Market research PHMG has commissioned several studies to gauge perceptions among both consumers and businesses of
music on hold and on-hold marketing. Findings include that
American consumers are more patient than
British consumers; and that men are more patient than women. Other findings include a 27% rise in the use of regional accents and dialect by UK businesses between January 2012 and January 2013. Research revealed the
Scottish accent is perceived as trustworthy and reassuring while the
Yorkshire accent, used by brands such as
O2 in television and radio advertising, is seen as wise and honest. Findings published in 2018 of a study conducted among 1,000 UK consumers revealed music can be more effective than visuals in shaping perceptions of a company's brand, with 60% of respondents deeming music more memorable when used in marketing. The same research in the US, conducted among 1,000 consumers, found 67% believe music is more memorable when used in marketing while in Australia, 66% of 1,000 respondents considered it more memorable.
Controversies In November 2021, the
ACCC conducted an investigation into whether PHMG's contracts contained unfair terms. After an in-depth investigation,
ACCC Deputy Chair Mick Keogh concluded that the terms were unfair, stating: ''"The ACCC considered these contract terms were unfair, as the combination of PHMG's termination clause and the automatic roll-over of the contract had the potential to cause significant financial detriment by requiring customers to, in effect, pay for a service they may no longer have needed, under a contract they thought had expired or had tried to cancel,"'' PHMG co-operated with the investigation and agreed to amend its contract terms to address the concerns raised by
ACCC. It also agreed to notify all customers whose contracts included one or more of the clauses of concern of the amendments. == References ==