- Universal adoption: 81% of auto shoppers used smartphones to do research when purchasing a vehicle, including 63% who used their smartphone while physically at an automotive dealership. A quarter (25%) of auto shoppers conducted research using a smartphone only, prior to visiting a dealership.
- Automotive "showrooming": The study found that mobile auto shoppers were 72% more likely to visit an additional dealership than shoppers who did not use a smartphone. Top on-lot activities included calculating price and payment information, confirming vehicle availability and comparing local competitors. Of shoppers who visited more than one dealership, more than half (52%) did so because of information gathered on their mobile device.
- Mobile ad Influence: Advertising played a key role in influencing decisions as 33% of shoppers were lured to a competing dealership based on a mobile advertisement found while on a dealer lot.
Mobile "Showrooming" Now Mainstream In Automotive Retail
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