News : DT University Study Reveals Automotive Shoppers on Desktops Call Dealerships the Most
Chicago, IL, USA, Sept, 2017 -- Despite the well-publicized shift in automotive digital advertising spend to mobile, most phone calls to dealerships are still generated by consumers shopping on their desktops and laptops, not their smartphones, according to a new study published by DT University, the educational and training center of DialogTech. That trend is even more pronounced during the two peak sales seasons for dealerships in North America. The study should cause automotive marketers focusing primarily on mobile to reconsider how they allocate digital ad spend.
The DT University study, which examined data from the DialogTech voice management platform on over 1.1 million phone calls to thousands of North American dealerships, found that:
- 54.8 percent of call conversions from Tier 1 (manufacturer/OEM) and Tier 3 (local dealership) automotive websites were from shoppers on their desktops and laptops
- Only 45.2 percent of calls come from visitors on mobile devices
....NOTE - content continues below this message
SPONSOR MESSAGE: INVITATION!
We invite you and your colleagues to take a couple of days out of your busy schedule to join us and the elite in the industry to listen to the NEXT GENERATION Contact Center & Customer Engagement Best Practices.
The gap between desktop- and mobile-generated calls is even more pronounced during the automotive industry’s two peak sales seasons from March to May and from September to November:
First Peak Sales Season
March: 22.2% more calls from desktop/laptop than mobile
April: 27.3% more calls from desktop/laptop than mobile
May: 27.3% more calls from desktop/laptop than mobile
Second Peak Sales Season
September: 22.2% more calls from desktop/laptop than mobile
October: 22.2% more calls from desktop/laptop than mobile
November: 56.4% more calls from desktop/laptop than mobile
The study also found that shoppers who call a dealership purchased vehicles on average 10 times more than consumers who fill out a form on a Tier 1 or Tier 3 website, making calls more valuable conversions to generate from digital advertising campaigns.
"The DT University study should be an eye-opener for auto manufacturers and dealerships," said Alain Stephan, SVP of Analytics Services at DialogTech. "When you ramp up digital ad spending during peak sales seasons, don’t forget to target desktop shoppers – they drive the most calls and revenue."
Posted by Veronica Silva Cusi, news correspondent
Today's Tip of the Day - Increase Spending Where It's Visible
More Editorial From DialogTech
DialogTech, the combination of Ifbyphone and Mongoose Metrics, provides the only platform for end-to-end call attribution and conversion essential for data-driven marketers. DialogTech's platform solves one of the most pressing challenges in today's mobile-first world by eliminating the black hole inbound calls create in understanding true marketing performance.
Published: Monday, September 11, 2017
Genesys® powers 25 billion of the world’s best customer experiences each year. Our success comes from connecting employee and customer conversations on any channel, every day. Over 10,000 companies in...
Semafone provides secure voice transactions for contact centres and retailers taking Cardholder Not Present (CNP) payments. The solution allows a call - and the call recording - to continue as normal ...
Aspect Software contact center and workforce optimization solutions engage consumers, empower agents, improve quality, and lower the cost of delivering remarkable experiences. Our cloud, private cloud...
|Genex Infosys Limited|
Genex, part of the IPE Group UK, is an outsourcing provider of customer experience management and trusted by world’s leading brands. We achieve results through transforming our clients' businesses and...