |
10.4 |
N/A |
N/A |
0.0 |
N/A |
N/A |
0.0 |
N/A |
N/A |
0.0 |
N/A |
10.4 |
|
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: 2011/2012 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. |
Treatment |
1987 |
2011 |
2012 |
|
Usually read |
19.6 |
20.6 |
20.8 |
|
Usually scan |
40.4 |
25.3 |
24.2 |
|
Read some |
29.6 |
32.3 |
34.5 |
|
Usually don't read |
9.1 |
21.5 |
20.1 |
|
Don't know/No answer |
0.2 |
0.4 |
0.4 |
|
Received no advertising |
1.1 |
N/A |
N/A |
|
Total |
100.0 |
100.0 |
100.0 |
|
Note: Totals may not sum to 100 due to rounding. |
Table A4-9 |
||||||||||||||
Treatment |
18 - 21 |
22 - 24 |
25 - 34 |
35 - 44 |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||
Usually read |
39.4 |
35.9 |
30.4 |
21.1 |
19.2 |
15.1 |
20.3 |
15.2 |
14.5 |
17.7 |
20.4 |
16.8 |
||
Usually scan |
38.8 |
20.3 |
14.7 |
46.7 |
32.3 |
22.0 |
41.4 |
26.8 |
29.2 |
40.8 |
25.0 |
25.0 |
||
Read some |
12.6 |
18.1 |
27.1 |
24.8 |
29.8 |
35.2 |
30.7 |
31.8 |
31.9 |
30.8 |
33.2 |
38.7 |
||
Usually don't read |
3.2 |
21.2 |
25.1 |
6.7 |
18.6 |
26.9 |
6.3 |
26.0 |
23.7 |
9.8 |
21.1 |
19.1 |
||
Don't know/No answer |
0.2 |
4.5 |
2.7 |
0.0 |
0.0 |
0.8 |
0.3 |
0.2 |
0.6 |
0.0 |
0.2 |
0.5 |
||
Received no advertising |
5.8 |
N/A |
N/A |
0.7 |
N/A |
N/A |
1.0 |
N/A |
N/A |
0.9 |
N/A |
N/A |
||
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
||
Treatment |
45 - 54 |
55 - 64 |
65 - 69 |
70+ |
70 - 74 |
75+ |
||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
2011 |
2012 |
|
Usually read |
17.0 |
21.2 |
24.1 |
19.7 |
21.7 |
23.2 |
23.6 |
22.2 |
24.5 |
19.5 |
20.1 |
22.5 |
23.7 |
24.5 |
Usually scan |
41.3 |
24.4 |
22.5 |
39.4 |
23.5 |
22.2 |
37.9 |
27.2 |
22.9 |
38.2 |
27.5 |
21.9 |
24.8 |
26.3 |
Read some |
31.9 |
35.0 |
34.7 |
28.2 |
33.9 |
36.1 |
26.4 |
31.8 |
33.8 |
30.0 |
31.2 |
33.9 |
27.5 |
30.0 |
Usually don't read |
9.2 |
19.0 |
18.3 |
11.6 |
20.7 |
18.4 |
9.4 |
18.7 |
18.5 |
11.8 |
21.1 |
21.6 |
23.6 |
19.1 |
Don't know/No answer |
0.3 |
0.4 |
0.4 |
0.0 |
0.3 |
0.2 |
0.7 |
0.2 |
0.3 |
0.0 |
0.0 |
0.1 |
0.4 |
0.2 |
Received no advertising |
0.3 |
N/A |
N/A |
1.1 |
N/A |
N/A |
2.0 |
N/A |
N/A |
0.5 |
N/A |
N/A |
N/A |
N/A |
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
Table A4-10 |
|||||||||||||
Treatment |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Usually read |
29.2 |
33.3 |
27.3 |
24.6 |
31.7 |
36.3 |
23.5 |
27.3 |
26.6 |
17.6 |
19.9 |
19.2 |
|
Usually scan |
37.0 |
22.0 |
22.5 |
33.0 |
19.9 |
22.7 |
42.4 |
24.5 |
22.3 |
39.9 |
26.7 |
24.7 |
|
Read some |
22.0 |
24.8 |
30.6 |
27.8 |
29.6 |
27.0 |
26.2 |
28.9 |
33.5 |
30.8 |
33.2 |
36.4 |
|
Usually don't read |
9.0 |
19.9 |
18.9 |
11.8 |
17.4 |
13.4 |
7.0 |
19.0 |
17.2 |
10.8 |
19.9 |
19.5 |
|
Don't know/No answer |
0.7 |
0.0 |
0.7 |
0.0 |
1.5 |
0.6 |
0.1 |
0.2 |
0.4 |
0.3 |
0.3 |
0.1 |
|
Received no advertising |
2.1 |
N/A |
N/A |
2.8 |
N/A |
N/A |
0.8 |
N/A |
N/A |
0.6 |
N/A |
N/A |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Treatment |
Tech School |
College |
Post Graduate |
||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||||
Usually read |
18.5 |
22.3 |
23.1 |
12.2 |
12.7 |
14.7 |
8.9 |
8.1 |
9.5 |
||||
Usually scan |
39.9 |
22.2 |
27.0 |
43.5 |
27.7 |
25.8 |
41.9 |
26.0 |
25.8 |
||||
Read some |
31.6 |
35.6 |
33.7 |
34.6 |
35.6 |
36.6 |
28.3 |
36.0 |
35.2 |
||||
Usually don't read |
8.9 |
20.0 |
16.2 |
9.1 |
23.6 |
22.3 |
10.5 |
29.8 |
29.2 |
||||
Don't know/No answer |
0.1 |
0.0 |
0.0 |
0.3 |
0.4 |
0.6 |
0.0 |
0.1 |
0.3 |
||||
Received no advertising |
1.0 |
N/A |
N/A |
0.3 |
N/A |
N/A |
10.4 |
N/A |
N/A |
||||
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
Appendix A5: Periodicals
Table
A5-1 |
||||
Periodicals |
1987 |
2011 |
2012 |
|
Percent of Periodicals |
75.3 |
75.4 |
75.3 |
|
Pieces per household per week |
1.69 |
0.54 |
0.67 |
|
Base: RPW Total Periodicals |
Table
A5-2 |
|||||||
Type of Publication |
Percentage Received |
Pieces Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Newspapers: |
|
|
|
|
|
|
|
Daily Newspaper |
8.5 |
2.7 |
3.3 |
0.19 |
0.03 |
0.04 |
|
Weekly Newspaper |
13.4 |
7.1 |
6.5 |
0.30 |
0.08 |
0.07 |
|
Other Newspaper |
4.9 |
1.0 |
1.8 |
0.11 |
0.01 |
0.02 |
|
Total Newspapers |
26.8 |
10.7 |
11.6 |
0.60 |
0.12 |
0.12 |
|
Magazines: |
|
|
|
|
|
|
|
Weekly Magazine |
11.1 |
12.7 |
11.5 |
0.25 |
0.15 |
0.12 |
|
Monthly Magazine |
27.2 |
36.8 |
38.8 |
0.61 |
0.42 |
0.42 |
|
Other Magazine |
4.4 |
8.7 |
7.9 |
0.10 |
0.10 |
0.08 |
|
Total Magazines |
42.7 |
58.2 |
58.2 |
0.96 |
0.67 |
0.62 |
|
Other Periodical |
3.1 |
1.8 |
1.4 |
0.07 |
0.02 |
0.01 |
|
Newsletter |
3.1 |
4.7 |
4.2 |
0.07 |
0.05 |
0.04 |
|
Don't Know/No Answer |
2.7 |
0.5 |
0.7 |
0.06 |
0.01 |
0.01 |
|
Total Periodicals Received by Households |
75.3 |
71.2 |
71.8 |
1.69 |
0.82 |
0.77 |
|
Total Periodicals Received by Non-Households |
26.7 |
28.8 |
28.2 |
- |
- |
- |
|
Base: RPW Total Periodicals |
|||||||
Note: Totals may not sum to 100
due to rounding. |
Table A5-3 |
|||||||||
Income |
1987 |
2011 |
2012 |
Employment of Head of Household
1 |
1987 |
2011 |
2012 |
||
< $7K |
0.6 |
0.5 |
0.1 |
White collar professional |
2.2 |
1.0 |
0.0 |
||
$ 7K - $9.9K |
1.1 |
0.3 |
0.3 |
White collar sales/clerical |
1.5 |
0.8 |
0.0 |
||
$ 10K - $14.9K |
1.2 |
0.4 |
0.4 |
Blue collar craftsmen/mechanic |
1.2 |
0.7 |
0.0 |
||
$ 15K - $19.9K |
1.3 |
0.5 |
0.6 |
Service Worker |
1.2 |
0.7 |
0.0 |
||
$ 20K - $24.9K |
1.4 |
0.5 |
0.4 |
Other employed |
1.1 |
0.7 |
0.0 |
||
$ 25K - $29.9K |
1.8 |
0.6 |
0.6 |
Homemaker |
1.7 |
0.7 |
0.4 |
||
$ 30K - $34.9K |
1.9 |
Student
1 |
1.4 |
0.4 |
0.4 |
||||
$ 35K - $49.9K |
2.1 |
0.6 |
0.7 |
Retired |
1.9 |
1.0 |
1.1 |
||
$ 50K - $64.9K |
