Record losses and massive job cuts at Australia Post come just as the company promotes more research backing the effectiveness of mail.
The survey of 2000 people conducted by the mail carrier in December 2014 found almost all Australians read their mail, 60 per cent read it thoroughly, and 54 per cent store it for future reference.
The disconnect between the positive approval for mail and the plummeting volumes is cause for concern, with many in the print industry questioning Post’s ability to market itself properly.
An average of 7.5 pieces of personally addressed mail and 10.8 pieces of unaddressed mail arrive in letterboxes a week, with older people unsurprisingly getting by far the most.
Some 82 per cent check their mail daily and 83 per cent read it on the same day they received it, with people spend 2.9 minutes on average opening and reading them.
Survey respondents prefer hard copies of important or detailed items, but are happy for more casual communication to be done online.
Physical mail was preferred for magazines, important or sensitive information, brochures and catalogues, detailed information, and vouchers or coupons.
Email is the preferred platform for brief information, newsletters, invitations to special events or sales and company requests for information, and 38 per cent want bills and statements in the mail while 35 per cent prefer email.
Consumer interest in the source of the mail was as you would expect, with financial institutions, utilities companies, and clubs or interest groups the most likely to be read.
The research was the top item promoted in an update newsletter sent to industry subscribers last week, which also included information about the new promo post service, and what the carriers of other countries are doing to deal with global mail trends.
It follows an October survey that back the effectiveness of promotional direct mail, 83 per cent brought it into their home with regular mail, and 45 per cent read it straight away while 43 per cent wait until they are relaxing in the evening. 60 per cent share it with another member of the household.
Of those who want to get more information on something they saw, 38 per cent visit the company’s website and 34 per cent go to a retail store. Of those who want to buy, 56 per cent went to a shop and 20 per cent bought online.
Some 58 per cent say they used catalogues, brochures and flyers to plan their Christmas purchases and 40 per cent for birthday gifts.
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