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1. How do 118 numbers compare with the old 192 service?

There is no equivalent research data on the old 192 services. Quality on 192 was not monitored, so there is no specific yardstick against which to gauge the new services.

While it would be virtually impossible to achieve a 100% accuracy record, most of the new 118 services are over 90% accurate, and the average is 95% for the exact number or an acceptable alternative.

Ofcom received around 5 complaints about directory enquiries services per week during 2005. Oftel received 300 or more complaints per week following liberalisation in 2003.

2. How accurate are 118 numbers?

General accuracy (the proportion of requests to 118 numbers which yield the exact number required or an acceptable alternative which allows the caller to be transferred within the same call) has improved to 95%, up from 91% in 2005 and 92% in 2004. Specific accuracy (yielding the exact number) is at 90%, compared with 89% in 2005 and 89% in 2004.

3. How much do calls to 118 numbers cost?

The mystery shopping research published in March 2006 shows that the cheapest price for a 118 call from a BT fixed-line was 29p and the overall average cost of calling a 118 number was 54p, up 4p from a year earlier (a rise of 8%, or 5% in real terms taking RPI into account).

As in previous years, around half of the providers surveyed charge the old 192 rate of 40p, or less, and some of the cheapest providers are also among the most accurate.

Directory Enquires providers are required to provide pricing information on all advertising material, so consumers will have the opportunity to see the prices they will be charged.

4. Why does use of 118 numbers continue to decline?

Declining use of directory enquiries is a longer-term trend established before liberalisation in 2003. Consumers are using other methods to find telephone numbers:

• 68% of consumers surveyed who use directory enquiries services less frequently said they now preferred to use a phone book;
• The internet continues to grow in importance as a free and effective source of access to telephone numbers, listings and business services. 19% of consumers who use directory enquiries services less frequently now use the internet to find telephone numbers instead;
• 88% of people who use alternatives to directory enquiry services are satisfied with their main alternative method.

5. What are the alternatives for consumers looking for number information?

Over the past few years there has been an increasing diversity of sources of number information, as well as the type of information they provide. 118 directory enquires providers offer voice-based services, but there are in addition the more traditional printed classified directories and A-Z directories.

There has also been a growth in the use of Internet services where in addition to a wide range of search facilities there are several free directory enquires services, including some offered by the voice directory enquires providers.

The introduction of larger mobile phone memories means that many people can now carry around their own directories, and the use of textback facilities means that they can download and store numbers for future reference.

6. How should consumers find the number of a 118 directory enquires service?

Ofcom’s mystery shopping research examined the performance of 30 numbers responsible for more than 95% of the total directory enquiries market.

The research also shows that those who regularly use a 118 service already know a number to call and that most users use a single provider – whether from a fixed line or a mobile phone – and are on the whole more satisfied with directory enquires services than those who do not.

However, less regular users can find out about directory enquires services most easily from their printed directories or their phone companies. Those with access to the Internet can search for 118 directory enquires numbers, or can use the free directory enquires facilities.

7. Have innovative services developed as expected?

When Oftel decided to liberalise the directory enquires market there was already evidence from other countries about additional services such as call connect, textback and cinema listings. These services are now quite widely available, as well as other ones such as rail enquiries and classified services. There is a demand for these services, and Ofcom expects to see other ones coming on line as directory enquires providers respond to competition from the Internet and other sources.

8. Why is Ofcom is not planning to repeat mystery shopping in future?

The aim of the research was to track the development of a new market in its early stages and to provide information for consumers on accuracy and price.

Ofcom and ICSTIS have tracked the results of the most recent research against previous research reports. This shows that the UK market for 118 directory enquiries is stabilising, with both accuracy and satisfaction showing improvements over time.

Ofcom is currently consulting on its wider approach to the provision of consumer information as part of its Consumer Policy Review. This work will assess how consumers access reliable and useful data to inform their choices in different telecoms markets including 118 directory enquiries. See more information at: http://www.ofcom.org.uk/consult/condocs/ocp/

Ofcom will continue to monitor prices and complaints as well as consumer opinion, and will take action where this is appropriate and proportionate.

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