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市場調查報告書
美國電話號碼查號服務的新進展：消費者調查報告書
The Evolution of Information Services, How U.S. Consumers Find Phone Numbers: A Consumer Research Report
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美國電話號碼查號服務的新進展：消費者調查報告書 是由出版商The Pierz Group, LLC在2008年01月所出版的。
這份英文市場調查報告書包含148 Pages 價格從美金3250起跳。
Abstract
This research report presents the key findings from a national consumer
research project. It outlines which media consumers choose first when they
need a phone number. Included in this study were 411 services, Free DA
services, Internet directories, search engines, social networking sites and
asking friends for telephone numbers. This report defines which
characteristics determine the source used by consumers for telephone number
lookups. A segmentation emerges that defines which media consumers chose based
on their situation and key consumer characteristics.
This Report Features:
- 109 Charts and Tables (See Table of Charts & Figures)
- 150 Pages that provide a keen understanding of consumer behaviors when
looking for telephone numbers and how the market is shifting
- Usage statistics for how often U.S. consumers use key media including
traditional 411, yellow pages and free directory assistance/enquiry services
- Identification of the heaviest users of each type of media
- Specific, actionable recommendations for service providers of all types
Who Needs This Report?
- All directory assistance/enquiry providers
- All providers of free DA/DQ products
- Yellow pages publishers
- Providers of Internet directory services
- Search engine companies
- Technology suppliers to the industry
- Venture capital firms and investors in the information services arena
Key Findings:
U.S. consumers are looking up more numbers from more sources each year. The
mix, in terms of the sources of those numbers, is changing quickly, This
change is driven by technological innovation and changes in how and where we
place calls. For each situation consumers were given the option to say that
they did not lookup telephone numbers in that circumstance. What is clear is
that the ability to now place calls from virtually any location using a mobile
phone has significantly altered what sources consumers turn to for
information. More than any other factor, whether or not a consumer was
physically mobile when the needed a telephone number drove which media they
selected first. Age, where consumers are physically located and what they are
doing at the time all play key roles in determining which media consumers
chose first.
- U.S. consumers look up 58 billion telephone numbers each year from a broad
range of sources
- Total telephone number lookups will increase by 22 percent over the next
five years
- The mix of media chosen by consumers will change significantly during this
time with traditional print media decreasing and Internet-base services and
free directory assistance/enquiry services gaining significantly
- Consumers who are physically mobile choose voice-based services
(traditional as well as free directory assistance/enquiry services) as their
first source of a telephone number lookup
- Consumers who are at home and need a business telephone number turn to
print yellow pages more often than any other source of a telephone number
lookup
- Adults between 25 and 34 lookup significantly more telephone numbers from
all sources than any other age group
- Asking a friend is the only source of a mobile telephone number lookup
today. A relatively high incidence of younger consumers asking friends for
telephone numbers may point to an opportunity to included mobile numbers (in a
privacy protected format) in information services products.
Table of Contents
Executive Summary
A Telephone Number Lookup
- Where to Look? So Many Choices
- Finding Business Numbers
- Finding People
Traditional Directory Assistance / Enquiry
- Summary: Who Uses Directory Assistance First for a Telephone Number Lookup?
Advertiser-Sponsored Directory Assistance / Enquiry
- Summary: Who Uses Free Directory Assistance Services First for a Telephone
Number Lookup?
Print Yellow Pages
- Summary: Who Uses Yellow Pages First for a Telephone Number Lookup?
Print White Pages
- Summary: Who Uses White Pages First for a Telephone Number Lookup?
Internet Directories
- Summary: Who Uses Internet Directories First for a Telephone Number Lookup?
Search Engines
- Summary: Who Uses Search Engines First for a Telephone Number Lookup?
Social Networking Sites
- Summary: Who Uses Social Networking Sites First for a Telephone Number
Lookup?
Asking Friends
- Summary: Who Asks Friends First for a Telephone Number Lookup?
