The Household Diary Study Mail Use & Attitudes in FY 2007

United States Postal Service
John Mazzone – Economist
John Pickett – Manager, Demand Forecasting and Economic Analysis
Finance Department

United States Postal Service Headquarters
475 L’Enfant Plaza, SW RM 8600
Washington, D.C. 20260-5323

March 2008, Contract# 102592-02-B-1502

NuStats
206 Wild Basin Road, Suite A-300
Austin, Texas  78746

Table of Contents

 

E    Executive Summary  5

Background  6

Overview    6

Mail Markets  7

1    Chapter 1:  Introduction – Volumes & Trends  9

The Survey  9

U.S. Postal Service Volumes  9

Mail Flows  12

Household Mail 13

Classes and Markets  14

Report Organization  14

2    Chapter 2:  Profile of Mail Usage  15

Introduction  16

Mail Volume and Demographics  16

Characteristics of Higher- and Lower-Volume Households  17

Demographic Characteristics of  U.S. Households  18

Use of the Post Office  21

3    Chapter 3:  Correspondence  23

Introduction  24

Correspondence Mail Volume  24

Correspondence Mail and Household Characteristics  24

Personal Correspondence  27

Business Correspondence  30

4    Chapter 4:  Transactions  31

Introduction  32

Transactions Mail Volume  32

Transactions Mail and Household Characteristics  33

Bill Payment 36

Bills and Statements Received  41

5    Chapter 5:  Advertising Mail 43

Introduction  44

The Advertising Market 44

Advertising Mail Volumes  45

Advertising Mail and  Household Characteristics  47

Senders of Advertising Mail 49

Attitudes Toward Advertising  49

Effectiveness of Advertising Mail 52

6    Chapter 6:  Periodicals  53

Introduction  53

The Periodical Market 53

Advertising’s Impact on Periodicals  54

Household Periodicals Volume  56

Periodicals Mail and Household Characteristics  59

Subscription Type  61

Trends in Readership  62

7    Chapter 7:  Packages  62

Introduction  62

The Package Market 62

Postal Service Package Volume  66

Packages and Household Characteristics  67

Household Package Contents  70

A        Appendix A:  Comparative Tables 1987, 2006 and 2007

Concordance

A1. Total Mail Overview

A2. First-Class Mail

A3. Standard Mail (A)

A4. Direct Mail Advertising

A5. Periodicals

A6. Packages & Expedited

A7. Electronic Communications

A8. Annual Trends

B        Appendix B:  Methodology

Study Design and Methodology

Sample Design

Data Collection Method

Data Processing

Sample Demographic Profile (all counts unweighted), Government Fiscal Year 2007

Data Weighting and Expansion

Weighting Procedures - FY 2007 Diary Data

Adjustment Factors

C        Appendix C:  Survey Instruments

C1. Recruitment Questionnaire

C2. Diary Package

            Advance Letter

            Certificate of Appreciation

            Photo Quick Start

            Instruction Booklet

            Question Booklet

            Answer Booklet

            Frequently Asked Questions

            "I'm Finished. . . ." Card

            Gift Selection Form

 


List of Tables and Figures

E    Executive Summary  5

Table E.1:  Mail Received and Sent by Households  6

Table E.2:  Household Mail Volume Received and Sent by Market Served  7

Table E.3:  Advertising by Mail Class  7

Table E.4:  Periodical Type Received  8

Table E.5:  Packages Received and Sent via the U.S. Postal Service  8

1    Chapter 1:  Introduction – Volumes & Trends  9

Table 1.1:  Total Mail Volume: FY 1987, 2005, 2006 and 2007  10

Table 1.2:  Total Mail: Revenue, Pieces, and Weight by Shape, FY 2007  10

Table 1.3:  Total Mail: Revenue and Weight per Piece by Shape, FY 2007  11

Table 1.4a:  Total Domestic Mail Flows  12

Table 1.4b:  Domestic Mail Flows per Household per Week  12

Table 1.5:  Mail Received and Sent by Households  13

Table 1.6:  Pieces Received and Sent per Household  13

Table 1.7:  Mail Received and Sent by Households  14

2    Chapter 2:  Profile of Mail Usage  15

Table 2.1:  Mail Volume and Demographics Average Annual Growth 1981-2007  16

Table 2.2:  Characteristics of Higher- and Lower-Mail-Volume Households