Automotive strategies xad-mobile-auto-report-final

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  1. 1. PATH TO PURCHASE STUDY 73% SMARTPHONES USED MORE TO FIND AND CONTACT BUSINESSES TABLETS USED MORE FOR RESEARCH PRICE COMPARISONS, AND REVIEWS UP TOUP TO Of Smartphone & Tablet Users, Across Categories 84% November 2012 Mobile Search Is Everywhere Phone Numbers, Directions, Deals Are Critical Mobile Content Smartphone 68% USERS MOSTLY USE THEIR DEVICE WHEN THEY ARE ON THE GO 72%Tablet USERS MOSTLY USE THEIR DEVICE WHEN THEY ARE AT HOME ON THE GO A CAR IS THE MOST POPULAR ON THE GO LOCATION FOR MOBILE SEARCHES xAd, Inc. | 1230 Avenue of the Americas | 7th Floor | New York, NY 10020 | P: 415-814-9837 | xAd.com Telmetrics, Inc. | 2680 Skymark Avenue| Suite 900 | Mississauga, Ontario, Canada L4W 5L6 | P: 800.255.3224 | Telmetrics.com IN PARTNERSHIP WITH:
  2. 2. The xAd/Telmetrics Mobile Path to Purchase Study CONTENTS 1 EXECUTIVE SUMMARY 2 KEY FINDINGS 3 INTRODUCTION 4 REACHING AN INFREQUENT MOBILE USER 5 DEFINING THE MOBILE AUTO USER 6 MOBILE AUTO USER PROFILES 7 FOUR UNIQUE USERS. TWO UNIQUE OPPORTUNITIES. 8 STAGE IN DECISION 9 INFLUENCING THE AUTO USER WITHIN FEEDER CATEGORIES 10 THE RATE OF LOCATION 11 DRIVING MOBILE AUTO CONVERSION 14 SUMMARY 14 TERMINOLOGY 14 METHODOLOGY 15 ABOUT THE REPORT
  3. 3. The xAd/Telmetrics Mobile Path to Purchase Study 1 Mobile ad spending in the Automotive industry has increased nearly 375% from Q2 2011 to Q2 2012. Auto marketers are signing on in droves to test the marketplace and get to know their mobile users. But as the auto industry expands from online advertising into mobile, the call for relevant, locally targeted campaigns specific to consumer behaviors becomes necessity. In our third installment of the xAd/Telmetrics Mobile Path to Purchase Study, well dive deeper into the Automotive category to uncover mobile consumer behaviors and trends. A key finding is that Auto mobile user behavior is primarily driven by an intent to purchase either new or used vehicles or Auto parts and services, resulting in a variety of mobile usage patterns demonstrated by four distinct user profiles. Our goal is to better educate Auto marketers, allowing them to effectively reach a wide variety of consumers. And as the Auto category continues to increase its mobile spending, the findings of this report will serve as an essential foundation in mobile Automotive marketing for years to come. EXECUTIVE SUMMARY
  4. 4. Mobile ad spending in the Auto category has increased nearly 375% from Q2 2011 to Q2 2012 50% of both smartphone and tablet users have made a purchase related to their mobile app or web interaction Mobile Auto users are largely Caucasian males between the ages of 25 and 44 making between $50-100k per year, though the Auto PartsService category indexes high with women The Auto category is largely accessed on an as needed basis and therefore mobile users spend less than half as much time interacting with Auto content each month than everyday content such as Restaurant The Auto category consists of 3 content subcategories, each driving unique mobile user behavior: Automotive Information Auto ManufacturersDealers Auto PartsServices Automotive user behavior is defined by 4 distinct profiles, each interacting with the industrys 3 key subcategories with different expectations of location and immediacy Auto Researcher Deal Hunter Gear Head Circumstantial User The combination of user profiles and Automotive content reveals marketing opportunities related to either motor vehicles or partsservices Users interacting with motor vehicles tend demonstrate a longer research process and occupy the top portion of the sales funnel, while immediacy related to Auto partsservices places user activity at the bottom and closer to conversion Because the Auto category is not considered an everyday category for most mobile users, marketers have the opportunity to influence audiences within a number of key mobile feeder categories including: Financial Services News Social Networking Search Because smartphone users conduct 42% of Auto activity within their vehicle, locating an Automotive business within walking distance is of least importance to mobile users as nearly 50% look for businesses within local driving distance Price and relevance are key drivers of Automotive ad engagement; 63% of mobile Auto users click on an ads that include a coupon or promotion, and 55% engage with ads relevant to current search intent Post-engagement, mobile Auto users are more likely to visit the website advertised, redeem a coupon or offer, and visit the retailers location KEY FINDINGS The xAd/Telmetrics Mobile Path to Purchase Study 2
