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AUTOMOTIVE MARKETING STUDY REVEALS TWO DISTINCT MOBILE SEARCH PATTERNS AMONG CAR SHOPPERS AND SERVICE CUSTOMERS
Nielsen “Mobile Path-To-Purchase” Study Shows Mobile Auto Searchers Evenly Split Between Conversion and Research
NEW YORK and TORONTO – NOVEMBER 13, 2012 – xAd, a leading mobile-local advertising network, and Telmetrics, the top mobile call measurement provider, today released new Automotive category data from their ongoing xAd/Telmetrics Mobile Path-to-Purchase Study showing that even by category mobile usage can vary drastically based on user needs and intent. The category has a 51 percent conversion rate as it is comprised of buyers searching for auto parts and services and shoppers conducting new and used car research.
“Mobile Auto users present a diverse audience that advertisers must consider in their mobile ad strategies as the new/used auto shopper is doing a lot of research while the auto parts/service buyer has an immediate purchase need for maintenance or malfunction,” said Monica Ho, vice president of marketing of xAd Inc. “Advertisers that use these new insights correctly can improve their ad relevancy and performance while reducing ad waste by ensuring mobile ads are hitting the right audience with the right message.”
Targeting Mobile Auto User Profiles Key to Mobile Campaign Effectiveness
While mobile auto users generally skew Caucasian (68 percent), males (64 percent), with a household income of $50-100K (35 percent) an observation of actual mobile auto user behavior revealed four further subcategories of auto users – each with its own distinct auto needs, demographics and usage patterns:
Mixed Purchase and Research Intent
Given the different types of mobile Auto searchers, there is a correlating effect on purchase intent with a fairly equal split among purchase and research activity. 51 percent of mobile Auto searchers report ultimately making a purchase with 49 percent looking to make a purchase within the day. Proximity, right fit and price are the most important factors in the ultimate purchase decision. Smartphone searchers demonstrate a more immediate need as 36 percent of smartphone users, compared with 25 percent of tablet searchers, were looking to make a decision immediately or within the hour.
Mobile Web Dominates vs. Apps
Of the 15 percent of mobile consumers conducting mobile Auto searches, less than one percent are using apps – likely because their occasional use of the category doesn’t demand the day-to-day benefits of app usage. Information-based mobile websites, like KBB.com, AutoTrader.com and others, are the most popular among mobile Auto searchers, reaching 8 percent of the mobile audience — higher than the combined reach of users going to auto manufacturer (4 percent) or auto parts sites (3 percent).
“Automotive mobile marketers should recognize Auto searchers’ preference for mobile websites over apps to reach mobile searchers that don’t know exactly what they are looking for and maximize and monetize mobile ad performance,” said Bill Dinan, president of Telmetrics. “Also, understanding the role of location – specifically the importance of local driving distance – is essential to harnessing the 65 percent undecided mobile Auto audience and their purchasing power.”
Additional highlights from the study include:
On Nov. 15 at 1:30 pm ET, xAd and Telmetrics hosted a webinar, along with speakers from Nielsen and Opus Research, on the Mobile Path-to-Purchase study including insights from all three vertical categories – Auto, Restaurants and Travel.
Information is available at: http://ht.ly/eHz1M.
About the Study
In early June 2012, Nielsen conducted an online survey of more than 1,500 smartphone and tablet users who reported that they had engaged in a Restaurant-, Travel- or Automotive-related mobile activity in the past 30 days. This information was then combined with data from Nielsen’s Smartphone Analytics Panel of 3,000 iPhone and 3,000 Android users to help develop and identify the mobile consumer journey and highlight the core points of engagement on mobile from the first research engagement on mobile to post-purchase behavior.
The three categories, Travel, Restaurant and Auto, were chosen as they rank among the top vertical markets projected to show major mobile growth over the next 3 to 5 years.
More details are available at www.mobilepathtopurchase.com
Since 2009, xAd has grown to become one of the largest mobile advertising networks in the U.S. and the only one offering the ability to target ads using a combination of accurate location signal and search context. Across its network, xAd aggregates and manages billions of monthly ad impressions from which it derives the largest supply of location based advertising inventory in the market. For over a million national and local advertisers, xAd delivers targeted mobile location@scale.
xAd is based in New York City with several satellite offices across the U.S and Internationally. For more information, visit xAd.com.
About Telmetrics, Inc.
For more than 20 years, Telmetrics has been the call measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and across Europe, track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America and Europe. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com.
Allison+Partners Young & Associates
Question for ADM Members:
What are your opinions on what and how car dealers should be addressing the needs of smartphone enabled car shoppers using their mobile devices in the ways this research has revealed?
Available for your download (below) and review are Nielsen Research Powerpoint slides from their presentation on this study and the insights obtained... Since it is marked "Confidential", you may want to download a copy before I get hit with a potential "Cease and Desist" letter!
I have also included two other files, one for the original Infographic shown above in PDFD format, the other is the press release about the automotive portion of this research...
Ralph...Thanks for this Invaluable Information.....
Since we know how the two shoppers differ and that they use smartphones what do we offer them in both processes that will stop them in their tracks? An offer they can only get either in store or mobile only. Shoppers want a deal. Your deal does not have to break you but must be special and can only be redeemed with you.
If your web site it not mobile ready, as covered in previous comments, you won't even be considered. Black Friday works because of the Deals.
Great stuff Ralph and thanks for sharing!
We are collecting all kinds of good mobile data from DriveItNow Mobile that I will share over time. We have shown that consumers will apply for credit on their phones if presented in a way that is simple and safe.
There was a lot of good content on mobile last week at the Kain Automotive Workshop.
Thanks, Ralph. Always appreciate your ability to bring us/me the latest data in a timely fashion. You are definitely a valuable connection and resource. Cheers!
Jim, you are very welcome and you will see me continue to refine and focus on delivering more valuable information at a higher frequency going into 2013. With a mixture of curation and creation, the goal is to keep ADM Members ahead of the rest of the industry.
...and ahead of Digital Marketers in many other industries...the way I see it.