Marchex, a mobile advertising analytics company, has released its latest study in which it details the effectiveness of click-to-call mobile advertisements, dubbed "2015 Click-To-Call Commerce Mobile Performance Report."
According to Marchex, click-to-call advertising will contribute for more than $1 trillion in consumer purchases this year. Also, the study found that consumer who leverage click-to-call advertisements are four times more likely to purchase a product or service than a consumer who simply interacts with an online ad. Interestingly, Marchex found that millennials are the most likely age group to use click-to-call ads of any age group.
Yet, unfortunately the study also found that in some industries more than 20 percent of phone calls from mobile ads are unanswered.
"Marketers are allocating more time to understand how to reach mobile consumers, especially millennials. Our data shows that for many types of purchases, millennials prefer to contact a business directly by phone, and then are following through with purchases," said John Busby, SVP of consumer insights for the Marchex Institute.