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2. Door drops by audience
How different audiences interact with door drops
Q3 2018
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3. 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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4. Key stats for door drop
What are the key characteristics of people interacting with door drops?
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5. Exposure
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6. Who is exposed to door drops 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 Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

7. Who is exposed to door drop by gender?
Women over-index by 32 points and men under-index by 34 points.
Door drop profile index by gender (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

8. Who is exposed to door drop by social grade
You are more likely to be exposed to door drops in the DE social economic grouping.
Door drop profile index by social grade (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

9. Who is exposed to door drop by region
The highest exposure for door drops is in Meridian West and South
Door drop profile index by region (100 = average person exposed to mail)
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Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

10. Frequency
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11. Frequency of exposure to door drop by age
Frequency of exposure to door drops is highest amongst 35 to 54 year olds.
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Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

12. Frequency of exposure to door drop by gender
Women are exposed more frequently to door drops.
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

13. 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 Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

14. Frequency for door drop by region
Frequency for door drops is highest in central Scotland, Yorkshire and meridian west
Door drop profile index by region (100 = average person exposed to mail)
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Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

15. Exposure and frequency to different business sectors
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16. Exposure by sector for door drop by gender
Women index most highly for Utility and Charity door drop exposure. For men it’s Newspaper and Magazine, Political and Automotive.
For a full definition of sectors see slide 23.
(100 = average person exposed to mail)
Profile index
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

17. Frequency by sector for door drop by gender
Men are exposed to mail order door drops more frequently, for women it’s magazine and newspaper door drops
For a full definition of sectors see slide 23.
Frequency of exposure
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

18. Exposure by sector for door drop by age
55+ year olds are most likely to be exposed to Mail Order, Medical and Leisure door drops. For a full definition of sectors see slide 23.
(100 = average person exposed to mail)
Profile index
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

19. Frequency by sector for door drop by age
35-54 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 Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Door Drop Audience Sample n=5,160

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
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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