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