Your Customer is an Early Adopter: Featured DealerRefresh Article

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New AutoMotion Dealer App article showcases new Nielsen mobile study on auto shoppers

Mobile Shopper Preference AutoMotion Dealer App

Mobile Shopper Preference

Nearly double those surveyed preferred apps over websites when using a mobile phone

A recent Nielsen study on mobile auto shopper behavior was highlighted in a DealerRefresh column by Ben Anderson, President of AutoMotionTV. The article states that early adopters from a mobile technology standpoint no longer define a unique minority. Rather mobile auto shoppers continue to embrace new technology in their shopping experiences.

A breakdown of the Nielsen study found that mobile car shoppers aren't just young and techy - the average age surveyed was 43. Additionally, the study found that mobile purchasers were not exclusively high-end buyers and shoppers preferred mobile close to the time of purchase. While desktops/laptops were favored early in the process during the research phase, mobile was more often tied to activities closer to the purchase stage. The study also looked at user preference during the shopping experience and whether individuals preferred mobile sites or mobile apps. The study found that among shoppers that used both websites and apps in their purchase process, nearly double those surveyed preferred dealer apps over websites when using a mobile phone. The study found that shoppers used apps most for contacting or locating a dealership, sharing aspects of the shopping process, and writing reviews.

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Beohn Caperson
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