Appendix A4: Direct Mail Advertising


Table A4-1
Total Pieces of Advertising Mail1 Received Per Week By Income
Postal Fiscal Years 1987, 2009 and 2010
(Diary Data)

Type of Ad Mail

Under $7K

$7K - $9.9K

$10K - $14.9K

$15K - $19.9K

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.3

0.3

0.2

0.5

0.4

0.3

0.7

0.7

0.5

0.7

0.5

0.6

Business invitation/announcements

0.1

0.1

0.1

0.1

0.2

0.1

0.1

0.2

0.2

0.2

0.2

0.2

Stuffers (Advertising Enclosed)

0.4

0.7

0.6

0.6

0.9

0.8

0.8

1.5

1.2

0.9

1.4

1.4

   Total First-Class 2

0.8

1.1

0.9

1.2

1.5

1.2

1.6

2.4

1.9

1.8

2.1

2.2

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

3.8

3.1

3.5

5.2

5.4

4.2

5.8

5.3

5.4

6.4

5.6

5.4

Nonprofit

0.9

0.3

0.7

1.5

1.5

0.9

1.5

1.1

1.3

1.9

1.6

1.4

   Total Standard Mail

4.7

3.4

4.3

6.7

6.9

5.1

7.3

6.3

6.7

8.3

7.2

6.7

   Total Advertising 2

5.5

4.4

5.2

7.9

8.4

6.3

8.9

8.7

8.6

10.1

9.3

8.9

Type of Ad Mail

$20K - $24.9K

$25K - $29.9K

$30K - $34.9K

$35K - $49.9K

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.6

0.7

0.6

0.8

0.8

0.7

1.0

0.8

0.7

1.1

1.0

0.8

Business invitation/announcements

0.2

0.2

0.2

0.2

0.3

0.2

0.4

0.3

0.2

0.4

0.2

0.3

Stuffers (Advertising Enclosed)

1.1

1.5

1.4

1.2

1.8

1.8

1.4

1.8

1.8

1.7

2.3

1.8

   Total First-Class 2

1.9

2.3

2.2

2.2

2.8

2.7

2.8

2.8

2.7

3.2

3.5

3.0

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

6.6

7.0

6.6

7.9

7.2

7.2

8.7

7.2

7.2

9.5

7.9

8.1

Nonprofit

1.7

2.1

1.7

1.9

1.5

1.6

2.3

1.5

1.6

2.5

1.8

1.6

   Total Standard Mail

8.3

9.1

8.2

9.8

8.7

8.7

11.0

8.7

8.7

12.0

9.7

9.7

   Total Advertising 2

10.2

11.4

10.5

12.0

11.5

11.4

13.8

11.5

11.4

15.2

13.1

12.7

Type of Ad Mail

$50K - $64.9K

$65K - $79.9K

$80K - $99.9K

$100K - Over

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

1.5

1.0

1.2

2.1

1.2

1.1

2.4

1.3

1.4

2.4

1.7

1.5

Business invitation/announcements

0.4

0.3

0.3

0.4

0.3

0.3

0.6

0.4

0.4

0.7

0.5

0.5

Stuffers (Advertising Enclosed)

1.9

2.3

2.3

2.0

2.7

2.4

2.3

2.8

2.8

2.6

3.4

2.9

   Total First-Class 2

3.8

3.7

3.7

4.5

4.2

3.8

5.3

4.5

4.5

5.7

5.5

4.9

Standard Mail (A):

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

10.9

9.5

9.7

14.8

10.3

10.9

14.7

11.6

11.9

15.3

13.8

14.4

Nonprofit

2.7

2.0

1.9

3.5

2.2

2.2

4.2

2.1

2.3

4.8

2.8

2.9

   Total Standard Mail

13.6

11.6

11.6

18.3

12.5

13.2

18.9

13.7

14.1

20.1

16.6

17.3

   Total Advertising 2

17.4

15.2

15.4

22.8

16.6

16.9

24.2

18.2

18.7

25.8

22.1

22.2

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: 2009/2010 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
Total Pieces of Advertising Mail1 Received Per Week by Age of Head of Household
Postal Fiscal Years 1987, 2009 and 2010
(Diary Data)

Type of Ad Mail

18 - 21

22 - 24

25 - 34

1987

2009

2010

1987

2009

2010

1987

2009

2010

First-Class:

 

 

 

 

 

 

 

 

 

