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

  • Dealers Shouldn’t Abandon Third-Party Sites Just Yet

    If you've been following the trends for the last year in the automotive industry, you’ll note that there are some dealers that are pushing all of their advertising dollars towards driving traffic to their websites. It’s a strategy that was made popular when a large dealer group declared that they were going to focus on generating their own leads and wrote an interesting piece about why they were doing it. Unfortunately, the strategy that they’re adopting has been misunderstood by many. The idea is that they wouldn't be buying leads from other sites anymore. They never declared that their inventory wouldn't be available on other sites. It’s a concept that makes sense – generate your own leads, whether they’re coming from third-party sites or the dealership’s website. In an article titled, Why Car Dealers Should Adopt a Modern Digital Merchandising Strategy, we went into detail about why many consumers prefer to shop on third-party sites rather than on a dealership’s ...Read post

  • Why Customers Leave Without Buying A Car And What To Do About It

    What's the most creative reason you've heard from a customer who is leaving your dealership lot without purchasing? Sure there are the typical, "have to check with my spouse," and "have to pick up my kids at their soccer game." Then there are the more atypical reasons: "I have a dentist appointment," or "My mother-in-law's in town." If it's one of the latter, warning bells should be ringing. Who would rather go to a dentist appointment or visit with their mother-in-law than buy a car?   According to AutoLoop Engage's call center statistics, only three percent of customers who leave without purchasing give the salesperson the real reason. Our agents have connected and engaged with thousands of unsold customers and here is why they're really leaving, according to our data:   55 percent leave because of payments/price/trade-in issues 26 percent leave because of inventory issues; your dealership didn't have the exact color or model they wanted 16 percent left because they had a bad...Read post

  • How to Find Out What Women Want and Reach The Modern Female Car Buyer

    A woman’s vehicle path to purchase needs may be prioritized differently than a man’s, and in order to sell to women, stores can benefit by understanding and caring about what women want when it comes to cars. They should ask Mel Gibson (about what women want…)Read post

    By Cobalt on October 23, 2014

  • Brand and Dealer Loyalty – a Fine Balance?

    Think about the last time you visited a business such as McDonald’s, Target, or a 7-11.  Now, think about the store itself – did you select the store because of convenience, or because you were dedicated to a specific location?  Sometimes the answer is both, but more often than not, like most consumers, you are making the choice based on convenience.  Either way, your decision was likely based on the brand or company name and not the individual business or the people that work behind its doors.Will a customer repeatedly choose your dealership for sales, service or your collision center because of who you are and the people on your team? Does your dealership name stand out in the minds of consumers? Or will they choose your location because of the brand you offer and the service they have previously received at a different dealership of the same brand?At your dealership, do you consider your regular customers brand loyal? Or do you consider them loyal to your dealership? If you...Read post

  • Your Message Must Match the Marketing Venue

    Let's call it what it is. This is a post about active digital marketing versus passive digital marketing. It's one that covers two of the types of marketing disciplines that are near and dear to my heart, but more importantly it lays the groundwork for an understanding of the various marketing styles and how we should classify them. First and foremost, let's get an understanding of what the difference is between active and passive digital marketing. In our industry, the word "passive" is often shunned, but in this particular case it's not bad at all. Passive marketing lets the customer make the first move. Search marketing is an example of passive marketing because you must wait for them to engage with the search engines to find a car before the marketing kicks in. Active marketing goes out to them - you make the first move. Email marketing is an example of active marketing because you're initiating the action. On our website, we compared it to stand hunting vs still hunting. With ...Read post

  • Conquesting 2.0: Attract Cross-Shoppers With Search Remarketing to Capture More Sales

    Once a qualified buyer browses your website and leaves to check out your competition, what tactics do you have in place to bring her back to choose your model? My most successful dealers have addressed this opportunity by combining two tactics that have been proven to drive increases in return website visits by cross-shoppers using mobile devices and PCs. Put simply, we’re running search ads in a new way that’s actually getting a response to help our dealers meet their sales goals consistently. Read post

  • Mobile Click-to-Call vs. Tap-to-Text: Controversial or Complementary?

    A July 2014 Automotive News article sang the praises of phone calls over email and form leads, citing faster responses and ease of use via mobile. What it didn't point out, though, is that text-based, one-to-one messaging is worthy of a verse or two as well.Read post

  • Do Your Salespeople Spend Too Much Time Managing Software...Instead of Selling?

    The fact is, lead generation is an expensive business and having the right tools to manage this investment and deliver the most qualified leads to your dealership is paramount to your success. When it comes to mining your database and working your in-market customers, you have two choices: use your internal team to run and manage all aspects of it (self-service) or outsource many of the functions to a service provider who does most of the heavy lifting (full service).  Self-service options demand the installation of comprehensive software that requires training and hands-on daily interaction to be effective, while a full service provider will take over the day-to-day tasks (i.e., database management, developing marketing materials, mailings, e-mails, etc.) and, instead, deliver qualified leads to your sales force. Both approaches have their pros and cons. Full disclosure, I currently work for a full service provider, but I also spent eight years as VP of Sales and Marketing for a la...Read post