Today 90% of automotive consumers consume their information from in front of a screen. This cross-platform behavior is quickly becoming the norm, and understanding it has become an imperative for car companies and automotive retailers. Here are some insights from our latest research:
- 90% of consumers begin a task on one device and then complete it on another device. Smartphones are by far the most common starting point for this sequential activity.
- TV no longer commands our full attention. In a typical day 77% of viewers use another device while they are watching TV. Because of this, a business's TV strategy should be closely aligned and integrated with the marketing strategies for digital devices.
- While consumers are using more than one device simultaneously, content viewed on one device can trigger specific behavior on the other. Businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.