Australian Consumers Will Call Businesses From Smartphones 7 Billion Times in 2016
March 14 2016 - 4:15PM
Business Wire
Marchex Releases New Mobile Consumer Data
for Ad:Tech Australia
Mobile consumers are increasingly using smartphones to connect
directly with businesses, and changing the way that Australians
research and purchase products and services. Independent data
released today from Marchex (NASDAQ: MCHX), a mobile advertising
analytics company, forecasts that Australian consumers will
“click-to-call” business from smartphones more than 7 billion times
in 2016 directly from search engines, Web sites, display
advertising and social networks.
To understand at scale how Australian consumers purchase
products and services through “click-to-call,” Marchex analysed
aggregated data from more than 950,000 consumer-to-business phone
calls to customers of Marchex Call Analytics. To measure sales and
consumer intent from click-to-call activity, the study used Marchex
Call DNA, which visually maps, scores and classifies phone calls
automatically.
“Although Australians are spending an increasing amount on
e-commerce, online sales account for just 4.5% of consumer
purchases,” said Daniel Benton, Country Manager of ANZ. “The
remaining purchases occur in the ‘real-world,’ and are increasingly
influenced by digital and mobile research. A click to call is one
of the most natural and common ways consumers will reach out to
businesses across a variety of industries, including financial
services, travel, local services, technology and retail.”
Among the findings announced today:
- Marchex forecasts that Australian
consumers will make more than 7 billion phone calls from
smartphones to business in 2016, with nearly 3 billion coming
directly from search engines results and advertisements.
- Businesses are making it easy for
consumers to contact them by phone. 80% of Australia’s top brands
show a phone number in Google’s organic or paid results.
- 82% of phone calls made by Australians
to businesses from smartphones are rich product and service
conversations. Of those conversations, more than 25% are sales or
appointments, a very high conversion rate compared to a click to a
Web site.
- Unanswered phone calls, at 7%,
represent missed opportunities by Australian businesses to connect
with consumers interested in purchasing.
The full report can be found at:
http://pages.marchex.com/australia-mobile-performance.html
SVP Marketing and Consumer Insights John Busby will be
presenting the data at ad:tech Australia on Tuesday, March 15th at
11:45am at the Hilton Sydney during a session entitled “Connecting
digital advertising to offline purchases.” In addition, Country
Manager ANZ Daniel Benton will be speaking on “The New Consumer
Path to Purchase: Using Conversational Analytics and Click-to-Call”
at 1:50pm on Wednesday, March 16th. Marchex is located at Booth #11
during the conference.
About Marchex
Marchex is a mobile advertising analytics company that connects
online behaviour to real-world, offline actions. By linking
critical touchpoints in the customer journey, Marchex’s products
enable a 360-degree view of marketing effectiveness. Brands and
agencies utilize Marchex’s products to transform business
performance.
Marchex Australia can be found at http://www.marchex.com.au/
Please visit www.marchex.com, www.marchex.com/blog or @marchex
on Twitter (Twitter.com/Marchex), where Marchex discloses material
information from time to time about the company, its financial
information, and its business.
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Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir(at)marchex.comorMedia Inquiries:Marchex Corporate
Communications206-331-3434pr(at)marchex.com
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