Lifestyle Editors/Business Editors
TARRYTOWN, N.Y.--(BUSINESS WIRE)--Dec. 19, 2003
The majority of Americans will register for a 'do-not-spam list', if and when it is enacted by the Federal Trade Commission (FTC), according to a new study from Synovate, a leading global market research firm.
"83% of Americans are either extremely or very likely to register for the list making it more popular than the telemarketing 'do-not-call list' launched back in October," said Andrew Davidson, Vice President of Competitive Tracking for Synovate's Financial Services Practice.
The nationwide study of 1,000 adults follows recent approval of anti-spam legislation in Congress which should lead to a 'do-not-spam registry' of email addresses in 2004. "Email sent to addresses on the list will have to comply with certain standards and regulations leading to the end of spam as we know it," said Davidson.
Consumer motivation to sign up for the list reflects the huge volumes of unsolicited emails being received on a weekly basis.
"On average, Americans get a staggering 155 unsolicited emails in their personal or work email accounts each week with 20% receiving 200 or more," said Davidson.
Those receiving 100-200 emails per week are just as likely to register as those receiving 20-50 emails suggesting widespread popularity if the list is introduced.
"The list appeals more to women and older adults than it does to men and younger age groups," said Davidson. "88% of females are extremely or very likely to register compared to 78% of males despite the fact that males receive more spam than females."
The weekly inbox of unsolicited mail includes an average of 23 offers for new credit or charge cards making the credit card industry one of the sectors that will feel the impact of the list.
"The cost of acquiring a new cardholder via mail has significantly increased in recent years, and issuers have been looking to the Internet as an alternative channel," said Davidson. "However, compliance with the new standards should not be a problem for issuers as ultimately it will lead to less email clutter and improved response rates."
Not all spam is bad - 11% responded to an offer in the past year
Despite the high level of interest in a 'do-not-spam list', 11% of consumers have responded to an email solicitation in the past year, proving that email marketing can be effective.
"This indicates that Americans may not be looking for a complete ban on unsolicited emails as they find value in some of the offers they receive," said Davidson. "Fortunately for emarketers and consumers, the anti-spam legislation approved by Congress does not go that far."
About the Company
The eNation(R) study was conducted by Synovate's Financial Services Practice, a specialized division of one of the world's top 10 global market research firms. The Financial Services Practice generates consumer insights that drive competitive marketing solutions in the banking, investments and payments industries.
Synovate has over 80 offices in 46 countries and provides clients with cohesive global support and a comprehensive suite of leading research solutions. The company is the market research arm of Aegis Group plc, the London-based global media and communications conglomerate. Synovate Americas' headquarters is in Arlington Heights, Ill.
Editors Note: To receive a graph of the data mentioned in the press release above, kindly contact: Phyllis Stevens: phyllis@zlokower.com or Andrew Davidson: andrew.davidson@synovate.com
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