According to xAd, mobile-local advertising, and Telmetrics, call measurement, their Mobile Path-to-Purchase Study shows a 51% conversion rate in the Automotive category of buyers searching for auto parts and services, and shoppers conducting new and used car research.
Monica Ho, vice president of marketing of xAd Inc., says “...the new/used auto shopper is doing a lot of research while the auto parts/service buyer has an immediate purchase need for maintenance or malfunction... these insights... can improve ad relevancy and performance... ”
While mobile auto users generally skew 68% Caucasian, 64% males, with 35% showing a household income of $50-100K, mobile auto user behavior revealed four further subcategories of auto users:
Given the different types of mobile Auto searchers, there is a correlating effect on purchase intent with a fairly equal split among purchase and research activity.
Of the 15% of mobile consumers conducting mobile Auto searches, less than 1% are using apps. Information-based mobile websites, like KBB.com, AutoTrader.com and others, are the most popular among mobile Auto searchers, reaching 8% of the mobile audience; higher than the combined reach of users going to auto manufacturer (4%) or auto parts sites (3%).
Bill Dinan, president of Telmetrics, concludes that “... automotive mobile marketers should recognize Auto searchers’ preference for mobile websites over apps to... maximize and monetize mobile ad performance... also... the role of location... is essential to harnessing the 65% undecided mobile Auto audience... “
Additional highlights from the study include:
For more information about the study, please visit here.