| Table A4-6 Response Rates To Advertising: First-Class Ad Only vs. Standard Mail Envelopes and Cards (Percentage of Pieces) Postal Fiscal Years 1987, 2006 and 2007 (Diary Data) |
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| Industry | 1987 | 2006 | 2007 | |||
| First | Standard Mail | First | Standard Mail | First | Standard Mail | |
| Financial: | ||||||
| Credit card | 5.8 | 8.0 | 3.1 | 2.6 | 5.7 | 3.0 |
| Bank | 8.0 | 8.9 | 4.1 | 2.5 | 4.9 | 2.8 |
| Securities broker | 14.3 | 9.0 | 10.3 | 6.8 | 2.4 | 6.5 |
| Money Market* | 9.8 | 5.3 | 9.9 | 7.5 | 1.0 | 8.3 |
| Insurance Company | 8.9 | 6.6 | 6.7 | 3.8 | 5.7 | 3.1 |
| Mortgage* | 4.7 | 3.5 | 2.0 | 1.5 | 2.6 | 1.5 |
| Merchants: | ||||||
| Department store | 9.5 | 12.0 | 16.4 | 20.6 | 19.1 | 21.7 |
| Mail order | 13.5 | 15.4 | 12.3 | 11.0 | 11.1 | 11.9 |
| Other store | 13.1 | 12.8 | 10.4 | 17.5 | 14.0 | 16.9 |
| Publisher | 19.6 | 18.7 | 10.1 | 10.8 | 11.5 | 12.8 |
| Land promotion* | 10.6 | 2.9 | 0.9 | 0.9 | 0.0 | 1.5 |
| Online auction | N/A | N/A | N/A | N/A | 36.4 | 6.6 |
| Restaurant* | 2.2 | 15.9 | 32.8 | 24.1 | 16.4 | 24.4 |
| Consumer packaged goods* | 16.1 | 28.7 | 9.3 | 15.0 | 6.8 | 14.3 |
| Auto dealers* | 4.1 | 7.2 | 2.6 | 4.4 | 2.6 | 5.2 |
| Services: | ||||||
| Telephone | 6.7 | 15.1 | 7.5 | 4.0 | 4.0 | 3.0 |
| Other Utility* | 8.0 | 12.7 | 13.0 | 12.1 | 16.9 | 11.9 |
| Medical | 21.2 | 10.2 | 8.0 | 7.6 | 9.3 | 7.5 |
| Other professional* | 20.7 | 14.3 | 8.3 | 8.5 | 10.5 | 6.7 |
| Leisure service | 16.8 | 8.7 | 11.2 | 11.0 | 13.1 | 10.6 |
| Cable TV | 7.8 | 13.4 | 14.1 | 3.1 | 4.6 | 2.9 |
| Computer | 8.1 | 15.8 | 9.6 | 3.7 | 4.7 | 3.1 |
| Social/Charitable/Political/Nonprofit ‚ | 20.4 | 18.5 | 8.3 | 14.0 | 10.5 | 14.1 |
| Total Percentage of "Will Respond" | 13.4 | 15.1 | 8.2 | 10.5 | 8.5 | 10.8 |
| to Advertising Pieces ƒ | ||||||
| All Standard Mail percentages are based on Standard Mail except social/charitable/political | ||||||
| /nonprofit which is based on Standard Mail nonprofit | ||||||
| ‚Includes medical nonprofit mail after 1992. | ||||||
| ƒTotal Percentage for Standard Mail includes Nonprofit. | ||||||
| * Fluctuations may be due to small sample sizes | ||||||