Table A4-6
Response Rates To Advertising: First-Class
Ad Only vs. Standard Mail Envelopes and Cards1
(Percentage of Pieces)
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)		 PUR_I PUR_D _NAME_ _LABEL_ COL1 COL2 BL_K BL_E _NAME_ _LABEL_ COL1 COL2 GRA_K SCPN _NAME_ _LABEL_ COL1 COL2 PUR_I _NAME_ _LABEL_ COL1 COL2 BL_K _NAME_ _LABEL_ COL1 COL2
YES CREDIT CARD PCT_ROW Percent of Row Frequency 5.697925 2.530572   PCT_ROW Percent of Row Frequency     1 PCT_ROW Percent of Row Frequency   Will respond PCT_COL Percent of Column Frequency 8.457502 7.995967   PCT_COL Percent of Column Frequency  
YES BANK PCT_ROW Percent of Row Frequency 4.909159 2.073747   CREDIT CARD PCT_ROW Percent of Row Frequency   YES 1 PCT_ROW Percent of Row Frequency 14.14507 14.8545 May respond PCT_COL Percent of Column Frequency 57.47154 54.89502 Yes PCT_COL Percent of Column Frequency 10.81105 11.19241
YES Securities broker PCT_ROW Percent of Row Frequency 2.414244 12.2262   BANK PCT_ROW Percent of Row Frequency   NO 1 PCT_ROW Percent of Row Frequency 58.27058 60.7178 Won't respond PCT_COL Percent of Column Frequency 11.24132 11.88831 No PCT_COL Percent of Column Frequency 60.86538 62.58955
YES MONEY MARKET PCT_ROW Percent of Row Frequency 0.998049 0   Securities broker PCT_ROW Percent of Row Frequency   MAYBE 1 PCT_ROW Percent of Row Frequency 18.23435 16.8098 Don't know/No answer PCT_COL Percent of Column Frequency 22.82964 25.2207 Maybe PCT_COL Percent of Column Frequency 16.59225 16.25013
YES Insurance Company PCT_ROW Percent of Row Frequency 5.660419 2.858634   MONEY MARKET PCT_ROW Percent of Row Frequency   DK/RF 1 PCT_ROW Percent of Row Frequency 9.350003 7.617898 DK/RF PCT_COL Percent of Column Frequency 11.73132 9.96791
YES Real Estate/Mortgage PCT_ROW Percent of Row Frequency 2.559135 1.632544   Insurance Company PCT_ROW Percent of Row Frequency    
Industry 1987 2007 2008 YES Other Financial PCT_ROW Percent of Row Frequency 4.697282 2.675104   Real Estate/Mortgage PCT_ROW Percent of Row Frequency    
First Standard Mail First Standard Mail First Standard Mail YES SUPERMARKETS PCT_ROW Percent of Row Frequency 31.17126 23.74481   Other Financial PCT_ROW Percent of Row Frequency    
YES Department Store PCT_ROW Percent of Row Frequency 19.05288 15.7488   SUPERMARKETS PCT_ROW Percent of Row Frequency    
Financial:             YES Mail order company PCT_ROW Percent of Row Frequency 11.14306 14.83445   Department Store PCT_ROW Percent of Row Frequency    
Credit card 5.8 8.0 5.7 3.0 2.5 4.1 YES Specialty store PCT_ROW Percent of Row Frequency 14.0136 11.10363   Mail order company PCT_ROW Percent of Row Frequency    
Bank 8.0 8.9 4.9 2.8 2.1 3.3 YES PUBLISHER PCT_ROW Percent of Row Frequency 11.53123 23.47482   Specialty store PCT_ROW Percent of Row Frequency    
Securities broker 14.3 9.0 2.4 6.5 12.2 7.6 YES Land promotion company PCT_ROW Percent of Row Frequency 0 5.122193   PUBLISHER PCT_ROW Percent of Row Frequency    
