While the buzz in the computer world is all about the growth of mobile devices to access the Internet, so-called tablets and smartphones are only being used by one in five new-vehicle buyers. This compares to nearly all buyers (99%) who use a desktop or laptop computers at some point when shopping for new wheels, according to the latest research from J.D. Power.
Multi-media data gathering is growing, though, as almost 30% use various devices, including desktops, smartphones and/or tablets. All told, 79% of new-vehicle buyers now use computers and the Internet to research a vehicle purchase.
The majority of shopping among internet users still occurs at home. However, tablets are not as mobile in use as they might seem. Internet shoppers who use a tablet do so at home; Those who use a Smartphone are more likely than tablet users to do so outside of the home, as smartphones are always within reach. Among shoppers who use a Smartphone, 59% do so at the dealership, accessing vehicle pricing, model and inventory information, as well as comparing vehicles.
The study finds that buyers go online nearly as soon as they decide to buy a new vehicle, and 59% of shoppers narrow their consideration list to one model during the final week before the actual purchase. Power claims that with such a high volume of buyers deciding on the model of purchase so close to the actual time of the sale, the “digital experience and dealer interaction are more important than ever.”
The vast majority (98%) internet shoppers click on manufacturer websites, followed by third-party websites (81%), dealer websites (73%), and ho-hum social media sites (5%). Power notes that internet shoppers rely heavily on manufacturer websites for researching specific models by using so-called build tools, but they more frequently rely on third-party sites for comparing vehicles, reading vehicle ratings and reviews, and learning about vehicle trade-in values. Internet shoppers use dealer sites mostly for inventory and dealer-specific information, such as directions and location, hours and contact information.
“This interplay between the dealership experience and digital information has become more intertwined with the availability of shopping content on mobile devices,” said Arianne Walker, senior director, automotive media and marketing solutions at Power. “Now that buyers can easily access information right from their pockets, it is essential that the dealer body is as well versed as the shoppers in order to provide consistent information both online and in the dealership.”
