Table A2-3
Use of First-Class Advertising-Only Mail -- by Industry
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)		 A24ROW _NAME_ _LABEL_ COL1 COL2 A24ROW _NAME_ _LABEL_ COL1 COL2 A24ROW _NAME_ _LABEL_ COL1 COL2
CREDIT CARD PCT_COL Percent of Column Frequency 13.82491 10.00543 CREDIT CARD COUNT Frequency Count 2.121979 1.443114 CREDIT CARD COUNT Frequency Count 0.207028 0.136048
BANK PCT_COL Percent of Column Frequency 8.333913 8.582793 BANK COUNT Frequency Count 1.279168 1.237923 BANK COUNT Frequency Count 0.1248 0.116704
SECURITIES PCT_COL Percent of Column Frequency 1.473283 1.525622 SECURITIES COUNT Frequency Count 0.226133 0.220045 SECURITIES COUNT Frequency Count 0.022062 0.020744
MONEY MARKET PCT_COL Percent of Column Frequency 0.313274 0.244977 MONEY MARKET COUNT Frequency Count 0.048084 0.035334 MONEY MARKET COUNT Frequency Count 0.004691 0.003331
INSURANCE PCT_COL Percent of Column Frequency 6.223099 7.818141 INSURANCE COUNT Frequency Count 0.955181 1.127635 INSURANCE COUNT Frequency Count 0.093191 0.106306
MORTGAGE PCT_COL Percent of Column Frequency 6.920997 5.019209 MORTGAGE COUNT Frequency Count 1.062301 0.723936 MORTGAGE COUNT Frequency Count 0.103642 0.068248
Industry Percent of First-Class "Advertising Only" Percent of Total First Class Mail Pieces Per Household Per Week Other Financial PCT_COL Percent of Column Frequency 0.656673 1.398008 Other Financial COUNT Frequency Count 0.100792 0.201639 Other Financial COUNT Frequency Count 0.009834 0.019009
SUPERMARKETS PCT_COL Percent of Column Frequency 0.845487 0.896913 SUPERMARKETS COUNT Frequency Count 0.129773 0.129365 SUPERMARKETS COUNT Frequency Count 0.012661 0.012196
Department Store PCT_COL Percent of Column Frequency 3.96668 4.77105 Department Store COUNT Frequency Count 0.608844 0.688143 Department Store COUNT Frequency Count 0.059401 0.064874
MAIL ORDER PCT_COL Percent of Column Frequency 3.590124 3.552098 MAIL ORDER COUNT Frequency Count 0.551046 0.51233 MAIL ORDER COUNT Frequency Count 0.053762 0.048299
1987 2007 2008 1987 2007 2008 1987 2007 2008 Other Store PCT_COL Percent of Column Frequency 10.55475 10.82657 Other Store COUNT Frequency Count 1.620044 1.561549 Other Store COUNT Frequency Count 0.158057 0.147213
Financial:                   PUBLISHER PCT_COL Percent of Column Frequency 3.816169 3.604055 PUBLISHER COUNT Frequency Count 0.585742 0.519824 PUBLISHER COUNT Frequency Count 0.057147 0.049006
Credit Card 7.0 13.8 10.0 0.4 2.1 1.4 0.1 0.2 0.1 Land Promotion PCT_COL Percent of Column Frequency 1.080572 0.736588 Land Promotion COUNT Frequency Count 0.165856 0.10624 Land Promotion COUNT Frequency Count 0.016182 0.010016
Bank 7.0 8.3 8.6 0.4 1.3 1.2 0.1 0.1 0.1 ONLINE AUCTION PCT_COL Percent of Column Frequency 0.064459 0.143094 ONLINE AUCTION COUNT Frequency Count 0.009894 0.020639 ONLINE AUCTION COUNT Frequency Count 0.000965 0.001946