Advertising alone

0.4

0.4

0.7

0.3

0.9

0.3

0.7

0.8

0.8

Business invitations/announcements

0.1

0.1

0.1

0.1

0.1

0.2

0.2

0.3

0.3

Stuffers (Advertising Enclosed)

0.8

1.0

1.9

0.7

1.6

0.9

1.1

1.9

1.7

   Total First-Class 2

1.3

1.5

2.7

1.1

2.5

1.4

2.0

2.9

2.8

Standard Mail:

 

 

 

 

 

 

 

 

 

Commercial

3.7

5.1

6.2

3.2

4.3

4.2

6.6

7.8

7.7

Nonprofit

0.6

1.2

1.6

0.5

0.5

0.4

1.2

0.9

0.9

   Total Standard Mail

4.3

6.3

7.7

3.7

4.8

4.6

7.8

8.7

8.6

   Total Advertising 2

5.6

7.8

10.4

4.8

7.3

6.0

9.8

11.6

11.3

Type of Ad Mail

35 -44

45 - 54

55 - 64

1987

2009

2010

1987

2009

2010

1987

2009

2010

First-Class:

 

 

 

 

 

 

 

 

 

Advertising alone

1.0

1.1

1.0

1.2

1.2

1.2

1.1

1.3

1.2

Business invitations/announcements

0.3

0.3

0.3

0.4

0.3

0.3

0.3

0.4

0.4

Stuffers (Advertising Enclosed)

1.3

2.5

2.1

1.3

2.6

2.5

1.4

2.8

2.4

   Total First-Class 2

2.6

3.9

3.4

2.9

4.2

4.0

2.8

4.5

3.9

Standard Mail:

 

 

 

 

 

 

 

 

 

Commercial

8.3

9.6

9.9

8.9

10.2

10.3

9.8

11.0

10.9

Nonprofit

1.9

1.6

1.5

2.4

2.0

2.0

2.7

2.4

2.3

   Total Standard Mail

10.2

11.2

11.4

11.3

12.2

12.3

12.5

13.4

13.2

   Total Advertising 2

12.8

15.0

14.8

14.2

16.4

16.3

15.3

17.9

17.1

Type of Ad Mail

65 - 69

70+

70 - 74

75+

 

1987

2009

2010

1987

2009

2010

2009

2010

 

First-Class:

 

 

 

 

 

 

 

 

 

Advertising alone

1.0

1.3

1.2

0.7

1.1

1.1

0.9

0.9

 

Business invitations/announcements

0.4

0.3

0.3

0.2

0.3

0.3

0.4

0.2

 

Stuffers (Advertising Enclosed)

1.2

2.7

2.5

0.9

2.4

2.1

2.1

1.8

 

   Total First-Class 2

2.6

4.4

4.1

1.8

3.8

3.5

3.4

2.9

 

Standard Mail:

 

 

 

 

 

 

 

 

 

Commercial

8.2

11.5

11.2

7.6

10.8

10.8

9.2

8.9

 

Nonprofit

2.9

2.7

2.6

2.8

3.1

3.1

4.0

3.7

 

   Total Standard Mail

11.1

14.2

13.8

10.4

13.8

13.9

13.2

12.6

 

   Total Advertising 2

13.7

18.6

17.9

12.2

17.6

17.4

16.6

15.5

 

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
Total Pieces of Advertising Mail1 Received Per Week by Education of Head of Household
Postal Fiscal Years 1987, 2009 and 2010
(Diary Data)

Type of Ad Mail

< 8th Grade

Some High School

High School

Some College

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.5

0.6

0.6

0.7

0.9

0.7

0.7

1.0

1.0

0.9

1.0

1.0

Business invitation/ announcements

0.1

0.4

0.1

0.1

0.2

0.2

0.2

0.3

0.2

0.3

0.3

0.3

Stuffers (Advertising Enclosed)

0.5

1.4

1.3

0.7

1.7

1.5

1.0

2.2

2.0

1.3

2.3

2.2

   Total First-Class 2

1.1

2.3

1.9

1.5

2.8

2.4

1.9

3.5

3.2

2.5

3.6

3.5

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

5.0

5.2

6.5

5.6

6.3

6.3

7.0

8.7

8.6

7.9

9.4

9.2

Nonprofit

1.2

1.3

1.3

1.5

1.2

1.0

1.6

1.8

1.7

2.2

2.0

1.9

   Total Standard Mail

6.2

6.5

7.8

7.1

7.5

7.2

8.6

10.4

10.4

9.9

11.3

11.0

   Total Advertising 2

7.3

8.9

9.7

8.6

10.3

9.6

10.5

14.0

13.5

12.4

14.9

14.5

 

