Table A4-9
Treatment of Mail Advertising by Age of Head of Household
(Percentage of Households)
Postal Fiscal Years 1987, 2007 and 2008
(Recruitment Data)
agehead A48ROW _NAME_ _LABEL_ COL1 COL2
18-21 Usually Read PCT_COL Percent of Column Frequency 9.582341 33.2791
18-21 Usually Scan PCT_COL Percent of Column Frequency 35.64547 19.98475
18-21 Read Some PCT_COL Percent of Column Frequency 21.10313 28.92749
18-21 Usually Don't Read PCT_COL Percent of Column Frequency 33.66906 17.80866
18-21 Don't Know/No Answer PCT_COL Percent of Column Frequency 0 0
Treatment 18 - 21 22 - 24 25 - 34 35 - 44 22-24 Usually Read PCT_COL Percent of Column Frequency 21.32402 12.70641
1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 22-24 Usually Scan PCT_COL Percent of Column Frequency 27.82539 30.08473
Usually read 39.4 9.6 33.3 21.1 21.3 12.7 20.3 14.8 15.1 17.7 12.3 13.6 22-24 Read Some PCT_COL Percent of Column Frequency 32.04744 32.48369
Usually scan 38.8 35.6 20.0 46.7 27.8 30.1 41.4 33.8 29.4 40.8 35.3 30.5 22-24 Usually Don't Read PCT_COL Percent of Column Frequency 18.80315 24.72517
Read some 12.6 21.1 28.9 24.8 32.0 32.5 30.7 28.9 31.7 30.8 32.6 33.8 22-24 Don't Know/No Answer PCT_COL Percent of Column Frequency 0 0
Usually don't read 3.2 33.7 17.8 6.7 18.8 24.7 6.3 21.9 23.6 9.8 19.6 22.0 25-34 Usually Read PCT_COL Percent of Column Frequency 14.77079 15.10027
Don't know/No answer 0.2 0.0 0.0 0.0 0.0 0.0 0.3 0.6 0.2 0.0 0.2 0.1 25-34 Usually Scan PCT_COL Percent of Column Frequency 33.82401 29.43567
Received no advertising 5.8 N/A N/A 0.7 N/A N/A 1.0 N/A N/A 0.9 N/A N/A 25-34 Read Some PCT_COL Percent of Column Frequency 28.91354 31.67184
   Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 25-34 Usually Don't Read PCT_COL Percent of Column Frequency 21.85804 23.62981
25-34 Don't Know/No Answer PCT_COL Percent of Column Frequency 0.633631 0.162406
Treatment 45 - 54 55 - 64 65 - 69 70+ 70 - 74 75+ 35-44 Usually Read PCT_COL Percent of Column Frequency 12.32894 13.5778
1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 2007 2008 35-44 Usually Scan PCT_COL Percent of Column Frequency 35.28376 30.46684
Usually read 17.0 15.8 15.4 19.7 16.3 17.0 23.6 16.5 17.2 19.5 18.4 19.5 21.6 20.8 35-44 Read Some PCT_COL Percent of Column Frequency 32.61688 33.82378
Usually scan 41.3 30.2 30.9 39.4 32.1 28.7 37.9 32.1 28.4 38.2 36.5 30.2 32.1 32.1 35-44 Usually Don't Read PCT_COL Percent of Column Frequency 19.59348 22.04748
Read some 31.9 34.0 32.5 28.2 33.0 35.4 26.4 31.0 32.0 30.0 29.5 31.3 27.9 27.2 35-44 Don't Know/No Answer PCT_COL Percent of Column Frequency 0.17694 0.084099
Usually don't read 9.2 19.8 21.2 11.6 18.6 18.8 9.4 20.3 22.2 11.8 15.6 19.0 18.0 19.3 45-54 Usually Read PCT_COL Percent of Column Frequency 15.75811 15.38378
Don't know/No answer 0.3 0.2 0.1 0.0 0.0 0.2 0.7 0.0 0.1 0.0 0.0 0.0 0.4 0.6 45-54 Usually Scan PCT_COL Percent of Column Frequency 30.18478 30.86193
Received no advertising 0.3 N/A N/A 1.1 N/A N/A 2.0 N/A N/A 0.5 N/A N/A N/A N/A 45-54 Read Some PCT_COL Percent of Column Frequency 34.04224 32.46572
   Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 45-54 Usually Don't Read PCT_COL Percent of Column Frequency 19.77491 21.226
Note: Totals may not sum to 100 due to rounding. 45-54 Don't Know/No Answer PCT_COL Percent of Column Frequency 0.23995 0.062561
55-64 Usually Read PCT_COL Percent of Column Frequency 16.27863 17.02839
55-64 Usually Scan PCT_COL Percent of Column Frequency 32.09937 28.66766
55-64 Read Some PCT_COL Percent of Column Frequency 32.98206 35.36632
55-64 Usually Don't Read PCT_COL Percent of Column Frequency 18.63995 18.76492
55-64 Don't Know/No Answer PCT_COL Percent of Column Frequency 0 0.1727
65-69 Usually Read PCT_COL Percent of Column Frequency 16.53959 17.22476
65-69 Usually Scan PCT_COL Percent of Column Frequency 32.07235 28.41581
65-69 Read Some PCT_COL Percent of Column Frequency 31.03813 31.99845
65-69 Usually Don't Read PCT_COL Percent of Column Frequency 20.34993 22.23665
65-69 Don't Know/No Answer PCT_COL Percent of Column Frequency 0 0.124323
70-74 Usually Read PCT_COL Percent of Column Frequency 18.43223 19.53399
70-74 Usually Scan PCT_COL Percent of Column Frequency 36.48337 30.15289
70-74 Read Some PCT_COL Percent of Column Frequency 29.52454 31.30365
70-74 Usually Don't Read PCT_COL Percent of Column Frequency 15.55986 19.00947
70-74 Don't Know/No Answer PCT_COL Percent of Column Frequency 0 0
75+ Usually Read PCT_COL Percent of Column Frequency 21.6355 20.83114
75+ Usually Scan PCT_COL Percent of Column Frequency 32.12217 32.10545
75+ Read Some PCT_COL Percent of Column Frequency 27.89798 27.18059
75+ Usually Don't Read PCT_COL Percent of Column Frequency 17.96459 19.25898
75+ Don't Know/No Answer PCT_COL Percent of Column Frequency 0.379764 0.623838
DK/RF Usually Read PCT_COL Percent of Column Frequency 15.57684 16.02076
DK/RF Usually Scan PCT_COL Percent of Column Frequency 28.82395 22.7656
DK/RF Read Some PCT_COL Percent of Column Frequency 30.27825 35.37635
DK/RF Usually Don't Read PCT_COL Percent of Column Frequency 24.26648 25.83728
DK/RF Don't Know/No Answer PCT_COL Percent of Column Frequency 1.054475 0