New Mobile Advertising Data Shows Click-to-Call Commerce is Engine of Mobile Economy; Contributes to More Than $1 Trillion in...
July 30 2015 - 9:00AM
Business Wire
Mobile consumers are increasingly using smartphones to connect
directly with businesses, changing the way that Americans purchase
products and services. Independent data released today from Marchex
(NASDAQ:MCHX), a mobile advertising analytics company, forecasts
that “click-to-call commerce” will contribute to more than $1
trillion in consumer purchases this year. Further, the study finds
that consumers who “click-to-call” directly from a mobile
advertisement are four times more likely to purchase a product or
service than a consumer who interacts with an online ad.
To understand how often consumers purchase products from
click-to-call advertisements, Marchex analyzed aggregated and
anonymized data from 24 million consumer-to-business mobile phone
calls to customers of Marchex Call Analytics and Marchex Call
Marketplace. To measure sales and consumer intent from
click-to-call campaigns, the study used Marchex Call DNA, which
visually maps, scores and classifies phone calls automatically.
The study defines click-to-call commerce as a new type of
consumer purchase behavior influenced by consumer adoption of
smartphones. In 2015, consumers will call businesses directly from
mobile publishers and apps more than 93 billion times, according to
industry research group BIA/Kelsey. The study confirms that many of
those phone calls result in an appointment, reservation, in-store
purchase or over-the-phone sale and forecasts that these calls
result in more than $1 trillion in consumer purchases.
“Although e-commerce is a major force in consumer spending, it
accounts for just 7% of retail spending and less than 2% of total
consumer expenditures,” said Michael Boland, Chief Analyst and VP,
Content at BIA/Kelsey, a research and advisory firm. “The other 98%
are increasingly influenced by smartphones and a phone call is
often the bridge from the mobile world to the offline world for
dozens of industries, including financial services, insurance, home
services, health care and personal care.”
Among the findings announced today:
- Across more than a dozen industries,
including insurance, travel, auto repair, legal services and home
improvement, 5-25% of phone calls from mobile ads convert into
sales, appointments or reservations.
- On average, a “click-to-call” from a
mobile consumer is 4 times more likely to become a paying customer
than a consumer clicking to a Web page from an online ad.
- Robocalls are a major challenge for
click-to-call marketers, and issues vary by severity across mobile
publishers. Marketers require analytics-based solutions to measure
media efficiency.
- The “leaky funnel” of click-to-call
commerce is often at the call center or local business. For some
industries, more than 20% of phone calls from mobile ads are
unanswered.
- Millennials are the most likely to
“click-to-call” of any age group, and should be the target of
mobile click-to-call campaigns.
“Marketers are allocating more time to understand how to reach
mobile consumers, especially millennials. Our data shows that for
many types of purchases, millennials prefer to contact a business
directly by phone, and then are following through with purchases,”
said John Busby, SVP of Consumer Insights for the Marchex
Institute, the data and insights arm of Marchex.
The findings appear in a white paper released today entitled
“2015 Click-to-Call Commerce Mobile Performance Report,” and is the
latest report from the Marchex Institute.
To download the white paper, please visit
http://pages.marchex.com/mobile-report.html
About Marchex
Marchex is a mobile advertising analytics company that connects
online behavior 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.
Please
visit www.marchex.com, blog.marchex.com 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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version on businesswire.com: http://www.businesswire.com/news/home/20150730005165/en/
Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir(at)marchex.comorMedia Inquiries:Corporate
Communications206-331-3434pr(at)marchex.com
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