37% of Buyers Want Text Messages from Auto Dealers

New vehicle purchasers have no shortage of resources to turn to when they’re considering their options. In the past few years, most auto dealers have built up their online presence. They’ve shifted their marketing budgets from traditional newspapers to digital publications and from TV to online video. Dealers are now realizing that many car buyers don’t mind getting text messages from them, either.

Morpace has just updated its report on Auto Dealer Texting. This year, 37% of surveyed auto purchasers said they would be very interested in getting text messages from dealers. This number is up from 34% last year. These purchasers want to know about vehicle availability, prices, and possible discounts. If they are further down the purchase funnel, potential buyers also want to know the status of their negotiations.

The Morpace study finds that 46% of vehicle buyers want to hear from the dealership after they make a purchase. Last year, only 42% of buyers said the same thing. Buyers like hearing about recall notices, service updates, and general maintenance information.  Analysts recommend that auto dealers solicit permission to stay in touch with prospective and recent buyers before they start texting them. Using this additional channel as a marketing tool can strengthen customer loyalty as long as it’s done with a light touch.

Auto dealers may have good results from targeting sports car shoppers with text messaging. AudienceSCAN data shows that 71.4% of this audience is male. Nearly 20% of these consumers have household income exceeding $100,000. Potential sports car shoppers over-​index for their interest in playing basketball and soccer. These consumers are far more likely than average to take a trip to the beach or a casino in the next year and may be planning to make these journeys in their new sports car. In the past 30 days, 37% of these audience members have taken action as a result of mobile smartphone apps or text messages they’ve seen.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.