DMEautomotive survey reveals that online search is the #1 way first-time consumers select dealership service departments – trumping ‘drive-bys’ and personal recommendations Under-35 consumers’ service provider selection guided by search, online reviews, store websites, digital ads, email offers, video, mobile mapping and daily deals at remarkably higher rates Internet/mobile search is the #1 way a dealership’s first-time customer finds/selects them (29%). Dealers are locked in a competitive battle with the aftermarket: 82% of service consumers report they typically use the same service center, but only 37% always visit dealership for service. Non-digital sources of service info taking major hits: only 51% now use owner’s manual (down from 61% in 2011), and only 26% consult actual service centers (down from 43%). 59% of auto servicers now read emails on their mobile phones – up from 45% a year ago. More than 1 in 4 under-...
Posted on: Fri, 24 Jan 2014 14:49:58 +0000
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