NEW YORK — Mojiva, the mobile ad network that specializes in making mobile display advertising strategies come to life at scale, today released its quarterly Mojiva Mobile Audience Guide (MAG). The latest version of the guide provides data that reveals the role mobile devices play when consumers are in the market to purchase or lease a new automobile.
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
“The results of this study should speak volumes to auto brands and the agencies that represent them,” said Amy Vale, Vice President of Global Research and Strategic Communications for Mojiva. “Not only do a third of consumers surveyed plan to purchase a vehicle within the next 12 months, but more than half of them would use their mobile devices as part of their research process. This provides brands with a tremendous opportunity to reach their target consumers with ads during the buying process that are likely to influence their decisions.”
About Mojiva’s Mobile Audience Guide (MAG) Auto Study with InsightExpress
This Mojiva Mobile Audience Guide (MAG) Auto study was conducted with InsightExpress, a leading digital marketing research firm that polled more than 200 random users on the Mojiva network. The data encompasses users in the United States in the Mojiva network. The three-month study, conducted between January and March 2012 can be downloaded at http://www.mojiva.com/news/mobile_research.
Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents 8,000 mobile publishers and apps. Through deep and open integration with all major rich media providers and ad servers, Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices.
Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. Follow Mojiva on Twitter, like us on Facebook or learn more at http://www.mojiva.com.