Analysis of 2011 Electoral Opt Out Shows Steady Growth

Leading marketing services and credit reference agency Callcredit Information Group has revealed early opt-out figures from the 2011 Electoral Roll canvass, which indicate a steady 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 released early opt-out figures which illustrate a significant rise. Interim analysis of opt out rates by councils across the UK has highlighted an average opt out rate of 47%.

Over half a million consumers have opted out of this year's electoral roll canvass.  This means that over the last 9 years 24 million adult residents have removed themselves from the prospect universe available to marketers.

Chris Savage, Managing Director of Callcredit Information Group - Marketing Solutions division comments:
"We're clearly seeing a slowdown in the pace of opt out but regardless of this nearly half the UK adult population are unavailable for marketing analysis through this source alone. Despite this challenge, there are additional data sources available that can assist with direct marketing and its 'infill' prospect gaps, particularly in high opt out areas. Callcredit's Core prospect universe is one such example. It provides marketers with continued access to almost 42 million UK consumers, bridging the opt out gap with a substantial volume of valuable prospects."