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2. Door drops by audience
How different audiences interact with door drops
January 2018
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3. 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.

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 drop?
January 2018
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6. Exposure
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7. Who is exposed to door drop by age?
35 to 54 year olds index significantly higher for exposure to door drops.
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Door Drop Items n=4,563

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

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 but second highest are As.
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Door Drop Items n=4,563

10. 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.
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Door Drop Items n=4,563

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

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

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

15. 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.
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Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Door Drop Items n=4,563

16. Exposure to different business sectors
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17. 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

18. 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

19. 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

20. JICMAIL 70 Margaret Street London W1W 8SS www.jicmail.org.uk
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21. 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 =
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