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Analysis of 2012 Electoral Opt Out Shows Fall in Numbers

(December 25, 2011)

LEEDS, UNITED KINGDOM -- (Marketwire) -- 12/26/11 -- Leading direct marketing services and credit reference agency Callcredit Information Group has revealed early opt-out figures from the 2012 Electoral Roll canvass that indicate a fall in the level of those individuals requesting to opt-out 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 reduction in the number of individuals deciding to opt out from the Electoral Roll. Interim analysis of opt out rates by councils across the UK has highlighted an average opt out rate of 41%.

-------------------------------------------------- Overall Average Average Year On Year Opt Out Rate Year Increase -------------------------------------------------- 2012 41% -4% -------------------------------------------------- 2011 45% -1% -------------------------------------------------- 2010 46% 2% -------------------------------------------------- 2009 44% 4% -------------------------------------------------- 2008 40% 3% -------------------------------------------------- 2007 37% 5% -------------------------------------------------- 2006 32% 3% -------------------------------------------------- 2005 29% 3% -------------------------------------------------- 2004 26% 4% -------------------------------------------------- 2003 22% - --------------------------------------------------

Of the 47m records held just over 19m consumers have taken the decision to opt-out effectively removing themselves from the prospect mailing list available to marketers. On average over the last 12 months there has been a 4% fall in the number of opt-outs across each of the 357 councils.

Chris Savage, Managing Director of Callcredit Information Group - Marketing Solutions division comments:

"We're now seeing the impact of the subsequent slowdown witnessed over the past few years in the pace of opt-outs, with latest figures actually showing a drop. However regardless of this fall in numbers there is still nearly half the UK adult population unavailable for marketing through this source alone. Despite this there are additional data sources available that can assist direct marketers 'infill' prospect gaps in their marketing database, particularly in high opt out areas. Callcredit's prospect universe is one such example. It provides marketers with continued access to mailing lists of almost 41 million UK consumers, bridging the opt-out gap with a substantial volume of valuable prospects."

Notes to editors :

-- Number of records 44.7m records -- Number of councils 357 -- Average opt-out per council 40.61% -- Average opt-out 40.51%

About Callcredit Information Group -

Callcredit Information Group's leading approach to deploying consumer information brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to provide clients with a range of innovative and effective products to discover new customers and to engage with current customers to optimise and increase profitability.

Products include award-winning fraud verification tools and database solutions to positively verify consumers, global operations to help expand businesses into new markets, digital solutions to improve the overall journey consumers make during interaction with a brand, customer handling to ensure consumer satisfaction at all levels and consumer marketing data and segmentation to improve understanding and targeting of customers and prospects.

Callcredit also offers products for their clients to assess a customer's credit risk and affordability and their experts in collections and recoveries provide tailored debt recovery and tracing tools. Their market analysis and network planning function helps organisations develop profitable retail networks, and their tools in multi bureau, analytics and metrics work to provide fully assessed bureau data.

Callcredit Information Group
Duncan Bowker
PR Manager
0113 388 4300 or Mobile: 07557 263 660
[email protected]

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