SHOPSMART AUTOS – CONSUMER REPORT – JULY 26, 2020
SHOPSMART AUTOS – CONSUMER REPORT – JULY 26, 2020 According to research from Facebook, US vehicle shoppers not only use mobile devices as they research new cars, they even prefer them for some activities. A majority of vehicle shoppers, for example, said mobile was a better way to ask friends and family about auto options, and about two in five preferred to book a test drive from a mobile device. For automotive dealers, the biggest marketing priority by far is increasing lead volume and conversions. (9 Clouds, “The 2016 State of Automotive Marketing”)3. Dealerships are also utilizing the data they have on hand prior to contacting a prospect. The most common pieces of consumer data include basic contact details, vehicle interest, and purchase/service history. (9 Clouds, “The 2016 State of Automotive Marketing”)
4. 54% of consumers would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price. (Autotrader) 5. 72% would visit dealerships more often if the buying process was improved. (Autotrader)
6. Research that Google commissioned from Millward Brown Digital indicates that 70% of people who used YouTube as part of their car buying process were influenced by what they watched and views on YouTube of test drives, features and options, and walk-throughs have doubled in the past year. 7. A report by automotive research company, SBD provides evidence that these connected systems are important to younger, more digitally oriented consumers and will likely impact their next vehicle brand purchase decision. Cars play a key role in supporting Millennials’ need to stay connected, and in a study by Autotrader.com, 72% of younger millennials indicated that a car is important to their social life. Style and features, especially technology, are critically important to them. For example, more than 70% of younger millennials cite technology and infotainment features as “must-haves” when purchasing a car.
8. Integrated mobile apps and connected vehicle services deliver more value for the customer, enhancing customer loyalty after the initial car purchase. A study by DMEautomotive showed that vehicle buyers using a branded app were 73% more likely to make a purchase from the dealership, and after making a purchase, booked 25% more service appointments than shoppers without an app.
9. They also spent more money than non-app users when purchasing a vehicle, 7% more according to a study commissioned by Cars.com. 10. According to a study by Arthur D. Little, dealers average response time is 9.2 hours and OEMs average time is around 24 hours. This is a huge opportunity for improving the overall customer experience.
Make It A Champion Day!
Brandon Hardison Shopsmart Autos / Champion Strategies
For Further Information Contact Brandon@shopsmartautos.com
Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 EQC, 2020 Ford Super Duty, 2020 Honda Pilot, 2020 Kia Optima, 2020 Kia Soul, 2020 Subaru WRX STI
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