Smartphones have transformed the way we experience life. We are constantly connected and interacting with our devices from the time we wake up until the time we go to sleep. According to Pew Research Center, about three-quarters of Americans now own a smartphone. Ownership has doubled in five years. And surprisingly, 42% of Americans 65 years and older own smartphones too. These facts make click to call a huge opportunity.
Nielsen even dubbed young adults between 18 to 34 years old as the “Generation C” — C for “connected.” Smartphone penetration for Generation C is 92%.
At times smartphone attachment can be annoying, but for businesses it’s sensational.
Here’s the great thing. In addition to all the apps, searches, and online communication, smartphones are actually being used to make phone calls — lots of phone calls.
So what does that mean for you and your business?
People click to call because they are anxious for information and often ready to buy. It means these mobile users are valuable when they call because you get them at the right time and the right place to increase revenue.
Mobile search is driving much of the accelerated volume and quality of phone calls. In fact, according to BIA/Kelsey, this new consumer touchpoint is forecasted to trigger 73 billion inbound calls annually by 2018. That’s an amazing 42% annual compound growth rate.
“Click to call is one of the most used features on the mobile search engine results page.
70% of mobile searchers have used click to call to connect with
a business directly from the search engine results page.”
Not surprisingly, DudaMobile reported that mobile websites generate high call volumes. This is one of the primary ways that mobile users contact businesses for pretty obvious reasons. And what’s more is that nearly 20% of visits to a mobile-optimized website result in a call to the business.
Millions of mobile subscribers, including 76% of the smartphone owners, use location-based check-in. Research indicates that 94% of mobile users have searched locally on their smartphones. In fact, xAd says half of all mobile searches are for local businesses and services. From pizza to plumbers, 70% of searches have connected with a business after searching on their phones.
“Location proximity matters to mobile consumers.
69% of consumers expect businesses to be within 5 miles or less of their location.”
70% of mobile searches lead to action within one hour. They either call, visit, or purchase on their smartphones. It takes one month for the same percentage of desktop users to take action.
The time Americans spend with media appears to be plateauing, but consumers are spending more than three hours a day on their mobile devices. According to xAd, “While consumers are spending more time digitally, it doesn’t mean they have given up on real world experiences, especially when it comes to their purchase behavior.” We see this hunger for real world experiences in the rapid growth of inbound phone calls. Consumers rely on conversations with other human beings while making purchasing decisions.
Consider these impressive facts:
An average person takes 90 minutes to respond to an email but
only 90 seconds to respond to a text message.
90% of text messages are read within 3 minutes of delivery.
91% of all U.S. citizens have their mobile device within reach 24/7.
Phone calls to your business are extremely valuable. Callers have researched your business and products and you have about an hour to close the deal.
Here’s one more fact:
More than half of consumers using mobile to research
want to purchase within one hour.
Mobile callers are more likely to buy than any other consumer. Nearly 80% of smartphone owners use their phone to help with shopping, with three quarters of callers ultimately making a purchase.
What’s unique about the smartphone caller is that they are looking for person-to-person interaction. They have the option to buy straight from their phones, but eight out of ten call before purchasing. More often than not, they make their purchases in a brick and mortar store and not on their phone.
Another behavior that solidifies the value of click to call is user’s immediate purchase plans. Over half of consumers want to make a purchase within an hour of conducting research on their smartphones. No wonder mobile coupons receive 10 times higher redemption rates than print coupons.
Click to call is indeed priceless. According to BIA/Kelsey, 61% of mobile searchers feel click to call is the most important feature in their shopping process.
“Mobile influences purchases across channels.
93% of people who use mobile to research go on to
complete a purchase of a product or service.
Most purchases happen in physical stores.”
Reports indicate that mobile ads perform 4 to 5 times better than online ads. This is the case in key metrics such as brand favorability, awareness, and purchase intent. Brands using SMS and MMS can reach nearly 95% of mobile phone subscribers on both smartphones and non-smartphones alike. Additional marketing-based activities are even more popular, including receiving special offers by text message (54%) or scanning a QR code (58%).
Mobile is not just for texting, calling, and apps. It’s a powerful device for you to catch your customer at the right place and time. Stats shows that more than two-thirds of U.S. adults own a smartphone, 95% smartphone users search for local businesses, and customer attention span is only 7 seconds long. Be ready for the mobile caller. They are priceless.