2.1 |
0.8 |
0.8 |
Other not employed 1 |
0.4 |
0.7 |
1.3 |
||
$ 65K - Over |
3.6 |
1.2 |
1.1 |
Type of Dwelling |
1987 |
2011 |
2012 |
||
Age of Head of Household |
1987 |
2011 |
2012 |
Single-family house |
2.0 |
1.0 |
1.0 |
||
18 - 24 |
0.6 |
0.3 |
0.2 |
Multi-family |
1.0 |
0.6 |
0.5 |
||
25 - 34 |
1.2 |
0.6 |
0.6 |
Mobile house |
1.1 |
0.4 |
0.5 |
||
35 - 44 |
1.8 |
0.8 |
0.8 |
Number of Adults |
1987 |
2011 |
2012 |
||
45 - 54 |
2.0 |
0.9 |
0.8 |
1 |
1.1 |
0.6 |
0.5 |
||
55 - 64 |
2.3 |
1.1 |
0.9 |
2 |
1.8 |
0.9 |
0.9 |
||
65 - 69 |
1.9 |
1.1 |
1.2 |
3 |
2.1 |
1.0 |
0.8 |
||
70 - 74 |
1.9 |
1.3 |
1.1 |
4+ |
2.1 |
1.2 |
0.9 |
||
75+ |
1.0 |
1.0 |
|||||||
Education of Head of Household |
1987 |
2011 |
2012 |
||||||
< 8th grade |
1.2 |
0.5 |
0.6 |
||||||
Some High School |
1.2 |
0.5 |
0.6 |
||||||
High School |
1.4 |
0.8 |
0.7 |
||||||
Some College |
1.6 |
0.8 |
0.7 |
||||||
Technical School |
1.6 |
0.8 |
0.7 |
||||||
College |
2.2 |
1.0 |
0.9 |
||||||
Post graduate |
3.4 |
1.4 |
1.3 |
||||||
Type of Household |
1987 |
2011 |
2012 |
||||||
One-person household |
1.1 |
0.6 |
0.6 |
||||||
Male |
1.0 |
0.6 |
0.5 |
||||||
Female |
1.2 |
0.7 |
0.6 |
||||||
One adult + minors |
0.9 |
0.3 |
0.3 |
||||||
Male |
0.6 |
0.4 |
0.5 |
||||||
Female |
0.9 |
0.3 |
0.2 |
||||||
More Than One Adult |
1987 |
2011 |
2012 |
||||||
Without Children |
2.1 |
1.0 |
1.0 |
||||||
One-earner |
2.0 |
1.1 |
1.0 |
||||||
Two-earner |
2.1 |
1.0 |
0.8 |
||||||
With Children |
1.7 |
0.8 |
0.8 |
||||||
One-earner |
1.6 |
0.8 |
0.8 |
||||||
Two-earner |
1.9 |
0.8 |
0.8 |
||||||
Note: 2011 and 2012 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 Revised from Employment of
Respondent to Employment of Head of Household. Note: Specific Employment
Industries of Head of Household are no longer asked in 2012 |
Type of Subscription |
Percentage of Total Periodicals |
|||
1987 |
2011 |
2012 |
||
Paid (ordered) |
49.4 |
44.2 |
44.9 |
|
Free (ordered) |
4.4 |
6.2 |
5.6 |
|
Gift (from friend or relative) |
3.5 |
5.0 |
4.9 |
|
Free - Came w/ membership |
10.2 |
12.6 |
12.4 |
|
Other |
2.6 |
1.2 |
0.5 |
|
Don't know/No answer |
5.3 |
6.8 |
7.8 |
|
Total Mail Received by Households |
75.3 |
76.0 |
76.0 |
|
Base: RPW Total Periodicals |
Table A5-5 |
|||||||
Source of Publication |
Percent of Total Periodicals |
Pieces Per Household Per Week |
|||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Religious/Educational |
9.1 |
5.1 |
4.3 |
0.21 |
0.06 |
0.05 |
|
Veterans |
0.9 |
0.6 |
0.6 |
0.02 |
0.01 |
0.01 |
|
Charitable |
0.9 |
0.5 |
0.4 |
0.02 |
0.01 |
0.00 |
|
Union/Professional |
7.8 |
6.7 |
7.0 |
0.18 |
0.08 |
0.07 |
|
Total "Nonprofit" |
18.7 |
12.9 |
12.3 |
0.43 |
0.15 |
0.13 |
|
Other (Commercial, Professional Org) |
53.5 |
61.9 |
62.7 |
1.20 |
0.71 |
0.67 |
|
Don't know/No answer |
3.2 |
1.2 |
1.0 |
0.07 |
0.01 |
0.01 |
|
Percent of All Periodicals |
75.3 |
76.0 |
76.0 |
1.69 |
0.87 |
0.81 |
|
Received by Households |
|||||||
Base: RPW Total Periodicals |
Subscription Type |
Union/ Professional |
Religious/ Educational |
Veterans |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Paid (ordered) |
8.3 |
4.3 |
4.5 |
7.9 |
5.9 |
4.6 |
0.5 |
0.2 |
0.4 |
|
Free (ordered) |
21.7 |
16.3 |
15.2 |
25.6 |
10.0 |
6.7 |
4.4 |
0.3 |
0.4 |
|
Gift (from friend or relative) |
4.0 |
1.7 |
3.0 |
18.1 |
7.9 |
6.6 |
0.5 |
0.4 |
0.3 |
|
Other |
19.1 |
12.2 |
5.7 |
22.7 |
3.7 |
5.5 |
2.3 |
0.0 |
0.0 |
|
Free - Came w/ membership |
21.1 |
26.2 |
28.8 |
16.0 |
7.9 |
8.6 |
1.9 |
2.8 |
2.8 |
|
Subscription Type |
Charitable |
Other |
Don't Know/ No Answer |
|||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
Paid (ordered) |
0.5 |
0.3 |
0.4 |
81.1 |
88.8 |
89.7 |
1.7 |
0.5 |
0.4 |
|
Free (ordered) |
2.8 |
1.9 |
0.7 |
44.1 |
70.3 |
76.7 |
1.4 |
1.3 |
0.4 |
|
Gift (from friend or relative) |
1.4 |
0.0 |
0.4 |
73.4 |
90.1 |
89.6 |
2.6 |
0.0 |
0.1 |
|
Other |
2.6 |
0.0 |
0.0 |
50.7 |
83.6 |
88.8 |
2.7 |
0.4 |
0.0 |
|
Free - Came w/ membership |
6.2 |
1.8 |
1.3 |
54.8 |
61.3 |
58.3 |
0.0 |
0.0 |
0.0 |
|
Note: Percentages are row percentages within each
subscription type. |
Table A5-7 |
||||
Time of Arrival |
Percentage of Pieces |
|||
1987 |
2011 |
2012 |
||
Arrived earlier than expected |
5.0 |
3.8 |
5.2 |
|
Arrived on day expected |
40.9 |
30.9 |
29.0 |
|
Was not expected to arrive on any special day |
43.9 |
52.9 |
53.0 |
|
Arrived later than expected |
3.8 |
3.2 |
2.4 |
|
Don't Know/No answer |
6.5 |
9.3 |
10.3 |
|
Total |
100.0 |
100.0 |
100.0 |
Table A5-8 |
||||
Delivery |
1987 |
2011 |
2012 |
|
Could arrive a day later |
40.2 |
28.6 |
30.4 |
|
Comes on proper day |
19.5 |
14.8 |
15.2 |
|
No regular day |
9.0 |
18.5 |
18.7 |
|
Regular day is too late |
0.9 |
0.6 |
0.8 |
|
Day doesn't matter |
22.7 |
28.0 |
24.4 |
|
Other need |
0.4 |
0.1 |
0.3 |
|
Don't know/No answer |
7.2 |
9.3 |
10.2 |
|
Total |
100.0 |
100.0 |
100.0 |
Table A5-9 |
||||||||||||||||
Satisfaction with Delivery |
Northeast |
Eastern |
Southern |
Central |
Western |
|||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
||
On time/earlier |
50.2 |
39.1 |
36.1 |
45.6 |
35.3 |
34.7 |
41.4 |
31.5 |
0.0 |
50.7 |
29.2 |
30.8 |
40.5 |
27.4 |
31.1 |
|
Not expected on any special day |
40.1 |
48.1 |
50.4 |
43.2 |
52.4 |
52.9 |
45.0 |
43.2 |
0.0 |
42.7 |
59.5 |
54.8 |
48.2 |
57.3 |
57.2 |
|
Arrived later than expected |
3.4 |
3.7 |
4.2 |
5.5 |
3.2 |
1.8 |
3.6 |
0.0 |
0.0 |
2.2 |
2.4 |
3.4 |
4.7 |
3.3 |
1.9 |
|
Don't know/No answer |
6.4 |
9.1 |
9.3 |
5.7 |
9.1 |
10.6 |
9.9 |
25.4 |
0.0 |
4.3 |
8.9 |
11.0 |
6.7 |
12.0 |
9.7 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
0.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