Money Market 9.8 5.3 1.0 8.3 0.0 8.9 YES ONLINE AUCTION PCT_ROW Percent of Row Frequency 36.38883 67.57148   Land promotion company PCT_ROW Percent of Row Frequency    
Insurance Company 8.9 6.6 5.7 3.1 2.9 3.5 YES Other Merchants PCT_ROW Percent of Row Frequency 9.894522 7.222283   ONLINE AUCTION PCT_ROW Percent of Row Frequency    
Real Estate/Mortgage 4.7 3.5 2.6 1.5 1.6 3.0 YES TELEPHONE PCT_ROW Percent of Row Frequency 4.03565 5.511877   Other Merchants PCT_ROW Percent of Row Frequency    
Merchants:             YES OTHER UTILITY PCT_ROW Percent of Row Frequency 16.8605 10.22654   TELEPHONE PCT_ROW Percent of Row Frequency    
Department store 9.5 12.0 19.1 21.7 15.7 22.9 YES MEDICAL PCT_ROW Percent of Row Frequency 9.296338 6.771608   OTHER UTILITY PCT_ROW Percent of Row Frequency    
Mail order company 13.5 15.4 11.1 11.9 14.8 11.2 YES OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 10.53889 1.226116   MEDICAL PCT_ROW Percent of Row Frequency    
Specialty store 13.1 12.8 14.0 16.9 11.1 17.1 YES Leisure service PCT_ROW Percent of Row Frequency 13.07906 11.55251   OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency    
Publisher 19.6 18.7 11.5 12.8 23.5 11.6 YES CABLE TV PCT_ROW Percent of Row Frequency 4.567944 1.946619   Leisure service PCT_ROW Percent of Row Frequency    
Land promotion company 10.6 2.9 0.0 1.5 5.1 14.2 YES COMPUTER PCT_ROW Percent of Row Frequency 4.680707 9.329203   CABLE TV PCT_ROW Percent of Row Frequency    
Online auction N/A N/A 36.4 6.4 67.6 3.0 YES Other services PCT_ROW Percent of Row Frequency 8.690657 8.480597   COMPUTER PCT_ROW Percent of Row Frequency    
Restaurant 2.2 15.9 16.4 24.4 27.4 19.0 YES Consumer packaged goods PCT_ROW Percent of Row Frequency 6.772816 8.716182   Other services PCT_ROW Percent of Row Frequency    
Consumer packaged goods 16.1 28.7 6.8 14.3 8.7 12.6 YES Federal government PCT_ROW Percent of Row Frequency 6.932704 9.655022   Consumer packaged goods PCT_ROW Percent of Row Frequency    
Auto dealers 4.1 7.2 2.6 5.2 4.9 4.4 YES Nonfederal government PCT_ROW Percent of Row Frequency 16.74691 9.475101   Federal government PCT_ROW Percent of Row Frequency    
Services:             YES Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 7.524961 15.59494   Nonfederal government PCT_ROW Percent of Row Frequency    
Telephone 6.7 15.1 4.0 3.0 5.5 3.6 YES RESTAURANT PCT_ROW Percent of Row Frequency 16.39073 27.40849   Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency    
Other Utility 8.0 12.7 16.9 11.9 10.2 13.7 YES AUTO DEALERS PCT_ROW Percent of Row Frequency 2.632673 4.869675   RESTAURANT PCT_ROW Percent of Row Frequency    
Medical 21.2 10.2 9.3 7.5 6.8 7.2 YES Service stations PCT_ROW Percent of Row Frequency 11.9066 17.78957   AUTO DEALERS PCT_ROW Percent of Row Frequency    
Other professional 20.7 14.3 10.5 6.7 1.2 3.3 YES CRAFTSMAN PCT_ROW Percent of Row Frequency 8.1857 9.218338   Service stations PCT_ROW Percent of Row Frequency    
