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2. Door drops by audience
How different audiences interact with door drops
June 2018
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3. 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 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 years olds its Mail Order and Magazine and Newspaper senders.

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
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5. Key stats for door drop
What are the key characteristics of people interacting with door drops?
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6. Exposure
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7. 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)
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Source: JICMAIL Q to Q1 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=9,815

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

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

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

11. Frequency
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12. 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.
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Source: JICMAIL Q to Q1 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=9,815

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

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

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

16. Exposure and frequency to different business sectors
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17. 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 Q to Q1 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=9,815

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

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

20. Frequency by sector for door drop by age
Different age groups show a consistent pattern of engagement across all types of advertiser, although 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 Q to Q1 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=9,815

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

22. JICMAIL 70 Margaret Street London W1W 8SS www.JICMAIL.org.uk
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23. 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 =
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