While chatting online is cool, “click-to-call commerce” is so hot it will contribute more than $1 trillion in consumer purchases this year. 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.
Independent data from Marchex, a mobile advertising analytics company, also found 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.
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.
The Marchex 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.
For data, background and forecasts on Marchex: Search CardWeb.com’s CardFlash® Library of more than 58,000 archived articles; Access CardWeb.com’s CardData® for current and historical Performance, Portfolios, Profiles, etc. Visit RAM Research® (ramresearch.com) for quarterly and annual forecasts covering more than 150 metrics. [complimentary or deeply discounted access to CardWeb.com subscribers].
Additional database resources include CardWeb.com’s CardExecs® – comings & goings of payments movers & shakers; CardWeb.com’s CardWatch® – ears & eyes on marketing globally (57K items); and CardWeb.com’s CardPixes® – form & function of card design (7K items).