|||||||||||||||||
|
|||||||||||||||||
|
|||||||||||||||||
Satisfaction with Delivery |
Northeast |
Eastern |
Southern |
Central |
Western |
||||||||||||
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
1987 |
2011 |
2012 |
|||
Could arrive a day later |
42.6 |
29.7 |
31.7 |
40.9 |
28.7 |
30.4 |
42.6 |
21.6 |
0.0 |
37.1 |
27.4 |
24.9 |
39.3 |
26.8 |
34.5 |
||
Comes on proper day |
18.5 |
17.6 |
15.8 |
21.4 |
15.0 |
16.1 |
15.1 |
20.7 |
0.0 |
25.6 |
11.5 |
12.5 |
15.1 |
10.9 |
11.4 |
||
No regular day |
10.1 |
15.9 |
19.9 |
7.0 |
19.2 |
18.3 |
9.2 |
32.4 |
0.0 |
8.0 |
19.5 |
20.7 |
11.2 |
17.8 |
16.7 |
||
Regular day is too late |
0.2 |
0.8 |
0.9 |
2.2 |
0.6 |
0.8 |
0.9 |
0.0 |
0.0 |
0.5 |
0.5 |
0.9 |
0.9 |
0.2 |
1.0 |
||
Day doesn't matter |
20.7 |
26.8 |
21.6 |
21.8 |
27.1 |
23.9 |
22.0 |
0.0 |
0.0 |
23.7 |
31.6 |
29.5 |
24.7 |
32.2 |
26.6 |
||
Other Need/Don't know/No answer |
7.9 |
9.1 |
10.1 |
6.7 |
9.3 |
10.5 |
10.2 |
25.4 |
0.0 |
5.1 |
9.6 |
11.5 |
8.8 |
12.0 |
9.8 |
||
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
0.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
||
|
Appendix A6: Packages & Expedited
This
section has been redacted.
Appendix A7: Electronic Communications
|
|
|
|
|
|
|
|
|
|
Capability |
Under $7K |
$7K - $9.9K |
$10K - $14.9K |
$15K - $19.9K |
|||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||
Have personal computer |
56.6 |
48.6 |
44.7 |
46.1 |
45.6 |
48.6 |
52.4 |
62.2 |
|
Have Internet access |
3.2 |
3.2 |
3.8 |
1.3 |
3.3 |
4.2 |
4.7 |
3.6 |
|
Have Broadband access |
41.6 |
30.6 |
30.3 |
38.9 |
33.9 |
36.9 |
42.5 |
49.3 |
|
Capability |
$20K - $24.9K |
$25K - $34.9K |
$35K - $49.9K |
$50K - $64.9K |
|||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||
Have personal computer |
69.4 |
69.5 |
75.8 |
77.3 |
81.1 |
84.4 |
86.8 |
88.5 |
|
Have Internet access |
4.7 |
3.2 |
3.7 |
4.2 |
3.1 |
2.6 |
4.4 |
2.2 |
|
Have Broadband access |
55.3 |
56.7 |
65.2 |
64.0 |
71.0 |
74.1 |
75.4 |
79.4 |
|
Capability |
$65K - $79.9K |
$80K - $99.9K |
$100K - Over |
||||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||||
Have personal computer |
92.6 |
94.3 |
95.9 |
96.4 |
97.4 |
98.0 |
|||
Have Internet access |
3.0 |
2.7 |
3.1 |
1.5 |
1.2 |
1.1 |
|||
Have Broadband access |
84.5 |
84.6 |
86.7 |
88.8 |
91.3 |
91.9 |
|||
Note: Broadband access includes any form of
Internet Access other than Dial-up |
Capability |
< 8th Grade |
Some High School |
High School |
Some College |
|||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||
Have personal computer |
40.6 |
48.0 |
56.8 |
56.4 |
69.3 |
73.0 |
87.8 |
86.7 |
|
Have Internet access |
3.9 |
5.5 |
1.9 |
3.3 |
4.4 |
3.2 |
3.4 |
3.0 |
|
Have Broadband access |
31.8 |
36.2 |
43.4 |
44.2 |
57.6 |
61.0 |
76.1 |
75.9 |
|
Capability |
Tech School |
College |
Post Graduate |
||||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||||
Have personal computer |
84.1 |
84.2 |
93.3 |
93.4 |
94.8 |
96.7 |
|||
Have Internet access |
4.8 |
3.3 |
2.5 |
1.5 |
1.4 |
1.6 |
|||
Have Broadband access |
71.4 |
70.7 |
85.0 |
85.1 |
88.5 |
89.7 |
|||
Note: Broadband access includes
any form of Internet Access other than Dial-up |
Capability |
18 - 21 |
22 - 24 |
25 - 34 |
35 - 44 |
45 - 54 |
||||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||
Have personal computer |
84.3 |
86.7 |
87.1 |
93.0 |
94.4 |
94.3 |
89.4 |
92.9 |
85.8 |
87.0 |
|
Have Internet access |
0.0 |
0.0 |
1.0 |
0.0 |
1.4 |
1.2 |
2.5 |
2.1 |
4.0 |
3.5 |
|
Have Broadband access |
63.2 |
67.9 |
63.1 |
80.3 |
83.2 |
82.5 |
81.1 |
82.8 |
76.0 |
76.6 |
|
Capability |
55 - 64 |
65 - 69 |
70-74 |
75+ |
|||||||
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
2011 |
2012 |
||||
Have personal computer |
79.1 |
79.5 |
68.1 |
72.8 |
60.4 |
62.8 |
44.0 |
44.2 |
|||
Have Internet access |
3.9 |
3.3 |
4.0 |
3.5 |
5.3 |
4.2 |
4.2 |
2.8 |
|||
Have Broadband access |
70.1 |
70.5 |
58.3 |
63.3 |
52.3 |
52.8 |
32.7 |
35.5 |
|||
Note: Broadband access includes
any form of Internet Access other than Dial-up |
Appendix A8: Annual Trends
Table A8-1 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Correspondence |
|
|
|
||||||||||
Personal |
7,211 |
7,456 |
7,154 |
6,457 |
6,561 |
5,870 |
6,079 |
5,610 |
5,646 |
5,225 |
4,959 |
4,387 |
4,302 |
Greeting Cards |
4,052 |
4,472 |
4,456 |
3,816 |
4,014 |
3,586 |
3,935 |
3,571 |
3,652 |
3,368 |
3,368 |
3,118 |
3,030 |
Letter from Friend or Relative |
1,769 |
1,839 |
1,629 |
1,467 |
1,385 |
1,227 |
1,138 |
1,116 |
1,046 |
956 |
850 |
644 |
650 |
Other Personal |
1,391 |
1,145 |
1,070 |
1,174 |
1,161 |
1,057 |
1,006 |
923 |
948 |
901 |
740 |
625 |
622 |
Business/Government |
6,433 |
6,859 |
6,881 |
6,584 |
6,974 |
6,343 |
5,039 |
4,478 |
4,239 |
3,992 |
4,147 |
4,740 |
4,635 |
Social |
2,660 |
2,470 |
2,613 |
2,918 |
2,333 |
2,329 |
2,203 |
2,546 |
2,337 |
2,066 |
1,935 |
1,723 |
1,444 |
Total |
16,304 |
16,785 |
16,649 |
15,960 |
15,867 |
14,541 |
13,322 |
12,635 |
12,222 |
11,282 |
11,041 |
10,851 |
10,381 |
Transactions |
|
|
|
||||||||||
Bills |
12,618 |
13,669 |
14,315 |
14,237 |
14,555 |
14,345 |
14,111 |
13,808 |
13,825 |
13,085 |
11,955 |
11,027 |
10,215 |
Financial Statements |
6,117 |
7,598 |
6,874 |
6,429 |
6,452 |
6,953 |
7,322 |
7,651 |
7,147 |
7,279 |
6,375 |
5,618 |
5,584 |
Credit Card Statement/Bill |
2,958 |
4,423 |
4,280 |
4,305 |
3,926 |
4,311 |
4,969 |
4,980 |
4,830 |
4,687 |
4,177 |
3,899 |
3,867 |
Notice or Confirmation of Order |
2,007 |
2,502 |
2,860 |
2,429 |
2,252 |
2,518 |
2,738 |
3,242 |
2,824 |
2,559 |
2,543 |
2,343 |
2,464 |
Payment/Check/Credit |
1,481 |
1,679 |
1,635 |
1,618 |
1,552 |
1,495 |
1,456 |
1,604 |
1,460 |
1,461 |
1,285 |
1,275 |
1,193 |
