Nearly half of Generation Y car shoppers use mobile devices in their search, and all age groups are increasingly tapping their smartphones and tablets for auto-market information, according to a J.D. Power study. Mobile ads, applications and other types of mobile content are a good way to reach younger buyers, who are also more open-minded about auto brands than other generations when they begin shopping, advises Arianne Walker, J.D. Power's senior director of automotive media and marketing.
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