New Survey from 800response Reveals Consumer Recall Rates of Advertisements
800response
(www.800response.com), the leading provider of vanity 800 numbers and web-based
call tracking and recording services, announces the results of two recent
surveys conducted in conjunction with an online survey firm and research
experts. The surveys focus on consumers and measures their recall rates of
vanity 800 numbers compared to consumer recall rates of numeric toll-free
numbers when featured in advertisements.
The study
findings reveal that vanity 800 numbers improve consumer recall rates in visual
ads by up to 84%, and yield a nine times higher recall in broadcast ads versus
numeric toll-free numbers.
"The
results of the two surveys confirm the overwhelming value of using
unforgettable phone numbers as consumer response tools particularly in
television, radio, outdoor, and print advertising where they are significantly
easier for consumers to recall after even just one exposure in
advertisements," says Laura Noonan, vice president of marketing at
800response.
84% Improvement
in Recall Rates with Vanity 800 Numbers in Visual Advertisements
Data shows
that when vanity 800 numbers are used in visual media (i.e. television, print,
billboard) advertisers can expect to see an 84% improvement in recall rates
over numeric phone numbers. Sixty-five percent (65%) of consumers were able to
correctly recall a vanity 800 number that was featured in a visual image -
simulating a billboard or print advertisement. In comparison, only 31% of
consumers could correctly recall the numeric toll-free number in a visual
image.
Consumers
Are 9 Times More Likely to Recall Vanity 800 Numbers in Broadcast
Advertisements
A second
survey measuring phone number recall shows that an audio file featuring a
vanity 800 number yields a nine times higher recall rate compared to an audio
file featuring a numeric phone number. Of the survey respondents, 72% correctly
recalled the vanity 800 number, with just 5% correctly recalling the numeric
toll-free phone number in otherwise identical audio clips.
"As ad
spending continues to grow, the use of toll-free numbers will also rise because
advertisers will continue to look for increasing response rates to their
advertising, and will need to track their media spending and ad campaigns.
Through this study, and past research, vanity 800 numbers are proven to
generate higher recall rates. Based on the statistical data we expect the
activation and use of vanity 800 numbers to grow as well," says Noonan.
Additional
data from survey #1 reveals that the majority of consumers continue to
associate the 800 prefix as a toll-free phone number, and survey #2 also shows
that consumers prefer to dial easy-to-remember vanity 800 numbers when reaching
a local business in their market.
'800' is
the Most Widely Recognized Toll-free Prefix
Results
confirm that 800 is by far the most widely recognized toll-free prefix among
consumers, with a 94% recognition rate. Recognition of the 800 prefix is
consistent from 2002 to 2007. However, the 2007 study data shows a decline
since 2002 in the recognition rates of 866, 877 and 888 prefixes with just 55%,
56% and 70% recognizing 866, 877, and 888 as toll-free respectively.
When Given
a Choice, Consumers Prefer to Dial a Toll-free Vanity 800 Number to Reach a
Local Business
After
viewing an image that simulated a Yellow PagesTM advertisement, survey data
also shows that 58% of respondents prefer to dial a vanity 800 number to reach
a local business, rather than dialing a local or toll-free numeric phone
number.
"Knowing
that consumers can better recall vanity 800 numbers in multiple advertising
media, and that 58% of consumers prefer to contact a local business by dialing
a vanity 800 number, further proves the benefits available to advertisers who
utilize a vanity 800 number. These surveys demonstrate that vanity 800 numbers
are the strongest consumer response tools available according to recognition
and recall rates," says Noonan.
Details of
the Surveys: Two electronic surveys were distributed to 1,500+ opted-in
respondents. Both surveys were executed through a market research firm,
Infosurv, Inc. and e-Rewards, an electronic survey provider. Data analysis was
conducted in conjunction with Scott Stevens, Associate Professor, Mathematics
Division of Information Technology & Sciences at
About
800response: 800response maintains the widest selection of Custom 800 numbers
available today, and offers these dynamic lead tracking tools to optimize
advertising expenditures for businesses nationwide. Custom 800 numbers are
proven to substantially increase response rates. For more information, visit
www.800response.com or call 1-800-NEW-SALES.
