I don't think it's a secret that millions of Americans own a smartphones. See here: There Will Be More Smartphones than Humans & here: Afraid of Losing Your Phone, You Might Have Nomophobia
To affirm this even further, the brilliant folks over at Nielsenwire conducted a study: "New U.S. Smartphone Growth by Age and Income." While their study has produced a plethora of paramount statistics, there are just a few I'd like to touch on and examine their importance in regards to your dealership's mobile marketing strategy.
- In the 25-34 age group, Neilsenwire found that 66% own a smartphone.
- 8 out of 10 who purchased a new device in the last three months chose a smartphone over a traditional mobile phone.
- Of the people who purchased a new device, more than half under sixty-five years of age specifically chose a smartphone. In other words, they're adapting to a new world.
Neilsenwire also examined the relationship between income and age as it pertains to smartphone ownership.
- Those aged 55-64, with an income over 100k/yr, are just as likely to own a smartphone as those in the 35-44 age bracket with a substantially lower income.
What does this mean?
It simply means that people in the age bracket 35-44 view a smartphone as a necessity even if they're making only 35k/yr, while older folks view a smartphone as luxury. If I can afford it, then I'll buy it.
What does this mean for YOUR dealership?
Believe it or not, it all falls back to ZMOT and winning that Zero Moment of Truth. Seems like everything leads back to ZMOT these days, huh? In all seriousness, given these statistics, now you know your demographic in regards to smartphone users. It's time to utilize this information to inform your marketing strategy in the coming year. Several dealerships have already adapted by creating their own mobile app or a mobile program. For instance:
- "TEXT 12345" TO ABC MOTORS to receive specials to your smartphone"
Additionally, more and more people are purchasing smartphones, regardless of income. This is opening up a new avenue for you to reach your customers. If you're not adapting to this new, tech savvy world just like the 55-64 age group is, then you're going to be left in the dust.
Is your dealership implementing the proper strategy geared towards more mobile customers?