Leisure service 16.8 8.7 13.1 10.6 11.6 8.5 YES Netflix and Blockbuster PCT_ROW Percent of Row Frequency 0     CRAFTSMAN PCT_ROW Percent of Row Frequency    
Cable TV 7.8 13.4 4.6 2.9 1.9 2.5 YES Don't know/No answer PCT_ROW Percent of Row Frequency 3.203562 2.045968   Netflix and Blockbuster PCT_ROW Percent of Row Frequency    
Computer 8.1 15.8 4.7 3.1 9.3 5.4 NO CREDIT CARD PCT_ROW Percent of Row Frequency 68.90457 68.93949   Don't know/No answer PCT_ROW Percent of Row Frequency    
Social/Charitable/Political/Nonprofit 2 20.4 18.5 7.5 14.1 15.6 14.9 NO BANK PCT_ROW Percent of Row Frequency 68.56176 69.4253 YES   PCT_ROW Percent of Row Frequency    
   Total Percentage of "Will Respond" 13.4 15.1 8.5 10.8 8.0 11.2 NO Securities broker PCT_ROW Percent of Row Frequency 70.08519 57.88756 YES CREDIT CARD PCT_ROW Percent of Row Frequency 3.029267 4.092133  
   to Advertising Pieces 3 NO MONEY MARKET PCT_ROW Percent of Row Frequency 63.87602 51.55019 YES BANK PCT_ROW Percent of Row Frequency 2.764512 3.260295  
1 All Standard Mail percentages are based on Standard Mail except social/charitable/political  NO Insurance Company PCT_ROW Percent of Row Frequency 62.69405 65.34284 YES Securities broker PCT_ROW Percent of Row Frequency 6.52203 7.608  
     /nonprofit which is based on Standard Mail nonprofit NO Real Estate/Mortgage PCT_ROW Percent of Row Frequency 64.88197 65.30058 YES MONEY MARKET PCT_ROW Percent of Row Frequency 8.33145 8.867438  
2 Includes medical nonprofit mail after 1992. NO Other Financial PCT_ROW Percent of Row Frequency 68.6854 51.79363 YES Insurance Company PCT_ROW Percent of Row Frequency 3.105024 3.525545  
3 Total Percentage for Standard Mail includes Nonprofit. NO SUPERMARKETS PCT_ROW Percent of Row Frequency 27.47442 42.28037 YES Real Estate/Mortgage PCT_ROW Percent of Row Frequency 1.541988 2.960201  
NO Department Store PCT_ROW Percent of Row Frequency 35.09847 42.95989 YES Other Financial PCT_ROW Percent of Row Frequency 6.845075 2.682511  
NO Mail order company PCT_ROW Percent of Row Frequency 55.27622 46.07505 YES SUPERMARKETS PCT_ROW Percent of Row Frequency 34.65127 29.78205  
NO Specialty store PCT_ROW Percent of Row Frequency 42.27289 43.4432 YES Department Store PCT_ROW Percent of Row Frequency 21.7053 22.91573  
NO PUBLISHER PCT_ROW Percent of Row Frequency 48.39393 47.26789 YES Mail order company PCT_ROW Percent of Row Frequency 11.93752 11.15142  
NO Land promotion company PCT_ROW Percent of Row Frequency 77.01136 60.74536 YES Specialty store PCT_ROW Percent of Row Frequency 16.88013 17.1377  
NO ONLINE AUCTION PCT_ROW Percent of Row Frequency 63.61117 20.56339 YES PUBLISHER PCT_ROW Percent of Row Frequency 12.78561 11.63777  
NO Other Merchants PCT_ROW Percent of Row Frequency 41.87963 49.49142 YES Land promotion company PCT_ROW Percent of Row Frequency 1.463559 14.18628  
NO TELEPHONE PCT_ROW Percent of Row Frequency 68.01314 72.86006 YES ONLINE AUCTION PCT_ROW Percent of Row Frequency 6.415639 3.012743  