Insurance |
0 |
0 |
0 |
0 |
0 |
514 |
800 |
1,323 |
1,331 |
1,222 |
896 |
2,485 |
2,257 |
Other |
2,500 |
1,629 |
1,679 |
1,698 |
1,329 |
1,350 |
1,447 |
1,492 |
1,576 |
1,394 |
1,384 |
1,586 |
1,457 |
Total |
27,680 |
31,501 |
31,643 |
30,716 |
30,065 |
31,487 |
32,842 |
34,100 |
32,993 |
31,688 |
28,615 |
28,234 |
27,035 |
|
|
|
|
||||||||||
Advertising
(Ads Only) |
7,930 |
10,743 |
10,624 |
9,659 |
8,840 |
10,546 |
10,344 |
9,034 |
8,257 |
6,648 |
6,212 |
5,256 |
4,944 |
|
|
|
|
|
|||||||||
CD/DVD/Video
Games 1 |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
640 |
806 |
937 |
945 |
993 |
524 |
|
|
|
|
||||||||||
DK/RF |
4,890 |
1,483 |
1,613 |
2,534 |
2,498 |
2,208 |
2,915 |
2,449 |
2,971 |
2,568 |
3,591 |
2,423 |
2,623 |
|
|
|
|
||||||||||
Total First-Class Received |
56,805 |
60,512 |
60,529 |
58,869 |
57,270 |
58,783 |
59,423 |
58,856 |
57,250 |
53,123 |
50,405 |
47,757 |
45,507 |
Note:
Totals may not sum due to rounding. |
|
||||||||||||
Note:
Transaction and Correspondence definitions redefined to match calculation in
HDS main report. |
|
||||||||||||
1 CD/DVD/Video
Games not collected as a separate category prior to 2007. |
|
||||||||||||
|
Table
A8-2 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Correspondence |
|
|
|||||||||||
Personal |
13% |
12% |
12% |
11% |
11% |
10% |
10% |
10% |
10% |
10% |
10% |
9% |
9% |
Greeting Cards |
7% |
8% |
8% |
7% |
7% |
6% |
7% |
6% |
6% |
6% |
6% |
7% |
6% |
Letter from Friend or Relative |
3% |
3% |
3% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
1% |
1% |
Other Personal |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
1% |
1% |
1% |
Business/Government |
11% |
11% |
11% |
11% |
12% |
11% |
8% |
8% |
7% |
8% |
12% |
10% |
10% |
Social |
5% |
4% |
4% |
5% |
4% |
4% |
4% |
4% |
4% |
4% |
4% |
4% |
3% |
Total |
29% |
28% |
28% |
27% |
28% |
25% |
22% |
21% |
21% |
21% |
21% |
23% |
22% |
Transactions |
|
|
|
||||||||||
Bills |
22% |
23% |
24% |
24% |
25% |
24% |
24% |
23% |
24% |
25% |
23% |
23% |
22% |
Financial Statements |
11% |
13% |
11% |
11% |
11% |
12% |
12% |
13% |
12% |
14% |
12% |
12% |
12% |
Credit Card Statement/Bill |
5% |
7% |
7% |
7% |
7% |
7% |
8% |
8% |
8% |
9% |
8% |
8% |
8% |
Notice or Confirmation of Order |
4% |
4% |
5% |
4% |
4% |
4% |
5% |
6% |
5% |
5% |
5% |
5% |
5% |
Payment/Check/Credit |
3% |
3% |
3% |
3% |
3% |
3% |
2% |
3% |
3% |
3% |
3% |
3% |
3% |
Other 1 |
4% |
3% |
3% |
3% |
2% |
2% |
2% |
3% |
3% |
3% |
3% |
3% |
3% |
Total |
49% |
52% |
52% |
52% |
52% |
54% |
55% |
58% |
58% |
60% |
57% |
59% |
59% |
|
|
|
|
||||||||||
Advertising (Ads Only) |
14% |
19% |
19% |
17% |
16% |
19% |
18% |
16% |
15% |
12% |
11% |
9% |
9% |
|
|
|
|
||||||||||
CD/DVD/Video Games 1 |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
1% |
1% |
2% |
2% |
2% |
1% |
|
|
|
|
||||||||||
DK/RF |
9% |
3% |
3% |
4% |
4% |
4% |
5% |
4% |
5% |
5% |
6% |
4% |
5% |
|
|
|
|||||||||||
Total First-Class Received |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Note: Totals may not sum due to rounding. |
|
||||||||||||
Note: Transaction and Correspondence definitions
redefined to match calculation in HDS main report. |
|
||||||||||||
1 CD/DVD/Video Games not collected as a separate
category prior to 2007. |
|
Table
A8-3 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Correspondence |
|
|
|
||||||||||
Personal |
6,680 |
7,134 |
7,154 |
6,457 |
6,560 |
5,870 |
6,233 |
5,812 |
5,647 |
5,225 |
4,959 |
4,352 |
4,440 |
Greeting Cards |
3,818 |
4,561 |
4,223 |
3,958 |
4,332 |
4,010 |
4,294 |
3,887 |
3,648 |
3,496 |
3,321 |
3,074 |
3,278 |
Letter to Friend or Relative |
1,915 |
1,740 |
1,974 |
1,561 |
1,513 |
1,071 |
1,240 |
1,250 |
1,021 |
1,120 |
950 |
715 |
734 |
Other Personal |
947 |
833 |
957 |
938 |
715 |
789 |
699 |
675 |
978 |
609 |
688 |
563 |
428 |
Business/Government |
2,057 |
2,049 |
2,142 |
1,610 |
1,720 |
1,702 |
1,662 |
1,678 |
1,600 |
1,550 |
1,509 |
1,452 |
1,197 |
Social |
775 |
419 |
444 |
440 |
447 |
417 |
372 |
454 |
483 |
361 |
373 |
310 |
255 |
Total |
9,512 |
9,602 |
9,740 |
8,507 |
8,727 |
7,989 |
8,267 |
7,944 |
7,730 |
7,136 |
6,841 |
6,114 |
5,892 |
Transactions |
|
||||||||||||
Bill Payment |
11,327 |
11,212 |
11,996 |
10,707 |
11,152 |
10,809 |
9,949 |
10,202 |
9,704 |
8,580 |
8,088 |
6,707 |
6,776 |
Orders |
853 |
734 |
774 |
739 |
734 |
769 |
612 |
560 |
537 |
454 |
394 |
270 |
190 |
Donations |
578 |
572 |
574 |
536 |
598 |
560 |
524 |
550 |
657 |
521 |
484 |
366 |
283 |
Total |
12,758 |
12,518 |
13,344 |
11,982 |
12,484 |
12,138 |
11,085 |
11,312 |
10,898 |
9,555 |
8,966 |
7,343 |
7,249 |
|
|
|
|
||||||||||
CD/DVD/Video Games 1 |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
540 |
774 |
932 |
964 |
766 |
322 |
|
|
|
|
||||||||||
DK/RF |
361 |
1,701 |
1,982 |
1,176 |
1,185 |
1,013 |
824 |
966 |
1,353 |
667 |
785 |
1,418 |
908 |
|
|
|
|
||||||||||
Total First-Class Sent |
22,631 |
23,822 |
25,067 |
21,665 |
22,396 |
21,141 |
20,174 |
20,761 |
20,755 |
18,290 |
17,555 |
15,641 |
14,372 |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
1 CD/DVD/Video Games not
collected as a separate category prior to 2007. |
|
Table A8-4 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Correspondence |
|
||||||||||||
Personal |
30% |
30% |
29% |
30% |
29% |
28% |
31% |
28% |
27% |
29% |
28% |
28% |
31% |
Greeting Cards |
17% |
19% |
17% |
18% |
19% |
19% |
21% |
19% |
18% |
19% |
19% |
20% |
23% |
Letter to Friend or Relative |
8% |
7% |
8% |
7% |
7% |
5% |
6% |
6% |
5% |
6% |
5% |
5% |
5% |
Other Personal |
4% |
3% |
4% |
4% |
3% |
4% |
3% |
3% |
5% |
3% |
4% |
4% |
3% |
Business/Government |
9% |
9% |
9% |
7% |
8% |
8% |
8% |
8% |
8% |
8% |
