Marchex Releases New Mobile Consumer Data for Ad:Tech Australia
SYDNEY–(BUSINESS WIRE)–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 from Marchex (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.
“The New Consumer Path to Purchase: Using Conversational Analytics and Click-to-Call”
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: http://pages.marchex.com/australia-mobile-performance.html
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.
Marchex is a mobile advertising analytics company that connects online behaviour to real-world, offline actions. By linking critical touchpoints in the customer journey, Marchex’s products enable a 360-degree view of marketing effectiveness. Brands and agencies utilize Marchex’s products to transform business performance.
Marchex Australia can be found at http://www.marchex.com.au/
Please visit www.marchex.com, www.marchex.com/blog or @marchex on Twitter (Twitter.com/Marchex), where Marchex discloses material information from time to time about the company, its financial information, and its business.