New survey identifies the attitude and reactions of consumers toward dealer advertising and the rise of digital, social and mobile
FordDirect announced the results of its Automotive Digital Advertising Survey, which shows the growth of digital advertising channels and its impact on consumer behavior when purchasing a vehicle. For example, after viewing an online ad, more than 60 percent of consumers purchased a vehicle after contacting a dealer.
"To successfully reach consumers, dealers must participate in the channels consumers prefer, and with the rapid growth of mobile adoption and use of social media in daily life, it's clear this is online," said Stacey Coopes, chief executive officer, for FordDirect. "The results of this study support the need to increase focus on digital and social media advertising because of its market potential."
The study, conducted in December 2013, gathered responses from more than 1,100 vehicle owners to understand consumers' attitudes and reactions toward different types of automotive advertising, specifically digital, social and mobile.
Additional key findings from the study include:
-- Millennials love digital: Millennials search local dealer promotions in
digital and social media ads more than Generation X consumers and Baby
Boomers
-- Consumers are going mobile: More than 40 percent of the respondents have
conducted research on a dealership through their mobile devices. Among
those respondents, 54 percent of them looked for deals or promotions
-- Mobile advertising is effective: 46 percent of respondents are likely to
click a dealer's mobile ad when browsing through their mobile devices
