It has long been thought (for the last 12-18 months) that 50% of mobile searchers called businesses as a result of their search.
Turns out that number is WAAAAY low.
According to new data from Google, that number is now SIGNIFICANTLY higher. Mobile search is becoming more prevalent and calls are increasingly becoming the action of choice after a business search on a smartphone.
Google published this new data a few days ago. They conducted mass amounts of research with Ipsos, and also pulled some data from their own databases.
Here are some highlights:
– 70% of mobile searchers report they click-to-call directly from the search results to a business
– Google is now driving 40 million calls each month directly to businesses
– Google found that “calls are not only an important channel for research and transaction, but even the presence of a phone number in search results can strongly influence the percept of a business’s brand.”
– 63% of consumers searching for auto parts and services would be VERY LIKELY to use click-to-call.
– 60% of those searching for care rental information use click-to-call
– 76% use call features to make an appointment for local professional services
– 61% of people say a call is not just important for research, but for purchases
– Calls from Google Adwords last an average of 6 minutes
– AdWords advertisers that implement click-to-call see an increase of 8% in the CTR of their ads.
What Does This Mean for Marketers?
First, it means that calls are becoming more common. Research from BIA/Kelsey indicates that call volume will continue to increase at local businesses. So, if you’re an agency, getting credit for all these calls is increasingly important.
Second, mobile search is changing marketing analytics. Mobile search generates more calls than ever. That means call analytics are more important than ever.
Third, deep call analytics are critical. Conversation Analytics is a necessity.