Consumers are increasingly turning to the mobile web when deciding to make car purchases. The information gathering process is becoming highly mobilized, and it is influencing purchases.
The automotive industry is no different. Customers are looking to their smartphones to help inform their decisions when searching for a new car. According to the latest MAG research, “50 percent of respondents expressed interest in using their mobile phone to research buying or leasing a vehicle. When in the market to buy or lease a new vehicle, nearly half (47 percent) of consumers said that they would find mobile advertisements containing deals or offers most valuable to them.”
This means that it is crucial for car dealerships to have a mobile-optimized website. It should include pricing, features of the car, and calls to action that make it easy for the viewer to submit their information.
The MAG research also offered the following stats:
- -Proclivity to purchase or lease: More than one third (36 percent) of consumers plan to purchase a car in the next 12 months, while an additional 5 percent plan to lease one in the same time frame
- -More engaging ads: 21 percent of consumers are open to mobile ads that provide features and benefits of the vehicle and/or the ability to sign up for deals, offers and future communications most valuable
- -More interaction: More than half (57 percent) of consumers would browse a website or play a game as a result of seeing a mobile ad
- -More information: 38 percent of consumers would request more information as a result of seeing a mobile ad on their phone
This is a unique opportunity for dealerships. The audience is coming to them. People are buying cars this year and searching on their smartphones for nearby dealerships. Don’t let your site be unprepared for mobile search! You could very well be losing potential customers.
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