Smartphones Used at Dealerships While Buyers Shop

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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.

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