The study, conducted by Ipsos MediaCT, found that 71 percent of respondents used their mobile devices during the process of purchasing vehicles, and 58 percent said that in the future, they anticipate using only their mobile devices.
Facebook IQ shared more data in the infographic below, as well as the following takeaways for marketers:
- Reach people in research mode: Not only are mobile-first auto consumers further along in the purchase path, 76 percent know the exact vehicle they want before going to the dealer. Brands should reach mobile-first auto consumers when they are doing their research and before they make up their minds, providing information in bite-sized, highly visual formats like video.
- Optimize for mobile: Mobile-first auto consumers use both mobile sites and applications to conduct their vehicle research, finding advantages and weaknesses in each. Brands that use both m-sites and apps will reach people where they prefer to discover, research and purchase, while addressing any friction points that are influencing them along their path to purchase.
- Plan for tomorrow, today: The majority of mobile-first auto consumers say that in the future, they will rely solely on smartphones for their vehicle research. Brands can use the power of mobile to drive awareness and consideration with millennials and the next generation of auto consumers and start shifting from the showroom to the “m-room.”
Readers: Did your mobile device play any role in your last car purchase?