1. © JICMail

2. How mail moves around the home
January 2018
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3. Measuring mail: the scale of it all!
12.6bn
items a year
27.1million
households in the UK
Delivered to every one of the
Households get
items a week 9
Source:
12.6bn items / year – Ofcom 2016 report
27.1 million UK households – ONS
10-14 items a week
Source: Ofcom 2016, ONS and TGI and JICMAIL, Kantar TNS, 2018

4. 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

5. Mail is integrated into our lives
Initial flick through or browse 2
28% browse 1
Bedroom
Catalogue arrives
18% browse
77% browse 3
Down-time. Thorough read through.
© JICMail
Source: Royal Mail MarketReach, Illuminas Catalogue Research, 2017

6. Mail in the home
38%
is put on display, or in the usual place to look at later
21%
of all mail is shared between the household
18%
of special offers are passed on or discussed with someone else
Source: JICMAIL Q2&Q3, Kantar TNS, 2017

7. Mail stays in the home for a long time45
DAYS
BILLS AND
STATEMENTS 17
DAYS
ADDRESSED
ADVERTISING
MAIL 38
DAYS
DOOR
DROPS
© JICMail
Source: Royal Mail MarketReach, Private Life of Mail, 2015

8. The lifespan of mail types varies considerably… but some of it lasts a very long time
Q: Typically, how long does each type of mail stay around the house?
© JICMail
Source: Royal Mail MarketReach, Quadrangle, 2016

9. The % of mail received by mail content
Mail comes in many different forms. Respondents tick all the elements that a mail pack contains so there can be more than one of these elements in a pack.
Most items contain information but these can also be linked to offers, contact details and so on…
© JICMail
Source: JICMAIL Q2&Q3, Kantar TNS, 2017

10. Case study: Virgin Mobile
3 PERSON
HOUSEHOLD
Addressee
Female
25 -34
Shared with
Male
25-34
1 child
0-16
Received
Format
Content
Reach
Frequency
Commercial actions
Virgin Mobile Mailing
Upsell mailing
Information about products/services
2 people in the household 13 4
Source: JICMAIL Q2&Q3, Kantar TNS, 2017

11. Over the course of 21 days this couple interacted with the Virgin mobile mailing 16 times all together. She went back to the piece 12 times and he went back to it 4 times. On day 5 he went into a Virgin store.
The frequency of this piece is only gathered through physical actions and not inferred commercial activity, so this piece has a frequency of 13. With an additional 4 commercial actions taken.
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Item arrived
Open
Phoned
sender
Read
Open
Went
online
com .
Read
Went in
store
Read
Read
Open
Read
Put aside
Put aside
Item live for 21 days
Put in the
usual place
Went
online
com .
Read
Threw away
or recycled
Source: JICMAIL Q2&Q3, Kantar TNS, 2017 11

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