1. © JICMAIL

2. What are the key characteristics of the JICMAIL panel and household co-ordinator?
January 2019
The JICMAIL panel
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3. The JICMAIL Panel
Panellist recruitment is targeted at National Readership Survey defined household demographics, and weighted to match targets where shortfalls occur.
The household level dataset is converted into an audience level dataset and factored up to and weighted to Census and Kantar TGI data. Under 17 year olds are removed.
All household mail activity is recorded by the household co-ordinator.
84% of mail is sorted by someone who has sole responsibility for being the household co- ordinator. Household co-ordinators therefore record a higher exposure to mail than other household members.
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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 Audience Database Q to Q n=21,026

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 Audience Database Q to Q n=21,026

6. Geographical composition of panel
The geographical split of the panel is nationally representative and is split across urban and rural locations
REGION
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Source: JICMAIL Audience Database Q to Q n=21,026

7. Household composition (size)
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Source: JICMAIL Audience Database Q to Q n=21,026

8. Children in the household
63%
37%
37% of households within the panel have children,
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Source: JICMAIL Audience Database Q to Q n=21,026

9. The household co-ordinator
Understanding the role of the household co-ordinator
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10. The household co-ordinator
In the majority of households there is clearly an identifiable household co-ordinator who takes responsibility for sorting the mail and distributing it to other people within the household. 84% of advertising mail is sorted by a household coordinator and 16% is sorted by those who say that they take shared responsibility.
84%
16%
Source: JICMAIL Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Mail, Door Drop and Business Mail Items n=69,128

11. Household co-ordinator gender profile
The majority of household co-ordinators are women.
68%
32%
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Source: JICMAIL Audience Database Q to Q n=21,026

12. Who is the household co-ordinator?
Households co-ordinators tends to be aged 45 plus
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Source: JICMAIL Audience Database Q to Q n=21,026

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