Luxury Brands and Mobile Auto Shopping Kickstart the Holiday Season According to Dataium

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iPads drive nearly 45% of all holiday mobile auto shopping.

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This year's holiday shopping trends highlight how important it is for auto dealers to have a website optimized for mobile.

Dataium, the largest aggregator of in-market automotive shopper behavior, today released its annual Holiday Auto Shopping report that details the online automotive shopping trends for the busiest retail shopping weekend of the year. According to this year's report, there was a 4% increase in average visitor traffic on auto dealership websites on Thanksgiving, with a 3% increase in average visitor traffic over the holiday weekend, compared to the previous year. While Cyber Monday may be the busiest online retail shopping day, the Monday before Thanksgiving was the busiest day for automotive websites: visitor traffic was 12% higher than average daily November traffic.

Mobile shopping on Black Friday continued a rising trend, with 33% of all automotive visitors browsing with mobile devices. This represents a significant increase from an average of 27% on other Fridays in November 2013. Dataium has observed mobile auto shopping on Black Friday increasing by 10% each year for the past three years, up from 12% in 2011 and 22% in 2012.

iPad usage has contributed greatly to this year's increase in mobile shopping activity: 44% of all mobile auto shopping traffic came from iPad devices during Black Friday. This is a dramatic increase from 2012, where iPads accounted for only 10% of all auto traffic from mobile devices.

"This year's holiday shopping trends highlight how important it is for auto dealers to have a website optimized for mobile," says Joe Burns, Director of Business Intelligence at Dataium. "There's a new generation of mobile-savvy auto shoppers that use a wide variety of devices, and they expect a fully-functional experience across all their devices. Even though iPads are becoming more popular, many shoppers are still accessing dealer sites on smaller screens. Making a website as functional as possible across all devices will ensure dealers are engaging these new shoppers effectively."

Performance across makes varied, with some experiencing higher than average performance compared to average daily performance in November. Luxury brands Acura and Audi experienced the largest overall increase in online visitor activity. Visitors to Fiat dealer websites jumped 23% on Black Friday compared to average daily visitors in November, the single largest increase in Black Friday traffic of any automotive brand; however, lead submissions for the brand were 28% lower than average daily performance in November.

To download the 2013 Holiday Auto Shopping report, visit

About Dataium, LLC
Dataium is the largest aggregator of online in-market automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events from millions of active auto shoppers monthly. The company supports cutting-edge data collection, analysis, proprietary research and reporting technology. For more information, visit, email info(at)dataium(dot)com, or call 877.896.3282.

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