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Eighty two per cent - almost as many as are aware 192 was being scrapped - are aware of 118 118, according to the latest OMD Snapshots survey compiled exclusively for Marketing. Less than half could recall BT's 118 500, although the company only started advertising it a week prior to 192's switch-off.

The figures look most worrying for Conduit, which has matched The Number's adspend to promote 118 888 - only 42% recalled its number.

The deregulated market's bigger challenge will be to promote enhancements to the old 192 service to lure the 47% of the public who claim never to use directory enquiries.

END OF 192
Do you ever call directory enquiries?
Yes             53%
No              47%
Are you aware that the 192 number will no longer work after August 24?
Yes             87%
No              13%
Can you name any of the new numbers that you can call?
Yes             88%
No              18%

Which directory enquiries numbers are you aware of?

118 118 82%

118 500 45%

118 888 42%

Other numbers 25%

For enquiries about OMD Snapshots call 020 7893 4124