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Among the US individuals who consumed automotive content on their mobile devices during May 2011, access frequency was high,according to [sign-in page] the May 2011 Millennial Media SMART Report. Twenty-two percent of this group accessed the content almost every day, with 33% accessing mobile auto content once per week and 45% accessing this content one to three times per month.
Auto intenders can be reached via auto-focused sites and apps, but Millennial data shows they can also be reached on a variety of content channels, including mobile weather (88%), tech news (80%), movie information (79%), news (78%) and sports information (74%), among others, at rates four to eight times higher than the overall mobile audience.
Looking at goals of mobile campaigns aimed at automotive users, the highest percentage (36%) are designed around product launches and releases of new cars. Other popular goals include increasing foot traffic to dealerships (29%) and sustaining in-market presence of national auto brands (23%).
Targeting of mobile auto campaigns is pretty evenly divided among demographic audience (36%), local market audience (33%) and behavioral audience (31%).
Two-thirds (67%) of mobile auto campaigns feature a post-click action of site search, store locator, and/or viewing a map. These rates are all from three to more than four times as high as the rates of overall mobile campaigns featuring these post-click actions.
Meanwhile, mobile auto advertisers are only about one-fifth as likely (7% compared to 34%) to have a post-click action of enrolling/joining. Mobile auto advertisers also have much lower rates of including mobile social media and application download, but are close to 50% more likely to have placing a call as a post-click action.