NO OTHER UTILITY PCT_ROW Percent of Row Frequency 58.09509 66.91938 YES Other Merchants PCT_ROW Percent of Row Frequency 7.317487 10.53706  
NO MEDICAL PCT_ROW Percent of Row Frequency 48.26731 52.72532 YES TELEPHONE PCT_ROW Percent of Row Frequency 3.017353 3.558733  
NO OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 63.59202 61.85228 YES OTHER UTILITY PCT_ROW Percent of Row Frequency 11.8785 13.72134  
NO Leisure service PCT_ROW Percent of Row Frequency 46.54012 41.19449 YES MEDICAL PCT_ROW Percent of Row Frequency 7.543273 7.156906  
NO CABLE TV PCT_ROW Percent of Row Frequency 66.06397 59.79413 YES OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 6.719426 3.292939  
NO COMPUTER PCT_ROW Percent of Row Frequency 65.03485 67.80502 YES Leisure service PCT_ROW Percent of Row Frequency 10.61604 8.539541  
NO Other services PCT_ROW Percent of Row Frequency 61.74669 54.30156 YES CABLE TV PCT_ROW Percent of Row Frequency 2.852545 2.526511  
NO Consumer packaged goods PCT_ROW Percent of Row Frequency 62.27331 57.04927 YES COMPUTER PCT_ROW Percent of Row Frequency 3.071478 5.435383  
NO Federal government PCT_ROW Percent of Row Frequency 41.03632 42.87155 YES Other services PCT_ROW Percent of Row Frequency 5.585219 5.31247  
NO Nonfederal government PCT_ROW Percent of Row Frequency 37.18355 46.88456 YES Consumer packaged goods PCT_ROW Percent of Row Frequency 14.34085 12.61374  
NO Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 50.63606 33.37348 YES Federal government PCT_ROW Percent of Row Frequency 9.743086 9.770728  
NO RESTAURANT PCT_ROW Percent of Row Frequency 44.59263 39.51351 YES Nonfederal government PCT_ROW Percent of Row Frequency 13.15384 18.95822  
NO AUTO DEALERS PCT_ROW Percent of Row Frequency 74.86743 64.89962 YES Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 9.746461 8.82786  
NO Service stations PCT_ROW Percent of Row Frequency 40.14549 48.87275 YES RESTAURANT PCT_ROW Percent of Row Frequency 24.39745 19.00925  
NO CRAFTSMAN PCT_ROW Percent of Row Frequency 54.0488 64.84954 YES AUTO DEALERS PCT_ROW Percent of Row Frequency 5.185059 4.363102  
NO Netflix and Blockbuster PCT_ROW Percent of Row Frequency 72.41176   YES Service stations PCT_ROW Percent of Row Frequency 13.94272 11.95397  
NO Don't know/No answer PCT_ROW Percent of Row Frequency 21.90055 8.626121 YES CRAFTSMAN PCT_ROW Percent of Row Frequency 0.807684 0.944215  
MAYBE CREDIT CARD PCT_ROW Percent of Row Frequency 5.215687 6.680414 YES Netflix and Blockbuster PCT_ROW Percent of Row Frequency 5.023289 6.212514  
MAYBE BANK PCT_ROW Percent of Row Frequency 4.774089 5.76266 YES Don't know/No answer PCT_ROW Percent of Row Frequency 7.259935 17.76076  
MAYBE Securities broker PCT_ROW Percent of Row Frequency 5.72577 8.648063 NO   PCT_ROW Percent of Row Frequency    
MAYBE MONEY MARKET PCT_ROW Percent of Row Frequency 2.747376 9.116856 NO CREDIT CARD PCT_ROW Percent of Row Frequency 80.03034 82.56509  
