How Mobile and Desktop Usage Is Shaping the Auto Industry

In the modern-day era, we know mobile platforms are an essential piece to the success of a brand. Consumers are becoming increasingly mobile-first, with most people checking their phones 150 times a day.1 Even still, the average mobile web page takes 15.3 seconds to load.2 This leaves a lot of opportunity for improvement.

So how is mobile shaping the auto industry? According to a study by J.D. Power this year, customers are finding the mobile experience more rewarding than the desktop experience when visiting third-party automotive websites like Autotrader, Cars.com and Kelley Blue Book. This is huge considering that people who have a negative experience on mobile are 62 percent less likely to purchase from you in the future.2

But are consumers in the auto-industry actually more mobile-first than desktop-oriented? Research suggests mobile versus desktop usage might be based on where the customer is in the buying process. This applies to where they are both in their customer journey and their physical location. For example, users might lean toward desktop when doing research from home but be more likely to use their mobile device when comparing prices on-the-go or even at your brick-and-mortar location.

Overall, the automotive industry needs to continue to innovate its mobile strategy. Optimizing your website for mobile, creating user friendly apps that are useful at-home and at your location, and utilizing location-based tools such as geofencing are the keys to success for automotive brands now and in the future.

At Copart, we’re leveraging mobile to better serve our buyers, whether they’re at home, at one of our locations or bidding on the go. Check out the Copart Mobile App to see our newest features.

Sources

1https://www.thinkwithgoogle.com/marketing-resources/micro-moments/win-every-micromoment-with-better-mobile-strategy/

2https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-site-speed-tools/

Additional References

https://www.forbes.com/sites/briansolis/2018/03/22/customers-are-increasingly-mobile-first-yet-mobile-websites-are-sending-visitors-away/#187454873e32

http://www.jdpower.com/cars/articles/jd-power-studies/2018-us-automotive-website-evaluation-study-cross-device-results

https://www.millwardbrowndigital.com/blog-mobile-mantra-auto/

http://www.v12data.com/blog/3-ways-automotive-industry-can-reach-mobile-first-consumers/

http://www.cmo.com/opinion/articles/2018/1/17/3-reasons-why-mobile-is-the-future-of-the-auto-industry-oneaudience.html#gs.CL0xmrE


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