Contents
Main GB survey
Background
Summary
Main findings:
Awareness
Usage
Perceived importance
Future usage
Appendix 1
HAFAD
survey
Background
Summary
Main findings:
Awareness & usage
Perceived importance
Future usage
Appendix 2
Appendix 3
Next
steps
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Background
- Residential
customers have a number of rights and opportunities related
to their use of telecoms services and information that they
are entitled to in the fixed line market. During February/March
2000, a sample of 1519 residential consumers across England,
Scotland and Wales were surveyed by research agency Ipsos-RSL
about a number of these opportunities and rights (appendix
1). This included whether or not they had heard of,
and ever made use of these opportunities; whether or not
they considered them important; and how likely they were
to make use of them in the future.
- A further
survey was conducted with the kind assistance and support
of Hammersmith and Fulham Action for Disability (HAFAD)
on the same topics as the survey above, with the addition
of rights and opportunities specific to consumers with disabilities,
such as special tariffs for textphone users, and different
format bills. Link to the report of this survey.
- The
purpose of this research is to assist in the provision of
information for Oftel’s Raising Customer Awareness
project, the aim of which is to identify whether consumers
are aware of the opportunities available to them, and where
they are not, to raise their awareness of these. Customers
must have adequate, reliable information to assist them
make better informed decisions and get the best deal from
their telecoms service. Well informed consumers are a necessary
element of an effectively competitive market.
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Summary
- Awareness
of the rights and opportunities ranged from 43% to 94% overall,
with greater variations between different consumer groups.
Awareness was lowest amongst the elderly, the lower social
grades (DE) and those in rented accommodation, not working
and on low annual incomes.
- On
the whole, usage tended to be quite low in relation to level
of awareness. Although there is some scope for improvement,
generally, amongst those who are aware of the rights, those
who want to make of them tend to be doing so already. Usage
was highest amongst women, the younger to middle age groups,
lower social grades and larger households.
- At
least 3 in 5 consumers considered it important they know
about the rights and opportunities available. Importance
amongst different demographic groups varied widely between
different rights/opportunities.
- Of
interest, are rights which consumers consider important
they know about, but where awareness levels are low. Overall,
only recording of calls, and TPS registration appear to
be in this position. For each right and opportunity, particular
groups of consumers can be identified as more likely to
use, and more likely to consider important, but whose awareness
levels tend to be lower than average. Generally, women and
the lower social grades tended to have lower than average
levels of awareness, but tend to be more likely to consider
the rights important, and are more likely to make use of
them.
Figure
1 provides a complete picture of awareness, current and future
usage, amongst all consumers.
Figure
1 Summary of rights / ops awareness and usage
(Base:
All, 1519)
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Main
Findings
Awareness
of rights and opportunities
General
awareness levels …
- Awareness
levels for the various rights and opportunities varied from
94% for the right to access operators services from all
home or public phones, to 43% for the right to register
with the TPS. Apart from TPS, at least half of consumers
were aware of the other rights/ops.
- Over
4 in 5 consumers were aware of access to operator services,
caller line identification, the level of detail provided
to directory enquiries, and itemised billing.
- Awareness
was lower for written contracts and codes of practice, recording
of conversations and call barring, and the TPS.
Varies
by demographic group …
- Awareness
amongst different groups varied depending on the individual
right/opportunity, overall however, some clear patterns
emerged. Men were on the whole, more aware of the rights/ops
than women. Awareness was generally highest amongst larger
households with children, using more advanced telecoms products
and services such as internet and mobiles, and broadsheet
readers rather than the tabloids or mid-market press.
- Awareness
was generally lowest in the following groups:
- Low
social grades - DE
- Older
consumers, aged 55+, and particularly those over 65 (apart
from TPS)
- Consumers
not working, low annual incomes, particularly those under
£9,500
- Living
in rented accommodation, and left education before the
age of 15
- There
were some regional differences but no obvious patterns –
to a certain extent this may be a result of the demographic
makeup in these areas. These differences could possibly
assist in tailoring campaigns aimed at raising awareness.
- There
was little difference in awareness levels amongst disabled
consumers who comprised 9% of the total sample.
- On
the face of it, raising awareness campaigns could potentially
be targeted at the elderly, low income, and unemployed/retired
consumers, who are generally in the DE social grades, and
women more than men. The tabloids and mid-market press capture
a higher proportion of these groups (apart from women) than
the broadsheets, which is worth bearing in mind for campaign
purposes. However, raising awareness could be further tailored
by examining perceived importance, and current and potential
future usage of these rights/opportunities.
