Unlisted phone numbers on the rise

Folio: The Magazine for Magazine Management, August, 1989 by Elizabeth Leamy

Unlisted phone numbers on the rise

Fairfield, Conn.--The proportion of U.S. households with unlisted telephone numbers has increased dramatically in recent years, according to a survey conducted by Survey Sampling, Inc. (SSI). The rate has risen nearly 27 percent in four years, from 22 percent of households in 1984 to 28 percent in 1988.

The trend suggests that outbound telemarketing techniques may have to change, especially on the local level, says John Erwin, vice president, outbound division of Omaha-based West Telemarketing. He predicts that "telemarketing will ultimately have to be upgraded because consumers are tired of getting phone calls without having any pre-existing relationship with the caller. Telemarketers will, therefore, be forced to know consumers' wants and needs."

Effective use of a database and improved list management--as opposed to the random-dialing approach--will help to target the right consumers. "Not only is the random-dialing method bothersome to the consumer," Erwin adds, "but it is also ineffective in making a long-term gain."

Major metropolitan areas, particularly in California, have shown the greatest increases in their "unlistedness" rates. Of the top 10 cities with the greatest number of unlisted households, eight were in California: Los Angeles/Long Beach (56 percent), Oakland (53.6), Fresno (52.6), San Jose (50.6), Sacramento (49.6), Riverside/San Bernadino (48.7), Bakersfield (48.6) and San Francisco (47.7).

The other top 10 cities are Las Vegas, ranking first (60.3 percent), and Jersey City, New Jersey, which came in fifth (51.3 percent).

Statistics were determined by comparing the estimated number of households in the United States with the actual number of households found in nationwide telephone directories.

SSI is preparing a more detailed analysis of its study (due in November 1989), which will provide information on the income, education and household composition of those with unlisted numbers. Preliminary analysis suggests members of unlisted number households move more frequently and are younger than members of listed-number homes.