Pizza Dominates Mobile Directory Enquiries
Tellme Networks has published the results of a nationwide survey of US adults about consumer phone behavior and attitudes. The study, conducted by Harris Interactive, uncovers key generational differences and similarities in Directory Assistance use among Millennials (Age 18-28), GenXers (Age 29-40) and Boomers (Age 41-60). The study shows that the businesses people search for on the phone - from where to eat, to where to shop, to what to do [ clearly reflect the varied needs and tastes of different demographic groups and lifestyle segments.
Yet, one passion that spans across all age groups is the desire for pizza, as pizza parlors topped the list of 411 restaurant requests.
According to the study, what's driving 411 calls today - is actually driving. The study indicated that as consumers take advantage of mobile phones on a daily basis, they are becoming more reliant on the convenience and utility of 411 while in the car and on the go.
The survey shows that half of adults who use Directory Assistance say they use it most often in mobile situations, and among the younger demographic mobile use is even higher, with nearly two-thirds (63%) of adults 18-28 using Directory Assistance most often when they're driving or on-the-go. Only 26% of the 411 users surveyed said they used directory assistance most often from home. Additional data reveals that women are more likely than men to turn to 411 when they need a listing. Nearly half (46%) of women use 411 at least once a month, versus 37% of men.
On-The-Go Features Offer Future Appeal
Consistent with the on-the-go lifestyle, the emerging services that directory assistance users say interest them the most include: searching for a business category and location (such as 'Chinese restaurants in Mountain View') (47%), receiving a text messaging of the listing (44%), and the ability to receive a text message with maps and directions of the location requested (42%). Interestingly, nearly 1 in 4 Millennials (22 %) say they are not familiar with 411, and another 21% say they are familiar with but have never used directory assistance services. Yet, this digital demo is likely to be the first in line for new, on-the-go directory features because the cell phone users in this age group are most likely to have used text messaging (79%), versus 65% of GenXers and 51% of Boomers.
"Now that almost everyone has their mobile phones with them all the time and wherever they go, the demand is even greater from mobile consumers who want to find information, connect with people and be entertained on-the-go. Today, 411 powered by Tellme is the fastest way to search for businesses and we're handling millions of searches on the phone everyday," said Jeff Kunins, Vice President of Product Management at Tellme. "As we look to create more powerful, personalized search services for people to find what they need in the way that works for their mobile lifestyle, understanding consumer behaviors with 411 is critical."
What Are People Searching for on 411?
The listings people search for are a reflection of the lives they live. Among all adult 411 users, the most popular business listings requested from Directory Assistance are restaurants/bars (43 %) and retailers (36%).
However, Millennials are more likely than other demographic groups to turn to 411 for entertainment listings, including bars and restaurants, and movies. Women and GenXers used it as a shopping aide, as they are more likely to seek 411 listings for retail stores (42%). Finally, Boomers and men are more likely to use 411 as a convenient way for making travel arrangements, seeking listings for hotel/lodging and transportation services.
Q. Which of the following business listings have you requested in the past year?
| All Adults | Millennials | Gen Xers | Boomers | Women | Men | |
| Restaurants & Bars | 43% | 50% | 46% | 39% | 43% | 43% |
| Retail Stores | 36% | 33% | 42% | 34% | 42% | 30% |
| Hotels/Lodging | 24% | 11% | 19% | 31% | 20% | 28% |
| Movie Theaters, Amusement & Recreation | 20% | 25% | 21% | 18% | 22% | 19% |
| Transportation: Taxis & Airlines | 10% | 5% | 11% | 12% | 7% | 13% |
What's the 411 on What America is Eating?
The study shows that among the 411 restaurant requests, the convenience of pizza takeout makes pizza parlors the most popular. Interestingly, women who originate requests for pizza outnumber men by 3 to 2, with calls for the beloved pizza pie peaking at 4 p.m. on Fridays. Furthermore, GenXers are more likely than other demographic groups to seek heartier fare calling for listings for steakhouses (39%), Mexican food (34 %), and American/BBQ (32 %). Boomers revealed lighter and more diversified tastes with 46% calling for listings for Chinese or other Asian cuisines, and 23% searching for Seafood.
Alternatives to 411? Better Get Creative, or Call Mom
Surprisingly, the survey found that people had to get creative to find alternatives to 411 for getting the phone numbers they need when they are mobile. According to the study, the top alternatives for finding phone numbers needed while driving or on-the-go were calling a family member (58%), calling a friend (46%), actually stopping at a phone booth (29%), and calling a work colleague (27%). Some respondents revealed even more "creative" approaches, such as booting up their laptop computer in the car (7%), tearing a page out of a public phone book (7%) and driving around to find a wireless "hotspot" to access the Internet (5%). The study also reveals significant generational and gender differences in behavior in finding alternatives to directory assistance.
Furthermore, of those that resort to calling family when they don't use 411, Millennials are more likely to call their Mom or Dad (44%) (with a preference of 6 to 1 for calling Mom), Gen Xers call their spouse or significant other most frequently (39%) while Boomers are split between calling their spouse (31%) and their kids (12%) for help.
When you've needed a phone number or address while in the car or "on the go" which of the following have you done instead of calling 411?
| All Adults | Millennials | Gen Xers | Boomers | Women | Men | |
| Called a family member | 58% | 63% | 65% | 52% | 64% | 53% |
| Called a friend | 46% | 56% | 52% | 37% | 49% | 43% |
| Stopped at a phone booth | 29% | 19% | 27% | 35% | 26% | 31% |
| Called a colleague | 27% | 20% | 32% | 27% | 23% | 30% |
| Torn page from phone book | 7% | 7% | 9% | 6% | 6% | 9% |
| Booted up computer in the car | 7% | 6% | 7% | 7% | 4% | 10% |
| Driven to wireless "Hot Spot" | 5% | 6% | 7% | 3% | 3% | 6% |
| Person or people most frequently called for number | Mom: 38% | Spouse or Significant Other: 39% | Spouse or Significant Other: 37% | Mom: 21% | Spouse or Significant Other: 37% |
Posted to the site on 23rd August 2006
