With today’s news that phone calls from online ads are now responsible for $1 trillion in annual purchases, “Click to Call: The Rise of a New Economy.”
According to today’s release of the Marchex 2015 Click-to-Call Commerce Report, “click-to-call” buttons — which allow consumers to call a business directly from an online ad using their smartphones—have now triggered over 80 billion calls through ads on sites like Google, Yelp, Zillow, and most recently, Facebook.
This new economy is sweeping other industries, too: Just this month, the mobile performance arm of WPP / GroupM — the world’s largest ad agency—announced the launch of a groundbreaking click-to-call product for their massive client base, through a unique partnership with call analytics pioneer Marchex.
Today’s announcement marks the first time that aggregate click-to-call revenue data has been publicly available.
Based on data from 24 million consumer-to-business mobile phones, Marchex [www.marchex.com] has found that click-to-call commerce is not only responsible for $1 trillion in customer spending right now, but the number is expected to double by 2018. Other notable findings include:
CLICK-TO-CALL CONVERTS WELL
>> 3 out of 4 calls to advertisers are intended to make an immediate purchase. Across insurance, travel, auto repair, legal services, and home improvement, 5-25% of phone calls from mobile ads turn into sales or appointments.
YOUNG PEOPLE ARE DIALING FROM THE WEB
>> Mobile callers are more likely to be young, single, and of relatively low income. Millennials are the most likely to “click-to-call” of any age group.
CALL CENTER PROBLEMS ARE NOT RARE
>> Up to 20% of mobile ad phone calls go unanswered. Marketers can monitor hang-ups with a call analytics platform and build appropriate staffing or training programs based on this data.
“PHONE SPAM” IS STILL A PROBLEM
>> 51% of calls that ran through the Marchex Call Marketplace in 2015 were filtered out as spam (“robocalls”) and misdials. Advertisers can respond to spam and fraud issues by gaining visibility into call quality through analytics.
Members of the public who want more information can download the report here: