Survey Results Reveal Increased Mobile Device Use for Car Shopping

Smartphones and tablets have evolved way beyond a simple communication device. They enable consumers to engage in social networking, hear breaking news stories and make purchase decisions from anywhere. For businesses, they present profit-earning potential that has grown exponentially in the last few years.

If you’re an auto dealer, you may have already started to recognize the not-so-hidden potential of mobile devices on your sales cycle.

According to a survey by J.D. Power and Associates, one in five new vehicle buyers who use the Internet in the automotive shopping process did so on a smartphone or tablet. More importantly, out of each tool utilized in the car shopping process, tablets were ranked as the most useful (even above test drives and opinions of family and friends).

After researching vehicles, nearly 60 percent of shoppers narrow down their decision to one model in the final week before their purchase.

However, getting consumers to research new and used vehicles on your site is half the battle. It's also important that they can actually reach your sales team once they have their sights set on a car.

An article by Dealer Marketing Magazine revealed that phone calls are the primary method of customer contact before and during a sale, yet 19 percent of new car sales calls never reach a sales representative, 6 percent hang up while on hold and 13 percent are sent to voicemail, with almost half of those callers electing to leave no message. Combined, that's a 38 percent loss of potential customers and revenue!

Investing in call tracking can help prevent this substantial loss. Call tracking providers such as Who's Calling can notify you when a call has been mishandled, record your calls and evaluate your staff's performance so you don't miss out on a potential sales lead.

For more insight into the role mobile devices play in the automobile buying process, check out the rest of the survey results here.