Table A4-9
Treatment of Mail Advertising by Age of Head of Household
(Percentage of Households)
Postal Fiscal Years 1987, 2006 and 2007
(Recruitment Data)
Treatment 18 - 21 22 - 24 25 - 34 35 - 44
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007
Usually read 39.4 14.1 9.6 21.1 21.2 21.3 20.3 13.2 14.8 17.7 12.6 12.3
Usually scan 38.8 28.7 35.6 46.7 29.0 27.8 41.4 33.5 33.8 40.8 32.4 35.3
Read some 12.6 25.0 21.1 24.8 23.3 32.0 30.7 33.7 28.9 30.8 34.5 32.6
Usually don't read 3.2 19.3 33.7 6.7 22.6 18.8 6.3 15.9 21.9 9.8 17.6 19.6
Don't know/No answer 0.2 13.0 0.0 0.0 4.0 0.0 0.3 3.7 0.6 0.0 2.8 0.2
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
   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
Treatment 45 - 54 55 - 64 65 - 69 70+ 70 - 74 75+
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007 2007
Usually read 17.0 14.4 15.8 19.7 14.5 16.3 23.6 15.3 16.5 19.5 17.4 18.4 21.6
Usually scan 41.3 35.3 30.2 39.4 34.0 32.1 37.9 36.8 32.1 38.2 36.7 36.5 32.1
Read some 31.9 31.8 34.0 28.2 32.2 33.0 26.4 31.5 31.0 30.0 26.7 29.5 27.9
Usually don't read 9.2 16.2 19.8 11.6 17.2 18.6 9.4 14.4 20.3 11.8 16.1 15.6 18.0
Don't know/No answer 0.3 2.4 0.2 0.0 2.2 0.0 0.7 2.0 0.0 0.0 3.1 0.0 0.4
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
   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
  Fluctuations may be due to small sample sizes.
Note: Totals may not sum to 100 due to rounding.