© JICMAIL

Addressed mail by audience How different audiences interact with addressed mail January 2018 Copyright JICMAIL

Mail consumption by audience Older people are more likely to engage with their mail than younger age groups. Women have a higher exposure to mail across all measures and are 17% more likely to see mail than average. Those in higher socio-economic groups have a higher propensity to be exposed to mail. Interestingly though groups at the lower socio-economic groups return to mail most often and have the highest frequency. There are some distinct regional variations with reach higher in some and frequency higher in others.- frequency is highest in London and South East and North East Yorkshire and the Humber whereas exposure is highest in the East Midland and East of England. Men and women show similarities in the types of mail they engage with, with women showing slightly greater frequency for retail and medical versus men who score highest for Government/Council mailings. There is a remarkable consistently in frequency for different mail sectors across all age groups.

Defining addressed mail Letter addressed to me Mail that is categorised as advertising mail is always an addressed piece of mail, addressed to an individual. We do ask panelists to capture Magazines, Local Directories, Free Papers and parcels but the figures for these items of mail are not included in the final JICMAIL data. Door drops are classified separately to acknowledge that their targeting and metrics are different. Letter addressed to someone else in the household An item of mail addressed to an individual in the household Letter addressed to “householder” or “occupier” Letter for someone else who doesn’t live here Leaflet/ flyer or other mail with an address Catalogue addressed to me or someone else in the household © JICMAIL

Addressed mail content Information about products / services Addressed mail must contain any of the following elements on the left. Panelists can select all the options that apply so a piece of addressed mail can contain information about products / services but it may also contain a special offer or discount. Information about local services An item of mail addressed to an individual in the household containing any of these items 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 addressed mail What are the key characteristics of people interacting with addressed mail? © JICMAIL

Exposure © JICMail

Who is exposed to addressed mail by age? Those aged 55+ do index higher against exposure to mail than 35 to 54s and under 35’s. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Who is exposed to addressed mail by gender? Women are 16.7% more likely than average to be exposed to ad mail. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Who is exposed to addressed mail by social grade? AB’s have a higher exposure to mail. But DE’s are the highest of all. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Who is exposed to addressed mail by region? The highest exposure is in the East Midlands and East of England, followed by North East Yorkshire. Northern Ireland has the lowest exposure. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Frequency © JICMAIL

Frequency of exposure to addressed mail by age Frequency of exposure is highest amongst 55+ age group, reducing by age. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Frequency of exposure to addressed mail by gender Women are 16% more likely to see mail. Their frequency is 4.30 versus 4.02 for men. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Frequency for addressed mail by social grade ABs have a higher likelihood to be exposed to mail but DEs are highest of all. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Frequency for addressed mail by region Frequency for addressed mail is highest in London and the South East and North East, Yorkshire and the Humber. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Exposure to different business sectors © JICMAIL

Exposure to different sectors for addressed mail by gender Women are more likely to engage with Retail and Medical information whereas men are most likely to engage with Government/ Council communications. For a full definition of sectors see slide 23. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Exposure to different sectors for addressed mail by age The over 55s index highest for Leisure and Charity messages. 35 to 54 year-olds are highest for Political messages and Restaurants/ Takeaways and the under-35s Government/ Council communications. For a full definition of sectors see slide 23. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Frequency of sectors for addressed mail by gender Women are most likely to look at Government/ Council mailings and men most likely to look at communications from Utilities. Women’s likelihood to go back to Medical information is also high. For a full definition of sectors see slide 23. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

Frequency of sectors for addressed mail by age Frequency for the sectors for mail shows a very consistent pattern across the different age groups. For a full definition of sectors see slide 23. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Addressed Advertising Mail Items n=8,553

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 Quadplay 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 = © JICMail