 

 

 

 

 

 

 

 

 

 

 

 

Type of Ad Mail

Tech School

College

Post Graduate

 

 

 

1987

2009

2010

1987

2009

2010

1987

2009

2010

 

 

 

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.9

1.1

1.0

1.2

1.3

1.2

1.5

1.4

1.3

 

 

 

Business invitation/announcements

0.3

0.4

0.4

0.4

0.3

0.3

0.6

0.5

0.4

 

 

 

Stuffers (Advertising Enclosed)

1.1

2.5

1.9

1.6

2.7

2.4

2.1

3.0

2.7

 

 

 

   Total First-Class 2

2.3

4.0

3.2

3.2

4.4

3.9

4.2

4.9

4.5

 

 

 

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

7.8

9.7

9.5

9.9

11.2

11.3

11.8

12.8

12.6

 

 

 

Nonprofit

1.9

2.0

1.6

2.6

2.3

2.3

2.1

3.3

3.2

 

 

 

   Total Standard Mail

9.7

11.7

11.1

12.6

13.5

13.6

16.3

16.2

15.9

 

 

 

   Total Advertising 2

12.0

15.7

14.3

15.8

17.9

17.4

20.5

21.0

20.3

 

 

 

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
Total Mail Overview: Treatment of Advertising Mail by
Actual Weekly Standard Mail Receipt
(Percentage of Households)
Postal Fiscal Years 1987, 2009 and 2010
(Diary and Recruitment Data)

Treatment

Actual Standard Mail Pieces

0 - 7

8 - 10

11 - 12

1987

2009

2010

1987

2009

2010

1987

2009

2010

Usually read

23.9

21.2

22.0

19.4

14.1

15.7

20.0

11.8

14.8

Usually scan

39.6

29.6

24.3

40.4

32.0

29.7

42.6

33.5

27.0

Read some

26.4

30.1

35.0

30.4

36.3

38.2

30.0

37.5

38.1

Usually don't read

9.8

19.0

18.4

9.6

17.5

16.4

7.4

17.2

20.0

Don't Know/No Answer

0.3

0.0

0.4

0.2

0.1

0.0

0.0

0.0

0.2

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

2009

2010

1987

2009

2010

1987

2009

2010

Usually read

16.0

11.8

13.8

12.9

9.0

10.9

11.5

9.1

12.6

Usually scan

46.3

31.0

29.1

42.6

28.9

33.2

41.3

27.6

29.1

Read Some

28.5

39.7

41.2

34.8

41.2

39.5

39.1

41.4

40.9

Usually don't read

9.2

17.4

15.9

9.2

20.9

16.4

7.9

21.9

17.4

Don't Know/No Answer

0.0

0.0

0.0

0.5

0.0

0.0

0.2

0.1

0.1

Total

100.0

100.0

100.0

100.0

100.0

100.0

100.0

100.0

100.0

Note: Totals may not sum to 100 due to rounding.

 

 

 

 

 

 

 

 


 

Table A4-5
Total Mail Overview:
Intended Response to Advertising Mail by Class
(Percentage of Pieces)
Postal Fiscal Years 1987, 2009 and 2010
(Diary Data)

Intended Response

First-Class 1

Standard Mail 2

Standard Mail Nonprofit 2

1987

2009

2010

1987

2009

2010

1987

2009

2010

Will respond

11.1

9.1

10.4

14.6

12.3

13.6

17.9

14.0

14.3

May respond

10.3

49.0

46.7

20.0

62.4

57.8

16.4

61.6

57.4

Won't respond

58.4

11.1

14.4

58.6

16.6

21.0

55.1

16.6

23.6

Don't know/No answer

19.8

30.8

28.6

6.9

8.7

7.6

10.4

7.9

4.7

   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 2009/2010 include advertising only.

 

2 Standard Mail and Nonprofit Standard Mail include request for donations.

 

 

 

 

 

Note: Totals may not sum to 100 due to rounding.

