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 2,000 Australian mobile searchers to understand the role that click to call played in the purchase process. The results showed that 90% of Australian mobile searchers believe it's important to be able to call directly from search results, with four in five needing to use the call button regularly. The study explored behaviours across seven different categories: Travel, Restaurant, Finance, Retail, Technology, Local Services, and Auto.

January 2015