You can’t travel far these days without seeing someone staring at his or her smartphone. It seems like they’re always turned on and people literally can’t leave home without them. To say that smartphones have transformed life as we know it is an understatement. Americans interact with their devices from the time they get out of bed in the morning until they retire at night. Some people even get out of bed to look at their phones in the middle of the night!
The Pew Research Center states that approximately 75 percent of all Americans own a smartphone, a figure that has doubled in only the last five years. You might think it’s only younger people who are so attached to these devices, but the Pew Research Report indicates that nearly half of people over age 65 own one as well. This presents a huge click-to-call opportunity across all age ranges. As expected, the 18 to 34-year-old demographic owns the most smartphones. Their ownership percentage is a whopping 92 percent.
Smartphone Addiction is Great for Business
It can be annoying to go out to dinner with someone and have them look at their smartphone more than you. When it comes to business, however, this extreme dependence on smartphones is a great thing. In addition to using them for online communications, searches, and accessing various applications, people still use them to place phone calls. You could be missing out on a lot of business if you don’t have click-to-call enabled. The user is so anxious to receive information about your products or services then he or she is ready to call right then. If you’re not convinced of the need for click-to-call, consider the five benefits we discuss below.
Search and Click-to-Call Statistics of Smartphone Users
Much of the increase call volume and quality is due to mobile searches. In the coming year, BIA/Kelsey predicts that American businesses will receive a whopping 73 billion inbound phone calls from customers and prospects. What’s more, the organization expects this number to increase by 42 percent each year. It also states that 70 percent of people conducting an online search have used the click-to-call feature at least once.
According to Duda Mobile, mobile websites receive the highest volume of calls. What’s especially exciting is that 20 percent of these callers convert to paying customers.
The Local Relevance of Smartphone Users
Millions of mobile subscribers, including 76% of the smartphone owners, use location-based check-in. Research indicates that 94% of mobile users have searched locally on their smartphones. In fact, xAd says half of all mobile searches are for local businesses and services. From pizza to plumbers, 70% of searches have connected with a business after searching on their phones.
Approximately three of every four smartphone users enable the check-in feature based on location. Additionally, up to 94 percent of smartphone users have completed a local search using their mobile device. Statistics indicate that approximately 50 percent of people conducting mobile searches are looking for a local business. Of these, 70 percent follow through by contacting the local business and most try to find a business that’s within five miles of their current location.
Smartphone Users Take Immediate Action
Considering the 70 percent figure above, most of these people complete an action within one hour of their search. This could be a phone call, an online purchase, or an in-person visit. In contrast, desktop computer users often take at least a month to take some type of action.
American consumers average three hours every day interacting with their mobile device. However, they still desire real-world experience and the number of inbound phone calls they make reflects that. They need the interaction with other human beings to arrive at the best purchasing decision. Here are some additional facts from the above sources:
- The average time of response to a text versus an email is 90 seconds and 90 minutes, respectively
- People typically read their text messages within three minutes
- More than 90 percent of Americans keep their smartphone within arm’s reach 24 hours a day
Does this convince you of how valuable phone calls are? It should. It means that your callers have already researched your company and are ready to conduct business.
With Click-to-Call, Smartphone Users Are Ready to Buy
More than any other type of consumer, mobile phone users are serious about making a purchase. Almost 80 percent use their device to assist with shopping while 75 percent end up making a purchase eventually.
Smartphone users are unique because they purposely seek human interaction. Although they can complete the purchase directly from their phone, 80 percent still call first. Most of those end up coming into the store to make their purchase.
Another reason you should seriously consider click-to-call is the fact that most users intend to make a purchase within one hour of their online research. It should come as no surprise that consumers redeem mobile coupons 10 times as often as printed coupons. It all comes down to this: 61 percent of people who shop using their smartphone feel that the ability to connect to a live person with a single click is the most important part of their whole shopping experience.
Click-to-Call Provides Excellent Remarketing Opportunities
Mobile ads receive four to five times the engagement as online ads in categories such as awareness, favorability of brand, and intent to purchase. Brands that use MMS and SMS can reach up to 95 percent of mobile phone subscribers whether they use a smartphone or another type of mobile device. Other types of marketing as just as popular, such as receiving a scannable QR code or a special text message offer.
Today’s mobile phone isn’t just for using applications, calling, and texting. It’s a powerful mini-computer that enables you to find customers at the right time and place. With more than two-thirds of American adults owning a smartphone, 95 percent of users searching for local businesses on their device, and an average attention space of seven seconds, you can’t afford to ignore the mobile caller. They truly are precious to your business.