MAYBE Insurance Company PCT_ROW Percent of Row Frequency 6.762738 8.745914 NO BANK PCT_ROW Percent of Row Frequency 80.49432 80.74426  
MAYBE Real Estate/Mortgage PCT_ROW Percent of Row Frequency 5.110938 6.20976 NO Securities broker PCT_ROW Percent of Row Frequency 70.99324 75.24532  
MAYBE Other Financial PCT_ROW Percent of Row Frequency 9.332649 5.251672 NO MONEY MARKET PCT_ROW Percent of Row Frequency 65.25194 61.37681  
MAYBE SUPERMARKETS PCT_ROW Percent of Row Frequency 15.50442 23.45525 NO Insurance Company PCT_ROW Percent of Row Frequency 81.04672 80.96974  
MAYBE Department Store PCT_ROW Percent of Row Frequency 24.9727 21.10546 NO Real Estate/Mortgage PCT_ROW Percent of Row Frequency 80.64872 81.88558  
MAYBE Mail order company PCT_ROW Percent of Row Frequency 13.23837 18.51505 NO Other Financial PCT_ROW Percent of Row Frequency 77.82299 83.6245  
MAYBE Specialty store PCT_ROW Percent of Row Frequency 19.31701 21.30818 NO SUPERMARKETS PCT_ROW Percent of Row Frequency 31.17338 40.87522  
MAYBE PUBLISHER PCT_ROW Percent of Row Frequency 15.29779 10.81672 NO Department Store PCT_ROW Percent of Row Frequency 38.1182 39.92572  
MAYBE Land promotion company PCT_ROW Percent of Row Frequency 11.36122 1.916016 NO Mail order company PCT_ROW Percent of Row Frequency 49.53262 52.22303  
MAYBE ONLINE AUCTION PCT_ROW Percent of Row Frequency 0 0 NO Specialty store PCT_ROW Percent of Row Frequency 45.50265 48.84622  
MAYBE Other Merchants PCT_ROW Percent of Row Frequency 17.81769 10.4988 NO PUBLISHER PCT_ROW Percent of Row Frequency 61.54564 63.93684  
MAYBE TELEPHONE PCT_ROW Percent of Row Frequency 4.900098 5.60165 NO Land promotion company PCT_ROW Percent of Row Frequency 84.09504 71.97523  
MAYBE OTHER UTILITY PCT_ROW Percent of Row Frequency 6.383223 10.24986 NO ONLINE AUCTION PCT_ROW Percent of Row Frequency 63.44675 88.26186  
MAYBE MEDICAL PCT_ROW Percent of Row Frequency 9.459153 8.628286 NO Other Merchants PCT_ROW Percent of Row Frequency 66.57166 61.54566  
MAYBE OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 7.491977 19.77889 NO TELEPHONE PCT_ROW Percent of Row Frequency 80.01221 81.3569  
MAYBE Leisure service PCT_ROW Percent of Row Frequency 17.90428 18.98242 NO OTHER UTILITY PCT_ROW Percent of Row Frequency 73.77329 68.83341  
MAYBE CABLE TV PCT_ROW Percent of Row Frequency 9.115878 10.8523 NO MEDICAL PCT_ROW Percent of Row Frequency 72.00887 75.82279  
MAYBE COMPUTER PCT_ROW Percent of Row Frequency 8.393989 15.27272 NO OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 67.92224 82.02214  
MAYBE Other services PCT_ROW Percent of Row Frequency 6.924116 12.2718 NO Leisure service PCT_ROW Percent of Row Frequency 63.65941 68.87924  
MAYBE Consumer packaged goods PCT_ROW Percent of Row Frequency 12.52986 9.476367 NO CABLE TV PCT_ROW Percent of Row Frequency 82.55619 80.53183  
MAYBE Federal government PCT_ROW Percent of Row Frequency 24.6391 12.81395 NO COMPUTER PCT_ROW Percent of Row Frequency 71.3054 73.83691  
