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Study Finds That Mobile Search Is Top Source for Phone Leads

A new study has found that mobile search is the greatest source for phone leads as customers are calling businesses in greater numbers than ever before thanks to mobile marketing.

A study done by Invoca, a call tracking and analytics company, looked at 58 million calls across businesses in 40 industries. The findings were published to their 2016 Call Intelligence Index.

Here are some highlights from the report.

1. 92% of Calls to Businesses Came From Digital Channels

Invoca found that 92% of calls came from the marketing efforts of businesses on digital channels, including social media, organic search, email, and pay per click advertising. However, it is important to note that the digital marketing efforts of these businesses isn’t replacing the calls that customers might have already made to the businesses. In fact, it is creating new calls.

Receiving phone leads is especially important for local businesses because the next step that customers usually take after calling a business is making a purchase. Lowering the barriers to interacting with your business is the best way to improve your bottom line because most customers prefer to speak with someone over the phone at a business anyway.

2. Mobile Search Is Responsible for 48% of the Calls

Since Google has taken the extra steps to include click-to-call buttons and call-only ad types, mobile search has emerged as the leading source of phone leads.

In 2015, mobile search was responsible for 48% of calls. However, desktop search came in second with 17% of calls, followed by desktop display ads at 11%. This report demonstrates exactly why local businesses should dedicate more of their marketing budgets to mobile marketing. Their efforts can pay off by generating phone leads.

3. Most Phone Calls Are Placed on Mondays from 11 to 11:59 a.m.

The study also found that the most popular time to call a business is on Mondays from 11 to 11:59 a.m. in each caller’s respective timezone. Sunday ranked as the least popular time to call a business. On weekends in general, people were likely to call businesses slight later than they do on Mondays, at between 12 and 12:59 p.m.

4. The Average Phone Call Lasted 4 Minutes and 52 Seconds

Phone call duration saw an increase of 18% over the study’s findings for 2014. However, this average is less important because call duration can vary by industry.

The study also pointed out that the call’s quality played a huge factor in call duration because customers are likely to make a purchase during a call. In addition, the industries that saw the greatest increases in call duration were those where customers often require customer support or are industries where customers tend to make high-value purchases.

This study basically proved the value of mobile marketing for local businesses. As a result, it would serve the best interests of your business to increase your mobile marketing efforts if you are looking to attract more leads to your business. However, before you expand your efforts, you should make sure that you have the resources in place to handle any increases in call volume that you might receive.

If you need a trusted mobile marketing strategy to attract more leads, Infintech Designs can help you to grow your business. Contact Brian Hong today for a free consultation and comprehensive quote for mobile marketing services.


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