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Chris Purser

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Local, Mobile Shoppers Researching Your Site

As salespeople, it's imperative to be abreast with shopping trends.  The survival of your dealership may depend on it.  A rapid growing trend is the growth of smartphone and tablet use, especially to access local content.  These are shoppers nearby, ready to purchase from a local dealership. 

There are a bunch of studies and mobile stats indicating that mobile internet usage is predicted to surpass desktop internet usage in 2014.  This phenomenon can only have an impact on shopping behavior.  A new study by xAd and Telemetrics reveals that smartphone and tablet owners are very reliant on these devices when researching local products and services. 

The following are more stats, in addition to the graphs, on smartphone and tablet usage:

  • Smartphone users were more than 5 times more likely than non-smartphone users to access local content (77% vs. 14%)
  • 46% use smartphones and tablets exclusively to aid their local purchase decisions
  • Half of the 46% use smartphones and tablets at the beginning of the research process
  • One-third of the 46% use their device throughout the purchase process
  • 60% of smartphone researchers have completed purchases
  • 53% of tablet researchers have completed purchases
  • 53% of respondents overall said they eventually made their purchase offline or in-store (also called "webrooming")
  • Shoppers aged 18-35 are far more likely to "webroom"
  • Smartphone users prefer accessing local content via applications than through browsers

Importance-Mobile-Optimized-Websites-May2013There are a lot of stats here but they speak volumes to the popularity of local content on mobile devices and the need to be ready for the mobile world.  For those in the retail business, what are some changes (if you haven't already made them) could you do?  I would first start by:

  • Optimizing your website for mobile
  • Ensure that your website looks good and works well on mobile devices, especially to attract return visitors
  • Optimize your email or other correspondence for mobile devices to avoid email deletion
  • Make it easy for the mobile visitor to obtain pertinent information, including how to contact your dealership
  • And add a simple call to action that can turn the customer into a lead so you know when they're coming to you, ready to buy

Sources:

http://www.marketingcharts.com/wp/interactive/77-of-smartphone-users-accessed-local-content-in-december-2012-29312/
http://www.marketingcharts.com/wp/interactive/almost-half-of-mobile-owners-rely-only-on-their-devices-for-local-purchase-decisions-29117/
http://www.marketingcharts.com/wp/interactive/webrooming-more-prevalent-than-showrooming-among-millennials-29712/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink

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