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 firstname.lastname@example.org.