Direct mail ads: lifespan by sector 2017 Statistic

This statistic shows the results of a 2017 survey on the share of addressed direct mail advertisements still in the home after four weeks in the United Kingdom (UK), broken down by sector. In the period of consideration, direct mail advertising for the financial services sector had the highest lifespan, with 22 percent of ads still in the home after four weeks.

Share of addressed direct mail advertisements that stay in home longer than four weeks in the United Kingdom (UK) in 2017, by sector

Characteristic	Share of addressed mail still live after four weeks
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Release date

June 2018

More information

Region

United Kingdom

Survey time period

Q2 2017 to Q4 2017**

Number of respondents

20,684*

Supplementary notes

* Source refers to base as "addressed mail items".
** Figures were obtained by Jicmail between Q2 2017 and Q4 2017; and in 2017 by Kantar TNS.

The source adds the following information on methodology: "The sectors for mail were developed with the consumers filling in the diary in mind. Four waves of testing helped to define sectors that panelists would understand and not based on out-dated standard industry classifications. These classifications have been shortened for the purposes of charts within this presentation. We do not capture any items categorised as being from Family member or friend, Employer, Other or Didn't Open or Read."

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