 

 

 

 

 

 

 


Table A4-6
Response Rates To Advertising: First-Class
Ad Only vs. Standard Mail Envelopes and Cards1
(Percentage of Pieces)
Postal Fiscal Years 1987, 2009 and 2010
(Diary Data)

Industry

1987

2009

2010

First

Standard Mail

First

Standard Mail

First

Standard Mail

Financial:

 

 

 

 

 

 

Credit card

5.8

8.0

9.0

3.8

6.7

4.0

Bank

8.0

8.9

4.2

4.9

4.4

5.7

Securities broker

14.3

9.0

4.4

7.1

3.0

7.0

Money Market

9.8

5.3

13.8

4.1

0.0

9.8

Insurance Company

8.9

6.6

3.1

4.4

8.0

3.9

Real Estate/Mortgage

4.7

3.5

3.2

2.9

1.7

1.7

Merchants:

 

 

 

 

 

 

Department store

9.5

12.0

17.8

25.2

16.5

30.3

Mail order company

13.5

15.4

19.6

11.7

12.9

11.5

Specialty store

13.1

12.8

11.9

17.4

16.4

21.6

Publisher

19.6

18.7

9.2

13.2

12.4

12.4

Land promotion company

10.6

2.9

4.0

1.3

3.1

17.7

Online auction

N/A

N/A

12.3

10.4

19.9

12.7

Restaurant

2.2

15.9

30.6

19.2

16.5

25.5

Consumer packaged goods

16.1

28.7

5.8

13.4

11.3

18.0

Auto dealers

4.1

7.2

6.6

5.7

7.9

7.5

Services:

 

 

 

 

 

 

Telephone

6.7

15.1

9.0

5.0

4.9

6.6

Other Utility

8.0

12.7

11.0

14.0

19.5

13.0

Medical

21.2

10.2

7.5

9.3

13.4

7.7

Other professional

20.7

14.3

6.3

8.0

1.8

10.2

Leisure service

16.8

8.7

14.9

10.3

12.0

12.2

Cable TV

7.8

13.4

8.5

3.0

5.4

3.5

Computer

8.1

15.8

2.6

4.4

0.0

3.8

Social/Charitable/Political/Nonprofit 2

20.4

18.5

0.0

13.8

0.0

15.3

   Total Percentage of "Will Respond"

13.4

15.1

9.1

12.5

10.4

13.7

   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 of Advertising Mail by Household Income
(Percentage of Households)
Postal Fiscal Years 1987, 2009 and 2010
(Recruitment Data)

Treatment

Under $7K

$7K - $9.9K

$10K - $14.9K

$15K - $19.9K

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

Usually read

31.1

29.3

32.8

26.7

31.9

38.4

26.4

31.3

31.0

22.9

28.8

23.5

Usually scan

32.9

18.5

20.0

37.5

19.6

18.5

37.1

26.1

23.6

38.1

25.3

27.6

Read some

22.7

31.3

28.3

25.3

28.8

27.2

28.7

25.4

25.1

30.4

26.5

31.1

Usually don't read

8.7

19.2

18.1

9.7

19.1

15.9

7.2

16.9

20.3

7.3

19.0

17.8

Don't know/No answer

0.7

1.7

0.9

0.1

0.5

0.0

0.0

0.3

0.0

0.5

0.5

0.0

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

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

$20K - $24.9K

$25K - $29.9K

$30K - $34.9K

$35K - $49.9K

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

Usually read

16.8

23.0

28.2

19.7

20.6

26.4

16.9

20.6

26.4

16.2

15.8

18.6

Usually scan

44.8

29.5

23.3

44.4

28.7

26.8

46.1

28.7

26.8

42.8

32.3

31.1

Read some

27.3

31.0

28.6

27.5

32.2

32.0

26.9

32.2

32.0

34.4

32.8

35.1

Usually don't read

10.6

16.0

19.4

8.6

18.5

14.4

9.4

18.5

14.4

6.0

18.9

15.2

Don't know/No answer

0.0

0.5

0.4

0.1

0.0

0.5

0.0

0.0

0.5

0.2

0.3

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

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

$50K - $64.9K

$65K - $79.9K

$80K - $99.9K

$100K - Over

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

Usually read

14.2

14.7

17.4

8.9

13.4

13.4

8.2

9.9

10.9

10.2

7.4

9.5

Usually scan

41.1

29.2

28.5

38.3

28.8

29.2

55.4

29.8

28.8

34.1

29.2

26.0

Read some

33.9

34.8

37.4

29.3

37.7

41.4

32.4

39.3

43.3

42.6

37.9

38.5

Usually don't read

0.0

21.1

16.6

23.5

20.0

16.0

4.0

21.0

17.0

13.1

25.2

26.0

Don't know/No answer

0.4

0.2

0.1

0.0

0.0

0.0

0.0

0.0

0.0

0.0

0.3

0.1

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

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

Note: 2009/2010 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 A4-8
Treatment of Advertising Mail
(Percentage of Households)
Postal Fiscal Years 1987, 2009 and 2010
(Recruitment Data)

