Equifax Predicts Problems For Marketers With 2006 Edited Electoral Roll

Local Council Pre-Ticking has led to higher opt-out figures

London, 10th January 2005 - Following the full load of over 45 million Electoral Roll records, Equifax, one of the UK’s leading marketing data providers, has completed a detailed analysis of the information.  The analysis produced by the Equifax Predictive Sciences Team reveals that the opt-out figure has risen by 3% to 32.11%.  And the company believes that the fact that many councils pre-ticked the opt-out box on the registration forms contributed to this increase, which will impact on direct marketers, as well as consumers applying for goods and services by mail order and online.
 
Neil Munroe, External Affairs Director of Equifax comments, “Our analysis proves that pre-ticking increases the likelihood of opt-out by consumers. The five councils with the highest increase in opt-outs were those that pre-ticked the Electoral Roll registration form. The five highest decreases in opt-out were in places which didn't pre-tick.  Opt out for those not pre-ticking is only 23.42% compared to 32.11% overall.

“This will obviously have an impact on direct marketers who only have access to the Edited Electoral Roll, comprising details of consumers who have not opted out.  But it will also have an impact on consumers who want to buy online or by mail order because companies only verifying identity and not making a credit check can only use the Edited Electoral Roll.”

Munroe concludes, “Entry on the Electoral Roll is an important part of the credit granting process and maintaining the quality of the data is a high priority for Equifax.  We could not do this without the support and cooperation of all the staff at the councils and our own core team of dedicated experts. In particular we have worked very closely with the local councils to accept their data in the EML format stipulated by the Association of Electoral Auditors.  This has meant the process has been smoother for the local councils and enabled us to achieve the quickest ever loading of the data.

“Our focus now will be continually updating the rolling register, bringing our customers the most up-to-date and accurate Full and Edited Electoral Roll information.”

ENDS

 

5 Greatest absolute Increases in Opt-out Rate – all pre-ticked

Name	2004 Opt Out %	2005 Opt Out %	% Opt Out Change Ratio	% Opt Out Change Difference
Vale Of White Horse	15.10	42.35	188.43	27.25
Bath & N E Somerset	35.87	57.89	61.24	22.02
Epsom And Ewell	21.35	34.95	65.23	13.60
Fareham	38.14	50.79	34.05	12.65
Richmondshire	53.05	65.46	24.89	12.41

 

5 Greatest absolute Decreases in Opt-out Rate – not pre-ticked

Name	2004 Opt Out %	2005 Opt Out %	% Opt Out Change Ratio	% Opt Out Change Difference
Wandsworth	72.17	53.69	-23.97	-18.48
Wyre	39.21	25.08	-35.65	-14.14
Boston	35.44	24.65	-29.38	-10.79
Newport	23.69	16.72	-31.44	-6.97
East Staffordshire	27.45	20.91	-23.52	-6.54

Notes to Editors

For further press information please contact: Claire Foster at HSL on 020 8977 9132 / Fax: 020 8977 5200 or Email: claire@harrisonsadler.com

Equifax plc is part of Equifax Inc. (NYSE: EFX), a global leader in turning information into intelligence. For businesses, Equifax provides faster and easier ways to find, approve and market to the right customers. For consumers, Equifax offers easier, instantaneous ways to buy products or services, and better insight into and management of their personal credit.

Equifax. Information That Empowers.

Equifax operates in 13 countries and had $1.2 billion in revenue during 2003