Survey: First-Name Use by Telemarketers Bothers Some

Share this article:
Nearly 30 percent of those surveyed in a recent Harris Interactive poll said they were bothered when telemarketers called them by their first names.


Only 5 percent of those surveyed in the poll said they actually preferred it when telemarketers called them by their first names, while 62 percent of those polled said they did not care, according to Harris Interactive, Rochester, NY, a market research firm. Twenty-eight percent said they preferred their last name, and another 5 percent said they had no opinion.


In a separate section of the survey, 29 percent of those polled said being referred to by their first name during sales calls bothered them. The survey of a nationwide cross-section of 1,011 adults is accurate within three percentage points, according to Harris Interactive.


Broken down demographically, 35 percent of college graduates and 39 percent of those with postgraduate educations said they preferred last names. Only 23 percent of men said they preferred last names, compared with 34 percent of women; 43 percent of African-Americans said they preferred last names.


"Given this result, it is puzzling that some telemarketers continue to offend a substantial minority of people they call by using their first names," Harris concluded in the study.


A detail of the survey is available at www.harrisinteractive.com.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.

NBA Names Insurance Exec as its CMO

NBA Names Insurance Exec as its CMO

Nationwide and State Farm veteran Pamela El takes the league's marketing helm next month.

Bloomberg Names Bigley CMO

Bloomberg Names Bigley CMO

Communications chief Deirdre Bigley is appointed head of global marketing for the business and financial news company.