| Table A3-18 Standard Mail Treatment of Mail Piece by Familiarity With Organization (Percentage of Mail Received by Household) Postal Fiscal Years 1987, 2006 and 2007 (Diary Data) |
|||||||||||||||||||
| Treatment of Advertising | Previous Customer | Organization Known | Organization Not Known | Total | |||||||||||||||
| 1987 | 2006 | 2007 | 1987 | 2006 | 2007 | 1987 | 2006 | 2007 | 1987 | 2006 | 2007 | ||||||||
| Read | 58.4 | 59.9 | 58.7 | 31.2 | 27.4 | 26.2 | 26.2 | 25.2 | 23.9 | 41.5 | 41.3 | 41.9 | |||||||
| Looked at | 23.3 | 15.0 | 15.8 | 38.2 | 24.2 | 22.7 | 35.2 | 22.4 | 22.2 | 26.4 | 17.4 | 17.3 | |||||||
| Discarded | 7.0 | 16.0 | 17.3 | 23.5 | 43.0 | 46.5 | 31.1 | 48.3 | 49.7 | 14.0 | 26.2 | 27.6 | |||||||
| Set Aside | 10.2 | 8.6 | 7.9 | 6.3 | 4.9 | 4.2 | 6.4 | 3.5 | 3.8 | 8.1 | 6.0 | 6.0 | |||||||
| Don't know/No answer | 1.1 | 0.5 | 0.4 | 0.8 | 0.5 | 0.4 | 1.2 | 0.6 | 0.4 | 10.0 | 9.1 | 7.2 | |||||||
| Total Mail Received by Household | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |||||||
| Note: Totals may not sum to 100 due to rounding. | |||||||||||||||||||
| Total includes pieces for which no response was given as to familiarity. | |||||||||||||||||||