If May’s strong auto sales are a good indication of things to come, dealers could be in for a very busy summer car-selling season. There were 1.6 million cars and light trucks sold, an increase of 11 percent compared to this time last year, helping offset winter’s slower sales. This upward trend is in line with the traffic increases we’re seeing across our sites. In particular, vehicle details page (VDP) views – a key indicator of serious shopping interest – increased 28 percent for new vehicles and 40 percent for used vehicles.
The Move to Mobile and Tablet Devices
As we noted last month, mobile and tablet devices are also becoming an increasingly important indicator of sales and a significant source for car shoppers’ information needs. Consumers are changing their purchasing habits by using mobile and tablet devices before and during visits to showrooms, while dealers are embracing the need to meet these shoppers where they are – online and on the go.
As this shift occurs, mobile and tablet traffic to our sites has skyrocketed. In a year-over-year (YOY) comparison to May 2013, shoppers spent 127 percent more time and viewed 203 percent more pages on mobile devices. Even as vehicle recalls continue to plague the industry, dealers’ streamlined marketing and sales strategies have better addressed consumer demand and helped build trust.
The combination of educated consumers and cognizant manufacturers and dealers is paving the road for a very positive 2014. Check back next month to see how our traffic trends compare to national auto sales numbers.
For additional coverage on the health of the auto industry in May, and how transparent marketing is assuaging consumer concerns and driving sales, check out this perspective from Fortune.
Dave Winslow is Chief Digital Strategist at Dealer.com