The 'Duh' Study Finds That Free Directory Assistance Will Soon Take Over Paid

In what has to be the most completely obvious findings, a Local Mobile Search study commissioned by V-enable concluded that free directory assistance services such as 1-800-Goog411 and 1-800-Free411 will soon completely take the market away from paid services offered by traditional service providers.

Honestly, did you really need a study to determine this? One interesting fact out of the whole thing is that apparently, nearly 70% of consumers estimated the price-per-call of traditional services to be around $1, while in reality the cost is usually closer to $2 per call. The free services are typically ad-supported, requiring callers to listen to a short audio ad before being assisted.

For future reference, guys: people, especially mobile phone users, will nearly ALWAYS opt for free, provided they’re aware of the free option.