Wednesday, May 23rd, 2012
Approximately 3.2 million New Zealanders aged 14+ read their mail in an average 7 day period in the past year, according to the latest Roy Morgan Research findings, collected in the 12 months to Jan 2012.
Some 92% of New Zealand women report reading mail, compared to 87% of men. Women read both addressed and unaddressed mail more then men.

New Zealanders aged 14+ who have read mail in an average week

Source: Roy Morgan Research Single Source, New Zealanders aged 14+, Feb11-Jan12 n=11,934.

These findings are based on an ongoing nationwide survey consisting of approximately 12,000 New Zealanders conducted by Roy Morgan Research in the 12 months to January 2012.

Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:
“Despite the prevalence of email communication and internet activities, the overwhelming majority of New Zealanders still read their mail, whether it is addressed or unaddressed. The letterbox channel is still an important part of the communication mix as it shows most New Zealanders read their mail.

“Overall, more women read mail then men. However, addressed mail read by more women and men (79% and 71% respectively), than unaddressed mail (77% and 67% respectively).

 “Roy Morgan Research Single Source also looks at further details about mail such as what types of organisations sent the mail and what New Zealanders do with their mail.  This helps give an idea of how effective the medium of mail is across different industries.”

Our range of New Zealand Online Store profiles includes the Catalogue or Direct Mail Offer User Profile, NZ Post/Post Shop Profile and Value Segments Profile. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


Women read both addressed and unaddressed mail more then men



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