What do consumers do with their addressed mail?
20.8%
% of items with subsequent actions within twenty-eight day period
Opened it
23.1%
Read/looked/glanced at it
30.3%
Threw it away/recycled
5.2%
Put it aside to look at later
2.4%
Passed it on/left out for the person it’s for
3.7%
Put it in the usual place
9.4%
Filed it for reference or records
6.6%
Used/did something with the information
1.7%
Put it on display (e.g. on a fridge, noticeboard)
1.9%
Took it out of the house (e.g. to work)
0.0%
5.0%
10.0%
15.0%
20.0%
25.0% 30.0% 35.0%
Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553
Over the subsequent twenty-eight days they are still opening their mail. Not surprisingly in the period after initially logging what they did more mail is thrown away or recycled as households sort and sift their mail. But a further 20.8% of mail is opened and 6.6% used it or did something with their mail and those filing away the mail piece rises to 9.4%.
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