9% |
9% |
8% |
Social |
3% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
Total |
42% |
40% |
39% |
39% |
39% |
38% |
41% |
38% |
37% |
39% |
39% |
39% |
41% |
Transactions |
|
||||||||||||
Bill Payment |
50% |
47% |
48% |
49% |
50% |
51% |
49% |
49% |
47% |
47% |
46% |
43% |
47% |
Orders |
4% |
3% |
3% |
3% |
3% |
4% |
3% |
3% |
3% |
2% |
2% |
2% |
1% |
Donations |
3% |
2% |
2% |
2% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
2% |
2% |
Total |
56% |
53% |
53% |
55% |
56% |
57% |
55% |
54% |
53% |
52% |
51% |
47% |
50% |
|
|
||||||||||||
CD/DVD/Video Games 1 |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
N/A |
3% |
4% |
5% |
5% |
5% |
2% |
|
|
|
|||||||||||
DK/RF |
2% |
7% |
8% |
5% |
5% |
5% |
4% |
5% |
7% |
4% |
4% |
9% |
6% |
|
|
||||||||||||
Total First-Class Sent |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Note: Totals may not sum due to rounding. |
|
||||||||||||
1 CD/DVD/Video Games not collected as a separate
category prior to 2007. |
|
|
|||||||||||||
|
|||||||||||||
|
|||||||||||||
Method |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Mail |
8.9 |
8.7 |
8.7 |
8.4 |
8.5 |
8.0 |
7.4 |
7.3 |
6.7 |
5.9 |
5.4 |
5.0 |
4.8 |
Internet |
.2 |
.4 |
.5 |
.8 |
1.2 |
1.5 |
1.8 |
2.3 |
3.1 |
3.3 |
3.3 |
3.6 |
4.3 |
Auto Deduction from Bank |
.9 |
.8 |
1.0 |
1.0 |
1.2 |
1.3 |
1.3 |
1.4 |
1.4 |
1.4 |
1.5 |
1.5 |
1.7 |
In Person |
.9 |
.7 |
.9 |
.8 |
.7 |
.7 |
.7 |
.7 |
.7 |
.6 |
.5 |
.5 |
.5 |
Credit Card |
N/A |
N/A |
.2 |
.3 |
.3 |
.3 |
.4 |
.4 |
.4 |
.3 |
.4 |
.4 |
.5 |
Telephone |
.1 |
.2 |
.2 |
.2 |
.2 |
.3 |
.3 |
.2 |
.3 |
.3 |
.3 |
.3 |
.3 |
Total |
10.9 |
10.8 |
11.5 |
11.4 |
12.2 |
12.0 |
12.0 |
12.3 |
12.4 |
11.8 |
11.5 |
11.3 |
12.1 |
Total Electronic 1 |
1.2 |
1.4 |
1.9 |
2.2 |
3.0 |
3.3 |
3.8 |
4.3 |
5.0 |
5.3 |
5.5 |
5.7 |
6.8 |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
1 Includes bills paid by
Internet, Auto Deduction from Bank Account, Credit Card, Telephone and ATM |
|
||||||||||||
|
Table A8-6 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
Method |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Mail |
81% |
80% |
75% |
73% |
69% |
67% |
62% |
60% |
54% |
54% |
47% |
45% |
40% |
Internet |
2% |
4% |
4% |
7% |
10% |
12% |
15% |
18% |
25% |
24% |
29% |
32% |
35% |
Auto Deduction from Bank |
8% |
8% |
9% |
9% |
10% |
11% |
11% |
11% |
11% |
12% |
13% |
13% |
14% |
In Person |
8% |
7% |
8% |
7% |
6% |
6% |
6% |
5% |
6% |
5% |
5% |
4% |
4% |
Credit Card |
N/A |
N/A |
2% |
2% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
4% |
Telephone |
1% |
2% |
1% |
2% |
2% |
2% |
3% |
2% |
2% |
3% |
2% |
2% |
3% |
Total |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Total Electronic 1 |
11% |
13% |
17% |
20% |
25% |
28% |
32% |
35% |
41% |
41% |
48% |
51% |
56% |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
1 Includes bills paid by
Internet, Auto Deduction from Bank Account, Credit Card, Telephone and ATM |
|
||||||||||||
|
Table A8-7 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
Method |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Mail |
94% |
93% |
94% |
94% |
94% |
93% |
92% |
92% |
89% |
87% |
83% |
79% |
80% |
Auto Deduction from Bank Account |
34% |
35% |
43% |
44% |
51% |
54% |
53% |
56% |
49% |
46% |
52% |
51% |
58% |
Internet |
4% |
8% |
12% |
16% |
23% |
28% |
33% |
37% |
43% |
41% |
51% |
55% |
65% |
In Person |
33% |
29% |
33% |
34% |
31% |
31% |
35% |
31% |
30% |
27% |
27% |
24% |
27% |
Credit Card |
N/A |
N/A |
15% |
17% |
19% |
22% |
24% |
23% |
18% |
15% |
19% |
19% |
22% |
Telephone |
4% |
7% |
8% |
10% |
11% |
14% |
15% |
13% |
12% |
12% |
12% |
13% |
15% |
Note: Totals may not sum due to rounding. |
|
||||||||||||
|
Table A8-8 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
Payee |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Financial |
|
|
|
||||||||||
Credit Card |
2,553 |
2,414 |
2,564 |
2,355 |
2,380 |
2,302 |
2,039 |
2,019 |
2,064 |
1,726 |
1,720 |
1,396 |
1,485 |
Bank, S&L, Credit Union |
752 |
780 |
889 |
761 |
770 |
834 |
659 |
759 |
719 |
582 |
591 |
486 |
455 |
Insurance Company |
858 |
750 |
908 |
756 |
867 |
805 |
781 |
785 |
766 |
726 |
716 |
606 |
547 |
Real Estate/Mortgage |
368 |
332 |
353 |
310 |
380 |
398 |
356 |
369 |
303 |
295 |
318 |
275 |
214 |
Other Financial |
168 |
130 |
100 |
99 |
57 |
78 |
90 |
96 |
99 |
57 |
52 |
32 |
33 |
Total Financial |
4,699 |
4,407 |
4,814 |
4,282 |
4,454 |
4,418 |
3,924 |
4,028 |
3,951 |
3,386 |
3,397 |
2,796 |
2,735 |
Merchants |
|
|
|
||||||||||
Department Store |
481 |
381 |
488 |
364 |
356 |
433 |
329 |
329 |
385 |
156 |
154 |
84 |
89 |
Publisher |
499 |
408 |
471 |
374 |
373 |
321 |
326 |
289 |
334 |
269 |
211 |
200 |
205 |
Mail Order Company |
298 |
278 |
254 |
194 |
193 |
180 |
203 |
151 |
131 |
113 |
101 |
52 |
57 |
Other Merchants |
239 |
212 |
187 |
177 |
176 |
164 |
209 |
214 |
214 |
173 |
131 |
109 |
149 |
Total Merchants |
1,518 |
1,280 |
1,401 |
1,109 |
1,098 |
1,097 |
1,067 |
983 |
1,065 |
710 |
597 |
446 |
501 |
Services |
|
|
|
||||||||||
Telephone Company |
1,972 |
2,116 |
2,200 |
2,143 |
2,097 |
1,968 |
1,904 |
1,828 |
1,453 |
1,369 |
1,243 |
1,083 |
1,043 |
Utility Company |
1,437 |
1,669 |
1,678 |
1,540 |
1,810 |
1,642 |
1,509 |
1,606 |
1,461 |
1,510 |
1,380 |
1,129 |
1,249 |
Medical and Other Professional |
561 |
561 |
623 |
604 |
658 |
679 |
621 |
733 |
795 |
720 |
655 |
618 |
647 |
Cable TV |
589 |
529 |
538 |
468 |
485 |
447 |
460 |
474 |
446 |
424 |
400 |
348 |
349 |
Other Service |
24 |
47 |
31 |
54 |
41 |
34 |
24 |
30 |
43 |
16 |
10 |
11 |
12 |
Total Service |
4,585 |
4,922 |
5,070 |
4,810 |
5,091 |
4,770 |
4,518 |
4,671 |
4,197 |
4,040 |
3,688 |
