Consumers of All Age Groups Have Higher Recall of Vanity 800 Numbers

A study conducted at the beginning of 2009 reveals that consumers among all age groups have higher recall rates of vanity 800 phone numbers, compared to recall of URLs.  More on study methodology below...

CONSUMER RECALL FINDINGS by AGE GROUP:

1.  18 - 24 years have a 32.2% average higher recall rate for toll-free vanity 800 numbers, compared to URLs.

2.  25 - 34 years have a 31.4% average higher recall rate for toll-free vanity 800 numbers.

3.  35 - 49 have an average of 45.2% higher recall for toll-free vanity 800 numbers.

4.  50 - 64 have an average higher recall rate of 62.5% for toll-free vanity 800 numbers.

5.  65+ have a 98.2% average higher recall rate for toll-free vanity 800 numbers.

Overall, each age group had a higher recall rate for the toll-free vanity phone numbers in advertisements, than they did for the advertisers' Web site addresses.  The demographic data and recall results demonstrate that although there is a broad perception that the younger population tends to be more Internet focused, 61% of those ages 18 to 24 correctly recalled the vanity 800 number presented in an advertisement, while only 46% could correctly recall the Web address. 

METHODOLOGY:

An online research survey was distributed to 1,000 opted-in respondents. The survey sample was evenly distributed across all age group.  The online survey consisted of approximately 35 questions spanning a variety of topics outside of the toll-free arena. The first portion of the survey included four sets of questions focusing on consumers' recall of vanity 800 numbers and Web site addresses when presented in audio and visual advertisements. The visual elements of the survey included two sets of questions following two presentations of visual images to simulate outdoor or print advertisements. The visual images were displayed on the screen for seven seconds and followed by two open-ended recall questions, asking the respondent to enter 1) the vanity 800 number, and 2) the Web address, which were featured in the advertisement. The order of recall was transposed throughout the survey, asking for the vanity number first and then the Web address, and asking for the Web address first and then the vanity number.  The market research survey was executed through an online market research firm, and all survey data was compiled by the third party.  Research was conducted by Infosurv, Inc.