Toll-free Vanity 800 Zone
Consumers of All Age Groups Have Higher Recall of Vanity 800 Numbers
July 22, 2009A 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.
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This research really shows the effectiveness of the Vanity number. Consumers, especially older consumers, really respond to the ease of the Vanity number. After reading this research I find it absolutely necessary any business targeting the 50+ age group to have this powerful marketing tool.