Analysis of 2009 Electoral Roll Opt Out
03 December 2008
Leading technology and data Group, which includes EuroDirect, Callcredit and Broadsystem has revealed the latest opt-out figures from the 2009 Electoral Roll, which indicate yet another rise in opt-out levels across the UK.
Leading the market in the collection, capture and consolidation of the Electoral Roll, the Callcredit Information Group has today been able to release early opt-out figures which illustrate a profound impact on the UK Marketing Industry. Interim analysis of opt out rates by councils across the UK has highlighted an average opt out rate of 43%, which shows another significant increase on the previous year.
Year | Overall Average Opt Out Rate | Average Year on Year Increase |
|---|
2009 | 43% | 3% |
2008 | 40% | 3% |
2007 | 37% | 5% |
2006 | 32% | 3% |
2005 | 29% | 3% |
2004 | 26% | 4% |
2003 | 22% | - |
A combination of consumers exercising their freedom to choose and councils pre-ticking of opt-outs has resulted in an additional 1.4 million consumers opting out of this year’s electoral roll canvass. This means that over the last 7 years 19.8 million UK residents have now removed themselves from the prospect universe available to marketers.
Mike Green, Chief Executive of Callcredit Information Group comments:
“Although the rate of increase in opt out seems to be plateauing year on year, the situation is getting ever worse for marketers. The marketplace has lost access to almost 20 million people over the last 7 years through the introduction of the Edited Electoral Roll. It’s therefore vital that marketers open their doors to other data sources that provide access to the wider consumer universe, to help them tackle data shortages especially in local areas where opt out rates are at their highest.”
ENDS
For further information please contact:
Eulogy! 0207 927 9999 cig@eulogy.co.uk
Notes to Editors
About the Callcredit Information Group
Callcredit Information Group (www.callcreditgroup.com) brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to enable our client base of businesses and consumers to make informed decisions using our innovative products and services. The group is made up of two complementary divisions:
Marketing Solutions, providing specialist knowledge in customer analytics, consumer targeting, database building and hosting, marketing communications, business modelling and market analysis through three market leaders in their own fields: EuroDirect, Broadsystem and GMAP Consulting.
Credit Solutions, encompassing Callcredit, Legatio and DecisionMetrics – specialists in credit risk, ID verification services and tracing tools.
About Broadsystem
Broadsystem (www.broadsystem.com) creates, manages and delivers multi-channel customer communication strategies. It develops, hosts, and manages marketing databases and, through the intelligent analysis of marketing data, delivers and handles marketing messages through integrated multi-channel communications. Broadsystem clients include: RAF, NHS ‘stop smoking support programme’, Times Newspapers Limited, Sky, Lancôme, Mulberry, BBC World Service, FIVE, Vodafone, ING Direct, Wickes, TUI Group, News Group Newspapers Group, Marriott, Associated Newspapers Ltd.
About EuroDirect
EuroDirect (www.eurodirect.com), the marketing services business within Callcredit information group and is one of the UK’s leading marketing suppliersThe company is well established in the field of direct marketing. Clients include over 40% of the UK's top 1,000 companies, including three of the top five largest multi nationals Examples are Npower, Airmiles, Capital One, Scottish and Southern, Barclaycard and HBOS. EuroDirect is a prime supplier of consumer data, targeting and segmentation systems, credit marketing services and software and technologies to help marketers undertake consumer profiling, analysis, targeting, data management, market analysis and decision support. EuroDirect also works internationally and has developed a suite of international segmentation tools under the CAMEO brand.
