By Pete Rizzo (@pete_rizzo_)
Released on October 11, a new AutoTrader.com report predicts that 52 percent of all car shopping will take place on multiple devices within the next five years.
Today’s car shoppers, particularly younger consumers, are increasingly seeking to leverage the power of smartphones and tablets during the buying process, the report found. But most notably, the data showed they aren’t just switching one channel for another.
“It’s more important than ever to focus on delivering the information and experience the consumers expect when they want it, how they want it and where they want it, rather than focusing on the platform itself,” the report authors wrote.
AutoTrader noted that multi-device automotive shoppers are still early adopters – representing just 23 percent of the current market. However, with these consumers expected to become the majority by 2018, the report’s insights provide valuable information automotive businesses can use to ensure their business evolves with consumer behavior.
Specifically, multi-device shoppers are developing more spontaneous new shopping habits, the report found. AutoTrader indicated that multi-device commerce is turning street shopping and television commercials into powerful catalysts that are allowing 26 percent of smartphone users and 22 percent of PC/laptop users to quickly translate interest into action.
“Dealers and [original equipment manufacturers] OEMs will need to be diligent about creating impactful and informative experiences on each and every device shoppers may turn to,” the study said.
To learn more about how automotive buying behavior is changing, explore our Interactive PYMNTS.com Data Point below. To download a full copy of AutoTrader’s “Multi-Device Car Shopping Study,” click here.
We’re always on the lookout for opportunities to partner with innovators and disruptors.
Learn More