Appendix A4:  Direct Mail Advertising


Table A4-1
Total Pieces of Advertising Mail1 Received Per Week By Income
Postal Fiscal Years 1987, 2010 and 2011
(Diary Data)

Type of Ad Mail

Under $7K

$7K - $9.9K

$10K - $14.9K

$15K - $19.9K

1987

2010

2011

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.3

0.2

0.3

0.5

0.3

0.2

0.7

0.5

0.3

0.7

0.6

0.5

Business invitation/announcements

0.1

0.1

0.2

0.1

0.1

0.2

0.1

0.2

0.2

0.2

0.2

0.2

Stuffers (Advertising Enclosed)

0.4

0.6

0.7

0.6

0.8

0.7

0.8

1.2

1.1

0.9

1.4

1.3

   Total First-Class 2

0.8

0.9

1.3

1.2

1.2

1.2

1.6

1.9

1.6

1.8

2.2

2.0

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

3.8

3.5

3.2

5.2

4.2

4.8

5.8

5.4

5.3

6.4

5.4

5.4

Nonprofit

0.9

0.7

0.9

1.5

0.9

0.7

1.5

1.3

1.2

1.9

1.4

1.2

   Total Standard Mail

4.7

4.3

4.0

6.7

5.1

5.5

7.3

6.7

6.6

8.3

6.7

6.6

   Total Advertising 2

5.5

5.2

5.3

7.9

6.3

6.7

8.9

8.6

8.2

10.1

8.9

8.6

Type of Ad Mail

$20K - $24.9K

$25K - $29.9K

$30K - $34.9K

$35K - $49.9K

1987

2010

2011

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.6

0.6

0.5

0.8

0.7

0.6

1.0

0.7

0.6

1.1

0.8

0.6

Business invitation/announcements

0.2

0.2

0.2

0.2

0.2

0.2

0.4

0.2

0.2

0.4

0.3

0.3

Stuffers (Advertising Enclosed)

1.1

1.4

1.4

1.2

1.8

1.6

1.4

1.8

1.6

1.7

1.8

1.7

   Total First-Class 2

1.9

2.2

2.1

2.2

2.7

2.5

2.8

2.7

2.5

3.2

3.0

2.6

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

6.6

6.6

6.5

7.9

7.2

7.3

8.7

7.2

7.3

9.5

8.1

8.1

Nonprofit

1.7

1.7

1.4

1.9

1.6

1.4

2.3

1.6

1.4

2.5

1.6

1.6

   Total Standard Mail

8.3

8.2

7.9

9.8

8.7

8.6

11.0

8.7

8.6

12.0

9.7

9.7

   Total Advertising 2

10.2

10.5

10.0

12.0

11.4

11.1

13.8

11.4

11.1

15.2

12.7

12.4

Type of Ad Mail

$50K - $64.9K

$65K - $79.9K

$80K - $99.9K

$100K - Over

1987

2010

2011

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

1.5

1.2

0.8

2.1

1.1

0.8

2.4

1.4

1.1

2.4

1.5

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

0.4

Stuffers (Advertising Enclosed)

1.9

2.3

2.1

2.0

2.4

2.1

2.3

2.8

2.5

2.6

2.9

3.0

   Total First-Class 2

3.8

3.7

3.2

4.5

3.8

3.2

5.3

4.5

3.9

5.7

4.9

4.9

Standard Mail (A):

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

10.9

9.7

9.8

14.8

10.9

10.7

14.7

11.9

11.4

15.3

14.4

15.0

Nonprofit

2.7

1.9

2.1

3.5

2.2

2.0

4.2

2.3

1.9

4.8

2.9

3.0

   Total Standard Mail

13.6

11.6

11.9

18.3

13.2

12.7

18.9

14.1

13.3

20.1

17.3

18.0

   Total Advertising 2

17.4

15.4

15.1

22.8

16.9

15.9

24.2

18.7

17.2

25.8

22.2

22.8

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: 2010/2011 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.

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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

                                

 

Table A4-2
Total Pieces of Advertising Mail1 Received Per Week by Age of Head of Household
Postal Fiscal Years 1987, 2010 and 2011
(Diary Data)

Type of Ad Mail

18 - 21

22 - 24

25 - 34

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

Advertising alone

0.4

0.7

0.5

0.3

0.3

0.3

0.7

0.8

0.7

Business invitations/announcements

0.1

0.1

0.1

0.1

0.2

0.2

0.2

0.3

0.3

Stuffers (Advertising Enclosed)

0.8

1.9

0.9

0.7

0.9

0.8

1.1

1.7

1.6

   Total First-Class 2

1.3

2.7

1.5

1.1

1.4

1.3

2.0

2.8

2.7

Standard Mail:

 

 

 

 

 

 

