27% of all mail is still “live” after the twenty- eight days reporting period. Further study will be scheduled to establish more detail on this statistic. JICMAIL will report further when the new findings are available. What do consumers do when the mail first arrives in the home? The chart below captures panelist behaviours when mail is initially received. The majority of actions relate to opening and reading, storing, recycling and sharing.
They open it – at least 65% of all mail items are opened. 57% of all addressed mail is opened immediately, with a further 21% opened subsequently. When asking why 100% isn’t opened we should note that not all addressed mail can be physically opened. For example catalogues and leaflets may not need to be physically opened as they don’t come in any outer carrier, and one piece mailers that also don’t need conventional “opening” are common. 26% of addressed mail is recycled after being first received, but only after some form of exposure has been recorded. Another 30% of mail is subsequently recycled at some point in the following three weeks, but normally after other actions have been recorded such as read, put aside for later or used/did something with the information.
57.1%
% of items with initial actions taken when item is logged
Opened it
48.5%
Read/looked/glanced at it
26.2%
Threw it away/recycled
24%
Put it aside to look at later
9.1%
Passed it on/left out for the person it’s for
8.4%
Put it in the usual place
5.3%
Filed it for reference or records
Used/did something with the information
3.6%
Put it on display (e.g. on a fridge, noticeboard)
1.6%
Took it out of the house (e.g. to work)
0.4%
0%
10.0%
20.0%
30.0%
40.0%
50.0% 60.0%
Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553
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