Better Connections: Mail engages young and old03 August 2015
Each quarter, the Australia Post Consumer Survey canvasses more than 2,000 Australians, regarding their attitudes towards communications, advertising and the channels marketers use. In June 2015, the survey looked at how much mail people received and how their attitudes towards mail and email communications differ, depending on the industry sending the communication and the type of message.
In the report
- Mail volumes remained the same, year-on-year and maintained high readership rates.
- Australians received an average of 6.3 pieces of personally addressed mail and 8.6 pieces of unaddressed mail a week.
- Despite receiving less personally addressed mail (4.1 pieces) and less unaddressed mail (6.1 pieces) than the general population, the youth segment had the second-highest readership levels for mail from government (85%) and telecommunication companies (81%).
- 99% of Australians opened their mail. 60% also read it thoroughly, and 53% stored it for later reference.
- The average time taken to open and read mail was 2.9 minutes.
- Australians were most likely to read mail from financial institutions, utilities companies, government and clubs or interest groups.
- Australians wanted to receive magazines, important or sensitive information, brochures and catalogues, detailed information and vouchers or coupons as physical mail.
- Australians preferred to receive emails for brief information, newsletters, company requests for information and invitations to special events or sales.
- 37% wanted to receive bills and statements as personally addressed mail; 36% preferred email format.