December 3, 2020

Google: Mobile Search Gets 70% Direct Call Response

mobile search
Credit: Search Engine Watch

Mountain View, California–A study jointly conducted by Ipsos and Google finds that mobile search garners a 70 percent direct call rate, with people opting to use the “Call” feature on their smartphone. In a study of 3,000 individuals using mobile search, seven verticals were singled out: travel, restaurant, auto, local services, retail, finance, and technology.

The survey revealed that 7 out of 10 people tapped the “Call” button in Google’s mobile SERP. The study likewise found that the click to call feature was at parity in organic and paid search results.

Research also shows the importance of mobile interaction, with 52 percent of participants looking for more information about a product or service and 61 percent ready to purchase.

Mobile Search and Click to Call by the Numbers

Researchers released some of the results, explaining that for auto parts, 62 percent of consumers are “very likely” to use the click to call button, while 57 would tap the button to compare prices. For car rentals, 60 percent of consumers use click to call, 44 percent using the feature to make a reservation. Those numbers increased for local services, with 76 percent of consumers tapping click to call to make an appointment. A full 61 percent used the call button for financial services, making changes to their bank accounts.

Each month, Google ads generate in excess of 40 million calls, with 75 percent of those same calls lasting at least 30 seconds.  However, the majority of calls lasted 6 minutes, a strong indication to the search engine that consumers aren’t looking for quick information. “It’s clear from our findings that driving phone calls should still be a priority for businesses in every industry,” explains Adam Grunewald, Google’s mobile marketing manager.

Mobile Traffic Increasing

Another study reveals that mobile traffic has increased by a whopping 125 percent since 2012. However, conversions rates for mobile still lag behind desktop. Consumer conversions for mobile are just one-third that of desktop, but tablets are near parity with desktop.

Additionally, a study conducted by Telmetrics and xAd found 46 percent of consumers use mobile search exclusively to to research products and services.

Victoria Casal

Victoria is a freelance blogger, bilingual copywriter, content creator and translator based in St. Petersburg and Miami, FL. Influenced by her childhood in her hometown of Buenos Aires and a background in art history and philosophy, she looks to write descriptive, thought-provoking, and carefully crafted relatable content that inspires, illuminates and informs both Spanish and English speaking readers. Her passion for writing about the arts has sprung her into a part-time career in art journalism; she currently writes for Hi-Fructose Contemporary Art Magazine Blog, Beautiful/Decay Magazine, ARTICULATE, Art at Bay, and Creative Loafing Tampa, and she has been featured in several different blogs including Brooklyn-based Hyperallergic and Daily Serving.

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