3,188 |
3,300 |
|
|
|
|
||||||||||
Manufacturers |
302 |
364 |
409 |
318 |
374 |
388 |
299 |
406 |
381 |
345 |
341 |
167 |
182 |
Government |
139 |
68 |
144 |
64 |
4 |
35 |
27 |
0 |
0 |
0 |
0 |
0 |
0 |
Social |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
Other/Don't Know/Refused |
84 |
166 |
160 |
123 |
131 |
101 |
113 |
114 |
111 |
100 |
65 |
111 |
58 |
|
|
|
|
||||||||||
Total – All Industries |
11,327 |
11,207 |
11,996 |
10,707 |
11,152 |
10,809 |
9,949 |
10,202 |
9,704 |
8,580 |
8,088 |
6,707 |
6,776 |
Note: Totals may not sum due to rounding. |
|
Table A8-9 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
Payee |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Financial |
|
|
|
||||||||||
Credit Card |
23% |
22% |
21% |
22% |
21% |
21% |
20% |
20% |
21% |
20% |
21% |
21% |
22% |
Bank, S&L, Credit Union |
7% |
7% |
7% |
7% |
7% |
8% |
7% |
7% |
7% |
7% |
7% |
7% |
7% |
Insurance Company |
8% |
7% |
8% |
7% |
8% |
7% |
8% |
8% |
8% |
8% |
9% |
9% |
8% |
Real Estate/Mortgage |
3% |
3% |
3% |
3% |
3% |
4% |
4% |
4% |
3% |
3% |
4% |
4% |
3% |
Other Financial |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
0% |
0% |
Total Financial |
41% |
39% |
40% |
40% |
40% |
41% |
39% |
39% |
41% |
39% |
42% |
42% |
40% |
Merchants |
|
|
|
|
|
|
|
|
|
|
|
|
|
Department Store |
4% |
3% |
4% |
3% |
3% |
4% |
3% |
3% |
4% |
2% |
2% |
1% |
1% |
Publisher |
4% |
4% |
4% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
3% |
Mail Order Company |
3% |
2% |
2% |
2% |
2% |
2% |
2% |
1% |
1% |
1% |
1% |
1% |
1% |
Other Merchants |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
Total Merchants |
13% |
11% |
12% |
10% |
10% |
10% |
11% |
10% |
11% |
8% |
7% |
7% |
7% |
Services |
|
|
|
|
|||||||||
Telephone Company |
17% |
19% |
18% |
20% |
19% |
18% |
19% |
18% |
15% |
10% |
15% |
16% |
15% |
Utility Company |
13% |
15% |
14% |
14% |
16% |
15% |
15% |
16% |
15% |
18% |
17% |
17% |
18% |
Medical and Other Professional |
5% |
5% |
5% |
6% |
6% |
6% |
6% |
7% |
8% |
10% |
8% |
9% |
10% |
Cable TV |
5% |
5% |
4% |
4% |
4% |
4% |
5% |
5% |
5% |
5% |
5% |
5% |
5% |
Other Service |
0% |
0% |
0% |
1% |
0% |
0% |
0% |
0% |
0% |
4% |
0% |
0% |
0% |
Total Service |
40% |
44% |
42% |
45% |
46% |
44% |
45% |
46% |
43% |
47% |
46% |
48% |
49% |
|
|
||||||||||||
Manufacturers |
3% |
3% |
3% |
3% |
3% |
4% |
3% |
4% |
4% |
0% |
4% |
2% |
3% |
Government |
1% |
1% |
1% |
1% |
0% |
0% |
0% |
0% |
0% |
4% |
0% |
0% |
0% |
Social |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
0% |
Other/Don’t Know/Refused |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
1% |
2% |
1% |
|
|
||||||||||||
Total – All Industries |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Note: Totals may not sum due to
rounding. |
|
Table A8-10 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
Type of Access |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
None |
N/A |
N/A |
N/A |
N/A |
29% |
28% |
28% |
23% |
22% |
21% |
20% |
18% |
16% |
Total Internet Access |
N/A |
N/A |
N/A |
N/A |
71% |
72% |
72% |
77% |
78% |
79% |
80% |
82% |
84% |
Dial-up |
N/A |
N/A |
N/A |
N/A |
38% |
35% |
28% |
20% |
13% |
8% |
6% |
4% |
3% |
Cable Modem |
14% |
16% |
20% |
25% |
27% |
30% |
34% |
38% |
41% |
||||
Other Broadband |
6% |
6% |
6% |
4% |
6% |
6% |
12% |
15% |
15% |
||||
DSL |
10% |
13% |
18% |
26% |
30% |
31% |
25% |
24% |
23% |
||||
Other/DK/RF |
3% |
2% |
1% |
2% |
2% |
3% |
2% |
2% |
2% |
||||
Total |
N/A |
N/A |
N/A |
N/A |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
Note: Type of Internet Access
not collected prior to 2004. |
|
Table A8-11 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
All Households |
|||||||||||||
None |
86% |
89% |
78% |
75% |
71% |
70% |
60% |
57% |
56% |
53% |
52% |
48% |
47% |
1 |
6% |
4% |
8% |
9% |
10% |
11% |
9% |
9% |
8% |
8% |
8% |
8% |
8% |
2 |
3% |
3% |
5% |
6% |
8% |
8% |
10% |
10% |
10% |
10% |
10% |
11% |
10% |
3-5 |
3% |
4% |
7% |
7% |
9% |
9% |
15% |
16% |
16% |
17% |
17% |
19% |
20% |
6-10 |
1% |
1% |
2% |
2% |
2% |
3% |
5% |
7% |
6% |
7% |
8% |
9% |
10% |
More than 10 |
0% |
0% |
1% |
1% |
1% |
1% |
2% |
3% |
3% |
4% |
5% |
5% |
6% |
Total |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Households that Made 1+
purchases |
|
|
|
|
|
|
|
|
|
|
|||
1 |
42% |
36% |
37% |
38% |
36% |
35% |
23% |
20% |
19% |
18% |
16% |
15% |
16% |
2 |
23% |
26% |
25% |
23% |
26% |
25% |
24% |
23% |
23% |
22% |
21% |
22% |
18% |
3-5 |
24% |
28% |
26% |
26% |
28% |
27% |
35% |
35% |
36% |
37% |
36% |
37% |
36% |
6-10 |
7% |
7% |
8% |
9% |
8% |
8% |
13% |
15% |
15% |
15% |
16% |
16% |
18% |
More than 10 |
3% |
3% |
3% |
4% |
3% |
4% |
5% |
7% |
8% |
9% |
10% |
10% |
12% |
Total |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Note: Totals may not sum due to
rounding. |
|
Table A8-12 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
First-Class Ads |
15,335 |
19,146 |
18,376 |
17,450 |
16,329 |
18,395 |
17,997 |
16,888 |
16,445 |
14,482 |
12,933 |
12,615 |
11,028 |
Advertising Only |
7,930 |
10,743 |
10,624 |
9,659 |
8,840 |
10,546 |
10,343 |
9,034 |
8,257 |
6,648 |
6,212 |
5,256 |
4,944 |
Secondary Advertising |
7,404 |
8,402 |
7,752 |
7,791 |
7,489 |
7,849 |
7,653 |
7,854 |
8,187 |
7,834 |
6,721 |
7,358 |
6,084 |
|
|
||||||||||||
Standard Ads 1 |
60,496 |
72,174 |
71,088 |
74,205 |
78,119 |
83,498 |
86,874 |
83,411 |
82,994 |
70,631 |
70,559 |
72,382 |
68,549 |
|
|
||||||||||||
Total Ads |
75,830 |
91,319 |
89,464 |
91,655 |
94,448 |
101,893 |
104,871 |
100,299 |
99,438 |
85,113 |
83,492 |
84,996 |
79,577 |
|
|||||||||||||
First-Class Ads Share of Total
Ads |
20% |
21% |
21% |
19% |
17% |
18% |
17% |
17% |
17% |
17% |
