© JICMAIL

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

Door drop consumption by audience 55+ year olds index highest for exposure to door drops and interact with it most frequently. Women over-index against door drops by 27 points and men under-index by 28 points. Those in DE socio-economic grouping are more likely to be exposed to door drops. The highest exposure for door drop is in London, the South East and 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, and Northern Ireland. Women index most highly for Utility, Leisure and Retail door drop exposure. For men it’s Newspaper and Magazine, Political and Government / Council door drops. 55+ year olds are most likely to be exposed to Mail Order and Leisure door drops. For 35-54 years olds its Mail Order and Magazine and Newspaper senders.

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 drops? © JICMAIL

Exposure © JICMAIL

Who is exposed to door drop by age? 55+ year olds index highest for exposure to door drops. Door drop profile index by age (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Who is exposed to door drop by gender? Women over-index by 27 points and men under-index by 28 points. Door drop profile index by gender (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Who is exposed to door drop by social grade You are more likely to be exposed to door drop in DE social economic grouping. Door drop profile index by social grade (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Who is exposed to door drop by region The highest exposure for door drop is for London and the South East, then North East & Yorkshire. Door drop profile index by region (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

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 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Frequency of exposure to door drop by gender Women are exposed more frequently to door drops. © JICMAIL Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

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 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Frequency for door drop by region Frequency for door drop is highest in Northern Ireland and North East, Yorkshire and the Humber. Door drop profile index by region (100 = average person exposed to mail) © JICMAIL Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Exposure and frequency to different business sectors © JICMAIL

Exposure by sector for door drop by gender Women index most highly for Utility, Leisure and Retail door drop exposure. For men it’s Newspaper and Magazine, Political and Government / Council. For a full definition of sectors see slide 23. (100 = average person exposed to mail) Profile index Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Frequency 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 23. Frequency of exposure Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Exposure by sector for door drop by age 55+ year olds are most likely to be exposed to Mail Order and Leisure door drops. For 35-54 years olds its Mail Order and Magazine and Newspaper senders. For a full definition of sectors see slide 23. (100 = average person exposed to mail) Profile index Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Frequency by sector for door drop by age Different age groups show a consistent pattern of engagement across all types of advertiser, although 35-54 year olds are showing above average frequency for Mail Order / Online Retail door drops. For a full definition of sectors see slide 23. Frequency of exposure Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

Type of door drop content men and women engage with Women are more likely to be exposed to requests for a donation, vouchers and special offers / discounts. For a full definition of sectors see slide 23. (100 = average person exposed to mail) Profile index Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018 Base: Door Drop Audience Sample n=9,815

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