Newsweek Media Research Index
General Research: Media Image/Audience Behavior Research
1990 - JEAN LI ROGERS, U.S. POSTAL SERVICE
- CONSUMER RESPONSE TO ADVERTISING MAIL
- JAR, DECEMBER 1989/JANUARY 1990
Summary of findings concerning consumer response to third-class
mail, from 1987 Household Diary Study conducted by the U.S.
Postal Service. Based on personal interviews and one-week
diaries from a national sample of 5,315 households.
Comparisons with 1972 and 1977 findings included. Example
findings: Average household received 20.2 pieces of mail a
week in 1987, half third-class mail, significantly up from
1977. During the year, 59% of households ordered at least once
in response to mail received. The number of pieces received
and the proportion ordering increases with income. 48% of
advertising mail is read by a household member; however, this
proportion decreases as income increases.
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