JICMAIL, the Joint Industry Committee for Mail has published the findings from a major year-long 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 the course of 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, resulting in the recommendation that it is a “must-have” channel on attention-based media plans.
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.
See the full research below