MOBILE TO PLAY INTEGRAL PART IN AUTO PURCHASING

By Mojiva on 23 May 2012.

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