Well, it’s official. No marketer is safe from inbound phone calls. At Invoca, we’re seeing more and more customers across all industries transitioning between online and offline conversations throughout the purchasing process. Phone calls are a major part of digital marketing, and if you think they don’t have a place in your marketing world, you may want to think again.

Call Intelligence Index Cover ImageIn a brand new report, The 2015 Call Intelligence Index, Invoca analyzed over 30 million phone calls that ran through its platform in 2014. This representative sample of data shows how phone calls are changing the digital marketing landscape.

Take a look at the stats below to see what we mean. If you want to skip ahead and get the full report, you can download it here.

Digital Marketing Drives Phone Calls

1. 70% of phone calls come from digital marketing channels. – Click to Tweet

2. Mobile search drove 45% of all calls. – Click to Tweet

3. Desktop search drove 9% of calls. – Click to Tweet

Customers Want the Option to Call

4. Invoca has seen nearly a 40% increase in calls across industries in 2014. – Click to Tweet

5. 75% of consumers say a phone call is the quickest way to get a response. (Source: New Voice Media) – Click to Tweet

6. 52% of people who connect with a business after a mobile search do so over the phone. (Source: Luma Partners) – Click to Tweet

7. 61% of mobile searchers say click-to-call is most valuable in the purchase phase of shopping. (Source: Google) – Click to Tweet

8. 51% of mobile searchers report they always or frequently need to call a business from a mobile search ad. (Source: Google) – Click to Tweet

Quality Metrics Reveal Phone Calls Are Highly Valuable Leads

9. Phone calls have 30-50% conversion rates, compared to only 1-2% for clicks. – Click to Tweet

10. The average call duration is 4 minutes and 7 seconds. – Click to Tweet

11. Desktop display refers calls that last an average of 5 minutes and 7 seconds. – Click to Tweet

12. Calls to Home Service companies last an average of 6 minutes and 48 seconds. – Click to Tweet

Interesting Caller Insights

13. Tuesdays receive the highest volume of calls with an average of 48% higher call volume than Sundays. – Click to Tweet

14. Mississippi drives the highest call volume per capita of any state (180 calls per 1,000 people). – Click to Tweet

15. Hawaii has the highest mobile to landline ratio of any state, with 85% of calls coming from mobile phones. – Click to Tweet

16. 25% of all phone calls still come from landlines. – Click to Tweet

Phone Calls Effect Major Industries

17. Over 2/3 of the calls placed in 2014 were spread across more than 40 industries. – Click to Tweet

18. 1/3 of calls placed in 2014 were concentrated in the following industries: Insurance (Auto and Health), Financial Services, Home Services, Education, and Automotive. – Click to Tweet

19. 56% of calls to Education industries were generated by mobile search. – Click to Tweet

20. 53% of Insurance calls were generated by online channels. – Click to Tweet

The numbers don’t lie, folks. Digital marketers are realizing that phone calls have got to be factored in to the path to purchase, or you risk losing customers. To get the full story behind these statistics, download the full report here.

Cari Thompson

Posted by Cari Thompson

Cari Thompson is a copywriter, online marketer, and blogger. She studied marketing and advertising and - drum roll, please - music at Brigham Young University. Cari started in traditional advertising as a media buyer then transitioned into the online world through buzz marketing, blogging, and copywriting. Her three greatest accomplishments include beating Super Mario 3 in one night without a whistle, drumming for tens of people, and licking an ice sculpture at the Versace Mansion.

6 Comments

  1. Cari thanks for the insight! I must say if I wasn’t married I would totally ask you out (if you were single). The fact you also play drums (percussion) or even play Super Mario Bros 3. Awesome.

    Also heads up you may want to fix it though, “drumming for tens of people”.

    Reply

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