Importance of motor dealer smartphone functionality underlined by new figures

Time 9:04 am, January 31, 2018

THE importance of maximising the usability of dealer websites on smartphones has been underlined by new figures from iVendi.

While the number of used car buyers using a laptop to access web sites is almost unchanged from a year ago, these latest figures show that there has been a marked swing away from tablets to smartphones.

At the start of 2017, smartphones accounted for 66 per cent of site visits and tablets for 10 per cent, this has now shifted to 69 per cent and seven per cent respectively. These figures are taken from visits to dealer websites that use iVendi online motor retail technology.

James Tew, CEO at iVendi, said: ‘This is very much about the increase in popularity of larger screen smartphones and especially the iPhone X and other Plus models, which are having a measurable impact. For this reason, tablets are falling away.

‘What it does underline is that dealers need to ensure that the functionality of their web sites and their entire online motor retail experience is nothing less than superb.

‘The fact is that, in 2018, the mobile is the online retail tool of choice and that applies as much to cars as it does to books, clothing or any other purchase.’

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Rebecca Chaplin's avatar

Rebecca has been a motoring and business journalist since 2014, previously writing and presenting for titles such as the Press Association, Auto Express and Car Buyer. She has worked in many roles for Car Dealer Magazine’s publisher Blackball Media including head of editorial.

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