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BizReport : Mobile Marketing : April 07, 2011

The connection between smartphone users and auto consumers

One more reason for automotive advertisers to enter or increase their presence in mobile. According to a new study from Greystripe, about 78% of consumers who plan to buy a car in the next year will use their smartphone or smartdevice to conduct auto research. With consumers already planning to use mobile for research, it makes sense for auto-makers to be in the space as well.

by Kristina Knight

"Touch-based, rich media ad campaigns and custom mobile apps will be the biggest trend in automobile marketing for 2011 and 2012," said Dane Holewinski, Director of Marketing with Greystripe.

According to the report just over 15% of consumers plan to buy a new car in the next year; another 10% say they'll purchase a used vehicle. But, even more of a reason to focus on smartphone consumers is that one in four iPhone and Android consumers say they plan to buy a car in the next year. How will these consumers use mobile for research?

• Price comparison on car lots
• To find dealership location/contact sellers
• Initial research

"Touch device users are a tech savvy consumer segment with plenty of income to purchase vehicles. Auto brands are aware of the attractiveness of this audience and have been one of the most aggressive industries when it comes to rich media mobile advertising that harnesses the power of touch," said Holewinski."

Feature phone consumers are three times less likely than smartdevice owners to be in the market for a new car, according to the report.

Greystripe surveyed smartdevice users between November 2010 and February 2011 to come to their conclusions.

Tags: auto advertising, automotive product research, Greystripe, in-market auto consumers, mobile marketing, smartphone use

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