Working with Ipsos Research, we surveyed 3,000 mobile searchers who had recently made purchases across different industries to understand the role that click to call – from paid or organic search results – played in the purchase process. We found that calls are not only an important channel for research and transaction, but also the presence of a phone number in search results can strongly influence the perception of a business’s brand.
Click to call is important to consumers across all verticals.
Across all seven of the verticals we researched (Travel, Restaurant, Auto, Local Services, Retail, Finance, Technology) click to call was an important feature for people looking to find information and make purchases.
- 62% of consumers searching for auto parts and services would be very likely to use click to call, and 57% would use click to call to compare pricing.
- 60% of those searching for car rental information on their phone would use click to call, and 44% would call to make a reservation.
- Within local services, 76% would use call features to schedule an appointment for professional services.
- 61% of people searching for financial services on their smartphones are likely to use click to call to make changes to their bank accounts.
Consumers rely on calls for research and transacting.
We broke down the purchase process into its component phases – Inspiration, Research, Purchase, and Post Purchase Experience – to see when consumers are most likely to call a business. We found that calling is most important during the research and purchase phases, where 52% and 61% of mobile searchers respectively say it’s important to have the ability to call. This means that a large number of calls happen when someone is ready to buy or helps a consumer move closer in purchase consideration.
Calls originating from the search results page are valuable for businesses.