Millennials choose mobile to search, contact financial services and insurance companies | BizReport by Helen Leggatt

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In their study of more than one million phone calls made by consumers who conducted mobile searches or clicked mobile ads for banks, lenders, auto insurers or life insurers, Marchex found that calls initiated from a mobile search skewed highly towards Millennials and Generation X.

"Millennials are playing a huge role in this trend that mobile-influenced offline purchases are expected to be the biggest portion of consumer spending from mobile, twenty times larger than m-commerce," said John Busby, Marchex SVP of Consumer Insights.

Overall, insurance companies were found to reach low- and middle-income consumers via mobile ads, probably due to younger people being in the early stages of their careers.

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