Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

32 Mobile Statistics To Help Jump Start Your Mobile Mindset

By Eric Miltsch on Feb 21, 2013

It still boggles my mind how many dealerships underestimate the activities and behaviors of mobile consumers. Repetition is the key here - you simply need to wrap your head about how people behave, what they're doing and what the opportunities are for your dealership.

Get to know these stats just like you know what's happening with the desktop activity segment in your Google Analytics. You're spending a lot of money to optimize for desktop and laptop searches, now it's time to drop the hammer and put some serious effort towards your dealership's local and mobile presence.

We've moved beyond customers just sitting down at their home computer, researching cars and driving into your store. Today's customer can search for a car on their phone, within an app and compare prices against five other dealerships - all while in your showroom.

General Mobile Usage Statistics:

  • 75% of emails are opened, 60% of Facebook posts and 90% tweets are all conducted from a mobile device! @BillBoorman, ATC 2012
  • 31% of mobile internet users "mostly" go online using their phones Pew 2012

  • 75% of customers prefer a mobile friendly site (Google, 2012)

  • 64% of mobile phone time is spent on apps (Nielsen 2012)

  • 13.4% texting, 11.1% browser, 5.5% social networking apps, 5.4% dialer, 5.3% email/IM, 2.3% music/video, 1.1% camera, 55.8% other apps (Nielsen 2012)

  • 61% of customers who visit a mobile unfriendly site are likely to go to a competitor's site (Karim Temsamani at IABALM 2012 via IAB)

  • In 2011, smartphone adoption increased 99% among 6-person households, 98% among those making less than $25,000, and 92% among retirees (comScore 2012)

Mobile & Local Search Statistics:

Mobile Web vs. Mobile Apps:

  • 127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile media through their mobile browser or application in 2011, about a 30% increase over 2010 (comScore 2012)
  • 81% of users prefer mobile sites to apps for price research, 79% for product reviews, 63% for purchasing (Adobe Mobile Experience Survey & eMarketer 2011 via SearchEngineLand)

Mobile Commerce & Mobile Shopping Statistics:

  • More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011 (comScore 2012)
  • It takes over 10 sessions with an app for 44% of eventual buyers to make their first purchase. Only a third (33%) buy in 2 to 9 uses of an app. And only 22% actually accept an upsell opportunity the first time in the door (Localytics via MediaPost January 2012)

  • Mobile payments are expected to quadruple to $630 billion by 2014 (Juniper Research)

  • Overall, about a third of cell phone owners used their phone within the past 30 days to look up either product reviews or prices online while in the store. Of them, 35% decided to purchase the item in the store, while 19% decided to purchase the product online and 37% opted not to purchase the product at all. (Pew Research Center via MediaPost)

  • 39% of store walkouts, where consumers leave without buying, were influenced by smartphones (Motorola Solutions)

  • 10 times as many coupons are redeemed through mobile as through traditional channels (eMarketer 2012)

  • 21% of Pinterest users purchased a product after seeing a picture on Pinterest (PriceGrabber 2012 via MediaPost)

Mobile Advertising Statistics:

  • Facebook delivers 1 of every 4 online display ads (comScore 2012)

  • 40% of males ages 18 to 29 like mobile ads "somewhat" or "very much" (eMarketer)

  • The global mobile ad market will grow from $3.4 billion in 2010 to $22.0 billion in 2016 (Berg Insight via B2B)

Tablet Usage Statistics

  • Tablet owners more likely to purchase from online ads than smartphone owners, also more likely to request coupons from merchant (Nielsen)
  • 49% of mobile and tablet users conduct local business searches on apps (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012)

  • 38.4% of tablet owners have incomes over $100,000 New Media Trend Watch

  • 88% of Android tablet users are satisfied with tablet shopping (Adobe Digital Index Analysis 2012)

  • 71% of iPad users are satisfied with tablet shopping (Adobe Digital Index Analysis 2012)

  • 75% of iPad users are satisfied with consumer product shopping on tablet (Adobe Digital Index Analysis 2012)

  • 73% of Kindle users are satisfied with consumer product shopping on tablet (Adobe Digital Index Analysis 2012)

  • 66% of Android users are satisfied with consumer product shopping on tablet (Adobe Digital Index Analysis 2012)

 

Local Mobile Marketing DrivingSales.com

 

Local Mobile Marketing DrivingSales.com

 

So, what should you do with any of this data? Here's three simple ways to leverage this info to benefit your dealership:

  1. Share it with your dealership. Everyone needs to know this. Hopefully you're sharing website activity, share your mobile activity to help create the culture of awareness. Remember, your activity builds experience, your experience builds influence.
  2. Work with your website provider. Ask them how you can get better! Continuously improve the appearance, the content and track the activity to ensure your KPI's are improving.
  3. Use your site on different devices. Test the site on Android, iOS, Windows. Does it work right? Can you perform the basic functions that you would expect it to? Try it on a tablet, is it easy or does it frustrate you?

