The Rise of Mobile Apps in the Automotive Market

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By Mike Martinez

The mobile app wave of change is com­ing faster than any oth­er tech change out there – you need to move NOW. Due to their supe­ri­or ease of use and greater depth of fea­tures apps are more effec­tive at get­ting peo­ple clos­er to the deal­er­ship and keep­ing them close over their life time of own­er­ship.

• More than 46 per­cent of all Amer­i­cans now own a smart­phone, and own­er­ship is expect­ed to grow by 30 per­cent this year. Total app down­loads mea­sure in the bil­lions; and the num­ber of adult cell phone own­ers who’ve down­loaded an app to their phone dou­bled in the past year, accord­ing to Pew Research Center’s Inter­net and Amer­i­can Life Project.

 Con­sumer mobile app adop­tion is real­ly as pro­found a sea change as was the rise of the Inter­net and the shift to desk­top com­put­ing. When it comes to mobile usage, the time peo­ple spend with apps actu­al­ly over­took the time they spend web brows­ing.  Accord­ing to Flur­ry Ana­lystics, smart­phone and tablet users now spend 94 min­utes a day with apps, com­pared to a mere 72 min­utes spent brows­ing the web. Sim­ply put, more and more peo­ple will access infor­ma­tion via mobile apps.

• To win the mobile app space, you must give con­sumers use­ful, clever tools and prac­ti­cal val­ue in their every­day life that keeps them com­ing back to the app fre­quent­ly, or their fin­gers will tap the delete but­ton. In the past 30 days, 75 per­cent of the con­sumers access­ing Dri­ver Con­nect, a deal­er brand­ed mobile app, were return vis­i­tors. Among con­sumer users of Dri­ver Con­nect, approx­i­mate­ly 30 per­cent of all app users who were due for some kind of ser­vice sched­uled a ser­vice appoint­ment via the app.

The true pow­er of an app comes with repeat usage. Once that “mus­cle mem­o­ry” is built the app becomes a plat­form for mul­ti­ple types of com­merce. What’s cru­cial at this time is for deal­ers to invest in an app NOW and learn the lessons on how to make it stick; because the curl of the wave is approach­ing fast and no one can afford to be left behind.

Mike Mar­tinez is Chief Mar­ket­ing Offi­cer of DMEau­to­mo­tive, the indus­try leader in sci­ence-based, results-dri­ven auto­mo­tive mar­ket­ing that pro­vides a range of mar­ket­ing ser­vices to the biggest and most inno­v­a­tive auto­mo­tive orga­ni­za­tions in the indus­try. Mike can be reached at info@dmeautomotive.com.

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