Smartphone a staple device for car shoppers
This column is part of a series about online technologies that are affecting the retail automobile industry. Today, I’ll focus on how mobile technology is influencing the carbuying experience.
Chances are, if you have searched for a car or a dealership in recent years, you began that search on a mobile device. According to Autoshopper StudySM (2014), “more than one third of automotive Internet users use either a smartphone or tablet while shopping at a dealership, up from 29 per cent in 2013.”
That’s not surprising, given that searches on mobile devices surpassed PC Internet searches earlier this year, according to Google. In response to this trend, Google recently introduced a major upgrade to its search-rating algorithm (dubbed Mobilegeddon), which favours mobile-friendly sites over sites that aren’t mobile-friendly.
A mobile-friendly website is a condensed version of a desktop version, which includes functionality features, such as simplified navigation (thumb friendly), reduced graphics that don’t hamper your search for important information, and easy, click-to-call functionality.
Google updates its algorithms on a daily basis, and, occasionally, it provides a major update, previously with Panda and Penguin, and now with Mobilegeddon.
The reason Google keeps changing its algorithms is because it wants to provide better search experiences and results for the consumer. When consumers search for cars, furniture, clothing and other products on their smartphones, they want a quick and seamless experience, and Google is constantly trying to meet those expectations.
So, dealerships that have websites that are optimized for mobile will discover (if they haven’t already) that they are more visible and relevant in mobile searches. Being more visible and relevant means more potential customers will find those dealerships when searching for automotive products and services.
It’s not only car dealerships that are modifying their websites to be more mobile-friendly. Auto manufacturers, automotive publications, dealer reviews and ratings agencies, research firms, and used car guides are also in the process of tweaking their websites to make the mobile experience as easy and as satisfying as possible.
Google’s recent algorithm change underscores the huge shift in mobile searches, which is impacting the way shoppers research and purchase cars. A study conducted by Placed Inc., revealed some interesting stats about car shoppers and mobile devices.
The study found that smartphoneusing auto shoppers “were 72 per cent more likely to visit an additional dealership than shoppers who did not use a smartphone.”
It also reported that mobile searches are increasing the number of dealer visits: “Nearly two-thirds of mobile on-the-lot users visited additional dealers within a day, while only 36 per cent of those not using mobile moved on to other dealers.”
I can vouch for an increasing number of customers using mobile phones while on the lot. At our dealership in Huntsville, Ont., we see customers every day using their smartphones while viewing our vehicle inventory and while waiting for their vehicles to be serviced.
Even with the increasing use of mobile devices in researching and shopping for vehicles, visiting an actual dealership remains an important resource in the car-buying process.
Car shoppers can find a wealth of useful information online, but mobile searches can’t replace the tactile experiences of sight, touch and the all-important test drive, which contributes to the emotional aspect of buying a car.
Whether you are looking for a new (or pre-owned) vehicle, automotive maintenance, collision repairs, parts or accessories, your ability to find relevant information on a mobile device has never been easier. This column represents the views of TADA. Email president@tada.ca or visit tada.ca. Doug Sullivan, president of the Trillium Automobile Dealers Association, is a car dealer in Huntsville, Ont.