The Ongoing Shift to Mobile Browsing

Stop me if you heard this before – people are increasingly searching and surfing the web on their mobile devices. Recently, we included the importance of mobile-friendliness in our Top 3 Automotive Dealership Marketing Trends in 2019 blog post, citing a Google study that found 58 percent of auto shoppers said that their smartphone would be the only device they use for vehicle research in the future. A recent survey released by the Pew Research Center further highlights how vital mobile optimization is. We’ve read through the study and pulled the most important findings, and applied them to the automotive industry.

Where Are People Browsing?

Among the most noteworthy takeaways from the Pew survey is that, across all age groups, people are using their mobile device as their primary tool for accessing the internet. 37 percent of Americans say that they mostly go online using their smartphone, nearly double the 19 percent reported just six years ago in 2013.

Focusing on Younger Consumers

As you might expect, younger age groups are more likely to utilize their smartphone’s web browsing capability. The 18-29 age group’s usage jumped from 41 percent in 2013 to 58 percent in 2019. The 30-49 age group saw an even more drastic increase. The 2019 study reported 47 percent primarily use their smartphone, compared to 24 percent in 2013.

Automotive Dealership Mobile Optimization

For people in the automotive dealership industry, or any business hoping to increase their site’s web traffic, the Pew Research study further illustrates the importance of mobile optimization. More than four out of five Americans now own a smartphone, and the trends are potentially signalling a not-so-distant future where the majority of consumers are primarily browsing through their smartphone.

Regardless of future trends, consumers are increasingly researching and discovering new brands through searches done on their smartphone, and your website should be prepared. Testing the functionality of pages on a variety of mobile devices as well as on desktop browsers can ensure people have a positive experience on your site. Even something as simple as checking that the layout and design looks visually pleasing across all platforms can make a huge difference in the user’s experience. Clearly, this is a part of your online strategy that can’t be ignored.

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