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Auto Industry Turns to Mobile to Aid Sales

Mobile now plays an integral role in every stage of the purchasing process for cars, according to a report by L2. According to Nielsen, 63 percent of consumers also want in-car connectivity so that their mobile experience is never interrupted as they go about their day. Automakers that dismiss the power of mobile to guide purchases will no doubt suffer in the long term. “Automakers have longstanding investments [in smartphone and search] that effectively subsidize the digital efforts of affiliated dealerships,” said Colin Gilbert, research director of the report, New York.

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