How we collect the data
The face to face omnibus survey included:
The Establishment Survey confirms circulation data As well as ensuring we create a representative panel for continuous data, the Establishment Survey allows us to cross check the circulation data provided by the mail industry and is audited by ABC.
• 2,000 interviews in Great Britain, plus 55-60 in Northern Ireland.
• Random location sampling was applied each week.
• Nationally representative of adults aged 16+ in UK (including Great Britain and Northern Ireland).
It gives us insights into how much mail is received by different households:
• A face to face methodology with coverage of the offline population.
• The average household receives 1.3 items of addressed mail each day.
The online survey consisted of:
The average daily volume of addressed mail was affected by some key characteristics:
• 500 interviews per day, for 7 days.
• The presence of children increases the number of items of addressed mail received – 1.45 versus 1.25.
• This ran simultaneously to the face to face Omnibus.
• Quota sampling.
• ABC1s receive significantly more addressed mail than on average at 1.46.
• Nationally representative, by gender, age and region (North, Midlands, South).
• Age has no significant impact on the volume of mail received.
• Online interviews, via Kantar TNS’s own panel.
Door drops differ from addressed mail:
• The average daily volume of door drops is 0.77.
1.45
• Having children in the household does not significantly increase the number of unaddressed items received but age and social grade do.
1.25
• Younger respondents (aged 16-24) receive significantly fewer items of door drop at 0.55.
• ABC1s receive significantly more than C2s at 0.66 and DE at 0.70.
The presence of children increases the number of items of addressed mail received – 1.45 versus 1.25.
What mail is received and when:
• Mail volume remains relatively stable throughout the week, dropping off as you might expect at the weekend.
• There is also little difference by the type of mail being received.
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