The massive rate of mobile phone adoption has ushered in a dramatic shift in consumer behavior for the U.S. automotive industry. Consumers researching cars, parts or services are no longer content to visit a website, fill out a form or send an email outlining their needs. With a smartphone in practically everyone’s hand, consumers want immediacy and human connection. In short, they want to talk.
Auto dealerships are experiencing a significant increase in the volume of phone calls from consumers, which directly corresponds to the rise of smartphone growth. In a September 2013 study, Google found that more than half of consumers searching for cars, parts or services on their mobile phones are “very likely” to click on a phone number to call a business.1 The intent of these consumers cannot be overstated.
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