29 September 2011
Category:
Latest

Who calls Directory Enquiries these days?

In August of 2011 we conducted a survey to find out about the people who call Directory Enquiries (118 numbers). We were quite surprised with the results.

According to the response 1 in 4 people in the UK called a Directory Enquiry service in the last year. From those that called a Directory Enquiry Service in the last year we asked them to complete a survey about their usage.
A key finding is that over 55% of callers call Directory Enquiries at least once a month and just over 22% call once a week.
As an alternative to ringing Directory Enquiries to find a number people use:

  • Online Search Engine (29%)
  • Phone Book (25%)
  • Online Directory Enquiry (18%)
  • Mobile Internet Search (15%)
  • Mobile App (13%)

It is surprising to see that mobile apps didn’t feature higher as perhaps expected – it could be an indication that app fatigue has set in for search apps.

The gender breakdown of people calling is 54% women and 46% men with majority of calls being made from home (45%). Interestingly 37% of all calls are made in a car or out-and-about while only 18% came from the workplace. Another finding of the demographic is that 62% of callers that completed the survey are under the age of 40.

2011 has seen a huge shift in number of smartphones in the market and this is reflected in the survey results with 59% of mobile calls now coming from smartphones. The breakdown of types of smartphones is also interesting showing Android (36%) as the number one platform followed by iPhone (28%), BlackBerry (27%) and Nokia in fourth (9%).

When asked what would encourage them to call more often – the top two responses were lower call rates and Directory Enquiries providing additional content like Address, Opening Hours, Map, Web & Email address of the requested business.

 

Who Calls Directories

Survey conducted online (August 2011) by Survey Sampling International Ltd. on behalf of Cauwill Technologies.

For more information and solutions for Directory Enquiry/Assistance providers please visit www.cauwill.com/dadq