Marchex Releases New Mobile Consumer Data for Ad:Tech Australia
SYDNEY--(BUSINESS WIRE)--Mar. 14, 2016--
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.
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
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
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
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
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,
on Twitter (Twitter.com/Marchex), where Marchex discloses material
information from time to time about the company, its financial
information, and its business.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160314006141/en/
Source: Marchex, Inc.
Trevor Caldwell, 206-331-3600
Marchex Corporate Communications