What do consumers do with their door drops?
5.7%
% of items with actions over twenty-eight days
Opened it
60.5%
Read/looked/glanced at it
85.8%
Threw it away/recycled
15.8%
Put it aside to look at later
2.2%
Filed it for reference or records
5.3%
Put it in the usual place
0.8%
Passed it on/left out for the person it’s for
1.9%
Used/did something with the information
2.2%
Put it on display (e.g. on a fridge, noticeboard)
0.5%
Took it out of the house (e.g. to work)
0%
20%
40%
60%
80%
100%
Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553
Fewer door drop items are “opened”, not surprisingly, as a lot of door drop items are not necessarily contained within an envelope. 59% of door drops are thrown away or recycled at the initial stage, but after some form of exposure has been recorded. 85% of door drops are thrown away or recycled within the full twenty-eight days of tracking but only after some form of exposure. 30% is thrown away or recycled at a follow up stage at some point throughout the four week tracking period after other exposures have been recorded.
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