• by Mark Walsh  @markfwal, February 14, 2013

When it comes to call-based advertising, men tend to spend more time on the phone than women. A new study by Marchex found men placing calls to U.S. business via ads, on average, stayed on the phone for 7 minutes, 23 seconds compared to 6:30 for women.

The findings were based on an analysis of more than 200,000 mostly mobile calls generated through click-to-call ads, voice search, mobile directories, and mobile display ads. Marchex says it uses call mining software to scan for keywords and voice tonalities to collect anonymous aggregate data.

The research involved examining call data to 11 different industries from nutrition to auto repair to pest control. Besides staying on the phone 15% longer, men were also more likely to make calls at the beginning of the day while women preferred to call businesses after lunch.