Among the US individuals who consumed automotive content on their mobile devices during May 2011, access frequency was high, according to [sign-in page] the May 2011 Millennial Media SMART Report. Twenty-two percent of this group accessed the content almost every day, with 33% accessing mobile auto content once per week and 45% accessing this content one to three times per month.
Mobile Auto Content Users Highly Reachable
Auto intenders can be reached via auto-focused sites and apps, but Millennial data shows they can also be reached on a variety of content channels, including mobile weather (88%), tech news (80%), movie information (79%), news (78%) and sports information (74%), among others, at rates four to eight times higher than the overall mobile audience.
New Car Launch Leading Mobile Auto Campaign Goal
Looking at goals of mobile campaigns aimed at automotive users, the highest percentage (36%) are designed around product launches and releases of new cars. Other popular goals include increasing foot traffic to dealerships (29%) and sustaining in-market presence of national auto brands (23%).
Targeting of mobile auto campaigns is pretty evenly divided among demographic audience (36%), local market audience (33%) and behavioral audience (31%).
Mobile Auto Advertisers Favor Site Search, Store Locator, Viewing Map
Two-thirds (67%) of mobile auto campaigns feature a post-click action of site search, store locator, and/or viewing a map. These rates are all from three to more than four times as high as the rates of overall mobile campaigns featuring these post-click actions.
Meanwhile, mobile auto advertisers are only about one-fifth as likely (7% compared to 34%) to have a post-click action of enrolling/joining. Mobile auto advertisers also have much lower rates of including mobile social media and application download, but are close to 50% more likely to have placing a call as a post-click action.
