Opt-out responses on the rise. fast.MAP research

Eight out of ten people always tick the opt-out box to avoid receiving marketing material from third parties and the percentages are increasing every year as people become less willing even to grant the companies they are dealing with permission to contact them again, according to research carried out in winter 2010.

Almost nine out of ten people (88 %) always look for the presence of opt-out boxes, a percentage which has gradually increased since the first fast.MAP Marketing-GAP Tracking Study in 2005 identified that 82 % of consumers always looked for it. By 2006, this had risen to 86 %.

David Cole, MD of research company fast.MAP, looks at the bigger picture and what this means for direct marketers in addressing the problem.

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