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The Kelsey Report® Advisory

DA Retains Small yet Significant Place in Euro Search Hierarchy
Charles Laughlin , 11/8/2005

SUMMARY: Late last month, The Kelsey Group reported on a new omnibus research initiative conducted in Europe in conjunction with Buxton Independent Consulting and JS Consulting that measured consumer attitudes toward various options for finding local businesses, including print and Internet Yellow Pages, search engines and directory assistance. The Advisory probed the studys findings regarding the relative strengths of search and Yellow Pages, but it omitted DA data for reasons of length and focus. Weve discovered demand among our global clients for information on how consumers use directory assistance versus other information sources to find local business listings and how this compares with usage in European markets and across different demographic segments (e.g., age, income and education). The omnibus research demonstrates that DA retains a small but meaningful place in the European search and directory landscape. In total, 21 percent of the 2,500 respondents interviewed across the five European markets studied France, Germany, Italy, Spain and the United Kingdom indicated they had used directory assistance in the past six months, while only 6 percent said they turn to it first when they need information about a local business.

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