L2’s Digital IQ Index: Auto tracked the mobile and tablet capabilities of 42 automotive brands in the U.S. market. One of the surprising findings was the dearth of responsive mobile sites. Only 26% of Index brands have a responsive mobile site, an improvement over 16% last year. The number of mobile optimized sites declined, 64% of brands at the time of the study vs. 69% in the previous year. Investment in tablets has multiplied, but is still low. Twenty-four percent of Index brands had a tablet-specific site, a small percentage but a significant improvement from last year’s 2%. Surprisingly, 74% of brands use the desktop site for tablets.


But features on mobile sites are becoming more ubiquitous. Eighty-four percent of auto brand mobile sites are geolocation-enabled, and the number of brands with live chat capabilities had doubled since last year. Seventy-four percent of mobile sites feature current offers, and 69% of brands have tablet sites with touch-sized buttons and links.

Screen Shot 2014-07-10 at 10.33.21 PM

A recent report said that auto shoppers spend 25% of their time accessing online resources from their mobile device vs. 51% of general shoppers. However, one in 10 auto customers access information on their mobile when in a dealership. Brands have started to capitalize on this feature by offering mobile site feature, but use of responsive design and device customization could improve.


Daily Insights in Your Inbox

Edit your preferences or unsubscribe