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Australian Consumers Will Call Businesses From Smartphones 7 Billion Times in 2016

March 19, 2016 Headline News, Statistics & Trends No Comments Email Email

Mobile consumers are increasingly using smartphones to connect directly with businesses, and changing the way that Australians research and purchase products and services. Independent data released today fromMarchex (NASDAQ: MCHX), a mobile advertising analytics company, forecasts that Australian consumers will “click-to-call” business from smartphones more than 7 billion times in 2016 directly from search engines, Web sites, display advertising and social networks.

To understand at scale how Australian consumers purchase products and services through “click-to-call,” Marchex analysed aggregated data from more than 950,000 consumer-to-business phone calls to customers of Marchex Call Analytics. To measure sales and consumer intent from click-to-call activity, the study used Marchex Call DNA, which visually maps, scores and classifies phone calls automatically.

“Although Australians are spending an increasing amount on e-commerce, online sales account for just 4.5% of consumer purchases,” said Daniel Benton, Country Manager of ANZ. “The remaining purchases occur in the ‘real-world,’ and are increasingly influenced by digital and mobile research. A click to call is one of the most natural and common ways consumers will reach out to businesses across a variety of industries, including financial services, travel, local services, technology and retail.”

Among the findings announced today:

  • Marchex forecasts that Australian consumers will make more than 7 billion phone calls from smartphones to business in 2016, with nearly 3 billion coming directly from search engines results and advertisements.
  • Businesses are making it easy for consumers to contact them by phone. 80% of Australia’s top brands show a phone number in Google’s organic or paid results.
  • 82% of phone calls made by Australians to businesses from smartphones are rich product and service conversations. Of those conversations, more than 25% are sales or appointments, a very high conversion rate compared to a click to a Web site.
  • Unanswered phone calls, at 7%, represent missed opportunities by Australian businesses to connect with consumers interested in purchasing.

The full report can be found at:

SVP Marketing and Consumer Insights John Busby will be presenting the data at ad:tech Australia on Tuesday, March 15th at 11:45am at the Hilton Sydney during a session entitled “Connecting digital advertising to offline purchases.” In addition, Country Manager ANZ Daniel Benton will be speaking on “The New Consumer Path to Purchase: Using Conversational Analytics and Click-to-Call” at 1:50pm on Wednesday, March 16th. Marchex is located at Booth #11 during the conference.

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