Smartphone Use for Automotive Shopping on the Web Rises

Arianne Walker

The proportion of vehicle shoppers who use smartphones for automotive research on the Internet has climbed over 40% from 2010, according to our J.D. Power Automotive Mobile Site Study, which is based on automotive mobile website evaluations from 3,914 automotive shoppers who intend to buy or lease a vehicle within the next two years.

This year, nearly one-fourth (24%) of in-market smartphone Internet users have used their smartphone to visit automotive websites. A year ago, the figure averaged just 17%. Additonally, the 41% increase in visits to automotive websites on smartphones is far greater than for any other type of content, such as gaming (27% growth from 2010) or social media (17% growth from 2010).

Admittedly, the proportion of vehicle shoppers who use smartphones to visit the Internet during the shopping process is still relatively small. However, this is expected to continue to grow during the next several years, which will shape the way automotive marketers will need to design their mobile sites and apps. Continue reading ›