TPS report: 60% of households blocking unsolicited calls

The TPS re-commissioned Brookmead Consulting in autumn 2008 to repeat and extend the original research, evaluate the extent of the industry's compliance with new regulations and to identify any emerging trends or significant variations from the results of the last report.

Key findings from the research include that a continuing rise in TPS registrations means that 60% of UK households are actively preventing unsolicited sales and marketing calls.

Consumers' trust and confidence in the telephone as a marketing medium has been eroded by concerns over data privacy, aggressive sales tactics, mis-selling and scams, and they are increasingly deploying a variety of tactics and technologies to control the calls they receive.

The introduction of communications watchdog Ofcom's nuisance calls regulations has reduced the number of silent calls per month from 9.6 per month in 2005 to 2.1 per month in 2008.

The report also shows that increasing familiarity with silent calls has meant that those key demographic groups that were previously worried about these types of calls are now significantly less anxious.

The combination of a high volume of TPS registrations, consumer distrust, and widespread industry compliance of the Ofcom regulations has led many companies to re-appraise their telemarketing strategy and the volume of cold calling carried out is decreasing.

In addition, the number of unwelcome calls received by consumers is down by 20% in the past 12 months to 4.6 per month.

Mike Lordan, director of consumer services at the Direct Marketing Association, said: "It is pleasing to note that consumers are less concerned about silent calls and receive fewer unwelcome cold calls. However, although general levels of compliance are improving there are still many areas that require action."

John Price, director of Brookmead Consultants, said: "This latest report has benefited from being able to compare research results and track how consumer attitudes to telemarketing have changed over the past few years. What emerges is an overall reduction in the impact of telemarketing to consumers.

"However, the report raises concerns about the limitations of current regulations for restricting the misuse of call centre technology. It also reports on the divide between those companies looking for short term profit who still avoid or neglect to operate in a compliant and thoughtful manner and the majority of practitioners who are implementing contact strategies to build consumer trust."