Despite all the excitement from online sales, 95% of U.S. consumer spending occurred offline in local markets during the 2015 holiday season. On smartphones, it increasingly occurs via voice calls. In fact BIA/Kelsey points to numbers from Marchex that pegs call-influenced consumer spending at $1 trillion in the U.S. The majority of these calls originate in mobile search. Here's an update on what SMBs need to know.