MAYBE Nonfederal government PCT_ROW Percent of Row Frequency 26.0213 17.5881 NO Other services PCT_ROW Percent of Row Frequency 78.17017 77.05812  
MAYBE Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 4.528646 9.975034 NO Consumer packaged goods PCT_ROW Percent of Row Frequency 60.75583 67.55309  
MAYBE RESTAURANT PCT_ROW Percent of Row Frequency 15.29782 22.273 NO Federal government PCT_ROW Percent of Row Frequency 45.06824 58.7308  
MAYBE AUTO DEALERS PCT_ROW Percent of Row Frequency 7.935869 6.999052 NO Nonfederal government PCT_ROW Percent of Row Frequency 54.06665 41.24081  
MAYBE Service stations PCT_ROW Percent of Row Frequency 25.5242 14.24786 NO Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 67.14098 72.32586  
MAYBE CRAFTSMAN PCT_ROW Percent of Row Frequency 11.07032 11.51122 NO RESTAURANT PCT_ROW Percent of Row Frequency 43.08093 44.89018  
MAYBE Netflix and Blockbuster PCT_ROW Percent of Row Frequency 10.93678   NO AUTO DEALERS PCT_ROW Percent of Row Frequency 76.98117 82.2806  
MAYBE Don't know/No answer PCT_ROW Percent of Row Frequency 13.1554 2.556215 NO Service stations PCT_ROW Percent of Row Frequency 55.63242 60.46105  
DK/RF CREDIT CARD PCT_ROW Percent of Row Frequency 20.18182 21.84952 NO CRAFTSMAN PCT_ROW Percent of Row Frequency 85.25092 84.22259  
DK/RF BANK PCT_ROW Percent of Row Frequency 21.75499 22.7383 NO Netflix and Blockbuster PCT_ROW Percent of Row Frequency 79.48664 69.19588  
DK/RF Securities broker PCT_ROW Percent of Row Frequency 21.7748 21.23818 NO Don't know/No answer PCT_ROW Percent of Row Frequency 45.61705 44.01453  
DK/RF MONEY MARKET PCT_ROW Percent of Row Frequency 32.37856 39.33296 MAYBE   PCT_ROW Percent of Row Frequency    
DK/RF Insurance Company PCT_ROW Percent of Row Frequency 24.88279 23.05261 MAYBE CREDIT CARD PCT_ROW Percent of Row Frequency 4.186995 4.275518  
DK/RF Real Estate/Mortgage PCT_ROW Percent of Row Frequency 27.44795 26.85712 MAYBE BANK PCT_ROW Percent of Row Frequency 5.350354 5.688569  
DK/RF Other Financial PCT_ROW Percent of Row Frequency 17.28467 40.2796 MAYBE Securities broker PCT_ROW Percent of Row Frequency 10.05888 9.548767  
DK/RF SUPERMARKETS PCT_ROW Percent of Row Frequency 25.8499 10.51957 MAYBE MONEY MARKET PCT_ROW Percent of Row Frequency 8.527302 16.60199  
DK/RF Department Store PCT_ROW Percent of Row Frequency 20.87594 20.18584 MAYBE Insurance Company PCT_ROW Percent of Row Frequency 6.180487 6.296876  
DK/RF Mail order company PCT_ROW Percent of Row Frequency 20.34235 20.57545 MAYBE Real Estate/Mortgage PCT_ROW Percent of Row Frequency 4.074859 4.194335  
DK/RF Specialty store PCT_ROW Percent of Row Frequency 24.39649 24.14499 MAYBE Other Financial PCT_ROW Percent of Row Frequency 7.028489 5.520428  
DK/RF PUBLISHER PCT_ROW Percent of Row Frequency 24.77706 18.44058 MAYBE SUPERMARKETS PCT_ROW Percent of Row Frequency 19.11956 20.37566  