 

What else are you doing to improve your local mobile marketing strategy?

Comments

Thanks for pulling these together all in one spot, Eric - we've been discussing this movement internally for months now. These stats prove that we haven't been doing that in a vacuum!

Feb 25, 2013

I echo amy's remark. awesome collection of information! dealers who can be pioneers in connecting with their customers in the mobile realm should be able to gain a true competitive advantage.

Mar 19, 2013

Comments 1 - 2 of 2

You must be logged in to comment

Login Create an account

Add your comments:

   

Eric Miltsch's Recent Posts

Related Posts

  • Improve Your Results with these Top 5 Best Practices for Following Up

    New month, new blog series. This is a topic that is near and dear to our hearts -- following up on leads. Sure, we deliver car buyers to you, but we that's as far as we can take it. Then we have to put these consumers into your capable hands and let your sales process take over from there. (Any sales rep will tell you that this is where the real magic happens.) We've come a long way from our humble beginnings as 1-800-CAR-LOAN in 1989, and during that time we've collected some recommendations for best practices that will give you, our dealer partner, the best results.Read post

  • Want the REAL Reasons Women Buy from their Salesperson?

    Welcome to Women’s Wednesday! Dealers who “get it” know that the key distinction in optimizing sales to women is having exceptional sales advisors who offer exceptional service. But what does that really look like? Women tell us directly through our car dealer review platform what works for them when interacting with a sales agent. Below are their top 5 reasons for buying a car from them: Trust 52.3% Being Respectful 52.1% Likeable 47.8% Knowledgeable 45.6% Understanding 40.6% These percentages add up to more than 100% because reviewers can submit multiple answers. NOTE: Coming in at 34% was the ‘price of the vehicle’. It is important, but ranks 6th overall. Clearly, connection and relationship are pivotal, outranking price. Trust: Women buy from those they trust. It’s essential to build trust – that rapport can take just a matter of minutes to create. The best way to build trust is to provide valuable and relevant information, quality guidance and advice. Be h...Read post

  • Top 5 Best Practices when posting to eBay classifieds

    With any new product and marketplace there’s a learning curve and we’ve recently gained more knowledge about what it takes to manage the “art” of posting to eBay classifieds. We want to share the Top 5 Best Practices we’ve learned over the last few weeks with you...Read post

  • Video: Selling a Ford F-150 to Jimmy Fallon

    That’s Pete Porzio, talking about hanging out with Tonight Show host Jimmy Fallon. Porzio won the Fingers of a 4×4 Competition that we followed very closely here at Driving Sales News. The question is, how did a highly rated salesmen from Illinois end up kicking it with the highest-rated host in late night comedy?Read post

  • Your Employees Are Speed Dating Your Customers

    Every single one of your customers, in some way, shape or form is speed dating you. You have just a few moments to make a first impression - you'd better make it a good one. Because it's no fun going home alone on a Friday night.Read post

  • Resolution Media Social Ad Study Findings

    The study found that many advertisers utilized Facebook ads primarily to generate awareness as opposed to engagement or direct-response actions. Therefore, in these cases, marketers optimize for reach and frequency as opposed to CTR or CPC.Read post

  • Become a Google Plus Wizard

    Google Plus was launched in 2011 to battle the growing social media trend on the web. Let's be honest though, the battle was primarily with Facebook and a little about Twitter.  Do you have a Google Plus account, but your not really sure if its worth your time? Well, you're in luck, learn how to become a Google Plus Wizard in this fun infographic by Gryffinn. ...Read post

  • Help Your Dealership Bloom with Fuel Efficiency

    For most of the country, the weather is starting to warm up and for consumers, that means more time outside and on the go. It also means more time spent in your vehicle getting to your destination. This presents a perfect opportunity to reach out to customers and offer them ways to save at the pump. Today I’ll share three ways you can help your dealership bloom with fuel efficiency. Offer Fuel Savings Tips There are many things your customers can do to improve their vehicle’s fuel efficiency. For example, advise them of these cost savings tips - it only takes 30 seconds to warm up their vehicle, turn off their engine while waiting in traffic, slow down and keep their speed below 60 mph, reduce the amount of weight in the vehicle, or drive with the windows up. This simple advice will go a long way to help your customers save at the pump. Promote Fuel Savings Service Package If you want to take your campaign one step further, think of some fuel savings services you can package toge...Read post