Consumers Lack Confidence with 03 Numbers

Research has revealed that consumers are just as concerned about dialling 03 numbers as they are about 08 numbers.

According to research run by ICM in connection with SOH, 0333 was revealed to be the best performing of the new numbers. But 64% of callers stated they’d be ‘very concerned’ or ‘concerned’ about calling it.

Just 39% showed the same concerns when dialling the 01/02 prefixes, which is interesting given that call charges for the two are the same. With a concerted effort it should be possible to bring down the level of concern at calling 03 to at least match that of calling 01/02.

In addition, consumers showed about the same level of concern when calling an 0845 number (66%) as they did with either 0345 (65%) or 0370 (68%). Calling an 03 number may be to the consumer’s benefit (as calls have to be included in most packages). But, at the moment at least, they just don’t seem to know it.

Those businesses that have moved over to using 0800 numbers can feel reassured that they’re using the best of the bunch. Only 29% of consumers feel concerned about calling such numbers. Having been known as the ‘Freephone’ number for such a long time, perhaps that isn’t a surprise.

At the moment, callers using 0800 numbers may still be charged for their call if they’re using a mobile network. This may be what’s stopping it from reassuring more customers.

However, from June next year, Ofcom will make 0800 free to call for all customers, no matter what network (mobile or landline) they’re on. When this happens we may see the level of concern drop further.

Overall, consumers have less confidence in their knowledge of call charges for 03 numbers than most 08 numbers.

With thanks to Rob Smale at SOH