Treatment

1987

2009

2010

Usually read

19.6

16.1

18.7

Usually scan

40.4

28.3

26.9

Read some

29.6

34.5

35.2

Usually don't read

9.1

20.7

19.0

Don't know/No answer

0.2

0.3

0.2

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 of Mail Advertising by Age of Head of Household
(Percentage of Households)
Postal Fiscal Years 1987, 2009 and 2010
(Recruitment Data)

 

 

 

 

 

 

 

 

 

 

 

 

Treatment

18 - 21

22 - 24

25 - 34

35 - 44

 

 

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

 

 

Usually read

39.4

16.1

30.7

21.1

15.0

10.7

20.3

13.2

15.2

17.7

15.3

15.5

 

 

Usually scan

38.8

21.6

18.4

46.7

33.6

31.4

41.4

31.1

27.9

40.8

28.2

27.2

 

 

Read some

12.6

35.7

26.7

24.8

25.3

33.0

30.7

32.0

36.1

30.8

34.8

36.0

 

 

Usually don't read

3.2

24.6

22.6

6.7

26.1

22.5

6.3

22.8

20.3

9.8

21.7

21.1

 

 

Don't know/No answer

0.2

2.0

1.7

0.0

0.0

2.4

0.3

0.9

0.4

0.0

0.1

0.2

 

 

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

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

2009

2010

Usually read

17.0

14.5

18.1

19.7

14.0

18.6

23.6

18.1

17.6

19.5

19.6

25.1

21.0

22.6

Usually scan

41.3

28.8

26.7

39.4

27.5

25.7

37.9

26.9

28.9

38.2

25.4

22.5

30.0

28.5

Read some

31.9

36.7

36.6

28.2

37.7

38.6

26.4

34.3

34.0

30.0

34.6

34.1

29.6

30.6

Usually don't read

9.2

19.5

18.3

11.6

20.6

17.1

9.4

20.7

19.5

11.8

20.3

18.2

19.3

18.2

Don't know/No answer

0.3

0.4

0.1

0.0

0.2

0.1

0.7

0.0

0.1

0.0

0.0

0.2

0.2

0.1

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

Note: Totals may not sum to 100 due to rounding.

 

 

 

 

 

 

 

 

 

 

 

 


 

Table A4-10
Treatment of Advertising Mail by Education of Head of Household
 (Percentage of Households)
Postal Fiscal Years 1987, 2009 and 2010
(Recruitment Data)

Treatment

< 8th Grade

Some High School

High School

Some College

1987

2009

2010

1987

2009

2010

1987

2009

2010

1987

2009

2010

Usually read

29.2

34.2

43.3

24.6

28.9

29.5

23.5

20.1

25.4

17.6

14.7

16.0

Usually scan

37.0

22.7

16.9

33.0

22.0

20.7

42.4

28.7

26.5

39.9

30.0

28.2

Read some

22.0

27.0

23.2

27.8

29.8

31.8

26.2

32.9

31.8

30.8

35.7

39.0

Usually don't read

9.0

15.6

16.6

11.8

18.7

17.8

7.0

18.1

16.2

10.8

19.3

16.5

Don't know/No answer

0.7

0.5

0.0

0.0

0.5

0.2

0.1

0.2

0.1

0.3

0.3

0.3

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

2009

2010

1987

2009

2010

1987

2009

2010

 

 

 

Usually read

18.5

14.7

15.1

12.2

9.6

10.6

8.9

5.4

7.9

 

 

 

Usually scan

39.9

28.3

30.6

43.5

29.9

28.9

41.9

29.1

28.4

 

 

 

Read some

31.6

37.8

37.0

34.6

36.3

38.8

28.3

38.3

37.2

 

 

 

Usually don't read

8.9

18.9

17.2

9.1

23.9

21.4

10.5

27.0

26.5

 

 

 

Don't know/No answer

0.1

0.3

0.0

0.3

0.3

0.3

0.0

0.2

0.0

 

 

 

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

 

 

 

Note: Totals may not sum to 100 due to rounding.

 

 

 

 

 

 

 

 

 

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