Table A2-11
Use of First-Class Advertising-Enclosed Mail1-- 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 20.31656 19.30986 CREDIT CARD COUNT Frequency Count 1.663886 1.732014 CREDIT CARD COUNT Frequency Count 0.264502 0.260342
BANK PCT_COL Percent of Column Frequency 13.6334 11.20401 BANK COUNT Frequency Count 1.116549 1.004952 BANK COUNT Frequency Count 0.177494 0.151056
SECURITIES PCT_COL Percent of Column Frequency 2.187899 1.9114 SECURITIES COUNT Frequency Count 0.179185 0.171445 SECURITIES COUNT Frequency Count 0.028484 0.02577
MONEY MARKET PCT_COL Percent of Column Frequency 0.133706 0.349654 MONEY MARKET COUNT Frequency Count 0.01095 0.031363 MONEY MARKET COUNT Frequency Count 0.001741 0.004714
INSURANCE PCT_COL Percent of Column Frequency 4.050363 4.079873 INSURANCE COUNT Frequency Count 0.331717 0.365947 INSURANCE COUNT Frequency Count 0.052732 0.055006
Industry Industry Breakdown of First-Class Household Mail That is "Advertising Enclosed" Percent of Total First Class Mail Pieces Per Household Per Week MORTGAGE PCT_COL Percent of Column Frequency 1.279965 1.084492 MORTGAGE COUNT Frequency Count 0.104827 0.097274 MORTGAGE COUNT Frequency Count 0.016664 0.014621
Other Financial PCT_COL Percent of Column Frequency 0.242845 0.490146 Other Financial COUNT Frequency Count 0.019889 0.043964 Other Financial COUNT Frequency Count 0.003162 0.006608
SUPERMARKETS PCT_COL Percent of Column Frequency 0.100206 0.192265 SUPERMARKETS COUNT Frequency Count 0.008207 0.017245 SUPERMARKETS COUNT Frequency Count 0.001305 0.002592
Department Store PCT_COL Percent of Column Frequency 5.720958 7.414895 Department Store COUNT Frequency Count 0.468535 0.665085 Department Store COUNT Frequency Count 0.074481 0.09997
MAIL ORDER PCT_COL Percent of Column Frequency 1.255128 0.979429 MAIL ORDER COUNT Frequency Count 0.102792 0.087851 MAIL ORDER COUNT Frequency Count 0.016341 0.013205
1987 2007 2008 1987 2007 2008 1987 2007 2008 Other Store PCT_COL Percent of Column Frequency 2.399122 2.086275 Other Store COUNT Frequency Count 0.196483 0.18713 Other Store COUNT Frequency Count 0.031234 0.028128
Financial:                   PUBLISHER PCT_COL Percent of Column Frequency 1.67696 1.469346 PUBLISHER COUNT Frequency Count 0.13734 0.131794 PUBLISHER COUNT Frequency Count 0.021832 0.01981
Credit Card 18.3 20.3 19.3 1.3 1.7 1.7 0.22 0.26 0.26 Land Promotion PCT_COL Percent of Column Frequency 0.083972 0.091899 Land Promotion COUNT Frequency Count 0.006877 0.008243 Land Promotion COUNT Frequency Count 0.001093 0.001239
Bank 11.7 13.6 11.2 0.8 1.1 1.0 0.14 0.18 0.15 ONLINE AUCTION PCT_COL Percent of Column Frequency 0.103689 0.053167 ONLINE AUCTION COUNT Frequency Count 0.008492 0.004769 ONLINE AUCTION COUNT Frequency Count 0.00135 0.000717
