Is telemarketing dead?

In a recent survey conducted by YouGov, consumers across six key markets were asked about their typical responses to telemarketing calls.

The reception of telemarketing varies significantly across different markets. In Great Britain, over half find telemarketing calls to be a nuisance and usually avoid answering them (54%). This sentiment is echoed by approximately two in five consumers in both Denmark (43%) and the US (44%). Interestingly, this sentiment is not as prevalent in the UAE and India where only about one-fifth of consumers regard these calls as bothersome (16% and 20% respectively).

Another segment of the population says that while they do listen to pitches made on these calls, they usually decline the offers. A third of the UAE consumers fall in this category, followed by India where more than a quarter (28%) adopt a similar approach. Marketers could potentially see this as an opportunity to refine their pitching strategies to better convert this segment of listeners.

Our data also highlights a significant number of consumers who have taken steps to block telemarketing calls or register for 'Do Not Call' lists. In the US, nearly one in three consumers have adopted this strategy (31%). In Great Britain and Australia around a fifth of consumers actively block out telemarketing calls in this manner (22% and 19% respectively).

Although a smaller portion, it's crucial to acknowledge the consumers who respond favorably to telemarketing calls. Particularly in the UAE and India, where about two in ten consumers have made a purchase based on a telemarketing pitch, there lies a significant opportunity for brands (22% and 19% respectively). In markets like Great Britain and the US, only 1% of consumers say they’ve made a purchase based on a telemarketing pitch.

A notable minority of consumers prefer to make informed decisions by requesting written information before considering the product or service being offered. In Great Britain, the US, and Australia 2% of the population employ this method. This share is slightly higher in Denmark, India, and the UAE (4%, 7% and 8% respectively). This group represents an audience that is cautious but potentially receptive, offering an avenue for marketers to provide detailed, well-presented information that could sway decisions in their favor.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 679 and 2,045 or each market. All surveys were conducted online in June 2023. Data from each market uses a nationally representative sample apart from India, which use urban representative samples. Learn more about YouGov Surveys: Serviced.

Photo by Andrea Piacquadio