Directory Enquiry Market in Decline Despite Improvements in Quality
Tuesday, April 19, 2005

The volume of calls to Directory Enquiry (DQ) services has dropped by 40 to 50 per cent. According to Meg MacRae, managing partner of DQ consulting company Paisley 118, this is due to a number of factors, including perceived cost and the high number of DQ companies to choose from. “When 192 was the only DQ option, there was a [public] assumption that it was a BT service, which did not cost the caller,” says MacRae. “The high number of 118 options offered over the last two years has simply served to confuse callers. When it comes to selecting a 118 service provider, consumer choice is driven by the most recent and memorable advertising gimmick.” MacRae also blames the fall in call volumes on home computers, which allow for quick and free access to online directories. Good news for the market, though, is that operator accuracy has improved from an average of 94 per cent in 2002, to a 97 per cent in 2004.