Mojiva released its quarterly Mojiva Mobile Audience Guide (MAG). The latest version of the guide provides data that reveals the role mobile devices play when consumers are in the market to purchase or lease a new automobile.
According to the latest MAG research, 50 percent of respondents expressed interest in using their mobile phone to research buying or leasing a vehicle. When in the market to buy or lease a new vehicle, nearly half (47 percent) of consumers said that they would find mobile advertisements containing deals or offers most valuable to them.
The Mojiva MAG shows that there is a great opportunity to target vehicle shoppers on their mobile devices as consumers will use their devices to research information about buying or leasing a vehicle. Additional findings include:
Proclivity to purchase or lease: More than one third (36 percent) of consumers plan to purchase a car in the next 12 months, while an additional 5 percent plan to lease one in the same timeframe
More engaging ads: 21 percent of consumers are open to mobile ads that provide features and benefits of the vehicle and/or the ability to sign up for deals, offers and future communications most valuable
More interaction: More than half (57 percent) of consumers would browse a website or play a game as a result of seeing a mobile ad
More information: 38 percent of consumers would request more information as a result of seeing a mobile ad on their phone
“The results of this study should speak volumes to auto brands and the agencies that represent them,” said Amy Vale, Vice President of Global Research and Strategic Communications for Mojiva. “Not only do a third of consumers surveyed plan to purchase a vehicle within the next 12 months, but more than half of them would use their mobile devices as part of their research process. This provides brands with a tremendous opportunity to reach their target consumers with ads during the buying process that are likely to influence their decisions.”
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