To understand how smartphones are impacting automotive digital marketing, first look at why. According to a 2020 study by Pew Research Center, more than 80% of an automotive marketer’s most prized demographic—adults 50 and younger making a good living (at least $75,000 a year)—own smartphones. And they spend more time using them than desktops or TVs. So it should come as no surprise that smartphones have also become an important component of the vehicle-purchasing process. A recent study by J.D. Power found that 34% new-vehicle shoppers use smartphones to research automotive purchases, up 70% from 2015. A 2019 study by Cars.com makes an even stronger case, listing smartphones as the most pop
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