Securities 4.2 2.2 1.9 0.3 0.2 0.2 0.05 0.03 0.03 Other Merchants PCT_COL Percent of Column Frequency 0.463814 0.463583 Other Merchants COUNT Frequency Count 0.037985 0.041581 Other Merchants COUNT Frequency Count 0.006038 0.00625
Money Market 0.8 0.1 0.3 0.0 0.0 0.0 0.01 0.00 0.00 TELEPHONE PCT_COL Percent of Column Frequency 12.69869 13.30494 TELEPHONE COUNT Frequency Count 1.039997 1.193397 TELEPHONE COUNT Frequency Count 0.165325 0.179382
Insurance 4.2 4.1 4.1 0.3 0.3 0.4 0.05 0.05 0.06 OTHER UTILITY PCT_COL Percent of Column Frequency 8.316578 9.340573 OTHER UTILITY COUNT Frequency Count 0.681111 0.83781 OTHER UTILITY COUNT Frequency Count 0.108274 0.125933
Mortgage 0.8 1.3 1.1 0.0 0.1 0.1 0.01 0.02 0.01 MEDICAL PCT_COL Percent of Column Frequency 1.413168 0.989242 MEDICAL COUNT Frequency Count 0.115736 0.088731 MEDICAL COUNT Frequency Count 0.018398 0.013337
Other Financial 5.8 0.2 0.5 0.0 0.0 0.0 0.07 0.00 0.01 OTHER PROFESSIONAL PCT_COL Percent of Column Frequency 0.170039 0.394667 OTHER PROFESSIONAL COUNT Frequency Count 0.013926 0.0354 OTHER PROFESSIONAL COUNT Frequency Count 0.002214 0.005321
Total Financial 40.0 41.8 38.4 2.8 3.4 3.4 0.48 0.54 0.52 Leisure service PCT_COL Percent of Column Frequency 1.155162 0.712415 Leisure service COUNT Frequency Count 0.094606 0.063901 Leisure service COUNT Frequency Count 0.015039 0.009605
Merchants:                   CABLE TV PCT_COL Percent of Column Frequency 5.043526 5.713624 CABLE TV COUNT Frequency Count 0.413055 0.512488 CABLE TV COUNT Frequency Count 0.065662 0.077033
Supermarkets 0.0 0.1 0.2 0.0 0.0 0.0 0.00 0.00 0.00 COMPUTER PCT_COL Percent of Column Frequency 0.389952 0.274399 COMPUTER COUNT Frequency Count 0.031936 0.024612 COMPUTER COUNT Frequency Count 0.005077 0.0037
Department Store 14.2 5.7 7.4 1.0 0.5 0.7 0.17 0.07 0.10 Other services PCT_COL Percent of Column Frequency 1.382947 1.18868 Other services COUNT Frequency Count 0.113261 0.10662 Other services COUNT Frequency Count 0.018005 0.016026
Mail Order 2.5 1.3 1.0 0.2 0.1 0.1 0.03 0.02 0.01 Consumer packaged goods/manufacturers PCT_COL Percent of Column Frequency 1.106629 1.49548 Consumer packaged goods/manufacturers COUNT Frequency Count 0.090631 0.134138 Consumer packaged goods/manufacturers COUNT Frequency Count 0.014407 0.020163
Other Store 2.5 2.4 2.1 0.2 0.2 0.2 0.03 0.03 0.03 Federal government PCT_COL Percent of Column Frequency 0.775815 0.577539 Federal government COUNT Frequency Count 0.063538 0.051803 Federal government COUNT Frequency Count 0.0101 0.007787
Publisher 5.0 1.7 1.5 0.4 0.1 0.1 0.06 0.02 0.02 Nonfederal government PCT_COL Percent of Column Frequency 1.052928 1.190104 Nonfederal government COUNT Frequency Count 0.086233 0.106747 Nonfederal government COUNT Frequency Count 0.013708 0.016045
