Click-to-call commerce is influencing more than $1 trillion in U.S. consumer spending, according to a report released Wednesday.
The BIA/Kelsey report — Call Commerce: A $1 Trillion Economic Engine — examines mobile formats, how marketers take advantage of call commerce, and best practices to drive and track the activity.
BIA/Kelsey projects 169 billion mobile calls to businesses by 2020, driven by individuals on smartphones, high commercial intent, and the natural handoff between mobile engagement and phone calls, such as the ability to click to call a business from a Google advertisement or within an email.
BIA/Kelsey estimates global click-to-call spending at $5.9 billion in 2016, reaching $13.7 billion by 2020. The study also suggests that mobile calls represent 60% of inbound calls to businesses in 2016, about 85 billion global mobile calls annually, reaching to 169 billion by 2020.
The calls are boosted by what BIA/Kelsey dubs the on-demand culture, with the rise of the smartphone conditioning individuals to expect everything at the push of a button. Location also provides fodder for the movement. Location greatly increases contextual relevance as well as performance and engagement.