Figure
1a shows awareness levels amongst all consumers.
Figure
1a % consumers aware of right / opportunity (Base: All, 1519)
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Usage
of rights and opportunities
General
usage of rights and opportunties
- Apart
from itemised billing (which is automatically provided to
most customers), fewer than half of consumers aware of the
rights/opportunities claimed to have made use of them. Withholding
caller identification, advising directory enquiries on level
of entry detail, and receipt of written contracts were made
use of by about 2 in 5 of those aware of these rights. Takeup
of the remaining rights and opportunities was relatively
low, used by less than 1 in 5 of those who knew about them.
This could be expected for some of the opportunities such
as complaining about unfair contract terms, and number portability,
both of which are more circumstantial in their application.
However, takeup of the more generic opportunities including
call barring, codes of practice and TPS registration was
low relative to awareness.
Usage
by demographic group
- Females,
the younger to middle age groups (24-55), and the lower
social grades (C2DE) were on the whole making more use of
the rights and opportunities available to them. As were
larger households with children, those in rented accommodation
and tabloid readers. Usage of these rights/ops was lowest
amongst the elderly, upmarket AB social grades, and broadsheet
readers.
- There
were however some exceptions to this, for example broadsheet
readers were more likely tabloids to have registered with
the TPS, and the lower social grades were less likely to
have requested itemised bills. This highlights the individual
nature of these rights and opportunities, some of which
appeal widely, whilst others have a more specialist appeal.
For example, consumers not working were more likely to have
used calling barring and registered with the TPS, perhaps
to assist in managing their bills as they tend to be on
lower incomes, and if they are at home all day, they are
more likely to be subject to direct marketing.
Figure
2a % made use of right / opportunity
(Base:
Aware of right/opportunity, variable)
It
could be argued that there is little benefit in raising awareness
of some of these rights, given their low takeup. The table
below compares the proportion of consumers making use of each
of the rights with the proportion aware of that right :-
Awareness
and usage of rights/ops (Base: All, 1519)
|
%
using right
|
%
aware of right
|
|
Access
to operator services (unable)
|
14
|
94
|
|
Caller
line identification
|
34
|
89
|
|
Directory
enquiries details
|
39
|
88
|
|
Itemised
billing
|
59
|
86
|
|
Number
portability
|
11
|
67
|
|
Unfair
contract terms
|
4
|
66
|
|
Customer
codes of practice
|
12
|
58
|
|
Call
barring
|
8
|
53
|
|
Written
contracts
|
21
|
52
|
|
Telephone
Preference Scheme
|
8
|
43
|
- However,
given that usage tends to be highest amongst several groups
whose awareness is lowest, such as females, lower social
grades, and those in rented accommodation, it is likely
that takeup would increase if awareness amongst these groups
in particular was improved.
- It
is also worth considering potential future usage, consumers
who were aware of these rights and opportunities were asked
how likely they would be to make use of them in the future.
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Future
usage of rights and opportunities
General
future usage
- Apart
from itemised billing (takeup of which is already relatively
high compared to other rights), more than half of those
aware of, but not making use of the rights, claim they are
unlikely to do so (figure 3a). In short, whilst there is
still some scope for take up, generally the majority of
those aware of rights, who want to make of them, tend to
be doing so already.
- Examined
in relation to current usage (figure 3b), takeup of TPS
registration, call barring and codes of practice looks set
to double, based on claimed consumer intentions. It is difficult
to predict actual future usage however, since on average
only about half of these consumers may actually follow through
their intentions. Circumstantial opportunities such as number
portability and complaints about contract terms are even
more difficult to predict usage of, and estimates should
be treated with caution.
Future
usage by demographic group
- The
elderly, and the AB, higher income groups, were least likely
to think they would make use of these rights in the future.
Younger consumers, females, and larger households with children
claimed to be most likely to use in the future.
- However,
as mentioned previously, awareness was lowest amongst several
groups making most use of these rights and raising awareness
amongst these groups may well result in increased future
usage.
Figure
3a summarises current and potential future usage, again amongst
those who are aware of the right.
Figure
3b shows likely future usage amongst those who are currently
aware of, but not making use of the right.