Land Promotion 0.0 0.1 0.1 0.0 0.0 0.0 0.00 0.00 0.00 Social/Charitable/Political/Nonprofit PCT_COL Percent of Column Frequency 8.734102 8.260211 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.715306 0.740906 Social/Charitable/Political/Nonprofit COUNT Frequency Count 0.11371 0.111367
Online auction N/A 0.1 0.1 N/A 0.0 0.0 N/A 0.00 0.00 RESTAURANT PCT_COL Percent of Column Frequency 0.062845 0.007012 RESTAURANT COUNT Frequency Count 0.005147 0.000629 RESTAURANT COUNT Frequency Count 0.000818 9.45E-05
Restaurant 0.0 0.1 0.0 0.0 0.0 0.0 0.00 0.00 0.00 AUTO DEALERS PCT_COL Percent of Column Frequency 0.185878 0.049222 AUTO DEALERS COUNT Frequency Count 0.015223 0.004415 AUTO DEALERS COUNT Frequency Count 0.00242 0.000664
Consumer packaged goods/manufacturers 0.0 1.1 1.5 0.0 0.1 0.1 0.00 0.01 0.02 Service stations PCT_COL Percent of Column Frequency 0.096286 0.098797 Service stations COUNT Frequency Count 0.007886 0.008862 Service stations COUNT Frequency Count 0.001254 0.001332
Auto dealers 0.0 0.2 0.0 0.0 0.0 0.0 0.00 0.00 0.00 CRAFTSMAN PCT_COL Percent of Column Frequency 0.049954 0.081529 CRAFTSMAN COUNT Frequency Count 0.004091 0.007313 CRAFTSMAN COUNT Frequency Count 0.00065 0.001099
Service stations 0.0 0.1 0.1 0.0 0.0 0.0 0.00 0.00 0.00 Netflix and Blockbuster PCT_COL Percent of Column Frequency 3.440407 5.083208 Netflix and Blockbuster COUNT Frequency Count 0.281763 0.455942 Netflix and Blockbuster COUNT Frequency Count 0.044791 0.068534
Other Merchants 0.8 0.5 0.5 0.1 0.0 0.0 0.01 0.01 0.01 Don't know/No answer PCT_COL Percent of Column Frequency 0.276506 0.05806 Don't know/No answer COUNT Frequency Count 0.022645 0.005208 Don't know/No answer COUNT Frequency Count 0.0036 0.000783
Total Merchants 25.8 13.3 14.4 1.8 1.1 1.3 0.31 0.17 0.19      
Services:                        
Telephone 8.3 12.7 13.3 0.6 1.0 1.2 0.10 0.17 0.18      
Other utility 8.3 8.3 9.3 0.6 0.7 0.8 0.10 0.11 0.13      
Medical 1.7 1.4 1.0 0.1 0.1 0.1 0.02 0.02 0.01      
Other professional 1.7 0.2 0.4 0.0 0.0 0.0 0.02 0.00 0.01      
Leisure service 0.0 1.2 0.7 0.1 0.1 0.1 0.00 0.02 0.01      
Cable TV 4.2 5.0 5.7 0.3 0.4 0.5 0.05 0.07 0.08      
Computer 0.0 0.4 0.3 0.0 0.0 0.0 0.00 0.01 0.00      
Craftsman 0.0 0.0 0.1 0.0 0.0 0.0 0.00 0.00 0.00      
Netflix and Blockbuster N/A 3.4 5.1 N/A 0.3 0.5 N/A 0.04 0.07      
Other Services 0.8 1.4 1.2 0.1 0.1 0.1 0.01 0.02 0.02      
Total Services 25.0 34.1 37.1 1.7 2.8 3.3 0.30 0.44 0.50      
Federal government N/A 0.8 0.6 N/A 0.1 0.1 N/A 0.01 0.01      
Nonfederal government 0.8 1.1 1.2 0.1 0.1 0.1 0.01 0.01 0.02      
Social/Charitable/Political/Nonprofit 7.5 8.7 8.3 0.5 0.7 0.7 0.09 0.11 0.11      
Don't Know/No Answer 0.8 0.3 0.1 0.1 0.0 0.0 0.01 0.00 0.00      
   Total Advertising Enclosed  100.0 100.0 100.0 7.0 8.1 8.9 1.20 1.29 1.34      
   Mail Received by Households      
 1 Does not include "Advertising Only" mail.      
Note: Totals may not sum due to rounding.