Auto shoppers said to embrace mobile searches, not apps

11/13/2012 | MediaPost Communications

While 15% of mobile consumers are using their smartphones and tablet computers to conduct auto searches, less than 1% are using applications, according to a study by Telmetrics and xAd. "Automotive mobile marketers should recognize auto searchers’ preference for mobile websites over apps," said Bill Dinan of Telmetrics, while adding, "Also, understanding the role of location -– specifically the importance of local driving distance -– is essential to harnessing the 65% undecided mobile auto audience and their purchasing power."

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