News
08/02/2008 - V-ENABLE and Opus Research Study Users of Mobile 411
February 07, 2008
Calvin Azuri, TMCnet Contributing Editor
V-ENABLE (News - Alert), a leading provider of mobile voice search and enhanced directory assistance solutions, has announced the results of a nationwide survey it had commissioned from Local Mobile Search (LMS), an Opus Research Advisory Service, according to a press release. The study offers insights on 411 user behavior, customer needs and expectations.
LMS had revealed that mobile Directory Assistance (DA) users are now actively considering purchases. For marketers, these customers are the ones to target.
The survey had found that Mobile 411 users are typically those who seek accurate results in no time. The traditional DA user has a strong intent to purchase, unlike internet users who research for hours and days before making a purchase decision.
The survey quizzed DA users about the top 2 reasons for using the service. 40.1% of the respondents quoted inquiries about a business product/service as the reason. 40.1% said ‘business hours’ was the reason, while business location scored 48.9%.
“As advertising spreads to mobile devices, 411 becomes an attractive way to reach consumers,” V-ENABLE Executive Vice President and CMO, Craig Hagopian (News - Alert), was quoted as saying in the report.
“It's clear from the data that users of Directory Assistance are some of the most qualified buyers out there,” Greg Sterling, Program Director of LMS, was quoted as saying in the report. “Directory Assistance has emerged as the mass-market entry point for mobile search.”
Each year, there are more than 5.4 billion DA calls recorded in the US. This translates to more than 10,272 calls a minute, say sources from CDC. Typically, the calls are made by those looking to make a transaction.
The fixed-line DA call volumes were twice as much as mobile calls around 5 years ago. However, the trend is changing. Mobile DA usage is now rising with increasing mobile penetration.
The survey also revealed that 66.9% of consumers use mobile DA when they are traveling. This confirms the observation that Directory Assistance offers a “gateway to mobile commerce”.
Interestingly, most consumers have little idea about the call charges of 411 calls. Over 50% of the respondents had underestimated the actual cost of mobile Directory Assistance charges, while around 19% felt it was free. An additional 18% had no idea about the cost. Overall, 70% of the respondents were inaccurate with their understanding of the actual cost. In addition to this, users were not aware of the free 411 options. Around 75% of mobile DA users responded that they have never used the free options.
Calvin Azuri is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page .
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers whitepapers, case studies and other documents which are free to registered users. Today’s featured white paper is The New New Thing: “Hybrid” Deployments for Speech, brought to you by Voxify.
http://www.tmcnet.com/comsol/articles/20254-v-enable-opus-research-study-users-mobile-411.htm
<< back
