Dealers See More Mobile Activity
Motor shoppers go mobile
Savvy consumers are getting more mobile. According to Razsor, the digital service provider, there has been an explosion in people accessing car dealership websites from mobile device.
The number of unique visitors to dealers’ website on mobile devices increased from 310,000 to a whopping 1.7 million in a year.
Mobile devices have been used to view pages on dealers’ websites 7.9 million times in the last year, which represents a huge rise of 6.7 million.
The click-to-call facility on many mobile sites, which allows interested consumers to call a dealer directly from their websites, has also proved popular with 16,000 more people avail of this feature inside the last year. Just 1,000 consumer used click-to-call in January 2012, but that has risen to 17,000 in the corresponding period last year.
Trader Media Group’s director digital marketing services, Craig Stevens believes the figures show a growing need for dealers to direct their efforts into reaching consumers in many different ways.
“The growth in Razsor’s mobile activity reflects the significant increase in the use of mobile devices by consumers in the past year,” he said.
“Recent research shows that more than 60% of consumers will leave a website that is not optimised for mobile and 90% move between different devices throughout the day.
“It is therefore imperative that dealers focus on making cross-platform capability a priority by ensuring their websites are optimised across a variety of online devices including desktop, tablet and mobile.”