In an age when almost everyone has a smart phone, 87 percent of car shoppers are already using or planning to use a mobile device in their search for the right car, according to a new study conducted by Briabe Mobile, the go-to resource for mobile marketing trends.
Among the key results, Briabe’s “Auto Shopping On-the-Go with Mobile: A Study of How Consumers Are Using Mobile Devices in Auto” survey found that:
Three out of five respondents have noticed an auto ad on their mobile phone or tablet
More than one-third (37 percent) have clicked on auto ads for more information
Users are most interested in research (85 percent) and / or price comparison (86 percent) when shopping for
cars on their smart phone or tablets
Banner ads (68 percent) and social media ads (69 percent) are the most effective types of ads that cut through
the online clutter
Deals and promotional offers along with ads that highlight car features resonate the most among mobile users
with 76 percent of respondents saying they’re most likely to click on these types of car ads
“These findings provide a snapshot into various demographic groups for car manufacturers, agencies, and
dealers,” said James Briggs, CEO and Co-Founder of Briabe Mobile. “If they are not reaching their audiences
through mobile, they are missing important opportunities to market not only to active mobile users, but to turn
those clicks into potential car purchases.”
The survey also found that the top five sources used on a mobile device are search engines, Cars.com, car
company websites, Facebook and Autotrader.com.
Additional findings into each demographic segment revealed:
Cars ads on mobile devices generate more awareness and responsiveness among African and Asian Americans.
Close to two-thirds of African Americans (65 percent) and Asian Americans (63 percent) are aware of these ad versus Hispanics (59 percent) and the general market (62 percent), and 39 percent of African Americans and of Asian Americans were most likely to have clicked on a car ad
However, Hispanic auto shoppers had the highest potential with 91 percent of respondents indicating that they
have used or plan to use their mobile phone or tablet to shop for a car
African Americans (75 percent) and Hispanics (69 percent) are more eager to be alerted via text message for
service reminders after they purchase a car
“The purpose of the survey was to identify how mobile behaviors impact the auto shopping process and to find
specific areas where auto advertisers can have deeper and more meaningful engagements with consumers,” added Briggs.
Briabe Mobile surveyed 1,641 consumers, ages 18 to 54 years of age, who were planning to purchase an
automobile within the next 12 months and owned a smart phone or tablet. The survey was conducted online from July 26 to July 31, 2012. Among the 1,641 respondents, 512 were from the general market, 374 were African American, 378 were Asian American and 377 were Hispanic.
To download report CLICK HERE.