A total of 53 percent of consumers now use a mobile device to shop for a vehicle, compared to just 46 percent in 2016. In addition, 18 percent of consumers research vehicles exclusively on mobile, up from 14 percent last year. This continuing rise of mobile creates a chance for dealers to target and effectively influence shoppers at any time and from anywhere, through mobile-specific content.
"This study confirms our belief at Cox Automotive that reaching and engaging car buyers online is becoming more important every day," said Scott Hernalsteen, senior director of research and market intelligence at Cox Automotive Media Solutions. "That belief is also why we developed Power of Three, our AutoTrader, Kelley Blue Book and Dealer.com unified media solution, that helps dealers enhance their online presence and engage consumers at every touch point. We hope dealers will take advantage of this data to hone their online messaging and sell more effectively to today's shoppers."
Cox Automotive commissioned the 2017 Car Buyer Journey Study through IHS Automotive and surveyed a total of 2,175 car buyers who purchased a vehicle within a year prior to August 2016.