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
1 Chapter
1: Introduction – Volumes & Trends
2 Chapter
2: Profile of Mail Usage
Characteristics
of Higher- and Lower-Volume Households
Demographic
Characteristics of U.S. Households
Correspondence
Mail and Household Characteristics
Transactions
Mail and Household Characteristics
Advertising
Mail and Household Characteristics
Effectiveness
of Advertising Mail
Advertising’s
Impact on Periodicals
Periodicals
Mail and Household Characteristics
Packages
and Household Characteristics
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
Table E.1:
Mail Received and Sent by Households
Table E.2: Household
Mail Volume Received and Sent by Market Served
Table E.3:
Advertising by Mail Class
Table E.4:
Periodical Type Received
Table E.5:
Packages Received and Sent via the U.S. Postal Service
1 Chapter
1: Introduction – Volumes & Trends
Table 1.1:
Total Mail Volume: FY 1987, 2005, 2006 and 2007
Table 1.2:
Total Mail: Revenue, Pieces, and Weight by Shape, FY 2007
Table 1.3:
Total Mail: Revenue and Weight per Piece by Shape, FY 2007
Table 1.4a:
Total Domestic Mail Flows
Table 1.4b:
Domestic Mail Flows per Household per Week
Table 1.5:
Mail Received and Sent by Households
Table 1.6:
Pieces Received and Sent per Household
Table 1.7:
Mail Received and Sent by Households
2 Chapter
2: Profile of Mail Usage
Table 2.1:
Mail Volume and Demographics Average Annual Growth 1981-2007
Table 2.2:
Characteristics of Higher- and Lower-Mail-Volume Households
Table 2.3:
Education of Higher- and Lower-Mail-Volume Households
Table 2.4:
Households by Income and Education
Table 2.5:
Households by Income and Age
Table 2.7:
Households by Number of Adults
Table 2.8:
Households by Type of Internet Access
Figure 2.1:
PC Ownership and Internet Access
Figure 2.2:
Broadband Subscribers
Figure 2.3:
Household Use of Rented Mailboxes
Figure 2.4:
Household Visits to Post Office in Past Month
Table 3.1:
First Class Correspondence Mail Sent and Received by Sector
Table 3.2:
Correspondence Mail Received by Income and Education
Table 3.3:
Correspondence Mail Sent by Income and Education
Table 3.4:
Correspondence Mail Received by Income and Age
Table 3.5:
Correspondence Mail Sent by Income and Age
Table 3.6:
Correspondence Mail Received and Sent by Household Size
Table 3.7:
Correspondence Mail Received and Sent by Number of Adults in Household
Table 3.8:
Correspondence Mail Received and Sent by Type of Internet Access
Table 3.9:
Income and Education by Type of Internet Access
Table 3.10:
Personal Correspondence Sent and Received
Figure 3.1:
Personal Correspondence Sent by Income Group
Figure 3.2:
Personal Correspondence Sent by Age Cohort
Figure 3.3:
Holiday Greetings Received by Age and Income, FY 2005, 2006 and 2007
Table 3.11:
Personal Correspondence by Type of Internet Access
Figure 3.4:
Daily Personal E-mails Sent and Received
Table 3.12:
Business Correspondence Type (Sent and Received) by Sector (Millions of
Pieces)
Table 4.1:
Transactions Mail Sent and Received
Table 4.2:
Transactions Mail Received by Income and Education
Table 4.3:
Transactions Mail Sent by Income and Education
Table 4.4:
Transactions Mail Received by Income and Age
Table 4.5:
Transactions Mail Sent by Income and Age
Table 4.6:
Transactions Mail Received and Sent by Household Size
Table 4.7:
Transactions Mail Received and Sent by Number of Adults in Household
Table 4.8:
Transactions Mail Received and Sent by Internet Access
Table 4.9:
Income and Education by Type of Internet Access
Table 4.10:
Bill Payment by Method, FY 2005 2006 and 2007
Figure 4.1:
Monthly Average Household Bill Payment by Method
Figure 4.2:
Average Monthly Automatic Deductions per Household
Table 4.11:
Types of Bills Paid by Mail
Figure 4.3:
Average Bills Paid per Month by Income and Age
Figure 4.4:
Bill Payment Method by Age
Table 4.12:
Bill and Statement Volumes by Industry
Figure 4.5:
Statements Received by Mail by Income
Table 4.13:
Average Monthly Bills Received by Method
Table 5.1:
U.S. Advertising Spending by Medium, 2005-2007
Figure 5.1:
Direct Mail as a Share of Total Advertising, 1990-2007
Table 5.2: Advertising
Mail by Mail Classification
Table 5.3:
Advertising Mail by Mail Classification
Table 5.4:
Ad Mail Received by Income and Education
Table 5.5:
Ad Mail Received by Income and Age
Table 5.6:
Ad Mail Received by Size of Household
Table 5.7:
Ad Mail Received by Number of Adults
Table 5.8:
Ad Mail Received by Internet Access
Figure 5.2:
Advertising Volumes for First-Class and Standard Mail Advertising by
Sender Type
Figure 5.3:
Advertising Mail Behavioral Trends — 1987, 2005, 2006 and 2007
Figure 5.4:
Treatment of Standard Mail by Type
Table 5.9: Intended Response to Advertising Mail by
Class
Figure 5.6:
Weekly Number of Responses by Income
Figure 6.1:
Periodicals Mail Volume per Person – 1971 to 2007
Figure 6.2:
Real Per-Capita Consumer Magazine Advertising Spending
Table 6.1:
Periodical Type by Year
Figure 6.3:
Newspaper Circulation
Figure 6.4:
Daily Newspaper Readership – 1987 to 2007
Table 6.2:
Periodicals by Income and Education
Table 6.3:
Periodicals by Income and Age
Table 6.4:
Periodicals by Size of Household
Table 6.5:
Periodicals by Number of Adults in Household
Table 6.6:
Periodicals by Type of Internet Access
Figure 6.5:
Subscription Type by Year
Table 6.7:
Periodicals by Sender Type
Figure 6.6:
Number of Periodicals Received Per Week by Households by Income Group
Table 7.1:
Total Package Market Volume Growth
Figure 7.1:
Package Delivery Market Segment Share
Table 7.2:
Postal Service's Volume Market Share
Table 7.3:
FY 2007 Overnight Air Segment Statistics
Table 7.4:
FY 2007 Two- and Three-Day Air Segment Statistics
Table 7.5:
FY 2007 Ground Segment Statistics
Table 7.6: Postal Service Sent and Received Packages, FY 2005, 2006 and FY 2007</