Table A3-48a
Standard Mail Reaction by Industry
(Percentage of Pieces)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Industry Read Immediately Set Aside Found Useful Will Respond
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007
Financial:                        
Credit card 39.5 24.4 24.2 6.1 2.1 2.2 29.3 13.8 15.2 8.3 2.6 3.0
Bank 38.8 35.0 33.6 4.0 3.3 1.9 31.1 22.3 21.4 8.1 2.5 2.8
Securities broker 40.4 37.4 37.8 11.7 10.5 12.9 42.5 50.0 50.8 8.4 6.8 6.5
Money Market 45.6 38.3 40.3 5.4 12.4 9.0 53.7 43.0 42.4 1.9 7.5 8.3
Insurance Company  33.9 32.4 32.3 4.3 2.8 3.7 24.6 24.1 23.8 6.4 3.8 3.1
Real Estate/Mortgage 29.3 28.9 29.1 3.1 1.6 2.0 21.3 14.3 14.4 2.7 1.5 1.5
   Total Financial 37.2 29.5 29.7 5.3 3.1 3.4 29.5 20.3 21.5 7.3 2.8 3.0
Merchants:                        
Supermarkets 40.3 60.2 61.1 5.8 4.1 4.5 52.2 60.3 63.1 26.8 31.2 34.7
Department store 45.3 62.7 63.8 9.7 6.5 6.9 53.9 62.7 66.4 15.6 20.6 21.7
Mail order company 42.9 44.0 43.7 12.0 14.8 13.3 41.9 49.0 48.5 15.3 11.0 11.9
Specialty store 40.1 52.5 53.9 8.6 7.4 7.5 43.4 53.9 56.6 14.4 17.5 16.9
Publisher 43.1 44.2 47.5 7.5 5.9 5.3 35.3 34.4 38.1 17.1 10.8 12.8
Land promotion 26.3 28.0 39.9 4.1 1.7 4.1 7.7 9.5 10.1 4.1 0.9 1.5
Online Auction N/A N/A 49.9 N/A N/A 6.2 N/A N/A 27.6 N/A N/A 6.4
Restaurant 49.9 49.3 48.8 3.4 6.3 3.8 51.9 52.7 51.9 19.5 24.1 24.4
Consumer packaged goods 63.4 50.1 45.9 5.6 3.8 4.0 59.1 42.0 38.5 32.1 15.0 14.3
Auto dealers 37.3 33.1 27.8 3.2 2.0 2.7 32.6 20.0 18.7 8.7 4.4 5.2
Mall 22.4 21.7 59.5 14.2 0.0 23.6 45.3 55.4 55.6 9.4 21.7 0.0
   Total Merchants 43.5 50.0 50.4 9.1 9.3 8.6 44.1 50.1 51.3 16.3 14.9 15.6
  Of pieces containing an advertisement or request for funds.
  Fluctuations may be due to small sample sizes.