Awareness of phone name concept
Research conducted by Roy Morgan in May 2008, indicated that a large majority of Australians are aware of the 1300 & 1800 phone words concept.
Awareness of phone names concept: 93%
Usage of phone names
Roy Morgan research also indicated that usage of 1300 & 1800 numbers with names – the number of people that have dialed a phone name – has increased dramatically since it was last measured in 2006.
Increase in usage of phone names: 88%
Unaided recall of phone names v phone numbers
In May 2008, Roy Morgan research tested the unaided recall of a selection of national advertisers’ phone names and phone numbers. On average, recall of the advertisers’ phone words was 850% greater than the recall of their phone numbers.
Increased response rates to advertising
In December 2006, our company conducted side-by-side testing of phone names v phone numbers for our client Harvey Norman Holdings Ltd. The ads with phone names generated three times more calls than the ads with phone numbers. A 300% increase in response rates. This reduced the cost of generating each lead by 66%. This result mirrored similar case studies conducted in the USA and UK.
Increased recall of phone names v phone numbers
Research conducted by D&M Research in May 2008 indicated that across a variety of advertising mediums (TV, radio, print, and outdoor) the recall of 1300 / 1800 phone words are on average, 450% greater than the recall of a phone number.
To see the complete research reports and case studies mentioned above, including methodology, samples, questionnaires and results, please contact us.