ADOTAS – Yesterday, mobile advertising company Mojiva released its Mobile Audience Guide (MAG) for the auto industry, which surveyed consumers on how their use of mobile devices related to their processes of buying or leasing a vehicle. It’s the fourth industry- or category-specific MAG report in Mojiva’s quarterly series, with the survey conducted and analyzed with Insight Express.
Some notable numbers in the report: 69 percent of respondents said they’d be interested in using mobile devices to research buying or leasing a vehicle, and 19 percent said they already have in the past. When asked what kind of mobile ads would be most valuable to them while they were in market and researching that purchase/lease, 47 percent said mobile ads containing deals and offers would be most valuable, while 21 percent each said they most valued the ability to sign up for deals and offers or future communications, and seeing video or being shown the vehicle’s features and benefits. And 12 percent said they most valued the ability to book a test drive at a local dealership.
The survey also asked what kind of actions people might take after seeing a mobile ad (in general — this part isn’t specific to in-market car shoppers), and 57 percent said they would be inclined to browse a website or play a game, 44 percent said they’d listen to music, 43 percent said they’d download an app, 38 percent said they’d request more information, 36 percent said they’d watch a video, 35 percent said they’d redeem or download a coupon, 24 percent said they’d make a purchase, and 12 percent said they’d tap to call. In a statement released with the report, Mojiva pointed out this suggests potential customers are interested in having the option to interact more with an ad campaign.
While all of this suggests customers are actively using their mobiles to browse more often — or at least that they wouldn’t be opposed to do so — it’s probably important to take a second look at the way these questions and answers are phrased. It’s not a given that these percentages of people are behaving with their mobiles and with mobile ads in these ways — they’re simply saying they would. The interest is there, and a mobile ad campaign should probably be constructed in such a way that the user wants to engage in these ways. The full report — which contains other insights into user demographics and frequency of buying and leasing vehicles, among other things — is available to download at Mojiva’s site.