Share Of Time Spent Consuming Online Content By Device, March 2014 [CHART]

Mobile remains an area of distinct opportunity for dealer innovation, especially as consumers have yet to fully integrate smartphones and tablets into the buying process. Any player in the automotive space that can reduce friction in the buying process—think what companies such as Uber and Lyft have done with on-demand transportation—stands to make significant headway with reluctant shoppers.

For now, most research time is still spent on PCs. As demonstrated by March 2014 xAd and Telmetrics data, the desktop remains the device where even consumers with mobile devices spend the majority of their time when researching auto. That finding was in stark contrast to their behavior in other verticals. Read the rest at eMarketer.