While the kids are otherwise occupied, full-time nanny Melinda snatches a few minutes to research different car brands and safety ratings on her smartphone. Limited free time makes it difficult to visit the dealership, so she uses mobile for everything from research to video test drives.
Consumers like Melinda want the dealership experience at their fingertips. As they navigate their overscheduled lives, their only opportunity to test drive their next dream car may be by watching mobile videos. For Melinda, short breaks at work are the perfect time to compare brands and watch videos that will help her get that test drive experience without having to take time from her day.
Busy consumers use the dealership as a place to purchase, not to browse. People want to experience the car while they're on-the-go, without having to go to a physical location. Now that research and decision-making are happening more frequently on mobile, brands that can be useful by providing the dealership experience on a smartphone will seal the deal. Video is a great format for connecting with consumers, and offers brands the opportunity to be there for time-starved shoppers in these is-it-right-for-me moments.
The average car purchaser makes just two visits to dealerships.
Source: Google/TNS, Auto Shopper Study, 2015, United States. Consumer Barometer n=500.