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The Impact of Mobile on Automotive Industry

• As smartphone adoption rises Auto Dealers must embrace mobile marketing. Mobile consumers are one step closer to making a decision. • Here we aggregate research from various sources to show how mobile marketing is effecting the auto purchase decision.

According to Think With Google 1• Automobile buyers turn to the Internet for information in large numbers with millions of auto-related queries a month on Google.com.

• Mobile shoppers are more likely to use mobile throughout or in the beginning, than at the end.• Mobile phones used to compare models.• AdMob's mobile campaign for Volvo yielded an 88% increase in purchase intent.

According to Think With Google 1

Types of Research Conducted on Mobile Phone• Compare features - 55%• Compare prices - 47%• Read general car/truck information - 44%• Navigate to a dealership - 34%• Call a dealership - 31%• Read reviews - 29%• Watch an online video - 28%• Locate a dealership - 24%• Search a dealerships inventory - 23%• Build/Configure a new car/truck - 19%• Make an appointment for a test drive - 17%• Look for promotions or coupons - 13%• Contact a dealership other than by calling - 9%

According to comScore study commissioned by Millennial Media2• Smartphones enable mobile users to engage with rich automotive content on their web- and app-enabled devices.

• Smartphone ownership was up 53% year-over-year (to 34% penetration) as of June 2011. In fact, 68% of the mobile auto population has a Smartphone. With increased Smartphone penetration, the audience for mobile advertising has grown.• The consumers accessing automotive content on their mobile devices tend to be young males between the ages of 18 and 34. Though females only account for 32% of the mobile automotive population, they represent a significant number of mobile auto users.• Mobile users who access auto content tend to be more affluent than the general mobile population. comScore finds that mobile auto users overindex in both the $75,000+ and $100,000+ annual income brackets, providing auto brands – including those promoting luxury vehicles – an affluent audience.

According to comScore study commissioned by Millennial Media2

• The comScore study reveals that mobile auto users are incredibly active and engaged, which helps auto brands drive consumers from brand awareness to purchase quickly.• 21% of users accessed automotive content almost every day, with 31% accessing auto content once per week, and 48% accessing this content one to three times per month.

According to comScore study commissioned by Millennial Media2

• Today millions of consumers are turning to mobile technologies and mobile phones instead of PCs for purchase and life decisions.• Clearly mobile is transforming the auto buying process. For auto dealers mobile platform is the greatest opportunity to be closer to the customer.

Resources used for the above study - http://www.millennialmedia.com/mobile-intelligence/mobile-intel-series/http://www.thinkwithgoogle.com/insights/library/all/?cat=automotive

Contact Timothy Martell

Under Timothy Martell's leadership Marlboro Nissan's website drives more than 30,000 visitors per month. Timothy Martell executes a cutting edge online marketing strategy consisting of Social Media platforms like Facebook, Twitter, SEO, Microsites, Local Search, Consumer Rating Websites, Online Tools etc which have made Marlboro Nissan to become one of the volume leaders in the whole of New England. Marlboro Nissan website has had huge steady increases for almost the entire year (2009). In August 2009 of this year traffic was just shy of 40,000 visits, 1,500 phone calls (online only) and almost 1,000 leads.

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