Young buyers, generally described with the term “millennials”, use the Internet when scouting for a new car, but what’s more interesting is they’re increasingly doing it on a smartphone.
According to the findings of a new research study, released by AutoTrader.com and made by IHS Automotive, no less than 95% of young buyers use online tools for the car shopping process. Besides using multiple devices for the task, the report also highlights that almost 50% used their smartphone – up from 34% just one year ago. When it comes to the percentage of overall car buyers, smartphone usage declines to just 28%.
“It’s vital for dealers to have a strong online presence if they want to have an influence on decision-making,” said Isabelle Helms, AutoTrader vice president of research and market intelligence. “With the growth of mobile, there is a need not only to have a mobile platform, but to have one that is easy to use is important,” Helms added.
Today, using Apple’s iPhone, or a smartphone using Google’s Android or Microsoft’s Windows Phone, we can accomplish a variety of tasks – from restaurant reservations to booking flights or hotel rooms. AutoTrader discovered that 35% of young buyers think that not having a mobile version of a site can hurt brand image.