If there’s one thing we know about mobile users at the moment, it’s that they want to use mobile to do everything.
A recent illustration comes from Marchex, a mobile advertising analytics company. The firm has just forecasted that UK consumers will use “click-to-call” to contact businesses from smartphones more than 12 billion times in 2016 directly from search engines, web sites, display advertising and social networks.
According to the report summary:
- Marchex forecasts that UK consumers will make more than 12 billion phone calls from smartphones to business in 2016, with more than 4.5 billion coming directly from search engine results and advertisements.
- Seventy three percent of these calls are product or service related, with a further 27 percent of these product or service conversations resulting in an appointment, reservation, or purchase.
- UK small and medium sized enterprises (SMEs) are missing out on nearly one billion pounds of new revenue by failing to answer the phone, as 19 percent of calls to SMEs go unanswered.
- Seventy percent of conversations last less than three minutes, meaning businesses can ring up new business quickly and easily.
“Smartphones have quickly grown as the most important tool for a UK consumer to research and select new products and services,” said Anna Forbes, the Managing Director of Marchex UK. “The ability to click-to-call a business is often the quickest and easiest way to engage with a business on the go. This year, UK consumers will click-to-call billions of times to businesses across a variety of industries, including financial services, travel, local services, technology and retail.”
The full report is available here.