WESTLAKE VILLAGE, Calif. -

J.D. Power and Associates discovered Tuesday that the proportion of vehicle shoppers who use smartphones to access automotive information on the Internet has increased by more than 40 percent from 2010. 

J.D. Power’s 2011 Automotive Mobile Site Study examined the features and content of OEM-sponsored and third-party mobile websites and their usefulness in engaging shoppers who use mobile phones during the vehicle-shopping process. Analysts insisted the study is designed to assist manufacturers and third-party sites develop mobile websites that optimize traffic to dealerships.

This year, J.D. Power found 24 percent of in-market smartphone Internet users visit automotive websites on their smartphone. In comparison, this figure averaged 17 percent in 2010.

Analysts pointed out the 41-percent increase in automotive website visitation on smartphones is far greater than for any other type of content, such as gaming (27 percent growth from 2010) or social media (17 percent growth).

As smartphone usage among vehicle shoppers increases, J.D. Power thinks their usage patterns continue to evolve.

Use of smartphone features (aside from voice calling) has increased among vehicle shoppers from 2010, according to J.D. Power, with the largest increases occurring with app downloads and viewing of video content.

The study findings also uncovered several other key trends:

—While 30 percent of male shoppers visit automotive websites on their smartphones, only 18 percent of females do so. Males are also more likely than females to use tablet devices to access automotive information (22 percent versus 16 percent, respectively).

—Vehicle shoppers who access mobile automotive sites from smartphones are more likely to conduct their shopping activity while at home or at the dealer than any other place.

—Among vehicle shoppers who use their smartphone during the shopping process, 30 percent say they also own a tablet. Among these shoppers, more than 60 percent indicate they have used their tablet to access automotive information.

—Shoppers 40 years of age and younger are more likely to use their smartphone for vehicle shopping than are those shoppers 40 years and older (26 percent versus 21 percent, respectively).  

—While there is no relationship between household income and smartphone usage for auto shopping, the study showed there is a strong relationship between tablet usage and vehicle shopping. Households with higher incomes are more likely to use tablet devices.

—More than half of vehicle shoppers — 59 percent to be exact — have used, scanned, or taken a picture of a QR code or barcode for products or services.

“While the proportion of vehicle shoppers who use smartphones to visit the Internet during the shopping process is still relatively small, it is expected to continue to grow during the next several years, which will shape the way automotive marketers will need to design their mobile sites and apps, explained Arianne Walker, director of automotive research at J.D. Power.

The 2011 Automotive Mobile Site Study included 3,914 evaluations of automotive mobile websites from vehicle shoppers who intend to purchase or lease a vehicle within the next two years. The study was fielded in August.

The J.D. Power study results reinforce conclusions Auto Remarketing discovered about the use of digital endeavors and more. For more, visit Dealers & Experts Reveal Best Practices and Trends to Help Stores Leverage Digital Marketing.