Minneapolis, MN (PRWEB) December 27, 2012
DealerRefresh, a top automotive blog, published an AutoMotion article on why the smartphone is quickly transitioning from luxury to necessity.
Author Ben Anderson defines three points from a Nielsen study on smartphone adoption and why a dealer mobile strategy is of utmost importance.
1. Younger generation: Smartphone = must have.
Anderson examines the study's 18-24 and 25-34 age group. "While it’s no surprise that young high income earners choose smartphones, what should stand out is that 56% of 18-24 year olds and 43% of 25-34 year olds making less than $15k per year have a smartphone. That’s right, roughly half of young individuals surveyed who are only a few thousand dollars short of the 2011 poverty level of $10,890 made room in their budgets for the luxury known as a smartphone."
The article continues by focusing on the older generation:
2. Older generation: I’ll adapt if I can afford it
Anderson states, "Age group 45-54 shows income earners in the $75k-$100k range opt for smartphones 51% of the time while 55-64 year olds in the same bracket choose a smartphone at a rate of 42%. Takeaway? Smartphones aren’t just for the younger generation. Desirable demos in the older age bracket are increasingly considering this new technology essential."
The article finishes by looking at new vs old subscribers:
3. New subscribers are choosing smartphones rather than traditional mobile phones.
In the article Anderson continues, "Across all age ranges, new subscribers choose smartphones at a rate of 69% compared to 48% adoption for current subscribers. Segmenting the younger age ranges of 18-34 we see an adoption rate of 80%. That’s 8 out of every 10 new mobile phone subscriber between the ages of 18 and 34 choosing to purchase a smartphone over a traditional mobile phone. Wow."
The full article can be found at: http://www.automotiontv.com/is-your-dealership-focused-on-your-mobile-customer-new-nielsen-data-says-it-should-be/