The Role of Click to Call in the Path to Purchase

September 2013

Google commissioned Ipsos, an independent market research company, to understand consumer attitudes about click to call within organic and paid mobile search results. We surveyed 3,000 mobile searchers who had recently made purchases to understand the role that click to call played in the purchase process. The results showed that 70% of mobile searchers use click to call and that calls are an important channel for consumers. The study explored behaviors across seven different categories: Travel, Restaurant, Finance, Retail, Technology, Local Services and Auto.

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