Mobile Device Use Still Skews Toward Making Conversation
When using a mobile phone to contact a business, people make phone calls more often than emailing, filling out a form or using social media.People of all ages, including Millennials, value their mobile phones for conversations more than any other function or feature, according to an Invoca survey of more than 2,000 U.S. consumers. While smartphone owners use an average of 27 apps per month, the report finds people identified "calling" as the single most valuable phone function, beating out messaging, social media, email and video. "We’ve known for a while that people are increasingly contacting businesses through phone calls — driven in large part by the growth of mobile, and particularly by the rise of mobile search," Kyle Christensen, vice president of marketing at Invoca, told eWEEK. "We were surprised by the extent to which people, especially Millennials, prefer phone conversations over other types of interactions with businesses. Even Generation Y, which is known for its reliance on social media, is three times more likely to call a business than to tweet at them." When using a mobile phone to contact a business, people make phone calls more often than emailing, filling out a form or using social media--and the business' ability to answer can make or break a sale.
More than a third of people search for a phone number for a minute or less before moving on to another company.