  5. 5. xAd, and long-time partner Telmetrics, have collaborated with Nielsen to develop this first-to-market mobile behavior study that helps track the mobile consumer from initial purchase intent to conversion, while exploring ad effectiveness and examining the various profiles of mobile Auto users. This study combines online survey data from 1,500 U.S. tablet and smartphone users, as well as actual observed behaviors from Nielsens Smartphone Analytics Panel of 6,000 Apple and Android users each group reporting they had engaged in activity related to Automotive information, products and services in the past 30 days. In our two previously released reports focused on the Travel and Restaurant industries, we demonstrated just how different mobile users behave when using either a tablet or smartphone. The mobile user profiles identified in the Travel category revealed four distinct audiences ranging from the locally-minded traveler to the luxury oriented jet-setter. Our Restaurant study revealed three important profilesthose preferring take-out convenience, engaging in social feedback, or utilizing advanced foodie knowledge. For this third installment of the Study, Mobile Auto users fell into four key profiles the Auto Researcher, Deal Hunter, Gear Head and Circumstantial User. These profiles are shaped by specific user intent and interactions with the Auto industrys three content subcategories Auto InformationResources, Auto Manufacturers, and Auto PartsService. User interaction with Auto Resources and Auto Manufacturers are similar in that both provide information vital to the longer-tail research phase demonstrated in purchasing a motor vehicle. Auto PartsService users, on the other hand, tend to be a more motivated crowd driven by an immediate need. In this years final report, well explore mobile Auto user behavior related to not only the different user profiles, but comparisons and analysis based on location access, immediacy of need and purchase intent in greater detail. INTRODUCTION The xAd/Telmetrics Mobile Path to Purchase Study 3
  6. 6. The xAd/Telmetrics Mobile Path to Purchase Study 4 REACHING AN INFREQUENT MOBILE USER When compared with a more everyday category such as our previously studied Restaurant vertical, mobile users spend less than half as much time interacting with Automotive content on a monthly basis. Because Automotive-specific mobile interaction is limited, marketers have a unique opportunity to influence mobile users not only during the narrow window when they need and are looking for Auto content, but also throughout the course of their more everyday mobile interactions. To do this well, Automotive marketers need to target and reach mobile users passively through categories that reach them on a more frequent basis such as news, personal finance or entertainment. By generating awareness in other key mobile content categories, Auto marketers can ensure their brands and messaging are top of mind when consumer Auto needs arise. Automotive is not an everyday type of mobile category. Unlike news, weather, restaurants or even sports, mobile users visit the Auto category on an as needed basis, ranging from car shopping to immediate parts and service needs. For this reason, we see higher usage of mobile websites over applications in the Automotive category as a whole. Mobile users looking to engage with Automotive content are most often doing so in a pinch or on a temporary basis, so downloading and using a specific mobile application is often less desirable. MONTHLY TIME PER PERSON (HH:MM:SS) AUTOMOTIVE US,Android and iPhone,April 2012 WEB 00:07:59 92% APPS* 00:00:39 8% AUTO RESTAURANT Web 7:59 5:16 Application 0:39 14:04 Average 4:19 9:40
  7. 7. DEFINING THE MOBILE AUTO USER The Auto categorys mobile audience consists of mainly Caucasian males between the ages of 25 and 44. Their annual household income ranges between $50-100k as they are employed full time with their education ranging from some college to post-bachelor experience. Though females only occupy 36% of the total Automotive category, they spend a great deal of time with the Auto PartsServices subcategory, revealing critical topic-specific diversity in the general Auto category. MOBILE AUTO USER DEMOGRAPHICS 73%Look for/use phone numbers to contact businesses Look up a business location or map/directions UP TOUP TO Of SmartphoneTablet Users, Across Categories 84% FOR ILEADS TIONS ake Quick Purchase Decisions s Strong nt across smartphones and tablets Mobile Path To Purchase TravelAutomotive Searches that result in Purchases 2OUTOF3CONSUMERSNOTICEMOBILEADS 1OUTOF3RESULTINANADCLICK 85% 46% 51% MIXED Both quick conversionsresearch FUTURE Research based with longer term conversions rce: xAd/Telmetrics Mobile Path to Purchase Study 2012. Visit mobilepathtopurchase.com for more info. Intent to make purchase within the day Restaurants Travel Automotive 87% 49%33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 64% 36% GENDER MALE FEMALE 16% 31% 24% 14% 15% 18-24 25-34 35-44 45-54 55+ AGE 14% 20% 35% 22% 10% $25 $25 TO $50K $50K TO $100K $100K TO $150K $150K HH INCOME 7% 11% 31% 11% 27% 12%HIGH SCHOOL COMPLETED HIGH SCHOOL OR EQUIVALENT SOME COLLEGE (BUT NO DEGREE) ASSOCIATES DEGREE BACHOLARS DEGREE POSTGRADUATE DEGREE EDUCATION 7% 4% 7% 13