In a new study released today, Jumptap said that the number of auto intenders on its network has nearly doubled over the last five months to 25 million. (Proportional to growth across its entire network.) With that in mind, the company took a closer look at the usage patterns of this consumer group in mobile.
Among the key findings:
-People in the market for trucks are more likely to use an Android device, while those eyeining SUVs are more likely to use an iPhone or iPad.
-Luxury auto intenders in mobile are concentrated in the Northeast, while SUV and truck intenders are more likely to be found in the Midwest and West.
-Consumers interact roughly three times more with auto ads that have multiple rich media features than those with only one.
-Ads with photo galleries and options for sampling different car colors had about six times the engagement of ads without these features.
-38% of auto advertisers are using video in mobile campaigns, generating a 28.6% average engagement rate.