Women buy more than half the vehicles sold in the U.S. and influence more than 85% of new car purchases. And according to a new study, car dealerships that want to reach this critical audience should look to mobile and social media marketing to do so.
A new study from digital analytics company comScore finds that Moms are 49% more likely than the general population to own a smartphone and 30% more likely to own a tablet PC:
The study also found that Moms are 20% more likely than the general population to use social media, and that 91% now use social media regularly.
In a year-over-year comparison, smartphone ownership by Moms is up 25% and tablet ownership is up 79%. In addition, the study found that 89% of Moms with smartphones access Facebook on those phones, and Moms are four times more likely to prefer to check social media on their smartphones. In fact, 45% of Moms say they are emailing less and communicating more through social media.
Using an automotive marketing CRM system that can facilitate the relationship between dealer and auto purchase influencer is key to remaining relevant in today’s digital marketing landscape.