Table A3-34
Standard Mail Percentage of Pieces Read Immediately
and Set Aside by Shape and Familiarity With Organization
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)		 BL_B READING BL_F _NAME_ _LABEL_ COL1 COL2
Letter Size Envelope READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Letter Size Envelope READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 52.2913 53.5147
Letter Size Envelope READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 20.9062 23.682
Letter Size Envelope READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 23.26509 23.5612
Letter Size Envelope READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 17.18239 13.96967
Familiarity          Shape Letter Size Envelope SET ASIDE   PCT_ROW Percent of Row Frequency  
    Letter Size Envelope        Larger Than Letter Size Envelope         Postcard Letter Size Envelope SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 3.133973 4.383313
Read Set Aside Read Set Aside Read Set Aside Letter Size Envelope SET ASIDE Organization known PCT_ROW Percent of Row Frequency 1.94748 2.062235
1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 Letter Size Envelope SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 2.024479 2.408909
Previous customer 64.7 52.3 53.5 5.3 3.1 4.4 60.1 57.1 58.8 10.4 6.4 8.1 67.9 67.5 72.4 2.6 2.4 2.8 Letter Size Envelope SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 1.361138 1.63571
Organization known 34.6 20.9 23.7 5.8 1.9 2.1 30.3 26.2 26.9 6.2 3.1 2.8 38.3 32.9 40.5 2.1 1.7 0.5 Larger Envelope READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Organization unknown 29.0 23.3 23.6 4.6 2.0 2.4 27.6 26.5 25.4 7.0 1.7 4.6 32.8 27.8 27.3 1.9 0.7 3.1 Larger Envelope READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 57.10558 58.76608
Larger Envelope READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 26.18591 26.9017
Larger Envelope READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 26.518 25.40845
Familiarity     Shape Larger Envelope READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 19.9789 16.8902
  Catalog Not in Envelope     Flyers    Newspapers/Magazines Larger Envelope SET ASIDE   PCT_ROW Percent of Row Frequency  
Read Set Aside Read Set Aside Read Set Aside Larger Envelope SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 6.379731 8.065813
1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 Larger Envelope SET ASIDE Organization known PCT_ROW Percent of Row Frequency 3.068852 2.758287
Previous customer 53.1 58.3 58.8 17.6 16.3 15.4 57.0 63.1 62.9 8.0 5.7 5.2 56.3 62.5 65.6 15.7 13.9 13.6 Larger Envelope SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 1.711696 4.596239
Organization known 29.6 33.6 32.7 12.6 13.6 12.8 27.8 25.9 29.6 4.8 3.0 1.9 45.4 40.6 42.3 8.5 11.3 9.6 Larger Envelope SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 2.268454 2.575274
Organization unknown 20.8 21.0 22.3 15.1 12.1 12.9 24.5 23.4 24.5 5.9 2.1 1.8 21.9 21.9 29.9 5.6 18.2 7.2 Other/Don't Know/No answer READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
NOTE: Percentages represent row percentages within each industry classification;
these do not sum to 100 due to the inclusion of multiple questions in this table. 		 Other/Don't Know/No answer READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 60.62984 62.37482
Other/Don't Know/No answer READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 30.75852 36.24089
Other/Don't Know/No answer READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 22.22413 29.96109
Other/Don't Know/No answer READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 15.64271 7.171137
Other/Don't Know/No answer SET ASIDE   PCT_ROW Percent of Row Frequency  
Other/Don't Know/No answer SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 13.91562 12.87122
Other/Don't Know/No answer SET ASIDE Organization known PCT_ROW Percent of Row Frequency 8.166744 4.879691
Other/Don't Know/No answer SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 8.862702 6.834969
Other/Don't Know/No answer SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 2.189836 3.70626
Catalog (not in envelope) READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Catalog (not in envelope) READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 58.29338 58.83962
Catalog (not in envelope) READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 33.63604 32.68488
Catalog (not in envelope) READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 20.99937 22.29601
Catalog (not in envelope) READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 11.70188 14.51813
Catalog (not in envelope) SET ASIDE   PCT_ROW Percent of Row Frequency  
Catalog (not in envelope) SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 16.33118 15.35521
Catalog (not in envelope) SET ASIDE Organization known PCT_ROW Percent of Row Frequency 13.55256 12.77978
Catalog (not in envelope) SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 12.05256 12.87232
Catalog (not in envelope) SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 3.41353 2.812049
Detached label card READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Detached label card READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 63.32614 58.72815
Detached label card READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 15.31041 14.94506
Detached label card READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 18.13514 23.36359
Detached label card READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 83.57661 66.52376
Detached label card SET ASIDE   PCT_ROW Percent of Row Frequency  
Detached label card SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 2.330416 0
Detached label card SET ASIDE Organization known PCT_ROW Percent of Row Frequency 0 0
Detached label card SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 0 12.28663
Detached label card SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 0 0
Postcard READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Postcard READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 67.51811 72.35863
Postcard READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 32.87425 40.50354
Postcard READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 27.82187 27.28555
Postcard READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 18.03813 19.69922
Postcard SET ASIDE   PCT_ROW Percent of Row Frequency  
Postcard SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 2.436495 2.774419
Postcard SET ASIDE Organization known PCT_ROW Percent of Row Frequency 1.698723 0.52086
Postcard SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 0.701577 3.073718
Postcard SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 1.631527 2.34412
Flyers/Circulars READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Flyers/Circulars READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 63.14031 62.93537
Flyers/Circulars READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 25.91975 29.6335
Flyers/Circulars READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 23.41529 24.53168
Flyers/Circulars READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 17.45623 12.55518
Flyers/Circulars SET ASIDE   PCT_ROW Percent of Row Frequency  
Flyers/Circulars SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 5.659414 5.233102
Flyers/Circulars SET ASIDE Organization known PCT_ROW Percent of Row Frequency 2.986779 1.883725
Flyers/Circulars SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 2.064703 1.755349
Flyers/Circulars SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 1.561918 0.951694
Magazines/Newsletters READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Magazines/Newsletters READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 62.5489 65.60982
Magazines/Newsletters READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 40.5615 42.31362
Magazines/Newsletters READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 21.89647 29.85259
Magazines/Newsletters READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 20.97637 22.3642
Magazines/Newsletters SET ASIDE   PCT_ROW Percent of Row Frequency  
Magazines/Newsletters SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 13.89104 13.62083
Magazines/Newsletters SET ASIDE Organization known PCT_ROW Percent of Row Frequency 11.32226 9.557064
Magazines/Newsletters SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 18.21477 7.224159
Magazines/Newsletters SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 5.688059 4.916469