Shoppers using mobile devices require less hand-holding - Study: Most go to a store to finalize transaction

摘要

Where will you find car shoppers who are deep in the purchase funnel? On their phones. A Facebook-commissioned study finds that 76 percent of what it calls "mobile-first" shoppers - those who do most of their research on smartphones and tablets - know the vehicle they want before heading to a dealership. To capitalize on this, the social network says, automakers and dealers have to think with a mobile mindset and better understand how to target their pitches to these customers.