This has been a winning strategy for the firm so far in 2013, and if the analyst estimate trend is any guide, it could continue into the second quarter as well.
Brands need to be prepared to accommodate this trend, as consumers will rely more and more upon screens to engage with brands and guide purchase decisions.
One month doesn't make a trend, of course, but the executive editor of Kelley Blue Book, a vehicle information guide for consumers, thinks buyers' attitudes are changing.