JICMAIL Releases Results Of Major New Mail Attention Study: The Time We Spend With 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.

London – 7th June 2023: JICMAIL (The Joint Industry Currency for Mail) has today revealed the findings from a major year-long study – The Time We Spend With Mail. This research into consumer attention with mail has involved collaboration with multiple measurement partners including Kantar, PwC and Lifestream.

The year-long measurement program has seen JICMAIL roll 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 has scrutinised the mail efficiency calculations that JICMAIL has generated to compare the delivery of time spent to other media channels.
more at: https://www.twosides.info/UK/jicmail-releases-results-of-major-new-mail-attention-study-the-time-we-spend-with-mail/