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

Door drop consumption by audience 35 to 54 year olds index significantly higher for exposure to door drops. Those in DE social economic grouping are more likely to be exposed to door drop but second highest is group A. The highest exposure for door drop is for East Midlands and East of England, closely followed by South West and Wales. Frequency of exposure to door drop is highest amongst the over 55s but closely followed by 35 to 54 year olds. Frequency for door drops peaks with groups C2 and DE. Frequency for door drop is highest in North East, Yorkshire and the Humber. Government and Council communications peak for both male and female readers of door drop. Both genders engage with door drops from different sectors in a consistent way across the sexes. As with mail the frequency for door drops and sectors remains fairly consistent across all sectors. The different age groups show a remarkably consistent pattern of engagement with the type of content they are interacting with, Charity is only slightly higher for the over 55s and Government/Council door drops being revisited slightly more amongst the 35 to 54 and 55+ age groups.

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? January 2018 © JICMAIL

Exposure © JICMAIL

Who is exposed to door drop by age? 35 to 54 year olds index significantly higher for exposure to door drops. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Who is exposed to door drop by gender? Women are more likely to be exposed to door drops. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

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. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Who is exposed to door drop by region The highest exposure for door drop is for East Midlands and East of England, closely followed by South West and Wales. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

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&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Frequency of exposure to door drop by gender Women are exposed more frequently to door drops. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Frequency for door drop by social grade Frequency for door drops peaks with C2, DEs. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Frequency for door drop by region Frequency for door drop is highest in North East, Yorkshire and the Humber. With a consistent pattern showing in the rest of the regions. © JICMAIL Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Exposure to different business sectors © JICMAIL

Exposure to different sectors for door drop by gender Government and Council communications peak for both male and female readers of door drop. But the show a pretty consistent pattern of which door drops both sexes engage with. For a full definition of sectors see slide 21. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Exposure to different sectors for door drop by age Different age groups show a remarkably consistent pattern of engagement with the type of content they are engaging with, Charity only slightly higher for the over 55s and Government/ Council door drops being of more interest to the 35 to 54 and 55+ age groups. For a full definition of sectors see slide 21. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

Type of door drop content men and women engage with Women are engaging pretty consistently with all types of mail content. As are men, who engage at a lower rate. For a full definition of sectors see slide 21. Source: JICMAIL Q2&Q3, Kantar TNS, 2017 Base: Door Drop Items n=4,563

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