The mobile marketing landscape is complex. As you develop your mobile strategy you need to think beyond clicks and capitalize on how consumers are actually using their phones. Despite the supercomputer power loaded inside that small hand-held device, at its core the smartphone is exactly that – a phone. Even with all the mobile communications technology we have at our fingertips – email, social media, and SMS – we still love to have a conversation.

In fact, we surveyed over 2,000 U.S. adults for the new State of the Mobile Experience Report and found that people identified “calling” as the single most valuable phone function, beating out messaging, social media, email, and video.

Here are a few more fun facts before you get to the infographic below:

  • 65% of people have used their phone to call a business in the past month versus only 24% who have filled out a form. 
  • 68% of respondents will only search for a company’s phone number for two minutes or less before moving on to another company
  • 58% of consumers are calling about a purchase of $100+

So what does this mean for you? As you evolve your mobile marketing strategy, think about how consumers are actually using their phones. Start prioritizing and looking at calls the same way you do clicks. These are valuable conversations with a wealth of data that can help you target and capture your best customers. Think of phone calls as an extension of all the other marketing you are doing rather than a standalone channel to help make the connection for consumers seamless.

Check out the new State of the Mobile Experience infographic to learn how, when, and why people are using their phones, and what this means for you as a marketer.

The State of the Mobile Experience

Kyle Christensen

Posted by Kyle Christensen

Kyle is a SaaS veteran, having spent over 15 years working in enterprise software. Before Invoca, Kyle was VP of Marketing at Responsys, a leading cloud platform for cross-channel digital marketing, where he launched the company's mobile product line and drove the growth of the enterprise business up until the company's acquisition by Oracle for $1.5B. Kyle has also served in senior strategic product marketing and management roles at Zuora and at where he ran enterprise marketing for and helped launch the Service Cloud line of business.