Table A3-34
Standard Mail Percentage of Pieces Read Immediately
and Set Aside by Shape and Familiarity With Organization
Postal Fiscal Years 1987, 2008 and 2009
(Diary Data)		 BL_B READING BL_F _NAME_ _LABEL_ COL1 COL2
Letter Size Envelope READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Letter Size Envelope READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 53.5147 58.96152
Letter Size Envelope READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 23.682 23.09664
Letter Size Envelope READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 23.5612 27.42799
Letter Size Envelope READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 13.96967 15.93228
Familiarity          Shape Letter Size Envelope SET ASIDE   PCT_ROW Percent of Row Frequency  
    Letter Size Envelope        Larger Than Letter Size Envelope         Postcard Letter Size Envelope SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 4.383313 3.920549
Read Set Aside Read Set Aside Read Set Aside Letter Size Envelope SET ASIDE Organization known PCT_ROW Percent of Row Frequency 2.062235 2.339121
1987 2008 2009 1987 2008 2009 1987 2008 2009 1987 2008 2009 1987 2008 2009 1987 2008 2009 Letter Size Envelope SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 2.408909 2.32338
Previous customer 64.7 53.5 59.0 5.3 4.4 3.9 60.1 58.8 61.9 10.4 8.1 8.5 67.9 72.4 77.6 2.6 2.8 3.2 Letter Size Envelope SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 1.63571 1.354903
Organization known 34.6 23.7 23.1 5.8 2.1 2.3 30.3 26.9 30.1 6.2 2.8 3.4 38.3 40.5 43.1 2.1 0.5 2.3 Larger Envelope READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Organization unknown 29.0 23.6 27.4 4.6 2.4 2.3 27.6 25.4 26.7 7.0 4.6 8.5 32.8 27.3 28.6 1.9 3.1 1.0 Larger Envelope READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 58.76608 61.88248
Larger Envelope READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 26.9017 30.09236
Larger Envelope READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 25.40845 26.74964
Familiarity     Shape Larger Envelope READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 16.8902 25.26444
  Catalog Not in Envelope     Flyers    Newspapers/Magazines Larger Envelope SET ASIDE   PCT_ROW Percent of Row Frequency  
Read Set Aside Read Set Aside Read Set Aside Larger Envelope SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 8.065813 8.5263
1987 2008 2009 1987 2008 2009 1987 2008 2009 1987 2008 2009 1987 2008 2009 1987 2008 2009 Larger Envelope SET ASIDE Organization known PCT_ROW Percent of Row Frequency 2.758287 3.370211
Previous customer 53.1 58.8 56.9 17.6 15.4 15.5 57.0 62.9 64.7 8.0 5.2 4.9 56.3 65.6 64.8 15.7 13.6 13.3 Larger Envelope SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 4.596239 8.526828
Organization known 29.6 32.7 32.4 12.6 12.8 12.4 27.8 29.6 31.8 4.8 1.9 2.0 45.4 42.3 49.0 8.5 9.6 10.4 Larger Envelope SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 2.575274 1.306488
Organization unknown 20.8 22.3 20.7 15.1 12.9 12.0 24.5 24.5 24.1 5.9 1.8 1.7 21.9 29.9 28.7 5.6 7.2 4.8 Other/Don't Know/No answer READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
NOTE: Percentages represent row percentages within each industry classification;
these do not sum to 100 due to the inclusion of multiple questions in this table. 		 Other/Don't Know/No answer READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 62.37482 62.54614
Other/Don't Know/No answer READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 36.24089 31.2909
Other/Don't Know/No answer READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 29.96109 40.21908
Other/Don't Know/No answer READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 7.171137 9.721563
Other/Don't Know/No answer SET ASIDE   PCT_ROW Percent of Row Frequency  
Other/Don't Know/No answer SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 12.87122 11.95909
Other/Don't Know/No answer SET ASIDE Organization known PCT_ROW Percent of Row Frequency 4.879691 9.716172
Other/Don't Know/No answer SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 6.834969 10.64248
Other/Don't Know/No answer SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 3.70626 0.788662
Catalog (not in envelope) READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Catalog (not in envelope) READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 58.83962 56.90101
Catalog (not in envelope) READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 32.68488 32.38081
Catalog (not in envelope) READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 22.29601 20.65051
Catalog (not in envelope) READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 14.51813 17.21631
Catalog (not in envelope) SET ASIDE   PCT_ROW Percent of Row Frequency  
Catalog (not in envelope) SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 15.35521 15.5171
Catalog (not in envelope) SET ASIDE Organization known PCT_ROW Percent of Row Frequency 12.77978 12.37485
Catalog (not in envelope) SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 12.87232 12.00413
Catalog (not in envelope) SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 2.812049 4.819652
Detached label card READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Detached label card READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 58.72815 55.29814
Detached label card READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 14.94506 54.61274
Detached label card READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 23.36359 17.82087
Detached label card READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 66.52376 0
Detached label card SET ASIDE   PCT_ROW Percent of Row Frequency  
Detached label card SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 0 11.44458
Detached label card SET ASIDE Organization known PCT_ROW Percent of Row Frequency 0 9.547655
Detached label card SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 12.28663 8.231492
Detached label card SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 0 0
Postcard READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Postcard READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 72.35863 77.58526
Postcard READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 40.50354 43.08649
Postcard READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 27.28555 28.60064
Postcard READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 19.69922 40.21155
Postcard SET ASIDE   PCT_ROW Percent of Row Frequency  
Postcard SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 2.774419 3.245727
Postcard SET ASIDE Organization known PCT_ROW Percent of Row Frequency 0.52086 2.319554
Postcard SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 3.073718 1.026551
Postcard SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 2.34412 0.759428
Flyers/Circulars READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Flyers/Circulars READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 62.93537 64.6563
Flyers/Circulars READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 29.6335 31.83288
Flyers/Circulars READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 24.53168 24.08347
Flyers/Circulars READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 12.55518 16.53401
Flyers/Circulars SET ASIDE   PCT_ROW Percent of Row Frequency  
Flyers/Circulars SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 5.233102 4.898582
Flyers/Circulars SET ASIDE Organization known PCT_ROW Percent of Row Frequency 1.883725 1.976082
Flyers/Circulars SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 1.755349 1.650509
Flyers/Circulars SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 0.951694 1.401904
Magazines/Newsletters READ IMMEDIATELY   PCT_ROW Percent of Row Frequency  
Magazines/Newsletters READ IMMEDIATELY Previous customer PCT_ROW Percent of Row Frequency 65.60982 64.75196
Magazines/Newsletters READ IMMEDIATELY Organization known PCT_ROW Percent of Row Frequency 42.31362 48.96341
Magazines/Newsletters READ IMMEDIATELY Organization unknown PCT_ROW Percent of Row Frequency 29.85259 28.72046
Magazines/Newsletters READ IMMEDIATELY Don't know/No answer PCT_ROW Percent of Row Frequency 22.3642 19.32871
Magazines/Newsletters SET ASIDE   PCT_ROW Percent of Row Frequency  
Magazines/Newsletters SET ASIDE Previous customer PCT_ROW Percent of Row Frequency 13.62083 13.33691
Magazines/Newsletters SET ASIDE Organization known PCT_ROW Percent of Row Frequency 9.557064 10.37843
Magazines/Newsletters SET ASIDE Organization unknown PCT_ROW Percent of Row Frequency 7.224159 4.797162
Magazines/Newsletters SET ASIDE Don't know/No answer PCT_ROW Percent of Row Frequency 4.916469 6.88806