Throw away your desktop. Close your laptop. In the blink of an eye, the “old way” has been replaced by mobile technology in all its forms: cellphone, tablet, mini-tablet and even, to a certain extent, advanced in-car telematics.
What the mass adoption of mobile means is nothing short of a tipping point, a shift in behavior when the technology that gives us more freedom becomes the first, second, and preferred way to use the Internet.
- 20 percent of your website visits are mobile
- 1 billion people will use mobile devices as their primary internet point by year-end
- 102 million people accessed Facebook exclusively via mobile in June
Mobile Changes eCommerce
Closer to home, local ad forecast and market firm BIA/Kelsey predicts that the number of local searches coming from smartphones will outpace those from PCs by 2015. According to Google, local searches make up 40 percent of smartphone activity.
The real impact, however, isn’t necessarily growth rates or revenue. It’s in behavioral changes and the increased expectations that come along for the ride. According to Russell Blackstone, e-Commerce Director at Hewlett Volkswagen, that’s a problem. “The mobile platform is one of the most neglected areas in the industry, and in need of vast improvement.”
Dealerships: Late to the Game?
Figuring out how mobile works in a digital world already crowded to the point of bursting with new gadgets and gizmos is extraordinarily complex. Indeed, Scott Gale, technical evangelist for Dealer.com, said that one of the biggest challenges is “the fragmentation of content among all mobile devices…”
So — Are We Mobile?
Mobile is just about as low funnel as you get. “The mobile touch may be the last interaction you have before they get to your dealership. It’s very low funnel; dealers simply have to have a mobile experience — it’s not an option.” Considering that JD Power, in their recent MWES study, made clear the requirement that automaker sites be mobile AND desktop friendly, it’s clear the shift from a desktop world to a mobile universe is already taking place.
Brian Chee is editor of Driving Sales. Read the here.