© JICMAIL

Door drops by audience How different audiences interact with door drops March 2018 Copyright JICMAIL

Door drop consumption by audience 35 to 54 year olds index significantly higher for exposure to door drops. Women over-index against door drops by 26 points and men under-index by 27 points. Those in DE socio-economic grouping are more likely to be exposed to door drops. The highest exposure for door drop is for North East Yorkshire and the Humber. 35-54 year olds show the highest exposure to door drops. Frequency for door drops peaks with groups C2 and DE. Frequency for door drop is highest in North East, Yorkshire and the Humber. Exposure by sector is similar across gender with Magazine / Newspapers highest followed by Government / Council communications. Age groups engage at similar exposure levels to all types of door drop from all sectors ranging from a frequency of 2.5 to 4.

Defining door drop Door drop: Information about products / services Door drops are classified as any item of mail entering the home without an address on it. It can contain any of the items described on the left and can come from any sector. Information about local services A leaflet or flyer or other mail without an address Information about entertainment or activities Invitation / information about a specific event Special offers or discounts Vouchers / coupons Request for a donation Sender’s contact details (e.g. web site, phone number) Political content Postal reply © JICMAIL

Key stats for door drop What are the key characteristics of people interacting with door drop? © JICMAIL

Exposure © JICMAIL

Who is exposed to door drop by age? 35 to 54 year olds index significantly higher for exposure to door drops. Door drop profile Index by age (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Who is exposed to door drop by gender? Women over-index by 26 points and men under-index by 27 points. Door drop profile Index by gender (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Who is exposed to door drop by social grade You are more likely to be exposed to door drop in DE social economic grouping but second highest are As. Door drop profile Index by social grade (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Who is exposed to door drop by region The highest exposure for door drop is for North East Yorkshire, then London and then East Midlands and Scotland. Door drop profile Index by region (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Frequency © JICMAIL

Frequency of exposure to door drop by age Frequency of exposure to door drops is highest amongst the over 55s but closely followed by 35 to 54 year olds. © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Frequency of exposure to door drop by gender Women are exposed more frequently to door drops. © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Frequency for door drop by social grade Frequency for door drops peaks with C2, DEs. Door drop profile Index by social grade (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Frequency for door drop by region Frequency for door drop is highest in Northern Ireland and North East, Yorkshire and the Humber. With a consistent pattern showing in the rest of the regions. Door drop profile Index by region (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Exposure and frequency to different business sectors © JICMAIL

Exposure by sector for door drop by gender Magazine and Newspaper communications peak for both male and female readers of door drop. There is a consistent pattern of which door drops both sexes engage with. For a full definition of sectors see slide 21. Frequency of exposure Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Exposure by sector for door drop by age Different age groups show a consistent pattern of engagement across all types of content. Magazine / Newspaper and Government / Council both achieving peaks in all age groups. For a full definition of sectors see slide 21. Frequency of exposure Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

Type of door drop content men and women engage with Both genders engage with the same sort of content, but as reflected by women’s higher exposure generally, this is reflected in the exposure indexes. For a full definition of sectors see slide 21. (100 = average person exposed to mail) Profile index Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017 Base: Door Drop Mail Items n=7,032

JICMAIL 70 Margaret Street London W1W 8SS www.JICMAIL.org.uk Copyright JICMAIL

Defining the business sectors Our methodology The sectors for mail were developed with the consumers filling in the diary in mind. Four waves of testing helped to define sectors that panelists would understand and not based on out-dated standard industry classifications. These classifications have been shortened for the purposes of charts within this presentation. We do not capture any items categorised as being from Family member or friend, Employer, Other or Didn’t Open or Read. SENDER CATEGORIES TV / Broadband / Landline / Mobile Utilities Provider (Gas / Water / Electric) Financial and Insurance Services Letting or Estate Agent Local Tradesperson Car Dealer / Manufacturer Restaurant or Takeaway Supermarket or Grocery Store Retailer (e.g. Clothing / Household / Electrical, etc) Mail Order / Online Retailer Travel / Tourism / Attractions Magazine / Newspaper / Publisher Medical (NHS / Dental / Private Healthcare / Chemist / Optical) Government / Council Charity Religious Organisation Political Party SUMMARY Telco Utility Financial Services Letting / Estate Agent Tradesperson Automotive Restaurant / Takeaway Grocery Retail Mail Order / Online Retail Leisure Magazine / Newspaper Medical Government / Council Charity Religious Political = © Jicama