DK/RF Land promotion company PCT_ROW Percent of Row Frequency 11.62742 32.21643 MAYBE Department Store PCT_ROW Percent of Row Frequency 31.07572 29.692  
DK/RF ONLINE AUCTION PCT_ROW Percent of Row Frequency 0 11.86513 MAYBE Mail order company PCT_ROW Percent of Row Frequency 27.70931 26.21257  
DK/RF Other Merchants PCT_ROW Percent of Row Frequency 30.40815 32.78749 MAYBE Specialty store PCT_ROW Percent of Row Frequency 26.8852 25.75395  
DK/RF TELEPHONE PCT_ROW Percent of Row Frequency 23.05111 16.02641 MAYBE PUBLISHER PCT_ROW Percent of Row Frequency 12.78284 12.26458  
DK/RF OTHER UTILITY PCT_ROW Percent of Row Frequency 18.66119 12.60422 MAYBE Land promotion company PCT_ROW Percent of Row Frequency 2.424486 9.234044  
DK/RF MEDICAL PCT_ROW Percent of Row Frequency 32.9772 31.87479 MAYBE ONLINE AUCTION PCT_ROW Percent of Row Frequency 21.97467 7.582332  
DK/RF OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 18.37711 17.14272 MAYBE Other Merchants PCT_ROW Percent of Row Frequency 17.81904 14.20156  
DK/RF Leisure service PCT_ROW Percent of Row Frequency 22.47654 28.27058 MAYBE TELEPHONE PCT_ROW Percent of Row Frequency 8.473131 7.827347  
DK/RF CABLE TV PCT_ROW Percent of Row Frequency 20.25221 27.40695 MAYBE OTHER UTILITY PCT_ROW Percent of Row Frequency 9.473101 11.24852  
DK/RF COMPUTER PCT_ROW Percent of Row Frequency 21.89045 7.593054 MAYBE MEDICAL PCT_ROW Percent of Row Frequency 8.269529 8.127561  
DK/RF Other services PCT_ROW Percent of Row Frequency 22.63854 24.94605 MAYBE OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 12.35456 9.750031  
DK/RF Consumer packaged goods PCT_ROW Percent of Row Frequency 18.42401 24.75819 MAYBE Leisure service PCT_ROW Percent of Row Frequency 14.00034 13.19376  
DK/RF Federal government PCT_ROW Percent of Row Frequency 27.39188 34.65948 MAYBE CABLE TV PCT_ROW Percent of Row Frequency 5.203106 8.148033  
DK/RF Nonfederal government PCT_ROW Percent of Row Frequency 20.04824 26.05224 MAYBE COMPUTER PCT_ROW Percent of Row Frequency 15.53262 12.36503  
DK/RF Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 37.31033 41.05654 MAYBE Other services PCT_ROW Percent of Row Frequency 6.522252 8.618139  
DK/RF RESTAURANT PCT_ROW Percent of Row Frequency 23.71881 10.805 MAYBE Consumer packaged goods PCT_ROW Percent of Row Frequency 14.57706 10.97161  
DK/RF AUTO DEALERS PCT_ROW Percent of Row Frequency 14.56403 23.23165 MAYBE Federal government PCT_ROW Percent of Row Frequency 19.36475 20.50028  
DK/RF Service stations PCT_ROW Percent of Row Frequency 22.42371 19.08982 MAYBE Nonfederal government PCT_ROW Percent of Row Frequency 14.81854 16.26306  
DK/RF CRAFTSMAN PCT_ROW Percent of Row Frequency 26.69518 14.4209 MAYBE Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 12.79546 10.15081  
DK/RF Netflix and Blockbuster PCT_ROW Percent of Row Frequency 16.65145   MAYBE RESTAURANT PCT_ROW Percent of Row Frequency 21.64587 23.58066  
DK/RF Don't know/No answer PCT_ROW Percent of Row Frequency 61.74049 86.7717 MAYBE AUTO DEALERS PCT_ROW Percent of Row Frequency 7.743017 4.971562  
