Research

Mobile Intel Series: Automotive

Overview

This volume of the Mobile Intel Series features an in-depth look at mobile advertising in the Automotive industry. This guide provides insight into who the mobile automotive audience is, how they use mobile to engage with automotive content, and what automotive advertisers are doing successfully on mobile.

Highlights

The mobile automotive audience skews younger than total mobile users, with 55% of auto users between the ages of 18-34, compared to 31% of the total audience. Mobile auto consumers skew younger and are more likely to be male, 68% male and 32% female, than the total mobile audience.

 

According to the comScore study, mobile automotive display advertising increased 169% year-over-year, and this trend was echoed on the Millennial Media platform, where Automotive spend in mobile advertising increased 236% and was the fifth largest vertical on our platform.

 

Auto brands use demographic targeting to reach consumers interested and engaging with Automotive content. In addition, auto advertisers using behavioral audiences to identify and reach auto intenders did so at a higher rate than the general population of Millennial advertisers (22% versus 13% in Q2 2011).

Mobile Intel Series: Automotive

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