Directory enquiries: They're better but they're worse

Communications watchdog Ofcom and premium rate regulator Icstis have published the results of their study into the deregulated directory enquiries market – and they're a bit of a mixed bag.

The reliability of the main providers has improved over time, according to the pair – with 87 per cent of queries getting a realistic response from the DQ providers, up from 62 per cent at the end of last year.

Price is also showing downward movement, with half the 118 numbers now charging less than 40p and beating BT's old pricing structure for 192. However, half didn't charge less than BT's previous service – with the maximum being 65p to track down one number.

In addition, it seems like the UK public are all a little confused about the whole thing.

Since 192 became several 118 numbers, the level of consumer interest has dropped – now 57 per cent of UK adults use the service, compared to two-thirds in October 2003. Nine per cent of consumers have said they won't be using the service at all any more.

The results also hint at a slight souring of user opinion about the liberalisation - in October 2003, 40 per cent of people thought the quality of directory enquiries would improve – now 35 per cent do.

The winners amongst the new DQ upstarts are - ironically – old hand BT's 118 500 and The Number's 118 118. The regulatory report says their success is down to "driven primarily by advertising and number awareness at the time of calling".

Ofcom and Icstis have decided that the fledgling DQ market doesn't need their formal intervention but they will be keeping an eye on public reaction to the service providers for a while yet.