Mobile directory assistance users are important to marketers

Mobile directory assistance (DA) users constitute an important market for advertisers.

That is according to a nationwide study by US company V-ENABLE, which analysed the behaviour, needs and expectations of mobile-411 users.

One of the main findings of the survey was that 40.1 per cent of respondents used DA to enquire about a business product or service.

The same percentage said that inquiring about business hours was one of their top reasons for using DA, while 48.9 per cent indicated that they searched for business location.

In response to the findings, Greg Sterling, program director of Local Mobile Search, said: "It´s clear from the data that users of directory assistance are some of the most qualified buyers out there, and directory assistance has emerged as the mass-market entry point for mobile search."

Craig Hagopian, chief marketing officer at V-ENABLE, commented: "As advertising spreads to mobile devices, 411 becomes an attractive way to reach consumers."