15% |
15% |
14% |
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
A8-13A |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
First-Class Ads 1 |
|
||||||||||||
Financial |
6,111 |
7,876 |
8,057 |
7,375 |
7,036 |
8,578 |
7,948 |
6,696 |
6,003 |
5,418 |
4,747 |
4,681 |
4,073 |
Merchants |
4,241 |
5,063 |
4,263 |
4,092 |
3,811 |
4,033 |
3,955 |
3,681 |
3,621 |
2,438 |
2,427 |
2,185 |
2,115 |
Services |
3,517 |
4,564 |
4,608 |
4,545 |
4,222 |
4,328 |
4,541 |
4,904 |
5,134 |
5,285 |
4,503 |
4,666 |
3,916 |
Manufacturers |
286 |
406 |
376 |
388 |
388 |
401 |
373 |
469 |
476 |
329 |
272 |
210 |
169 |
Government |
230 |
286 |
275 |
277 |
272 |
405 |
427 |
349 |
334 |
307 |
288 |
270 |
207 |
Social |
836 |
891 |
718 |
680 |
564 |
595 |
675 |
704 |
695 |
659 |
613 |
572 |
530 |
Other |
114 |
60 |
78 |
93 |
36 |
55 |
78 |
84 |
181 |
46 |
84 |
30 |
18 |
Total |
15,335 |
19,146 |
18,376 |
17,450 |
16,329 |
18,395 |
17,997 |
16,888 |
16,445 |
14,482 |
12,933 |
12,615 |
11,028 |
Standard Ads 2 |
|
||||||||||||
Financial |
8,156 |
12,641 |
13,397 |
13,961 |
16,306 |
19,367 |
19,909 |
17,921 |
17,502 |
12,786 |
14,508 |
17,501 |
14,572 |
Merchants |
23,645 |
29,709 |
28,707 |
27,623 |
27,904 |
28,896 |
30,243 |
29,750 |
28,690 |
25,319 |
24,292 |
23,650 |
22,404 |
Services |
6,194 |
9,099 |
8,213 |
8,932 |
9,082 |
9,953 |
9,622 |
10,944 |
11,626 |
10,359 |
10,485 |
10,556 |
10,037 |
Manufacturers |
846 |
1,220 |
1,102 |
1,401 |
1,399 |
1,643 |
1,537 |
1,529 |
1,488 |
1,474 |
1,471 |
1,491 |
1,461 |
Government |
1,053 |
1,089 |
1,192 |
973 |
1,166 |
1,283 |
1,626 |
1,408 |
1,575 |
1,043 |
982 |
863 |
970 |
Social |
11,911 |
10,632 |
10,759 |
12,722 |
13,135 |
13,695 |
14,198 |
13,791 |
13,936 |
12,347 |
12,054 |
11,833 |
12,473 |
From Multiple Organizations |
4,500 |
6,149 |
6,211 |
7,143 |
7,365 |
7,363 |
8,222 |
7,067 |
7,345 |
6,690 |
6,157 |
6,071 |
6,092 |
Other |
4,190 |
1,634 |
1,508 |
1,450 |
1,763 |
1,299 |
1,516 |
1,002 |
832 |
613 |
611 |
416 |
540 |
Total |
60,496 |
72,174 |
71,088 |
74,205 |
78,119 |
83,498 |
86,874 |
83,411 |
82,994 |
70,631 |
70,559 |
72,382 |
68,549 |
Total Ads |
|
|
|
|
|
|
|
|
|
|
|
|
|
Financial |
14,267 |
20,517 |
21,453 |
21,337 |
23,342 |
27,945 |
27,857 |
24,617 |
23,505 |
18,204 |
19,255 |
22,182 |
18,645 |
Merchants |
27,886 |
34,772 |
32,970 |
31,715 |
31,716 |
32,929 |
34,198 |
33,431 |
32,311 |
27,757 |
26,719 |
25,835 |
24,519 |
Services |
9,711 |
13,663 |
12,821 |
13,477 |
13,304 |
14,281 |
14,164 |
15,848 |
16,761 |
15,644 |
14,988 |
15,222 |
13,953 |
Manufacturers |
1,131 |
1,626 |
1,478 |
1,789 |
1,787 |
2,044 |
1,909 |
1,998 |
1,963 |
1,803 |
1,742 |
1,701 |
1,630 |
Government |
1,283 |
1,375 |
1,467 |
1,249 |
1,439 |
1,688 |
2,053 |
1,757 |
1,909 |
1,351 |
1,269 |
1,133 |
1,176 |
Social |
12,747 |
11,523 |
11,477 |
13,402 |
13,698 |
14,290 |
14,873 |
14,495 |
14,631 |
13,006 |
12,667 |
12,405 |
13,003 |
From Multiple Organizations |
4,500 |
6,149 |
6,211 |
7,143 |
7,365 |
7,363 |
8,222 |
7,067 |
7,345 |
6,690 |
6,157 |
6,071 |
6,092 |
Other |
4,304 |
1,695 |
1,586 |
1,542 |
1,799 |
1,354 |
1,594 |
1,086 |
1,013 |
659 |
696 |
447 |
559 |
Total |
75,830 |
91,319 |
89,464 |
91,655 |
94,448 |
101,893 |
104,871 |
100,299 |
99,438 |
85,113 |
83,492 |
84,996 |
79,577 |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
1 Includes Secondary Advertising |
|
||||||||||||
2 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 A8-13A2 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
First-Class Ads 1 |
|
||||||||||||
Financial |
2,928 |
4,061 |
4,546 |
3,948 |
3,617 |
4,792 |
4,468 |
3,410 |
2,857 |
1,902 |
1,708 |
1,512 |
1,389 |
Merchants |
3,096 |
3,854 |
3,269 |
3,086 |
2,863 |
3,052 |
3,057 |
2,735 |
2,572 |
2,056 |
2,049 |
1,808 |
1,660 |
Services |
1,411 |
2,214 |
2,240 |
2,042 |
1,823 |
1,958 |
2,047 |
2,222 |
2,090 |
2,217 |
1,987 |
1,604 |
1,507 |
Manufacturers |
244 |
345 |
337 |
342 |
357 |
375 |
334 |
382 |
353 |
290 |
255 |
182 |
135 |
Government |
81 |
112 |
129 |
117 |
135 |
288 |
323 |
205 |
190 |
156 |
165 |
136 |
57 |
Social |
107 |
115 |
51 |
39 |
18 |
38 |
44 |
18 |
19 |
0 |
0 |
0 |
181 |
Other |
62 |
42 |
53 |
86 |
27 |
43 |
69 |
63 |
176 |
28 |
48 |
15 |
13 |
Total |
7,930 |
10,743 |
10,624 |
9,659 |
8,840 |
10,546 |
10,343 |
9,034 |
8,257 |
6,648 |
6,212 |
5,256 |
4,944 |
Standard Ads 2 |
|
||||||||||||
Financial |
8,156 |
12,641 |
13,397 |
13,961 |
16,306 |
19,367 |
19,909 |
17,921 |
17,502 |
12,786 |
14,508 |
17,501 |
14,572 |
Merchants |
23,645 |
29,709 |
28,707 |
27,623 |
27,904 |
28,896 |
30,243 |
29,750 |
28,690 |
25,319 |
24,292 |
23,650 |
22,404 |
Services |
6,194 |
9,099 |
8,213 |
8,932 |
9,082 |
9,953 |
9,622 |
10,944 |
11,626 |
10,359 |
10,485 |
10,556 |
10,037 |
Manufacturers |
846 |
1,220 |
1,102 |
1,401 |
1,399 |
1,643 |
1,537 |
1,529 |
1,488 |
1,474 |
1,471 |
1,491 |
1,461 |
Government |
1,053 |
1,089 |
1,192 |
973 |
1,166 |
1,283 |
1,626 |
1,408 |
1,575 |
1,043 |
982 |
863 |
970 |
Social |
11,911 |
10,632 |
10,759 |
12,722 |
13,135 |
13,695 |
14,198 |
13,791 |
13,936 |
12,347 |
12,054 |
11,833 |
12,473 |
From Multiple Organizations |
4,500 |
6,149 |
6,211 |
7,143 |
7,365 |
7,363 |
8,222 |
7,067 |
7,345 |
6,690 |
6,157 |
6,071 |
6,092 |
Other |
4,190 |
1,634 |
1,508 |
1,450 |
1,763 |
1,299 |
1,516 |
1,002 |
832 |
613 |
611 |
416 |
540 |
Total |
60,496 |
72,174 |
71,088 |
74,205 |
78,119 |
83,498 |
86,874 |
83,411 |
82,994 |
70,631 |
70,559 |
72,382 |
68,549 |
Total Ads |
|
|
|
|
|
|
|
|
|
|
|
|
|
Financial |
11,084 |
16,702 |
17,942 |
17,909 |
19,923 |
24,160 |
24,377 |
21,331 |
20,359 |
14,688 |
16,216 |
19,013 |
15,961 |
Merchants |
26,741 |
33,563 |
31,975 |
30,709 |
