PORTLAND, Ore. — A survey by Chrome Systems Inc., a subsidiary of DealerTrack Holdings, found that nearly 25 percent of consumers with Internet-enabled cell phones or mobile devices used their device to research or shop for a car. The percentage is almost double last year’s rate.
The Chrome survey, conducted by IBOPE Zogby International, also revealed that 30 percent of consumers are looking to make new-vehicle purchases this year, compared to 21 percent in 2010. “This renewed interest in new-car buying is a positive sign for the automotive retail industry,” said Amit Maheshwari, general manager for DealerTrack Data Services.
In the survey, respondents also shared that they are using their mobile devices to search for detailed vehicle information, including available makes and models, inventory and even trade-in value. This is a shift from the last two years when the main mobile device activity for car-buying users was to locate a nearby dealer.
“As the use of mobile devices and applications continues to become more prevalent in our everyday lives, the ability to access detailed vehicle information directly from the palm of your hand will dramatically change the overcall car-buying experience,” Maheshwari added. “We expect the use of mobile devices for researching and shopping for vehicles to continue to skyrocket, resulting in a positive impact on the overall automotive retail industry over the next several years.”