Securities 5.4 1.5 1.5 0.3 0.2 0.2 0.0 0.0 0.0 Other Merchants PCT_COL Percent of Column Frequency 1.531832 2.46475 Other Merchants COUNT Frequency Count 0.23512 0.355498 Other Merchants COUNT Frequency Count 0.022939 0.033514
Money Market 0.2 0.3 0.2 0.0 0.0 0.0 0.0 0.0 0.0 TELEPHONE PCT_COL Percent of Column Frequency 2.346216 2.346449 TELEPHONE COUNT Frequency Count 0.36012 0.338436 TELEPHONE COUNT Frequency Count 0.035135 0.031906
Insurance 7.8 6.2 7.8 0.4 1.0 1.1 0.1 0.1 0.1 OTHER UTILITY PCT_COL Percent of Column Frequency 0.71547 0.80261 OTHER UTILITY COUNT Frequency Count 0.109817 0.115763 OTHER UTILITY COUNT Frequency Count 0.010714 0.010913
Mortgage 3.7 6.9 5.0 0.2 1.1 0.7 0.0 0.1 0.1 MEDICAL PCT_COL Percent of Column Frequency 2.907913 3.926731 MEDICAL COUNT Frequency Count 0.446334 0.566365 MEDICAL COUNT Frequency Count 0.043546 0.053393
Other Financial 1.1 0.7 1.4 0.1 0.1 0.2 0.0 0.0 0.0 OTHER PROFESSIONAL PCT_COL Percent of Column Frequency 1.220162 2.133382 OTHER PROFESSIONAL COUNT Frequency Count 0.187282 0.307704 OTHER PROFESSIONAL COUNT Frequency Count 0.018272 0.029008
Total Financial 32.2 37.7 34.6 1.7 5.8 5.0 0.3 0.6 0.5 Leisure service PCT_COL Percent of Column Frequency 7.832111 7.893227 Leisure service COUNT Frequency Count 1.202147 1.138464 Leisure service COUNT Frequency Count 0.117286 0.107327
Merchants:                   CABLE TV PCT_COL Percent of Column Frequency 1.254932 0.843677 CABLE TV COUNT Frequency Count 0.192619 0.121686 CABLE TV COUNT Frequency Count 0.018793 0.011472
Supermarkets 0.0 0.8 0.9 0.0 0.1 0.1 0.0 0.0 0.0 COMPUTER PCT_COL Percent of Column Frequency 0.948243 0.449636 COMPUTER COUNT Frequency Count 0.145545 0.064852 COMPUTER COUNT Frequency Count 0.0142 0.006114
Department Store 7.0 4.0 4.8 0.4 0.6 0.7 0.1 0.1 0.1 Other services PCT_COL Percent of Column Frequency 5.10599 4.556358 Other services COUNT Frequency Count 0.783716 0.657178 Other services COUNT Frequency Count 0.076462 0.061955
Mail Order 8.5 3.6 3.6 0.4 0.6 0.5 0.1 0.1 0.0 Consumer packaged goods/manufacturers PCT_COL Percent of Column Frequency 4.228049 4.279672 Consumer packaged goods/manufacturers COUNT Frequency Count 0.648961 0.61727 Consumer packaged goods/manufacturers COUNT Frequency Count 0.063315 0.058192
Other Store 9.3 10.6 10.8 0.5 1.6 1.6 0.1 0.2 0.1 Federal government PCT_COL Percent of Column Frequency 1.632509 1.767146 Federal government COUNT Frequency Count 0.250573 0.254881 Federal government COUNT Frequency Count 0.024447 0.024029
Publisher 10.8 3.8 3.6 0.6 0.6 0.5 0.1 0.1 0.0 Nonfederal government PCT_COL Percent of Column Frequency 0.637546 0.530412 Nonfederal government COUNT Frequency Count 0.097857 0.076503 Nonfederal government COUNT Frequency Count 0.009547 0.007212
