The automotive industry needs to strengthen its relationships with its influential female customers and the best way to do this is through the content shared on mobiles and tablets, especially video. These are the key findings of a study by personal video presentation specialist CitNOW.

Analysis of 2,000 consumers found that women were over 60% more likely than men to watch video content on their mobile phones. It also found that while some 43% of women do not trust the automotive industry, they do have influence over 85% of car-buying decisions.

The study also found that nearly three quarters of female car buyers would be more comfortable in their commitment to a sale if video were used. Alistair Horsburgh, CEO at CitNOW commented, "It’s clear that there is room for improvement of how comfortable women feel in the car-buying process and an understanding of how they shop is crucial to addressing this. Ask any retailer and they’ll agree that effective communication and trust are two of the most important elements of the car-buying process and our latest research proves that mobile video can be a major factor in establishing both.”