Figure
3a Current and future likely usage of rights / ops
(Base:
Aware of rights / ops, variable)
Figure
3b Future likelihood of making use of right/opportunity
(Base:
Aware of, but not making use of rights/ops, variable)
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Perceived
importance of rights and opportunities
General
importance of rights/opportunities
- Consumers
were asked how important they thought it was for them personally
to know about the rights and opportunities available to
them. The purpose of this is to assist in deciding (a) whether
or not there is a need to raise awareness of these rights
if consumers do not consider it important, and (b) which
rights are considered most important, and by which groups
of consumers, as this can assist in targeting awareness
campaigns. For example, the elderly were generally least
aware and making least use of the rights and opportunities,
but were least likely to consider them important. The lower
social grades on the other hand were more likely than the
ABs to consider the rights important, yet it was these groups
who had the lowest levels of awareness. Given that they
are also the group more likely to be making use of the rights,
there is a strong case for raising their awareness.
- Overall,
all the rights were considered important to know about,
by at least 3 in 5 consumers. Access to operator services,
recording of conversations, and universal service which
relate to the more generic basic service that consumers
receive, were considered the most important rights, rather
than services with a more specific application such as call
barring and caller line identification, which were considered
less important.
Demographic
differences in perceived importance of rights and opportunities
- Overall,
females, larger households with children, those in employment,
with high annual incomes, and those making use of more advanced
telecoms including internet and mobile, were more likely
to consider the rights and opportunities important. Apart
from females, awareness of the rights/ops tended to be higher
than average amongst these groups. This is important, as
of concern, would be those who considered the rights important,
but did not know about them. In addition to females, other
groups that could benefit from raised awareness in terms
of their perceived importance include DEs, in particular
their awareness of call barring and itemised billing, and
elderly awareness of number portability.
Figure
4a show consumers’ perceptions of whether they consider
it important they know about the rights/opportunities available
to them
Figure
4a Perceived importance of rights / opportunities
(Base:
All, 1519)
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Appendix
1 - Summary of rights and opportunities on which consumers
were surveyed
- Keep
number when switch supplier (number portability)
- Choose
whether your details are excluded, or included partially
or fully in the phone directory
- Access
operator services such as directory enquiries and emergency
services from all home phones and public payphones
- Withhold
your number when making a call – this prevents the
person you are calling from knowing what number is calling
them (CLI)
- Stop
calls being made from your phone to specific numbers that
are charged at higher rates eg premium rate, or international
- Register
with the Telephone Preference Scheme if you do not wish
to be called by companies selling or promoting their products
or services
- Receive
itemised bills at no extra charge
- Written
contracts from telephone companies
- Complain
about unfair terms in contracts
- Receive
customer codes of practice, outlining procedures that telecoms
companies should adhere to such as disconnection procedures
- Be
advised (by any means, not necessarily during the call)
if your telephone conversation is being recorded
- Receive
basic telephony services from BT or Kingston Communications
at reasonable prices
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Awareness
of Rights & Opportunities Among Disabled Consumers
Background
- The
purpose of this separate survey was to examine awareness
and usage of rights and opportunities amongst for consumers
with disabilities, including services provided specifically
for disabled consumers such as special prices of textphone
users, different format bills, directory enquiries free
of charge for those not able to use a telephone directory.
- As
with the omnibus study, respondents were asked about their
awareness and usage of a range of telecoms rights and opportunities,
and whether or not they considered these rights important
(full list attached in appendix 2).
- The
research was conducted amongst members of Hammersmith
and Fulham Action for Disability (HAFAD), an organisation
run by disabled people for disabled people, who kindly agreed
to assist Oftel on this project. Out of a total of
1200 questionnaires distributed, during March/April 2000,
a sample of 211 was achieved comprising a cross section
of disabilities and ages. Details of the sample are
shown in appendix 3.
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Summary
Awareness
of rights/opportunities
- Awareness
was highest for the more generic and widely applicable rights
including access to caller line identification (74%
of Hafad sample aware), level of directory enquiries
detail (63%) and operator services (58%).
Awareness was notably lower amongst the Hafad sample
compared with the main sample, in particular with customer
codes of practice (main sample 58%; Hafad sample 18%),
access to operator services (94%; 58%) and universal
service (70%; 37%).
Current
usage
- Despite
lower awareness of rights/opportunities among the Hafad
sample, usage was broadly similar among the two samples
with the exception of caller line identification
(used more among the Hafad sample).
Future
Usage
- The
survey found that, once aware, respondents were clearly
more likely to use each of the rights/opportunities. In
particular, around eight times as many respondents said
that they would be likely to use customer codes of practice
(73% against 9%), call barring (59% against 7%)
and number portability (54% against 7%) in the future
as were currently making use of these rights/opportunities.
