A recent research study conducted by Blackhawk Engagement Solutions shed light on several aspects of automotive shoppers around the country, revealing that many use their smartphones to compare prices. And the majority use retail websites as one of their top sources for comparing prices on automotive products.

Looking at the specifics of the “Where It’s At: A Connected Shopper Study,” 47 percent of the 2,608 adults surveyed from every region of the United States by Blackhawk, on a range of topics, said that they utilize their smartphone to compare the prices of auto products.

Interestingly, when posed with a scenario of purchasing four tires for $500, 60 percent said they would prefer a $125 rebate compared to 40 percent that said they would prefer an $85 instant discount.

Rodney Mason, the company’s global vice president of marketing, commented on the changing nature of shopping.

“Gone are the days of retailers only worrying about keeping up with their competitors,” Mason said. “Today, the key to winning at retail is keeping up with your customers. By charting where shoppers are landing as they explore new shopping territories, retail marketers can position their business in front of the competition and closer to targeted and underserved customers.”

The shopper study also featured a handful of other automotive-shopping related revelations, including the following sources that automotive shoppers surveyed rely upon the most for purchasing automotive products of varying types:

Top 3 sources for comparing prices

• 59 percent – retail websites
• 47 percent – in-store displays
• 43 percent – Google
• 41 percent – Amazon
• 29 percent – print ads
• 28 percent – TV/radio
• 25 percent – value shopper sites
• 14 percent – social media
• 10 percent – mobile apps
• 5 percent – billboards

To check out the entire “Where It’s At: A Connected Shopper Study,” click here.