  MAYBE Service stations PCT_ROW Percent of Row Frequency 14.67605 18.6391  
  MAYBE CRAFTSMAN PCT_ROW Percent of Row Frequency 4.094032 6.401186  
  MAYBE Netflix and Blockbuster PCT_ROW Percent of Row Frequency 10.6342 12.4284  
  MAYBE Don't know/No answer PCT_ROW Percent of Row Frequency 28.88393 8.52073  
  DK/RF   PCT_ROW Percent of Row Frequency    
  DK/RF CREDIT CARD PCT_ROW Percent of Row Frequency 12.75339 9.067255  
  DK/RF BANK PCT_ROW Percent of Row Frequency 11.39082 10.30688  
  DK/RF Securities broker PCT_ROW Percent of Row Frequency 12.42585 7.597914  
  DK/RF MONEY MARKET PCT_ROW Percent of Row Frequency 17.88931 13.15376  
  DK/RF Insurance Company PCT_ROW Percent of Row Frequency 9.667769 9.207839  
  DK/RF Real Estate/Mortgage PCT_ROW Percent of Row Frequency 13.73444 10.95988  
  DK/RF Other Financial PCT_ROW Percent of Row Frequency 8.303449 8.172558  
  DK/RF SUPERMARKETS PCT_ROW Percent of Row Frequency 15.05578 8.967066  
  DK/RF Department Store PCT_ROW Percent of Row Frequency 9.100777 7.466547  
  DK/RF Mail order company PCT_ROW Percent of Row Frequency 10.82055 10.41298  
  DK/RF Specialty store PCT_ROW Percent of Row Frequency 10.73202 8.26212  
  DK/RF PUBLISHER PCT_ROW Percent of Row Frequency 12.88591 12.16081  
  DK/RF Land promotion company PCT_ROW Percent of Row Frequency 12.01692 4.604449  
  DK/RF ONLINE AUCTION PCT_ROW Percent of Row Frequency 8.162946 1.14306  
  DK/RF Other Merchants PCT_ROW Percent of Row Frequency 8.291813 13.71571  
  DK/RF TELEPHONE PCT_ROW Percent of Row Frequency 8.497307 7.257018  
  DK/RF OTHER UTILITY PCT_ROW Percent of Row Frequency 4.875109 6.196729  
  DK/RF MEDICAL PCT_ROW Percent of Row Frequency 12.17833 8.892738  
  DK/RF OTHER PROFESSIONAL PCT_ROW Percent of Row Frequency 13.00378 4.934886  
  DK/RF Leisure service PCT_ROW Percent of Row Frequency 11.72421 9.387467  
  DK/RF CABLE TV PCT_ROW Percent of Row Frequency 9.388164 8.793629  
  DK/RF COMPUTER PCT_ROW Percent of Row Frequency 10.0905 8.362669  
  DK/RF Other services PCT_ROW Percent of Row Frequency 9.72236 9.01127  
  DK/RF Consumer packaged goods PCT_ROW Percent of Row Frequency 10.32627 8.861564  
  DK/RF Federal government PCT_ROW Percent of Row Frequency 25.82392 10.9982  
  DK/RF Nonfederal government PCT_ROW Percent of Row Frequency 17.96097 23.53792  
  DK/RF Social/Charitable/Political/Nonprofit 2 PCT_ROW Percent of Row Frequency 10.31709 8.695464  
  DK/RF RESTAURANT PCT_ROW Percent of Row Frequency 10.87575 12.51992  
  DK/RF AUTO DEALERS PCT_ROW Percent of Row Frequency 10.09075 8.384732  
  DK/RF Service stations PCT_ROW Percent of Row Frequency 15.74881 8.945884  
  DK/RF CRAFTSMAN PCT_ROW Percent of Row Frequency 9.847367 8.432005  
  DK/RF Netflix and Blockbuster PCT_ROW Percent of Row Frequency 4.855867 12.16322  
  DK/RF Don't know/No answer PCT_ROW Percent of Row Frequency 18.23909 29.70398