Also, use of directory enquiries free of charge was
likely to rise three-fold (90% against 29% - see Point
9, Appendix 1) and caller line identification
by two-thirds (77% against 46%). Analysis by age showed
that respondents aged 65+ were consistently less likely
to use any of the rights/opportunities, in addition to low
awareness levels amongst this age group.
Importance
of awareness
- With
many of the rights/opportunities, awareness was significantly
lower than the proportion of respondents perceiving it as
very important to know about the right/opportunity. In particular,
whilst 82% perceived it as very important to know about
universal service, just 37% were aware of the right.
Similar discrepancies were found with using directory
enquiries free of charge (79% very important; 38% aware
- see Point 9, Appendix 1), customer codes of
practice (51% very important; 18% aware) and number
portability (72% very important; 44% aware).
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Main
Findings
Consumer
awareness and usage of rights and opportunities
- Overall,
only three of the rights were known by more than 50% of
consumers - access to operator services, caller line
identification, and level of directory enquiries detail.
These three rights had also achieved the highest awareness
levels among the main sample. Generally, as would be expected,
awareness was highest for the more generic and widely applicable
rights, and lower for those related to specific opportunities
or groups of customers.
Chart
1a Consumer awareness and usage of rights and opportunities
Base:
All respondents, 211
-
Caller
line identification and directory enquiry details,
with the highest awareness levels, were also the two rights/opportunities
most used among the Hafad sample. They were followed by
using directory enquiries free of charge in spite
of a lower awareness level (see Point 9, Appendix
1). However, less than half of the sample had made
any use of any one of the individual rights, which is
not particularly surprising given that many were related
to specific circumstances such as switching supplier (number
portability), or using special equipment such as textphones.
- Awareness
of each right/opportunity was notably lower amongst the
Hafad sample than among the main sample. The difference
in awareness was widest with customer codes of practice,
access to operator services and universal service.
Chart
1b % of consumers aware of right/opportunity
(Main
sample: all respondents, 1519; Hafad sample: all respondents,
211)
- However,
use was broadly similar among the two samples with the exception
of caller line identification (used more frequently
among the Hafad sample).
Chart
1c % of consumers made use of right/opportunity
(Main
sample: all respondents, 1519; Hafad sample: all respondents,
211)
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Perception
of importance of knowing about rights/opportunities
- Awareness
of the majority of rights (nine out of 13) was considered
very important by at least half of the respondents.
- In
the Hafad survey, rights for which awareness was substantially
lower than perceived importance of awareness included universal
service (45 point difference), using directory enquiries
free of charge (-41: see Point 9, Appendix 1),
customer codes of practice (-33), number portability
(-28), call barring (-23), access to operator
services (-21). Similarly, in the main survey, awareness
for customer codes of practice (-19), universal
service (-18), number portability (-16) and call
barring (-12) was noticeably lower than perceived importance
of awareness though by a smaller margin.
Chart
2a % perceiving awareness of right/opportunity very
important
(Main
sample: all respondents, 1519; Hafad sample: all respondents,
211)
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Likely
future use of rights and opportunities
-
A
wide difference emerged between current use of each of
the rights/opportunities and likely use in the future
among the Hafad sample. In particular, around eight times
as many respondents said that they would be likely to
use customer codes of practice, call barring and
number portability in the future as were currently
making use of these rights/opportunities. Also, use
of directory enquiries free of charge was likely to
rise three-fold (see Point 9, Appendix 1) and caller
line identification by two-thirds. In comparison,
in the main survey, future use of number portability,
customer codes of practice and call barring
was around double that of current use and caller line
identification was likely to grow by a quarter. Exact
comparison of future use in the two surveys cannot be
made as, in the main survey, only respondents aware of,
but not currently using each right/opportunity were asked
about future usage.
Chart
3a % likely to use rights/opportunities in the future
against current use
(Base:
All Hafad respondents, 211)
- Due
to much lower awareness of rights/opportunities among the
Hafad sample, future use, with a few exceptions, far exceeded
awareness. This suggests that greater awareness of rights/opportunities
is needed among disabled consumers might increase usage.
In contrast, future use among the main sample was lower
than awareness for each of the rights/opportunities. Again,
exact comparison of future use in the two surveys cannot
be made as, in the main survey, only respondents aware of,
but not currently using each right/opportunity were asked
about future usage.
