Mobile accounts for two thirds of leads

Mobile now responsible for two-thirds of leads says Motors.co.uk

Motors.co.uk mobile device user

•    Two thirds of leads for Motors.co.uk dealers came from mobile devices in H1 2016
•    Motors.co.uk has also seen a five per cent rise in mobile visitors in H1 2016 compared to the same period last year
•    Automotive sites like Motors.co.uk bucking national retail trend

Motors.co.uk has discovered a significant change in consumer shopping habits, with two thirds of car buyers contacting a dealer after accessing the website via smartphone or tablet, rather than a desktop or laptop.

Last year across the wider retail industry more UK consumers completed a purchase from an online shopping basket via their desktop instead of a mobile device.* However, Motors.co.uk has seen a rise in website visitors using the mobile version of its site to contact car dealers.

In the first half of 2016, 66 percent of leads for Motors.co.uk dealers were generated by consumers on a smartphone or a tablet. Motors.co.uk also saw a five per cent rise in visitors using a mobile device in H1 2016, with 65 per cent looking for their next car on a smartphone or tablet, compared to 60 percent during the same period in 2015.

We are delighted that our website offers the right functionality that allows visitors to contact dealers directly from their smartphone or tablet
- commented Dermot Kelleher, Director of Marketing and Business Intelligence at Motors.co.uk

“While desktop visitors are just as important, we understand that consumers are now busier than ever and have worked hard to ensure that the visual hierarchy in the mobile and tablet layout is orientated around giving car buyers the right information quickly and easily. This means giving prominence to key calls to action including click-to-call and email dealer buttons, as well as fast access to the dealers’ location, vital when car buyers are out and about.

“The market cannot ignore that more than two-thirds of consumers use mobile devices when looking for their next vehicle and we fully expect this to rise as data costs come down in price and 4G coverage increases. We will continue to update our mobile services to ensure visitors are given an engaging and fluid user experience and we encourage dealers to think the same when reviewing their own websites.”

* according to the Monetate quarterly report

2016 Monetate Ecommerce Quarterly Report.pdf

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