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BizReport : Mobile Marketing : December 09, 2014

Go ahead, text us, say more car buyers

When customers are researching an automotive purchase, or looking for after-sales care, mobile is the way to go, particularly among Millennials, according to a couple of recent surveys.

by Helen Leggatt

According to the latest AutoTrader 2014 Automotive Buyer Influence Study, using social media to sell vehicles is not the way to go. It found that just 1% of potential vehicle purchasers are using social in their research.

However, while the Internet remains the primary place auto buyers go to research a purchase, mobile is becoming a lot more popular - particularly among Millennials. AutoTrader found that while 34% of Millennials used a smartphone to shop for a vehicle in 2013, that figure now stands at 50%.

A more recent study, this time from research firm Morpace, concurs. It found that the best way to engage with vehicle buyers, both before and after a purchase, is via mobile. Their survey of U.S. consumers found that text messaging posed a significant opportunity for dealerships to engage with customers.

In 2013, 34% of prospective purchasers were 'very interested' in receiving text messages from dealerships - this year that figure has risen to 37%. Furthermore, nearly half (46%) of vehicle buyers want to hear from dealerships by text message after they make a purchase, up from 42% last year.

In particular, purchasers want to receive texts about service updates, maintenance information and recall notices.

"Consumers are increasingly comfortable communicating informally on their mobile phones and through a myriad of mobile devices," said Ed Knopp, Morpace vice president of automotive research. "This type of messaging allows for ongoing, immediate dialogue with both parties able to respond."

Image via Shutterstock

Tags: automotive vertical trends, dealership, mobile, text messaging

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  • Car dealerships are our best customers. We allow them to send and receive 2-way texts through their land line and toll-free numbers. They seem to engage much more often and effectively without the need for opt-ins.



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