Nearly two-thirds of people say they give a piece of traditional mail their undivided attention while looking at it, according to a recent report from WARC and Marketreach.
The report was based on data from a study conducted by Marketreach and Blue Yonder that involved 1,475 pieces of mail, as well as data from a study conducted by JICMAIL which involved a panel of 1,000 mail recipients in the United Kingdom.
Some 63% of people say they usually give a piece of snail mail their sole attention while looking at it. Some 37% of people say they're typically doing something else (watching TV, talking to someone, etc.) while looking at their mail.
People spend 150 seconds, on average, with a piece of business snail mail, 108 seconds with a piece of direct mail, 64 seconds with a piece of partially addressed mail, and 46 seconds with a door drop mailing, according to the JICMAIL study.
The JICMAIL researchers found business mail and direct mail cost less than social display advertising for a minute of consumer attention, on average.
About the research: The report was based on data from a study conducted by Marketreach and Blue Yonder that involved 1,475 pieces of mail, as well as data from a study conducted by JICMAIL which involved a panel of 1,000 mail recipients in the United Kingdom.
