The patience limit for most North American callers is about 25 seconds.

EVERY CALL made to companies in the construction sector as part of the large-scale study, conducted by audio branding specialist PHMG, was put on hold, compared to a North American Average of 70 per cent. Those callers are being forced to wait for 25.31 seconds on average, less than the North American average of 28.39 seconds.

To make matters worse, they are left listening to inappropriate audio, which could increase the risk of caller-hang-ups. The research discovered 40 percent of construction firms leave customers waiting in silence, while 24 percent subject callers to generic music, 13 percent use beeps and seven per cent make callers listen to ringing.