Commercial

3.7

6.2

6.4

3.2

4.2

4.9

6.6

7.7

7.9

Nonprofit

0.6

1.6

0.9

0.5

0.4

0.6

1.2

0.9

1.1

   Total Standard Mail

4.3

7.7

7.3

3.7

4.6

5.4

7.8

8.6

9.0

   Total Advertising 2

5.6

10.4

8.8

4.8

6.0

6.7

9.8

11.3

11.6

Type of Ad Mail

35 -44

45 - 54

55 - 64

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

 

 

 

 

 

 

 

 

Advertising alone

1.0

1.0

0.8

1.2

1.2

1.0

1.1

1.2

1.0

Business invitations/announcements

0.3

0.3

0.3

0.4

0.3

0.4

0.3

0.4

0.3

Stuffers (Advertising Enclosed)

1.3

2.1

2.0

1.3

2.5

2.4

1.4

2.4

2.4

   Total First-Class 2

2.6

3.4

3.1

2.9

4.0

3.7

2.8

3.9

3.8

Standard Mail:

 

 

 

 

 

 

 

 

 

Commercial

8.3

9.9

9.8

8.9

10.3

11.2

9.8

10.9

10.9

Nonprofit

1.9

1.5

1.3

2.4

2.0

2.0

2.7

2.3

2.3

   Total Standard Mail

10.2

11.4

11.2

11.3

12.3

13.2

12.5

13.2

13.2

   Total Advertising 2

12.8

14.8

14.3

14.2

16.3

16.9

15.3

17.1

16.9

Type of Ad Mail

65 - 69

70+

70 - 74

75+

1987

2010

2011

1987

2010

2011

2010

2011

First-Class:

 

 

 

 

 

 

 

 

Advertising alone

1.0

1.2

0.9

0.7

1.1

0.9

0.9

0.7

Business invitations/announcements

0.4

0.3

0.4

0.2

0.3

0.3

0.2

0.3

Stuffers (Advertising Enclosed)

1.2

2.5

2.4

0.9

2.1

2.2

1.8

1.9

   Total First-Class 2

2.6

4.1

3.7

1.8

3.5

3.4

2.9

2.8

Standard Mail:

 

 

 

 

 

 

 

 

Commercial

8.2

11.2

11.1

7.6

10.8

10.4

8.9

8.9

Nonprofit

2.9

2.6

2.6

2.8

3.1

3.1

3.7

3.5

   Total Standard Mail

11.1

13.8

13.7

10.4

13.9

13.5

12.6

12.4

   Total Advertising 2

13.7

17.9

17.3

12.2

17.4

16.9

15.5

15.3

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 A4-3
Total Pieces of Advertising Mail1 Received Per Week by Education of Head of Household
Postal Fiscal Years 1987, 2010 and 2011
(Diary Data)

Type of Ad Mail

< 8th Grade

Some High School

High School

Some College

1987

2010

2011

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

 

 

 

 

 

 

 

 

 

 

 

Advertising alone

0.5

0.6

0.4

0.7

0.7

0.4

0.7

1.0

0.8

0.9

1.0

0.9

Business invitation/ announcements

0.1

0.1

0.2

0.1

0.2

0.3

0.2

0.2

0.3

0.3

0.3

0.3

Stuffers (Advertising Enclosed)

0.5

1.3

1.1

0.7

1.5

1.4

1.0

2.0

1.9

1.3

2.2

2.2

 Total First-Class 2

1.1

1.9

1.7

1.5

2.4

2.1

1.9

3.2

3.0

2.5

3.5

3.4

Standard Mail:

 

 

 

 

 

 

 

 

 

 

 

 

Commercial

5.0

6.5

6.9

5.6

6.3

7.1

7.0

8.6

8.9

7.9

9.2

9.2

Nonprofit

1.2

1.3

0.9

1.5

1.0

1.1

1.6

1.7

1.6

2.2

1.9

1.8

   Total Standard Mail

6.2

7.8

7.8

7.1

7.2

8.2

8.6

10.4

10.5

9.9

11.0

11.0

   Total Advertising 2

7.3

9.7

9.5

8.6

9.6

10.3

10.5

13.5

13.4

12.4

14.5

14.4

Type of Ad Mail

Tech School

College

Post Graduate

1987

2010

2011

1987

2010

2011

1987

2010

2011

First-Class:

 

 

 

 

 

 

 

 

 

Advertising alone

0.9

1.0

0.7

1.2

1.2

1.0

1.5

1.3

1.1

Business invitation/announcements

0.3

0.4

0.3

0.4

0.3

0.4

0.6

0.4

0.4

Stuffers (Advertising Enclosed)

1.1

1.9

1.8

1.6

2.4

2.3

2.1

2.7

2.6

 Total First-Class 2

2.3

3.2

2.8

3.2

3.9

3.7

4.2

4.5

4.1

Standard Mail:

 

 

 

 

 

 

 

 

 

Commercial

7.8

9.5

9.4

9.9

11.3

11.3

11.8

12.6

12.8

Nonprofit

1.9

1.6

1.9

2.6

2.3

2.4

2.1

3.2

3.2

   Total Standard Mail

9.7

11.1

11.3

12.6

13.6

13.7

16.3

15.9

16.0

<