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Mobile Automotive Consumers Have High Access

New Research Shows That Mobile Automotive Related Content Consumers Have Very High Access Rates...

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.


Mobile Auto Content Users Highly Reachable

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.




New Car Launch Leading Mobile Auto Campaign Goal

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%).




Mobile Auto Advertisers Favor Site Search, Store Locator, Viewing Map

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.


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Tags: Access, Auto, Consumers, Content, Have, High, Mobile


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Comment by Peter A. Bond on July 14, 2011 at 5:33am
Mobile technology is the fastest growing technology ever! I highly encourage all to embrace it now!
Comment by Tom Gorham on July 14, 2011 at 5:08am
Thanks Ralph.  Very informative article. It seems OEMs are more involved at this point than dealers, but I feel that's rapidly going to change in the coming year.  It's all about creating a strategy where mobile is one of the platforms used and integrated with a broad marketing/communication plan.

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