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2. What are the key characteristics of the JICMAIL panel and household co-ordinator?
January 2018
The mail panel
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3. The JICMAIL Panel
panelist recruitment is targeted at National Readership Survey defined household demographics, and weighted to match targets. The household level dataset is converted into an audience level dataset and factored up to and weighted to Census and Kantar TGI data. Household size is representative of the UK population in terms of numbers within each household. panelists are also recruited from a regional spread of the UK. With 82% from urban areas and 18% from rural ones. Social grade is commensurate with the split against social grade of the national population. 31% of households within the panel have children and 69% do not. The household co-ordinator has a higher exposure to mail.
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4. Audience database profile
Panelist recruitment is targeted at National Readership Survey defined household demographics, and weighted to match targets
GENDER
AGE
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

5. 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
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

6. Geographical composition of panel
The geographical split of the panel is nationally representative and is split across urban and rural dwellers.
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

7. Household composition
Careful selection of single households and multiple households has been included within the audience make up and is nationally representative after weighting.
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

8. Children in the household
69%
31%
31% of households within the panel have children,
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

9. Mosaic groups with highest index for addressed mail
Mosaic segments E, J and O have the highest index for addressed mail
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Source: JICMAIL Establishment Survey, Kantar TNS, 2017
Mosaic, 2017

10. Streetwise Strain Younger
Mosaic segments J
J40
Make Do and Move On
J41
Disconnected Youth
J42
Streetwise Strain Younger
J43
Renting a Room O
O61
Career Builders
O62
Central Pulse
O63
Flexible Workforce
O64
Bus Route Renters
O65
Learners and Earners
O66
Student Scene
Transient Renters
Rental Hubs E
E18
Legacy Elders
E19
Bungalow Haven
E20
Classic Grandparents
E21
Solo Retirees
Senior Security
Source: Mosaic

11. The household co-ordinator
Understanding the special role of the household co-ordinator
January 2018
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12. The household co-ordinator
There is often an individual within each household who generally assumes the role of the person who is responsible for sorting the mail – 71% of the panel take on this responsibility. 28% say that the responsibility is shared. The co-ordinators are the individuals who sort, sift and share the mail around the household – it’s probably something you are familiar with? They are therefore a key audience within our panel and one that we thought would be useful to know a little more about. They are key to JICMAIL data collection as they are responsible for diary completion for all household members.
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13. The role of the household co-ordinator
In the majority of households there is a clearly identifiable household co-ordinator who takes responsibility for sorting the mail and distributing it to other people within the household.
From the establishment survey, here’s the split between those households with an identified co-ordinator and those with shared responsibility.
71%
28%
Source: JICMAIL Q2&Q3, Kantar TNS, 2017

14. Who is the household co-ordinator?
The majority of household co-ordinators are women.
Household co-ordinator gender % profile
63%
37%
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

15. Who is the household co-ordinator?
The age of the co-ordinator is evenly distributed across households apart from in the youngest age group and is fairly evenly split across social grades
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017

16. Who is the household co-ordinator?
Over half of the household co-ordinators live with a partner and a quarter live with children.
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Source: JICMAIL Establishment Survey, Kantar TNS, 2017

17. How many are in the “take turns” category?
Consumers involved in sorting the post have a higher frequency than those not involved
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Source: JICMAIL Establishment Survey, Kantar TNS, 2017

18. Household co-ordinator frequency against sender type
Household co-ordinators display higher frequency than those who less often sort the mail
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Source: JICMAIL Establishment Survey, Kantar TNS, 2017

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