While having a dealership website is a must these days, it isn’t enough if you want to increase your customer base and even keep current customers. Let’s face it, the use of mobile phones is rising at an amazing pace, and it’s not just a fad for those who want to play games. Mobile technology is changing how customers research, review and ultimately purchase their vehicles. Here are 5 reasons why your dealership needs a mobile site.
- The Number of Mobile Users is Growing – In 2007, roughly 400 million users across the globe used mobile phones for accessing the internet vs. approximately 1.1 billion people who used desktops1. The number are converging, with Mobile Media users forecasted to match Desktop users in 2013 at over 1.6 billion users each, and mobile media outgrowing desktop users in the years which follow.2 Dealerships need to be prepared, to place their inventory and dealership information where the public is spending their time – on their mobile phones!
- Shopping Habits are Changing – In 2010, 33% of Mobile Phone owners used their mobile phones to access a retailer website.3 Being able to access and perform tasks on a retailer’s website is important to today’s consumers who want information and access to retailers’ information wherever they are. In 2010, ForeSee Results conducted a study of nearly 10,000 visitors to the biggest (as determined by revenue) e-retail websites in the U.S., examining their mobile shopping trends. Of the shoppers using mobile phones to access retailers’ sites, 56% compared prices, 46% compared products, 35% looked up product specifications, and 27% looked up product reviews4.
- Your Customer Base Can Expand – Dramatically! – Look around your dealership. How many of your current customers are on their mobile phones, making calls, looking up information? Perhaps 50%, 60%, even 70% are mobile phone users. Now, look at their children…. How many teens (and tweens) are texting or searching sites on their phones, glued to their devices like it’s the only source of information in their universe? The teens/tweens are your future (near future) customers. They’re the ones who will use their mobile phones to research cars, discuss vehicles with friends via Facebook and Twitter, send each other photos and links to their favorite cars and dealership. These are the soon-to-be young adults who will rely on what they find on their mobile phones. And if your dealership doesn’t have a mobile site when they’re searching for a vehicle, you will miss out on a generation of customers. These are the new buyers…for years to come.
- Your Customers Expect It– The mobile generation is just that, 'mobile' - on the go. They want to see, talk, discuss, review, make decisions wherever they are. That means they expect the ability to upload, download, research, access and discuss vehicle information with retailers and friends alike anytime, anywhere. If these consumers can’t find the information on their mobile phones (or can’t read the full ‘regular’ sites which are designed for desktops and not mobile phones), they’re likely to move on, literally and figuratively. Your mobile site (or lack thereof) molds the mobile phone customer’s expectations about your dealership… can your dealership give him what he wants, easily, quickly, without hassles? In other words, to these customers, your mobile site IS YOUR FIRST IMPRESSION.
- Your Dealership Isn’t As Accessible As You Think– Can customers find your dealership on the internet? Hopefully with the right SEO and SEM, your website is at the top of the search engines. But what about those customers who use a mobile phone? Mobile phones are not the same as desktop computers. Websites and searches do not work the same. If a customer stumbles across your website and he can’t navigate it or read the information, he’ll move on to another site. A mobile site makes your dealership accessible. The basic info is there, easy-to-see on a mobile site, giving customers what they needs to know about your dealership (e.g. About Us, Find Us, Call Us, Appointment Request, Coupons, Reviews, Photos, Vehicle Info.). Make your dealership easy to find /accessible for customers – all customers, not just those sitting at a desk top.
Capture a new generation of customers who are searching for a dealership that can meet their needs. Find out how easy (and inexpensive!) it is to have a mobile site, one that will keep you in touch with the Mobile Phone Generation.
1comScore: “The State of Mobile: US Mobile Media Landscape and Trends”; author: mark Donovan, SVP Mobile + Sr. Analyst. June 8, 2010 , p.7, Source of Graph: Morgan Stanley Research
2comScore: “The State of Mobile: US Mobile Media Landscape and Trends”; author: mark Donovan, SVP Mobile + Sr. Analyst. June 8, 2010, p.7, Source of Graph: Morgan Stanley Research
3The ForeSee Results Report on Mobile Shopping (U.S. Edition 2010)
“Explosion in Mobile Retail Provides Opportunity for Retailers” January 10, 2011 by Kevin Ertell, Vice President, Retail Strategy, ForeSee Results, p.3
“Explosion in Mobile Retail Provides Opportunity for Retailers” January 10, 2011 by Kevin Ertell, Vice President, Retail Strategy, ForeSee Results, p.4