Smartphones Used at Dealerships While Buyers Shop


Crain's Detroit Business - October 24, 2012

More than half of consumers who use smartphones to research a vehicle before buying do so while at a dealership, J.D. Power’s 2012 Automotive Mobile Site Study found.

“As shoppers increasingly use their mobile device to gather information during the shopping process and even at the point of purchase, the importance and value of mobile Web sites to both manufacturers and shoppers alike grow exponentially,” Arianne Walker, J.D. Power’s senior director of media and marketing solutions, said in a statement.

Consumers were less satisfied with automotive mobile sites designed for smartphones than with Web sites designed to be viewed on desktop or laptop computers and tablets, such as the Apple iPad.

U.S. consumers were most satisfied with the mobile Web sites of Acura and Kia, the study found.