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Direct Marketing
Household Advertising Mail Drives Purchases
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According to the United States Postal Service's Household Diary Study, in 2008 nearly one in three households surveyed reported making a purchase as a result of advertising mail received.
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Purchases Resulting From Advertising Mail In Previous Month
Percent of Households
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# of Purchases
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2004
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2005
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2006
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2007
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2008
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1
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12%
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11%
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11%
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12%
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12%
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2
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6%
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6%
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7%
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5%
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9%
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3-5
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4%
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4%
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5%
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4%
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8%
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6
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1%
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1%
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1%
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1%
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2%
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Total
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23%
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22%
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24%
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22%
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31%
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About: The United States Postal Service's Household Diary Study is a multi-year research study ongoing since 1987. The survey collects household information on demographics, lifestyle, attitudes toward mail and advertising, bill payment behavior, and use of the Internet and other information technologies. For the 2008 study, 5,462 households returned acceptable completed diaries. The sample design involved a systematic sample stratified by urban/rural location and census region, ensuring even coverage across the US. The sample was continuously “fielded” throughout all 52 weeks of the year.
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| Source: USPS Household Diary Study 2008, Table A8-16. |
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