Google and Ipsos have published new research intended to detail the use of click-to-call in mobile search.
The results show that almost half of those surveyed (42%) had used click-to-call in search, with the need to talk to a real person stated as the main motivation. Other motivations included ‘wanting answers more quickly’ and ‘needing more information than a website could provide’.
Of smartphone users, a massive 94% have needed to call a business directly when searching for information, whether click-to-call is available or not.
Google has a unique perspective on much of the mobile customer journey with search, Maps, Chrome, Places, click-to-call, Wallet, to name a few.
Google ads drive 40m calls a month and with in-search features growing more on desktop and smartphone, customers are using them more and more. The research showed 47% were aware of additional information displayed in search results.
Here are some more findings from the research and an additional click-to-call case study from sk:n clinics.
For further information on this topic, check out our blog posts looking at five good and five bad examples of click-to-call mobile CTAs, or 12 useful tips for optimising mobile landing pages.