On Thursday, mobile audience platform Jumptap released its September MobileSTAT report with insights on the mobile behaviors of consumers who are in the market for a new car.
In the past 5 months, the number of “automotive intenders” on the Jumptap network reached 25 million, an increase of 47%.
Given that there are typically between 5 and 10 million cars sold each year in the U.S., this audience is a critical segment for advertisers to reach.
Among the report highlights shared with MMW are:
- Consumers Brake for Auto Tablet Ads, More Rich Media Features: First interaction rates of tablet automotive ads are 6% higher than the same creative displayed on a smartphone. Consumers interact 180% more with automotive rich media ads when they offer multiple features versus a single feature.
- Different Devices for Difference Drivers: Consumers in the market for trucks are more likely to use an Android device, while consumers in the market for SUVs are more likely to use an Apple device.
- The United States of Auto Intenders: Wyoming is 70.9% more likely than the avg. state to have truck ‘intenders’ on mobile devices, while New York is 40.6% more likely to have luxury sedan intenders.
- Tablet Auto Content Consumption Accelerates in Early Evening: Consumption of automotive content on a PC is higher in the early morning (7 a.m. – 10 a.m.), while consumption on tablets spikes significantly in the early evening (5 p.m. – 8 p.m.).
“In-market automotive consumers are more likely to shop on mobile devices, access multiple devices while watching TV, and engage with mobile ads – making them a desired segment for automotive advertisers,” says Matt Duffy, VP of Marketing at Jumptap. “As the September MobileSTAT illustrates, this segment tends to show different behaviors and device usage based on their vehicle affinity. Advertisers interested in reaching this group must take location, time of day and device into consideration when targeting for a specific make and model.”
