According to a new study published by DT University, the educational and training center of DialogTech, despite the well-publicized shift in automotive digital advertising spend to mobile, most phone calls to dealerships are still generated by consumers shopping on their desktops and laptops, not their smartphones.
That trend is even more pronounced during the two peak sales seasons for dealerships in North America. The study should cause automotive marketers focusing primarily on mobile to reconsider how they allocate digital ad spend.
The DT University study, which examined data from the DialogTech voice management platform on over 1.1 million phone calls to thousands of North American dealerships, found that:
First Peak Sales Season
"When you ramp up digital ad spending during peak sales seasons, don't forget to target desktop shoppers – they drive the most calls and revenue," said Alain Stephan, SVP of Analytics Services at DialogTech.
The full DT University study can be found here.
SOURCE DT University
Edited by G. Davila