30,768 |
31,948 |
33,301 |
32,484 |
31,262 |
27,375 |
26,341 |
25,457 |
24,065 |
Services |
7,605 |
11,313 |
10,453 |
10,974 |
10,905 |
11,911 |
11,669 |
13,166 |
13,716 |
12,576 |
12,472 |
12,160 |
11,544 |
Manufacturers |
1,090 |
1,565 |
1,438 |
1,743 |
1,756 |
2,017 |
1,871 |
1,911 |
1,841 |
1,764 |
1,726 |
1,673 |
1,596 |
Government |
1,134 |
1,201 |
1,321 |
1,089 |
1,301 |
1,572 |
1,949 |
1,613 |
1,765 |
1,199 |
1,146 |
999 |
1,027 |
Social |
12,019 |
10,747 |
10,811 |
12,761 |
13,153 |
13,733 |
14,243 |
13,809 |
13,955 |
12,347 |
12,054 |
11,833 |
12,654 |
From Multiple Organizations |
4,500 |
6,149 |
6,211 |
7,143 |
7,365 |
7,363 |
8,222 |
7,067 |
7,345 |
6,690 |
6,157 |
6,071 |
6,092 |
Other |
4,252 |
1,677 |
1,561 |
1,535 |
1,790 |
1,342 |
1,585 |
1,064 |
1,008 |
641 |
659 |
431 |
554 |
Total |
68,426 |
82,917 |
81,712 |
83,864 |
86,959 |
94,044 |
97,217 |
92,445 |
91,251 |
77,279 |
76,772 |
77,638 |
73,493 |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
1 Includes Secondary Advertising |
|
||||||||||||
2 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 A8-14 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
First-Class Ads 1 |
|
||||||||||||
Financial |
40% |
41% |
44% |
42% |
43% |
47% |
44% |
40% |
37% |
37% |
37% |
37% |
37% |
Merchants |
28% |
26% |
23% |
23% |
23% |
22% |
22% |
22% |
22% |
17% |
19% |
17% |
19% |
Services |
23% |
24% |
25% |
26% |
26% |
24% |
25% |
29% |
31% |
36% |
35% |
37% |
36% |
Manufacturers |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
3% |
3% |
2% |
2% |
2% |
2% |
Government |
1% |
1% |
1% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
Social |
5% |
5% |
4% |
4% |
3% |
3% |
4% |
4% |
4% |
5% |
5% |
5% |
5% |
Other |
1% |
0% |
0% |
1% |
0% |
0% |
0% |
0% |
1% |
0% |
1% |
0% |
0% |
Total |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Standard Ads 2 |
|
||||||||||||
Financial |
13% |
18% |
19% |
19% |
21% |
23% |
23% |
21% |
21% |
18% |
21% |
24% |
21% |
Merchants |
39% |
41% |
40% |
37% |
36% |
35% |
35% |
36% |
35% |
36% |
34% |
33% |
33% |
Services |
10% |
13% |
12% |
12% |
12% |
12% |
11% |
13% |
14% |
15% |
15% |
15% |
15% |
Manufacturers |
1% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
Government |
2% |
2% |
2% |
1% |
1% |
2% |
2% |
2% |
2% |
1% |
1% |
1% |
1% |
Social |
20% |
15% |
15% |
17% |
17% |
16% |
16% |
17% |
17% |
17% |
17% |
16% |
18% |
From Multiple Organizations |
7% |
9% |
9% |
10% |
9% |
9% |
9% |
8% |
9% |
9% |
9% |
8% |
9% |
Other |
7% |
2% |
2% |
2% |
2% |
2% |
2% |
1% |
1% |
1% |
1% |
1% |
1% |
Total |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Total Ads |
|
||||||||||||
Financial |
19% |
22% |
24% |
23% |
25% |
27% |
27% |
25% |
24% |
21% |
23% |
26% |
23% |
Merchants |
37% |
38% |
37% |
35% |
34% |
32% |
33% |
33% |
32% |
33% |
32% |
30% |
31% |
Services |
13% |
15% |
14% |
15% |
14% |
14% |
14% |
16% |
17% |
18% |
18% |
18% |
18% |
Manufacturers |
1% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
Government |
2% |
2% |
2% |
1% |
2% |
2% |
2% |
2% |
2% |
2% |
2% |
1% |
1% |
Social |
17% |
13% |
13% |
15% |
15% |
14% |
14% |
14% |
15% |
15% |
15% |
15% |
16% |
From Multiple Organizations |
6% |
7% |
7% |
8% |
8% |
7% |
8% |
7% |
7% |
8% |
7% |
7% |
8% |
Other |
6% |
2% |
2% |
2% |
2% |
1% |
2% |
1% |
1% |
1% |
1% |
1% |
1% |
Total |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
100% |
Note: Totals may not sum due to
rounding. |
|
||||||||||||
1 Includes Secondary Advertising |
|
||||||||||||
2 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 A8-15 |
|
||||||||||||
|
|||||||||||||
|
|||||||||||||
|
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
Usually Read - Total |
15% |
13% |
13% |
13% |
15% |
15% |
15% |
17% |
17% |
17% |
19% |
21% |
21% |
Under $25K |
51% |
41% |
36% |
41% |
34% |
33% |
33% |
34% |
31% |
39% |
40% |
41% |
39% |
$25 - $ 49.9 |
28% |
28% |
26% |
27% |
30% |
29% |
29% |
29% |
27% |
25% |
26% |
23% |
23% |
$50 - $64.9 |
10% |
13% |
13% |
12% |
14% |
14% |
13% |
13% |
16% |
12% |
13% |
11% |
12% |
$65 + |
10% |
19% |
25% |
21% |
22% |
24% |
25% |
24% |
26% |
24% |
21% |
26% |
26% |
|
|
||||||||||||
Usually Scan - Total |
40% |
38% |
37% |
38% |
38% |
38% |
36% |
33% |
30% |
29% |
27% |
26% |
25% |
Under 25K |
36% |
27% |
22% |
25% |
23% |
21% |
21% |
19% |
18% |
20% |
22% |
22% |
20% |
$25 - $ 49.9 |
33% |
30% |
26% |
27% |
28% |
26% |
26% |
26% |
25% |
25% |
25% |
21% |
20% |
$50 - $64.9 |
14% |
14% |
17% |
17% |
16% |
17% |
15% |
16% |
14% |
14% |
15% |
12% |
13% |
$65 + |
17% |
30% |
35% |
31% |
33% |
35% |
37% |
40% |
43% |
41% |
38% |
45% |
46% |
|
|
||||||||||||
Read Some - Total |
27% |
29% |
30% |
31% |
32% |
32% |
32% |
31% |
32% |
34% |
35% |
32% |
34% |
Under 25K |
32% |
24% |
18% |
19% |
18% |
18% |
17% |
17% |
16% |
19% |
20% |
20% |
21% |
$25 - $ 49.9 |
35% |
28% |
26% |
26% |
24% |
23% |
26% |
23% |
23% |
22% |
22% |
21% |
22% |
$50 - $64.9 |
14% |
12% |
16% |
17% |
17% |
17% |
16% |
15% |
15% |
14% |
15% |
12% |
14% |
$65 + |
18% |
36% |
40% |
38% |
41% |
42% |
41% |
45% |
45% |
45% |
43% |
48% |
43% |
|
|
||||||||||||
Usually Don't Read - Total |
17% |
20% |
19% |
18% |
16% |
15% |
17% |
19% |
20% |
20% |
18% |
21% |
19% |
Under 25K |
39% |
30% |
25% |
25% |
22% |
22% |
18% |
20% |
19% |
20% |
26% |
23% |
27% |
$25 - $ 49.9 |
31% |
25% |
23% |
25% |
22% |
22% |
25% |
22% |
21% |
21% |
19% |
21% |
18% |
$50 - $64.9 |
13% |
12% |
15% |
15% |
14% |
16% |
16% |
14% |
14% |
14% |
13% |
13% |
12% |
$65 + |
17% |
33% |
37% |
35% |
42% |
40% |
41% |
44% |
45% |
45% |
42% |
43% |
42% |
Note: Totals may not sum due to
rounding. |
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