Businesses are not paying due attention to the quality of their contact data, new research claims.

Some 96 per cent of the respondents to the Dynamics Markets survey for Experian and QAS said inaccurate data had a detrimental impact on their business.

However, 58 per cent were unable to confirm if their firm had a strategy to keep it up-to-date, the Contact data: the profit maker or neglected asset? report stated.

This compared to only 54 per cent of executives globally, revealing the UK as the worst performer in this area.

QAS chief executive Jonathan Hulford-Funnell said: "Total compliance with database-related regulations has tumbled in the past two years.

"This is of particular concern as data integrity comes under closer scrutiny from industry regulators in an increasing number of sectors."

Founded in 1990, QAS states that more than 75 per cent of industries have reported problems directly related to defective data.