According to an Autotrader study, 88% of prospective buyers use the Internet for their research, searching content on which car would suit their needs most, the best deals available for their budget, reading customer reviews all to narrow down where they go to buy their next car and when. People go online to research at every stage of the customer journey. Will this change in customer’s behavior determine future trends in the automotive industry?

1. Mobile rules the digital world

Mobile devices are the key element in customer’s experience when buying vehicles, but it is also important to salespersons. According to Google study, 58% of auto shoppers agree that in the future their smartphone is likely to be the only device they use for vehicle research. It is not enough to have just a mobile responsive website to attract your customers. They expect mobile apps, video content, social media and many more from their dealership.

Mobile-first users use m-sites and apps when they are doing their research. Buyers find m-sites and apps useful in different aspects of the research process. For example, if the buyer wants to compare vehicles, he will choose mobile websites, but if he wants to get warranty information, he will use apps for it.

2. Location, location, location

The Internet is and will stay the number one source for vehicle research. It doesn’t come as a surprise then that the buyers’ online experiences start with a search engine. The key element in such searches is the location, and customers prefer choosing dealerships that are closer to them. A study by Chitika showed that up to 43% of the overall query volume coming from Google (both mobile and PC) carries a local intent which means almost half of all search traffic is local.

Local searches lead to more purchases than non-local searches which presents an enormous opportunity for smart businesses who dominate local search in their niche.

3. Video breaks all barriers

There is no doubt about the video being the determining factor in the digital world and especially in the automotive industry. It is one of the most effective tactics due to its ability to bring the highest ROI, and it’s also in high demand by consumers. Every fourth customer would rather watch a video about a product than reading about it. Keeping that information in mind, who knows what other benefits video holds for the future of the automotive industry? The top types of videos car buyers watch include test drives, specs and features videos, and vehicle interior and exterior walkthroughs.

The automotive industry will definitely be shaped by the changes in the digital world, and marketing and sales will become a key focus for automotive brands. With video as a leading content, automotive buyers will expect to receive all the information in that format.

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