Earlier this year, Nielsen, xAd, and Telmetrics conducted a survey on the “mobile path to purchase” in three industries: restaurants, travel, and automotive. The latest part of the study released pertains to the automotive category.
One of the most important things found in this study, in my opinion, is that roughly half of the mobile automotive searchers were “looking to make a purchase within the day.” 36% of this group converted “within the hour.” This means that almost half of those searching for your dealership on their mobile devices want to purchase a vehicle on the same day. Over 1/3 of those will purchase a vehicle within an hour.
The study also found that there is a difference between the behavior of those using a smartphone and those using a tablet. Tablet users spent more time doing price research and looking at reviews. They were also more likely to be influenced by positive reviews. Smartphone users were more likely to search from their car (42%) and tended to convert more quickly than tablet users.
So what are these auto shoppers searching for? 44% are looking for your dealership location, 43% are comparing prices and 36% are looking for a phone number.
When was the last time you tested your mobile website? Do you have your dealership’s location (with directions), prices on your inventory, and the phone number (click to call is HUGE here). What does your mobile website look like? Make sure you talk with your auto dealership website provider if you aren’t happy with what you find.