ResearchRoy Morgan Research was commissioned to conduct a survey amongst the Australian population to assess the unprompted awareness of national advertisers' Alpha Numeric phone numbers. Awareness
Research conducted by Roy Morgan in May 2011 indicated that 94% of Australians are aware of alpha numeric telephone numbers. Proven MemorabilityWhen an alpha numeric telephone number is advertised in the PRINT medium, it becomes 19.16 times more memorable than its numeric equivalent. The figure jumps up to 23 times more memorable through WORD OF MOUTH than its numeric equivalent.²  Effectiveness
At the time of the research, 1300 WESTPAC had only been advertised in a 4 week test campaign in October - November 2005 Quality MattersAdding an extra digit to the prefix or using a '4' between the prefix and the number can be considered 'bad' and results in a depletion rate of between 40% and 50% in recall. Using both an extra digit and a '4' between the prefix and the word compounds the depletion and can be considered 'ugly' with a depletion rate of 75% on recall. Levels of 'Misappropriation'; that is attributing the 'Bad' alpha numeric to the 'Good' alpha numeric; - e.g. recalling the number as 1300 FLOWERS when exposed to 13000 FLOWERS, is on average almost as high as correct recall. This suggests that promotion of a 'Bad' alpha numeric could lead to just as many calls to a competitor with a 'Good' alpha numeric. Other examples of ineffective derivatives are: new, buy, get, the, go, my, best, call, 13000, 18000 etc.³ Top Advertisers Consumer PreferenceOverall, and on average, an alpha numeric is preferred 7 to 3 over a phone number. The side by side effect by age shows that the preference is much stronger amongst the youngest group 18-34 year olds (approx 85:15), which diminishes with age to (approx 60:40) for the over 55's. Companies that use alpha numerics are overwhelmingly seen as 'Making it easier for customers' (77%), and are 3 to 4 times more likely to agree than disagree that they are 'Customer Focused' (3.8X), 'Innovative' (4.1X), 'Targeting Young People' (3.4X), or a 'Leading Brand' (3.0X). Overall consumers were more likely to call an alpha numeric (72%) than a phone number (28%), indicating their preference for alpha numerics. The main reason given for the preference was that it was easier to remember (86%). Over 8 in 10 consumers prefer to use the phone than the Internet when:
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