Portland, Ore. ─ Nearly 25% of consumers with Internet-enabled cell phones or mobile devices have recently used their device to research or shop for a car, almost double last year’s rate, according to a recent survey conducted by Chrome Systems, Inc., a subsidiary of DealerTrack Holdings, and a leader in automotive data.

The Chrome survey, conducted by IBOPE Zogby International, also shows that an increased number of consumers (30%) are looking to make new vehicle purchases compared to 2010 (21%).  “This renewed interest in new car buying is a positive sign for the automotive retail industry,” said Amit Maheshwari, general manager, DealerTrack Data Services.

In the survey, respondents also shared that they are using their mobile devices to primarily search for detailed vehicle information, including available makes and models, inventory and even trade-in value.  This is a shift from the past two years when the main mobile device activity for car-buying users was simply locating a nearby dealer.

“As the use of mobile devices and applications continues to become more prevalent in our everyday lives, the ability to access detailed vehicle information directly from the palm of your hand will dramatically change the overcall car buying experience,” commented Maheshwari.  “We expect the use of mobile devices for researching and shopping for vehicles to continue to skyrocket, resulting in a positive impact on the overall automotive retail industry over the next several years.”

About Chrome (www.chrome.com)

Chrome Systems, Inc., provides vehicle content, software, technology and services to deliver complete enterprise solutions to all segments of the automotive retail industry.  Chrome pioneered the technology behind electronic vehicle configuration with the introduction of PC Carbook, and since 1986 has collected, analyzed and enhanced “raw” automotive data from all manufacturers.