Land Promotion 3.8 1.1 0.7 0.2 0.2 0.1 0.0 0.0 0.0 Social/Charitable/Political/Nonprofit PCT_COL Percent of Column Frequency 0.199051 0.230429 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.030552 0.033235 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.002981 0.003133
Online Auction N/A 0.1 0.1 N/A 0.0 0.0 N/A 0.0 0.0 RESTAURANT PCT_COL Percent of Column Frequency 0.368505 0.440144 RESTAURANT COUNT Frequency Count 0.056562 0.063483 RESTAURANT COUNT Frequency Count 0.005518 0.005985
Restaurant 0.2 0.4 0.4 0.0 0.1 0.1 0.0 0.0 0.0 AUTO DEALERS PCT_COL Percent of Column Frequency 4.452398 3.717924 AUTO DEALERS COUNT Frequency Count 0.683396 0.536248 AUTO DEALERS COUNT Frequency Count 0.066675 0.050554
Consumer packaged goods/manufacturers 1.0 4.2 4.3 0.1 0.6 0.6 0.0 0.1 0.1 Service stations PCT_COL Percent of Column Frequency 1.682779 1.587685 Service stations COUNT Frequency Count 0.258289 0.228997 Service stations COUNT Frequency Count 0.0252 0.021588
Auto dealers 2.2 4.5 3.7 0.1 0.7 0.5 0.0 0.1 0.1 CRAFTSMAN PCT_COL Percent of Column Frequency 0.521222 0.772406 CRAFTSMAN COUNT Frequency Count 0.080002 0.111406 CRAFTSMAN COUNT Frequency Count 0.007805 0.010503
Service stations 0.1 1.7 1.6 0.0 0.3 0.2 0.0 0.0 0.0 Netflix and Blockbuster PCT_COL Percent of Column Frequency 0.057538 0 Netflix and Blockbuster COUNT Frequency Count 0.008831 0 Netflix and Blockbuster COUNT Frequency Count 0.000862 0
Other Merchants 3.2 1.5 2.5 0.2 0.2 0.4 0.0 0.0 0.0 Don't know/No answer PCT_COL Percent of Column Frequency 0.693145 2.132814 Don't know/No answer COUNT Frequency Count 0.106391 0.307622 Don't know/No answer COUNT Frequency Count 0.01038 0.029001
Total Merchants 46.1 36.2 37.0 2.4 5.6 5.3 0.4 0.5 0.5      
Services:                        
Telephone 1.9 2.3 2.3 0.1 0.4 0.3 0.0 0.0 0.0      
Other utility 0.7 0.7 0.8 0.0 0.1 0.1 0.0 0.0 0.0      
Medical 1.7 2.9 3.9 0.1 0.4 0.6 0.0 0.0 0.1      
Other professional 1.7 1.2 2.1 0.1 0.2 0.3 0.0 0.0 0.0      
Leisure service 7.7 7.8 7.9 0.4 1.2 1.1 0.1 0.1 0.1      
Cable TV 0.8 1.3 0.8 0.0 0.2 0.1 0.0 0.0 0.0      
Computer 0.6 0.9 0.4 0.0 0.1 0.1 0.0 0.0 0.0      
Craftsman 0.1 0.5 0.8 0.0 0.1 0.1 0.0 0.0 0.0      
Netflix and Blockbuster N/A 0.1 0.0 N/A 0.0 0.0 N/A 0.0 0.0      
Other Services 2.9 5.1 4.6 0.1 0.8 0.7 0.0 0.1 0.1      
Total Services 17.5 22.9 23.7 0.9 3.5 3.4 0.2 0.3 0.3      
Federal government N/A 1.6 1.8 N/A 0.3 0.3 N/A 0.0 0.0      
Nonfederal government 1.0 0.6 0.5 0.0 0.1 0.1 0.0 0.0 0.0      
Social/Charitable/Political/Nonprofit 0.0 0.2 0.2 0.0 0.0 0.0 0.0 0.0 0.0      
Don't Know/No Answer 3.2 0.7 2.1 0.2 0.1 0.3 0.0 0.0 0.0      
Total Advertising-Only Mail Received by Households 100.0 100.0 100.0 5.2 15.3 14.4 0.9 1.5 1.4      
Note: Totals may not sum due to rounding.