automotive

Auto Shoppers On Desktops Call Dealerships More Than Mobile Users

A study of 1.1 million phone calls contradicts conventional wisdom that automotive marketers should focus ad spend on mobile, especially during peak sales seasons.

Most phone calls to dealerships are generated by consumers shopping on their desktops and laptops, not their smartphones, according to a new study published today by DT University, the educational and training center of DialogTech. The study should cause automotive marketers focusing primarily on mobile to reconsider how they allocate digital ad spend.

The study also shows that 54.8% of call conversions from Tier 1 (manufacturer/OEM) and Tier 3 (local dealership) automotive websites were from shoppers on their desktops and laptops. Only 45.2% of calls come from visitors on mobile devices.

The gap between desktop- and mobile-generated calls is even more pronounced during the automotive industry’s two peak sales seasons from March to May and from September to November, especially in November when 56.4% more calls from desktop/laptop than mobile.

The study also found that shoppers who call a dealership purchased vehicles on average 10 times more than consumers who fill out a form on a Tier 1 or Tier 3 website, making calls more valuable conversions to generate from digital advertising campaigns.

advertisement

advertisement

Next story loading loading..