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The Auto category’s mobile audience consists of mainly Caucasian males between the ages of 25 and 44. Their annual household income ranges between $50-100k as they are employed full time with their education ranging from some college to post-bachelor experience. Though females only occupy 36% of the total Automotive category, they spend a great deal of time with the Auto Parts & Services subcategory, revealing critical topic-specific diversity in the general Auto category.
In my next post I will delve into specific mobile auto-user profiles. These profiles are key to effectively reaching Auto consumers relevant to their specific user needs and intent.
Source: Nielsen/Telemetrics, Nov. 2012