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.
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.
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