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.