© JICMAIL

What are the key characteristics of the JICMAIL panel and household co-ordinator? January 2019 The JICMAIL panel © JICMAIL

The JICMAIL Panel Panellist recruitment is targeted at National Readership Survey defined household demographics, and weighted to match targets where shortfalls occur. The household level dataset is converted into an audience level dataset and factored up to and weighted to Census and Kantar TGI data. Under 17 year olds are removed. All household mail activity is recorded by the household co-ordinator. 84% of mail is sorted by someone who has sole responsibility for being the household co- ordinator. Household co-ordinators therefore record a higher exposure to mail than other household members. © JICMAIL

Audience database profile Panelist recruitment is targeted at National Readership Survey defined household demographics, and weighted to match targets GENDER AGE © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

Audience database profile Social Grade The household level dataset is converted into an audience level dataset and factored up to and weighted to Census and Kantar TGI data © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

Geographical composition of panel The geographical split of the panel is nationally representative and is split across urban and rural locations REGION © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

Household composition (size) © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

Children in the household 63% 37% 37% of households within the panel have children, © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

The household co-ordinator Understanding the role of the household co-ordinator © JICMAIL

The household co-ordinator In the majority of households there is clearly an identifiable household co-ordinator who takes responsibility for sorting the mail and distributing it to other people within the household. 84% of advertising mail is sorted by a household coordinator and 16% is sorted by those who say that they take shared responsibility. 84% 16% Source: JICMAIL Q2 2017 to Q3 2018, Kantar TNS, 2018 Base: Addressed Mail, Door Drop and Business Mail Items n=69,128

Household co-ordinator gender profile The majority of household co-ordinators are women. 68% 32% © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

Who is the household co-ordinator? Households co-ordinators tends to be aged 45 plus © JICMAIL Source: JICMAIL Audience Database Q4 2017 to Q3 2018 n=21,026

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