• by Joe Mandese  @mp_joemandese, January 27, 2012

It looks like Autotrader has been successful in making its conversion to mobile, according to Director of Product Strategy-Mobile/Affinity Brands Jose Puente. Currently, about “45% of all our activity comes in from mobile,” he told Mobile Insider Summit attendees. Presumably, he meant “mobile” mobile, not magazine mobile (see earlier post), but he did note that magazines are playing an important role in even that mix.

“Twenty percent [of Autotrader’s users} use mobile and magazine only,” he said, indicating that Autotrader.com isn’t even a factor for that audience. His point there, is that print – where Autotrader began as a brand, still is a very vital part of its brand.

“There’s a lot of conversation about wither print works, or doesn’t work, but if you utilize all the technologies in the targeting mix, it can be pretty effective.

The only question I have listening to Puente, is what does this say about the future of the Web? Especially when he added, in conclusion, that “mobile is the Internet that we always wanted.”