Chart
3b % likely to use rights/opportunities in the future against
awareness
(Base:
All respondents, 211)
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Demographic
differences
- With
the exception of alarm systems, awareness of each
of the rights/opportunities was consistently lower among
respondents aged 65+ years. The survey also found that the
65+ group was less likely to make use of each right/opportunity
once they were aware (chart overleaf) which suggests that
factors other than lower awareness might be involved such
as perceived hassle involved in claiming rights/opportunities.
Chart
4a % aware of right/opportunity by age (Base: All Hafad respondents,
211)
Chart
4b % likely to make use of right/opportunity by age (Base:
all Hafad respondents, 211)
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Conclusions
- Awareness
of all the rights/opportunities was noticeably lower among
the Hafad sample than among the main sample though little
difference in current usage was found due to relatively
high usage among Hafad respondents aware of each right/opportunity.
This implies that usage of the rights/opportunities by people
with disabilities would increase with wider awareness.
- The
survey found that increased awareness of generic rights
would be of most benefit. These include using directory
enquiries free of charge (see Point 9, Appendix 2)
and customer codes of practice which had relatively
low awareness levels though high usage among respondents
aware of these rights/opportunities. Promotion of caller
line identification and directory enquiry details
would be beneficial as use of these rights/opportunities
was high among aware respondents though awareness was lower
among the Hafad sample than among the main sample.
- Another
finding supporting increased awareness was that once respondents
were aware of the rights/opportunities through the process
of the survey, a much higher proportion claimed to be likely
to use these rights/opportunities in the future compared
with current usage. The need for increased awareness was
also shown by the combination of low awareness levels though
high claimed future usage for rights such as alarm systems
and call barring.
- The
survey also found that the 65+ age group was consistently
less aware of, and at the same time, least likely to use
any of the rights/opportunities in the future. However,
this group of elderly disabled consumers would seem most
likely to benefit (being more vulnerable with, on average,
lower incomes). Further research could look at how to improve
awareness of rights/opportunities among the 65+ age group
and, in particular, the reasons for low usage among this
group (for example, the perceived hassle involved in claiming
rights/ opportunities where telcos might be resistant).
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Appendix
2 - Summary of rights and opportunities on which consumers
were surveyed
- Keep
number when switch supplier (number portability)
- Choose
whether your details are excluded, or included partially
or fully in the phone directory (directory enquiry details)
- Access
operator services such as directory enquiries and emergency
services from all home phones and public payphones (access
to operator services)
- Withhold
your number when making a call – this prevents the
person you are calling from knowing what number is calling
them (CLI – caller line identification)
- Stop
calls being made from your phone to specific numbers that
are charged at higher rates eg premium rate, or international
(call barring)
- Use
tyeptalk
- Special
prices of textphone users
- Large
print, Braille or audiotape style bills (different format
bills)
- Use
directory enquiries free of charge (DQ free of charge).
Please note that, to simplify the questionnaire, respondents
were instructed to answer all questions. As such, questions
relating to the use of directory enquiries free of charge
were asked of all respondents whether eligible or not (the
questionnaire not specifying that use of directory enquiries
free of charge was only available for blind consumers
and others not able to use a telephone directory). Therefore,
awareness of use of directory enquiries free of charge
is likely to be understated and likely use in the future
overstated)
- Buy
and use special equipment with existing telephone service
- Alarm
systems – alerting someone of your difficulty in an
emergency
- Receive
customer codes of practice, outlining procedures that telecoms
companies should adhere to such as disconnection procedures
(customer codes of practice)
- Receive
basic telephony services from BT or Kingston Communications
at reasonable prices
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Appendix
3
Hafad
Sample: Disability, Age, Telecoms Equipment
(Base:
All Hafad respondents, 211)
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Next
steps
What
are we doing with the results?
Knowledge
of rights and opportunities is an important factor in empowering
consumers to make the most of the opportunities of the competitive
telecommunications market. Possessing this knowledge may increase
consumers’ confidence in making choices and also empowers
them to protect their own rights.
Oftel
will use the results of this research to identify those rights
and opportunities where consumer awareness could be improved.
In addition to identifying the rights and opportunities, the
research will also enable Oftel to identify which consumers
to focus on including regions, different age groups etc.
Consumer
groups, the industry and Oftel will – in co-operation
– develop strategies to raise consumers’ awareness
of their rights and opportunities where necessary. These will
be developed and implemented on a case by case basis, but
may include media coverage, information leaflets, and briefing
information providers such as charities, Citizen Advice Bureaux
and Trading Standards Offices.
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