CARY, N.C. -

In the first installment of our Digital Intelligence series, we talked about the prevalence of mobile devices in the car-shopping process. This time around, we’re going to take a look at other devices consumers are using and how these technologies are intertwined during the research and purchase processes.

Citing data from Polk, AutoTrader.com indicated in its recent Multi-Device Car Shopping Study that less than a quarter (23 percent) use multiple devices in the car-shopping process. And the PC/laptop is still the dominant car-shopping device.

But things are likely to change.

“With slightly less than a quarter of car shoppers using multiple devices, we are clearly still in the early stages of multi-device car shopping, but the 77 percent who are left will be hopping on the bandwagon soon enough,” said Isabelle Helms, senior director of research and marketing analytics at AutoTrader.

“As dealers and OEMs look to innovate in the mobile space, it’s important that they study these early adopters intently, as they are the ones who are going to be defining the road for all those who follow.”

That notion — that multi-screen usage is and will continue escalating, despite low current numbers — was one of seven takeaways Helms shared with Auto Remarketing in a recent presentation and interview.

The others:

•   It’s not as if consumers are simply swapping out one device screen to use another one instead. What they’re doing is actually adding to their arsenal of resources. According to the Polk data cited in AutoTrader’s report, 17 percent of PC/laptop users also used tablets, and 18 percent also used smartphones.

However, 79 percent of tablet users also used a PC/laptop, and 48 percent also used a smartphone.  Among smartphone users, 80 percent also used a PC/laptop, and 49 percent also used a tablet.

•    Car-shoppers have some positive things to say about how multiple device usage improves the shopping process. In fact, 80 percent believe it enhances the process; 78 percent found it bolstered their knowledge of cars; and 77 percent believe it empowered them in the process. About three fifths (57 percent) say it shortened the process.

•    Engagement is significantly shaped by device functionality and offerings.

“One of the things we wanted to understand was, when they’re using a desktop or a smartphone or a tablet, what are they using these devices for?” Helms explained.

“And what we learned through this research is that today’s content largely isn’t all that different, regardless of what you’re using … they’re using these devices for very similar reasons, so we think there’s an opportunity here,” she added.

Helms points out that many tasks are being conducted consistently across all three devices (smartphone/PC/tablet), including reading car reviews, looking at photo galleries and comparing models.

“So our belief here is that there’s actually a desire for consumers to conduct activities across these devices that may differ from one device to the next, but the content that is available today is keeping them doing things that are truly differentiated,” she said.

•    Either do it the right way … or stay away.  Granted, not having a mobile website can be detrimental to a brand, but not nearly as much as having a poorly working mobile site.

Consider this: 38 percent of consumers said their opinion of a brand would be negatively impacted by it not having a mobile optimized website. However, 68 percent said their opinion would be negatively impacted if the brand offered a poor mobile experience, AutoTrader said.

The company also found that 42 percent of respondents say that being able to use a mobile app positively impacts their opinion of a brand; meanwhile, 19 percent said their view of a brand would be negatively impacted if they brand did not offer a mobile app.

•    “On-Demand” will likely be in demand. AutoTrader’s study emphasized that multi-device users not only shop when it’s convenient for them, but also where it’s ideal for them. Interestingly enough, when asked where they used the device, “At Home” had the greatest share of shopping interactions across all three devices.

More specifically, here is how the data shakes out:

Tablet:
78 percent (of car-shopping interactions) at home
17 percent at work
3 percent on the go
1 percent somewhere else
1 percent at the dealership

Smartphone
55 percent at home
22 percent on the go
19 percent at work
2 percent somewhere else
2 percent at the dealership

PC/Laptop
75 percent at home
17 percent at work
5 percent somewhere else
3 percent on the go
 

And here’s the kicker: spontaneity.

According to the study, 72 percent of shopping interactions on a tablet were spontaneous, versus 28 percent planned.  Smartphone (76 percent spontaneous/24 percent planned) and PC/laptop (71 percent spontaneous/29 percent planned) usage showed similar figures.

•    Make the connection. AutoTrader found that loyalty is increased when experiences are connected across devices. In fact, more than half (51 percent) said their opinion of a brand would be improved if it were to offer a single sign-on options across devices.

Stay tuned to Part III of this series, where we discuss multi-device usage in more detail.

Part I can be read here.

Joe Overby can be reached at joverby@autoremarketing.com. Continue the conversation with Auto Remarketing on both LinkedIn and Twitter.