More auto brands are investing in sites that work well on the mobile phone. Even though the percentage of brands in L2’s Digital IQ Index: Auto with mobile sites has decreased slightly from last year (64% vs. 69%), significantly more brands have built responsive sites (26% vs. 17%).
Investments in mobile site features have grown as well, but not all pay off equally. While auto shoppers spend 25% of their research time on mobile devices, one in ten access mobile resources while at the dealership. The timing – and imminent purchase – makes certain mobile site features pay off more than others. Auto brands have realized that. The number of brands offering live chat and financial calculators has doubled since last year, but fewer brands are offering 360° car views as shoppers appear to be further down the purchase funnel when on a mobile device.
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