Chinese Consumers Will Make Over 14 Billion Directory Assistance/Enquiry Calls Annually by 2010, According to The Pierz Group

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Consumer study conducted by The Pierz Group, a provider of research, consulting and strategic planning for the information services market, indicates that Chinese consumers will make over 14 billion directory assistance calls annually by 2010. The press release provides some details on the factors that have created a unique information services industry in China.

Chinese consumers will make over 14 billion directory assistance/enquiry (DA/DQ) services calls annually by 2010—more than anywhere else in the world. Yet unique market factors make it difficult for them to find the numbers they need, according to an independent consumer research study conducted by The Pierz Group, a provider of research, consulting and strategic planning for the information services market.

“A strong and growing directory market will generate economic growth in China,” said Kathleen Pierz, managing partner of The Pierz Group. “High quality directories fuel business growth by connecting buyers and sellers. That growth in local commerce, in turn, will facilitate the development of better directory solutions for this market.”

The Chinese information services market is constrained by a lack of consumer Yellow Pages directories and by limited Internet access for most consumers. Print directories also pose a challenge because the character-based Chinese language does not readily lend itself to being indexed or alphabetized as non-character-based languages do, making it difficult to organize the data that might be contained in a printed book.

“This may sound like a list of significant problems in the market,” said Pierz. “But, what it really represents is a huge opportunity. There are solutions that will work well for the Chinese market. It is these solutions that will develop in China more so than in any other market.”

“Character-based languages, like Chinese, are ideally suited to computer searches,” said Jenny Liu, Pierz Group senior analyst and a co-author of the report. “In the long term, computer-based applications will be the most important source of telephone number look-ups for Chinese consumers. In the short term, while relatively few Chinese have consistent access to the Internet, directory assistance/enquiry calls will be the main source for finding telephone numbers.”

The Pierz Group survey is the most extensive and complete DA/DQ consumer research ever carried out in the Chinese market. It was conducted online between June 15, 2005 and July 15, 2005. The sample consisted of mobile telephone subscribers in Beijing and Shanghai, China’s largest business centers.

“This report provides a great road map for anyone in the industry who wants to do business in China. Plus, it costs less than a round trip business class ticket,” said Lyle Wolf, chairman, Yilong Media Group Ltd., Hangzhou, China.

About The Pierz Group

The Pierz Group provides detailed, actionable research and analysis, as well as strategic consulting services on the key issues facing the greater information services market. Reports cover the issues and trends most likely to influence current operations and future planning of directory assistance/enquiry services providers and the vendor community worldwide. For more information, contact The Pierz Group by phone at 248.922.1501 or visit


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Eileen Pacheco