Analysis of 2009 Electoral Roll Opt Out

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.

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."