Smartphones Are Used More than Desktops and Laptops

According to our study Mobile Influence on Car Shopping, smartphones are used for nearly half (46%) of online car shopping activities¹. Desktops or laptops are a close second, being used for 41% of all online activities¹. Tablets are a distant third, being used for only 13% of online car shopping activities¹.

This shows a shift in the way consumers interact with the world today, not just in car shopping. Not long ago, desktops and laptops were the primary method of surfing the Internet and shopping online. With the advent of higher quality digital, mobile technology, consumers are allowed to shop online on their own terms.

Dealers that recognize the role mobile plays in consumers’ lives will be the most successful in moving metal. This is why it is important to think from a mobile, digital perspective when creating an advertising strategy. Optimizing vehicle inventory to be seen on smartphones— along with the necessary merchandising—is key to engaging car shoppers and influencing them to choose one vehicle or dealership over another. It should be no surprise, then, that Millennials are the primary users of smartphones in car shopping. This generation has grown up with technology and has quickly adopted a mobile mindset when it comes to interacting with the world and consuming entertainment, information, or shopping online via their smartphones.

We know the role smartphones play as the device of choice in car shopping, but what actions are car shoppers performing? Smartphones are especially the device of choice for viewing maps and directions to the dealership, deciding which dealerships to visit, and reading dealership reviews. This makes sense — using a mobile device while in transit to help navigate to their dealership of choice. This also means that car shoppers have made a choice and researched enough to be satisfied to choose a dealership’s lot to visit.

The high prevalence of use of dealership reviews on smartphones also shows that consumers may be cross-shopping competitor dealerships while on the lot. Auto shoppers want real-time information. We know from our own research that 63 percent of auto shoppers were still researching dealerships after showing up at a dealer’s lot, and more than half of those visited additional dealerships based on what they found via their mobile devices².

We can’t discuss the role mobile plays in the car shopping journey without understanding the role that desktops and laptops play as well. Desktops and laptops are especially the device of choice for viewing vehicle colors/360 vehicle views, completing credit applications for vehicle financing, and using build and price vehicle tools.

Device Usage in Specific Car Shopping Activities

Figure 1.  Car Shoppers Are Judging You, February 2017.

 

Essentially, desktops and laptops are used for those tasks that may seem more laborious to the consumer — providing detailed information via online forms or more video-heavy experiences — that are deemed easier to perform with larger screens and keyboards.

Desktops and laptops have their place, and when used, one could assume that consumers are highly focused and engaged when giving in-depth information in this way.

Screen size can also play a role in collecting various types of information, and it could just be a preference amongst some car shoppers to use desktops and laptops in some cases. We see here that most consumers are searching dealership inventory on their desktops and laptops. Car shoppers may be in their early stage of shopping, wanting to choose vehicles, review specs, and incentives to later compare vehicles and move to their mobile device.

In any scenario, smartphones are a key touch point for car shoppers with any dealer’s brand.  It’s these mobile touch points that influence the car shopper and drive them to action – sometimes literally driving them to the dealership’s lot.  Keep this in mind the next time you do a review of any advertising strategy or a reallocation of advertising funds.  Placing emphasis on a mobile presence can pay off significantly.

 

[1] Mobile Influence on Car Shopping, Cars.com White Paper. February 2017.

[2] Behavioral Analytics on Mobile, Cars.com, Q3 2016

Mobile Consumers Turn to Cars.com During Super Bowl

Last night’s Super Bowl where the New England Patriots triumphed over the Atlanta Falcons was historic. Not only because of the game itself, but because of the advertisements.

The Super Bowl has been the holy grail of advertising since Apple launched the MacIntosh in 1984. Today, just as many people tune in to see the ads as they do to watch the game. It’s a “tent pole” moment for any brand — including auto manufacturers – as advertisers spent upwards of five million dollars for a 30-second commercial during this year’s game. But, what’s more important is how a brand’s big Super Bowl moment translates into next moments of engagement online.

During the big game, we monitored traffic and search lift in real-time and compared the results to averages of the four prior Sundays.  The results are in and they show the influence the Big Game has on consumers as well as the significant role that Cars.com plays as a leading destination in the mobile consumer auto shopping journey:

During the game, nearly 60 percent of visits to Cars.com came from mobile devices on game day.

  • The nine auto brands with commercials during the game averaged a seven percent lift to their brand pages on Cars.com and a 238 percent lift to pages of specific models that were advertised during the game.
  • In the eight minutes following their commercial, visits to Alfa Romeo pages on Cars.com saw a staggering 1,179 percent increase in comparison to the same time period prior to the airing of their spot — a sign that their Big Game investment was highly impactful.

Brand model pages also experienced significant search lift, particularly from mobile devices which increased by 1,074 percent for the brand models that were advertised during the big game. When compared to Cars.com traffic over the four prior Sundays, automotive brands who advertised during the Super Bowl saw the following lifts to their advertised model pages:

  •  Alfa Romeo Giulia – 7,320%
  • Audi S5 – 1,391%
  • Buick Cascada – 424%
  • Buick Encore – 59%
  • Honda CR-V – 35%
  • Kia Niro – 497%
  • Lexus LC 500 – 861%
  • Lexus LS 460 – 888%
  • Mercedes-Benz AMG GT – 910%

It’s a significant investment on the part of auto manufacturers to advertise during the Super Bowl, and the resulting boost in traffic by make and model validates their choice to do just that. In 2017, we will continue to build a platform to create these influential audience connections — and in turn drives sales for our dealers — for every turn.

Interested in seeing the full press release?  Click here.

Mobile Influence on Car Shopping: A White Paper

Car shoppers are interacting with dealerships on mobile. It doesn’t matter if it’s via an app or a mobile browser on their smartphones or even a tablet, consumers are finding dealers where and when they want to find them. This is significant for many reasons. As a dealer, it means there is a need to have a constant online presence that properly merchandises inventory, a need to have numerous methods of contact, and have their brand properly optimized for mobile. That’s a difficult task when the sheer volume of vehicles is considered along with the numerous touch points the Internet provides and the day-to-day operations of the dealership. But, many dealers do well with these efforts and those that do understand mobile are the most successful today.

Now more than ever, Dealers can take advantage of the shopping journey becoming more and more mobile. The influence of mobile on car shopping is manageable for dealers. As the prevalence of smartphones and technology grows, the ways by which consumers can communicate and engage with online dealers can only grow, too. This leaves huge opportunity for dealers to optimize their mobile presence and strategy to grow with car shoppers in terms of engaging with dealers’ brands and communicating back and forth.

With this white paper, we provide insight into the role that mobile plays in today’s car shopper journey. We also want to provide key takeaways for dealers to help them optimize their mobile presence to take advantage of how car shoppers utilize mobile in today’s digital world.

Click for our Mobile Influence on Car Shopping white paper for the full version and start taking advantage of mobile today!