Pizza takeout is the most common mobile directory search according to a nationwide survey of U.S. adults about consumer phone behavior and attitudes conducted by Harris Interactive.

The study found key generational differences and similarities in Directory Assistance use among Millennials, GenXers, and Boomers. The businesses people search for on the phone - from where to eat, to where to shop, to what to do - clearly reflect the varied needs and tastes of different demographic groups and lifestyle segments. Yet, one passion that spans across all age groups is the desire for pizza, as pizza parlors topped the list of 411 restaurant requests.

Among the 411 restaurant requests, the convenience of pizza takeout makes pizza parlors the most popular. Interestingly, women who originate requests for pizza outnumber men by 3 to 2, with calls for the beloved pizza pie peaking at 4 p.m. on Fridays. Furthermore, GenXers are more likely than other demographic groups to seek heartier fare calling for listings for steakhouses (39%), Mexican food (34%), and American / BBQ (32%). Boomers revealed lighter and more diversified tastes with 46% calling for listings for Chinese or other Asian cuisines, and 23% searching for Seafood.

The survey shows that half of adults who use Directory Assistance say they use it most often in mobile situations, and among the younger demographic mobile use is even higher, with nearly two-thirds (63%) of adults 18-28 using Directory Assistance most often when they're driving or on-the-go. Only 26% of the 411 users surveyed said they used directory assistance most often from home. Additional data reveals that women are more likely than men to turn to 411 when they need a listing. Nearly half (46%) of women use 411 at least once a month, versus 37% of men.

The listings people search for are a reflection of the lives they live. Among all adult 411 users, the most popular business listings requested from Directory Assistance are restaurants / bars (43%) and retailers (36%).

However, Millennials are more likely than other demographic groups to turn to 411 for entertainment listings, including bars and restaurants, and movies. Women and GenXers used it as a shopping aide, as they are more likely to seek 411 listings for retail stores (42%). Finally, Boomers and men are more likely to use 411 as a convenient way for making travel arrangements, seeking listings for hotel / lodging and transportation services.

Top Business Listing Requests

- Restaurants & Bars - 43%
- Retail Stores - 36%
- Hotels / Lodging - 24%
- Movie Theaters, Amusement & Recreation - 20%
- Transportation: Taxis & Airlines - 10%

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