Analysis of 2010 Electoral Roll Opt Out Again Shows Increase

Leading marketing services and credit reference agency Callcredit Information Group, has revealed the early opt-out figures from the 2010 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 46%, 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 almost another 1 million consumers opting out of this year's electoral roll canvass. This means that over the last 8 years 21.2 million UK residents have now removed themselves from the prospect universe available to marketers.

Caroline Worboys, Managing Director of Callcredit Information Group - Marketing Solutions division comments: "Although the rate of increase in opt out seems to be reducing slightly year on year, the situation is getting ever worse for marketers. The marketplace has lost access to over 21 million people over the last 8 years through the introduction of the Edited Electoral Roll. It's therefore vital that marketers open their doors to other data sources to help them tackle data shortages especially in localised areas where opt out rates are at their highest."

"The launch of the 'Core' database back in October has helped to bridge the ever-widening opt-out gap with the addition of new marketing data, giving marketers continued access to the wider consumer universe for prospecting."

ENDS

Notes to Editors:

About Callcredit Information Group

Callcredit Information Group (www.callcreditgroup.com) brings together expertise across the fields of credit referencing, marketing services, interactive solutions consulting and analysis to enable its client base of businesses and consumers to make informed decisions using innovative products and services. The group is made up of two complementary divisions:

• Marketing Solutions, (www.callcreditmarketing.com) providing specialist services in consumer targeting, customer engagement, database building and hosting, marketing communications, business modelling, customer and market analysis, delivered through an organisation created from the bringing together of EuroDirect, Broadsystem and GMAP Consulting.

• Credit Solutions, encompassing Callcredit, Legatio and DecisionMetrics - specialists in credit risk, ID verification services and tracing tools.