Smartphones and vehicles go hand in hand, especially when it comes to purchasing or leasing a new car, according to research.
More than half (53%) of respondents said it’s very important or important to have their smartphone with them while shopping for a car, per AdColony’s Car Buying Survey. Consumers use their smartphones during the purchasing process for a variety of reasons, but the top three functions include comparing prices, researching models/specs and finding dealerships.
Almost 60% of consumers are very likely or likely to visit a dealership after researching a car online. A large majority (70%) of consumers would consider watching and/or interacting with a video on a mobile device to explore models and features, according to AdColony, which is a mobile video advertising and technology company.
More information and online reviews are the top factors that would make consumers more likely to consider one brand or model over another. Easy access to a local dealer and brand image are also very important.
Advertising is also important, with 61% saying they consider relevant auto ads when shopping for a car, 41% reporting they are very likely or likely to click on an auto ad during the overall car buying process, and 44% more likely to consider one brand or model over another because of brand image.
It’s important to ensure ads cater to younger audiences because 33% of car buyers are between the ages of 18 and 34, per the research. The majority of consumers purchase new cars, although a large portion (43%) still looks for used.
The AdColony Car Buying Survey was distributed globally and gained over 600 responses. Participants ranged from 18 years of age to over 75.