JICMAIL Attention study - The time we spend with mail
JICMAIL has revealed findings from a major study – 'The Time We Spend With Mail'. The research quantifies the amount of time consumers spend with their mail. The average piece of Direct Mail is looked at for 108 seconds across a month, while the average Door Drop is viewed for 46 seconds.
The mail channel is more attention efficient than a host of other media platforms. See how it compares with other media channels and much more in the report.
What you’ll learn:
- Mail is a high attention media channel. The average Direct Mail item generates 108 seconds of attention across 28 days; Business Mail 150 seconds; Partially Addressed 64 seconds; and Door Drop 46 seconds.
- Lifestream data has validated these time-spent figures self-reported by the core JICMAIL panel with an in-home video analytics exercise that has proven a high degree of accuracy among panellists in reporting the time they spend with mail in the home.
- Mail attention is strongly linked to commercial effectiveness. There is a x2 to x3 multiplier for time spent with commercially effective Direct Mail items and a x3 to x5 multiplier for Door Drops. Commercially effective mail items drive a range of effects including purchases, footfall, discussions and voucher redemptions. Most notably however, mail in turn generates a huge amount of digital attention for brands’ owned channels: the average mail item which prompts advertiser website visits, does so for five minutes a session on average.
- Location in the home and contextual relevance are key drivers of mail attention. The Living Room and Kitchen are particularly high mail attention environments, with charity, medical and government mail often found in the former and retail and restaurant mail often found in the latter.
- Mail attention is generally a solus activity and it is more attention efficient than virtually all other media channels. Using a methodology reviewed by PwC, it has been revealed that it costs just £0.07 to generate a minute of consumer attention with Door Drops and £0.11 for Direct Mail. As a consequence, mail is more attention efficient than social display, digital display and TV advertising.
- Mail attention data is now available on an ongoing basis via JICMAIL – measurable across the 1,000 households and over 10,000 mail items measured monthly by Kantar. Key mail advertisers will be able to assess the time consumers spend with their mail along with the standard JICMAIL metrics of reach, frequency and mail lifespan.
About the report:
The year-long measurement program has seen JICMAIL role out full attention measurement across its entire panel of 1,000 households per month (capturing time-spent metrics for Business Mail, Direct Mail, Door Drops and Partially Addressed Mail). At the same time, the AI driven video analytics company Lifestream has provided directly observed mail attention data with which to validate the panel findings, while PwC have scrutinised the mail efficiency calculations that JICMAIL has generated to compare delivery of time spent to other media channels.
JICMAIL has revealed findings from a major study – 'The Time We Spend With Mail'. The research quantifies the amount of time consumers spend with their mail. The average piece of Direct Mail is looked at for 108 seconds across a month, while the average Door Drop is viewed for 46 seconds.
The mail channel is more attention efficient than a host of other media platforms. See how it compares with other media channels and much more in the report.