Survey Reveals More Vehicle Shoppers Depend on Mobile Devices and Social Media
According to a recent survey of online vehicle shoppers commissioned by Chrome Data, a leading provider of high-value vehicle content, applications and solutions benefiting the complete automotive sales chain, automotive retailers can nab more buyers by investing in robust and mobile-friendly online research tools backed up by social networking. More shoppers are increasingly using their mobile devices to research or shop for a vehicle (31 percent in 2012 vs. 24 percent in 2011) and locate a nearby dealer (45 percent in 2012 vs. 35 percent in 2011).
More than half of these shoppers (52 percent) used their mobile device to search for available makes and models in inventory that met their needs. In addition, the percentage of shoppers who are relying on social networking sites to research or get opinions on a vehicle more than doubled from only 11 percent in 2011 to 27 percent in 2012. Nearly a quarter (24 percent) have shared their opinion of a vehicle on a social networking site, which is triple the rate of last year (8 percent) and double the rates of 2010 and 2009 (12 percent each).
Furthermore, the rate of shoppers who used social networking sites to post images of vehicles they like, and view images of vehicles posted by other members, has doubled this year as compared to last year. The trend of jumping online to research vehicles instead of seeking information at a dealership also continues to gain traction.
Consumers who visit a local dealer’s website to research vehicles have steadily increased over the years from 34 percent in 2009 to 44 percent today. As dealer websites gain influence so does the importance of comprehensive online and mobile-friendly research tools to attract and retain vehicle shoppers.
“Shoppers want the convenience of researching vehicles on the go, and the hard facts and third-party opinions that lead to better purchasing decisions,” said Robin Goodyer, Director of Product Management, Sales & Marketing at Chrome Data Solutions. “Automotive retailers can leverage this trend and earn more business with mobile-friendly research tools that let consumers build, price and compare vehicles, and by having a comprehensive social media strategy.”
About Chrome Data Solutions, LP (www.chromedata.com)
Chrome Data Solutions, LP, is a leading provider of high-value vehicle content, applications, solutions, and a one-stop shop for vehicle data benefiting the complete automotive sales chain. Our 25 years of automotive data, unique tools and comprehensive solutions help our clients develop, market, and sell products more effectively and profitably. Our new and used data is delivered in formats that are easy to use and tailor to specific markets. We also have deep domain expertise in managing extremely complex vehicle ordering and pricing logic for new vehicles, and our wide array of data and other solutions enables us to comprehensively describe vehicles built in the last 30 years. Chrome Systems’ and Autodata Solutions’ data combined to form Chrome Data Solutions, LP.
Originally posted by Dealers Communications on December 18th, 2012