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BizReport : Mobile Marketing : September 28, 2016

UK consumers will have 12 billion click-to-call conversations this year

While it might appear as if smartphones are used for anything but phoning someone up, new research from mobile advertising analytics firm Marchex shows that there are still many in the UK who do use their mobile device to talk to businesses.

by Helen Leggatt

Email, messaging, texting, social media - there are many ways in which people today can use their smartphone to contact a business. However, despite these non-verbal channels, Marchex found a significant number of UK consumers will use "click-to-call" totally 12 billion times during this year including from search engines, websites, display advertising and social networks.

marchex.pngIn fact, UK consumers report that placing a phone call directly from a mobile search is so important to their shopping experience that 36% of mobile searchers will jump to another business's website if they are not presented with a click-to-call option.

"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."

Additional findings contained in Marchex's whitepaper, '2016 United Kingdom Click-to-Call Mobile Performance Report', include:

- 4.5 billion of the more than 12 billion click-to-call phone calls will come direct from search engine results and ads;

- Three-quarters (73%) of click-to-call calls will be product or service related, with a further 27% of those calls resulting in a purchase, reservation or appointment;

- 19% of calls to small and medium sized businesses go unanswered in the UK, resulting in nearly one billion pounds being missed in revenue;

- 70% of click-to-call conversations last less than three minutes.

Tags: click-to-call, contact channels, customer service, mobile, telephone, UK

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