INTRODUCTION
Mobile device use is changing the way consumers shop for vehicles. Shoppers are researching vehicles
whenever and wherever they are, and arriving to dealer lots better informed than ever before.
To complicate the vehicle sale, consumers are using mobile devices while at the dealership to simultaneously shop competitive inventory, a practice commonly referred to as showrooming in other retail environments
where shoppers can competitively shop and buy online while in a brick and mortar retail outlet.
To better understand the impact of mobile adoption for automotive retailers, Cars.com partnered with
Placed Inc., the leader in location-driven insights and mobile ad intelligence. In this independent study
commissioned by Cars.com, Placed used its location based panel to survey shoppers who were visiting a
dealer lot, and to understand the role mobile devices played while shopping for a car.
The findings hold valuable insight for automotive
retailers, who must quickly adapt to rapid adoption of
smartphones as part of the car buying research journey,
especially on the lot.
SMARTPHONE ADOPTION IS DRIVING
CHANGES IN AUTOMOTIVE SHOPPING
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