Summary and Recommendations
The Questionnaire
Related Research
About the Author
Table of Figures:
- Figure 1: Total Telephone Number Lookups
- Figure 2: Total Telephone Number Lookups by Broad Grouping
- Figure 3: Five Year Growth in Telephone Number Lookups by Media Type
- Figure 4: Where Consumers Turn First for a Phone Number Lookup-Across
Situations
- Figure 5: First Source for Number Lookups by Age Group
- Figure 6: Consumers Use Wide Range of Sources to Find Business Telephone
Numbers
- Figure 7: Business Number Lookups in All Situations, by Age Group
- Figure 8: Business Telephone Number Lookups Aggregated by Technology
- Figure 9: How Consumers Find Numbers for Individuals
- Figure 1O: How Consumers Find Numbers for Individuals by Age Group
- Figure 11: Home Telephone Number Lookups Aggregated by Technology
- Figure 12: Consumers Call 411 Services for Business Numbers
- Figure 13: Consumers Call 411 Services for Residential Numbers
- Figure 14: Consumers Report Calling DA/DQ Services Approximately Once a
Month
- Figure 15: Usage of 411 Services Skews Younger
- Figure 16: The Heaviest Users of 411 Services Are 18 to 24 Years Old
- Figure 17: Younger Consumers Far More Likely to be “Mobile
Only”
- Figure 18: Consumers Call 411 More Often if Mobile Used for Personal and
Business Use
- Figure 19: The Heaviest 411 Callers Use Mobile for Business and Personal
Calls
- Figure 20: 411 Callers Use More Mobile Phone Features
- Figure 21: 411 Callers Have More Numbers Stored in Mobile Handset
- Figure 22: The Very Heaviest 411 Users Have Far More Numbers Stored in
Mobile Handset
- Figure 23: 411 Callers Make Most Use of Internet for Number Lookups
- Figure 24: The Very Heaviest Users of 411 also the Very Heaviest Users of
Internet to Look Up
- Figure 25: 411 Callers More Likely to Work Full Time
- Figure 26: The Very Heaviest Users of 411 Much More Likely to Work Full
Time
- Figure 27: Using Free DA Services to Find a Business Number
- Figure 28: Using Free DA Services to Find Home Phone Numbers
- Figure 29: Free 411 Callers Most Likely to Use Mobile for Business and
Personal Calls
- Figure 3O: Free 411 Callers Have and Use More Handset Features
- Figure 31: Free 411 Callers are Younger
- Figure 32: Free 411 Callers Have More Numbers in Handset
- Figure 33: 411 Callers are Also Heavier Users of Traditional 411 Services
- Figure 34: Free 411 Callers Report Strong Usage
- Figure 35: Free 411 Callers More Aware of the Price of a 411 Call
- Figure 36: Heaviest Free 411 Users also Heaviest Users of Internet for
Number Lookups
- Figure 37: Those Who Call Free 411 Want Mobile Numbers
- Figure 38: Free 411 Callers More Likely to be Suburbanites
- Figure 39: Free 411 Callers More Likely to Work Full Time
- Figure 40: Using Yellow Pages is Largely an Indoor Activity
- Figure 41: Yellow Pages Users More Likely to be Young Adults
- Figure 42: Yellow Pages Users' Mobile Usage Closely Mirrors National Sample
- Figure 43: Yellow Pages Users are Slightly Less Likely to Call 411
- Figure 44: Yellow Pages Users Are Less Likely to Call Free 411
- Figure 45: Yellow Pages Users are Less Likely to be Heaviest Users of the
Internet for Number Lookups
- Figure 46: Yellow Pages Users Spend Less Time Online
- Figure 47: Yellow Pages Users Are Somewhat More Rural
- Figure 48: Yellow Pages Users Are Somewhat Less Likely to Work Outside the
Home
- Figure 49: Ethnic Variation Among Yellow Pages Users
- Figure 50: Using White Pages as a First Choice for a Business Phone Number
- Figure 51: Using White Pages as a First Choice to Look Up an Individual' s
Phone Number
- Figure 52: White Pages Users Less Likely to Use Mobile Handset Features
