Mobile Shopping For A Car
According to the latest MAG research, 50% of respondents expressed interest in using their mobile phone to research buying or leasing a vehicle. When in the market to buy or lease a new vehicle, nearly half (47%) of consumers said that they would find mobile advertisements containing deals or offers most valuable to them.
| Information Most Valuable in Mobile Auto Ads (According to US Auto Owners/Shoppers; % of Respondents) | |
|
Info in Ad | % of Respondents |
| Ability to sign up for deals/offers/future communications | 21% |
| Features and benefits of vehicle/video | 21 |
| Deals and offers | 47 |
|
Ability to book a test drive with local dealer | 12 |
| Source: Mojiva Mobile Audience Guide/Insight Express, May 2012 | |
The report shows that there is opportunity to target vehicle shoppers on their mobile devices to research information about buying or leasing a vehicle. Additional findings include:
- 36% of consumers plan to purchase a car in the next 12 months, while an additional 5% plan to lease one in the same timeframe
- 21% of consumers are open to mobile ads that provide features and benefits of the vehicle and/or the ability to sign up for deals, offers and future communications most valuable
- 57% of consumers would browse a website or play a game as a result of seeing a mobile ad
- 38% of consumers would request more information as a result of seeing a mobile ad on their phone
| Actions Taken After Viewing Mobile Ad (% of Respondents; US Mobile Phone Users) | |
| Action |
% of Respondents March 2012 |
| Browse website | 57% |
| Play a game | 57 |
| Listen to music | 44 |
| Download mobile app | 43 |
| Request more information | 38 |
| Watch a video | 36 |
| Redeem or download coupon | 35 |
| Purchase a product | 24 |
| Tap to call | 13 |
| Source: Mojiva Mobile Audience Guide/Insight Express, May 2012 | |
Amy Vale, Vice President of Global Research and Strategic Communications for Mojiva says “... not only do a third of consumers surveyed plan to purchase a vehicle within the next 12 months... more than half of them would use their mobile devices as part of their research process... “
For additional information, please visit Mojiva here, or sign up for the mobile research here.
JACK LOECHNER
Center for Media Research
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