Almost half of mobile searchers (42%) have used click-to-call according to research recently published by Google and Ipsos. Put that together with the 94% of smartphone users that have needed to call a business directly after searching, and you have a compelling argument for click-to-call technology. 72% of click-to-call conversations last longer than 30 seconds, so engagement levels are very high.
Ian Carrington, director of performance solutions & innovation at Google expanded on the point:
“Globally, we know that 40m calls are driven by Google Ads each month so it’s fair to say that click-to-call is a clear sales driver. Moreover, for businesses that haven’t yet built a responsive or mobile site, click-to-call is a great way to ensure consumers can still reach your business easily, showing that mobile advertising doesn’t just have to be for the mobile-ready.”
The study also explored behaviours in organic and paid search results on mobile, within the context of seven verticals: automotive, finance, local services, restaurants, retail, technology and travel.
You can download the full Google/Ipsos study here.