- Figure 53: White Pages Users Store Fewer Phone Numbers in Mobile
- Figure 54: White Pages Users Less Likely to Use Internet for Number Lookups
- Figure 55: White Pages Users Not Heaviest Internet Users
- Figure 56: White Pages Users Less Likely to Call 411
- Figure 57: White Pages Users Less Likely to Utilize Free 411
- Figure 58: White Pages Users Are More Rural
- Figure 59: White Pages Users by Age Group
- Figure 60: Ethnic Variations Among White Pages Users
- Figure 61: Using Internet Directories to Find Business Numbers
- Figure 62: Using Internet Directories to Find Home Phone Numbers
- Figure 63: Internet Directory Users More Sophisticated Mobile Subscribers
- Figure 64: Internet Directory Users Have More Numbers Stored in Mobile
Handset
- Figure 65: Internet Directory Users Are the Heaviest Internet Users
- Figure 66: Internet Directory Users and 411 Use
- Figure 67: Internet Directory Users and Free DA Usage
- Figure 68: Internet Directory Users' Internet Usage for Number Lookups
- Figure 69: Internet Directory Users More Likely to be Suburbanites
- Figure 70: Internet Directory Users More Likely to Work Full Time
- Figure 71: Internet Directory Users Are Younger
- Figure 72: Consumers Use Search Engines to Look Up Business Numbers from
Fixed Locations
- Figure 73: Consumers Use Search Engines from “Fixed” Locations
- Figure 74: Search Engine Users and Mobile Usage
- Figure 75: Search Engine Users Are Sophisticated Mobile Subscribers
- Figure 76: Search Engine Users Store More Numbers in Mobile Handset
- Figure 77: Time Spent Online Does Not Determine Heaviest Search Engine
Users
- Figure 78: Search Engine Users Heavier Users of 411
- Figure 79: Search Engine Users Call Free DA More Often
- Figure 80: Search Engine Users More Aware of DA Pricing
- Figure 81: Search Engine Users Show Heaviest Overall Usage of Internet for
Phone Number Lookups
- Figure 82: Search Engine Users Unlikely to be Rural
- Figure 83: Search Engine Users More Likely to Work
- Figure 84: Search Engine Users Are Younger
- Figure 85: Search Engine Users by Ethnicity
- Figure 86: Using Social Networking Sites to Find a Phone Number
- Figure 87: Social Networkers Are Younger
- Figure 88: Social Networkers' Mobile Usage Patterns
- Figure 89: Social Networkers Are Sophisticated Mobile Subscribers
- Figure 90: Social Networkers Have Large In-Phone Directories
- Figure 91: Social Networkers Heavy 411 Users
- Figure 92: Social Networkers Are Heavy Free DA Users
- Figure 93: Social Networkers Are More Price Aware
- Figure 94: Social Networkers Are Heavy Users of Internet for Phone Number
Lookups
- Figure 95: Social Networkers Less Likely to be Rural
- Figure 96: Social Networkers More Likely to Work Full Time
- Figure 97: Social Networkers by Gender
- Figure 98: Social Networkers by Ethnicity
- Figure 99: Social Networkers Heaviest Users of Internet
- Figure 100: Asking Friends for a Business Number
- Figure 101: Asking Friends for a Home Number
- Figure 102: Those Who Ask Friends for Phone Numbers are Younger
- Figure 103: Those Who Ask Friends for Phone Numbers by Gender
- Figure 104: Those Who Ask Friends for Phone Numbers Are Sophisticated
Mobile Users
- Figure 105: Those Who Ask Friends for Phone Numbers Store Fewer Numbers in
Mobile
- Figure 106: Those Who Ask Friends for Phone Numbers Call 411 Less
- Figure 107: Those Who Ask Friends for Phone Numbers Call Free DA Less
- Figure 108: Those Who Ask Friends for Phone Numbers Use the Internet for
Lookups More Often
- Figure 109: Those Who Ask Friends for Phone Numbers Spend Less Time Online
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