RESEARCH: Mobile in the Car Buying Process

Provided by Weve
We examine the role of messaging and mobile in the automotive industry based on Weve's research, through our latest infographic.
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What was the Challenge / Background of the Campaign?

In recent years the way that consumers' use of their mobile to research products has grown significantly. Weve commissioned some primary research to find out how this affects the motoring industry and how consumers use their mobile when researching and buying a new car.

What was the Campaign Objective?

The objective of the research was to gain insight into how consumers use their mobiles when they are buying a car, and understand how they rate the value of promotional text messages from dealerships before, during and after the car purchase.

What was the Solution?

Weve is the single source of reaching consumers across the EE, O2 and Vodafone networks with mobile messaging. We are able to reach over 80% of UK mobile customers, a user base unmatched by any single handset vendor or technology company. Our ability to speak to mobile users directly means we can conduct first hand research with consumers about their mobile use via their mobiles.

What were the Results?

82% of market buyers used their phone in the car buying process in 2013; mobile internet is a key source of info for consumers. Research showed that being front of mind is important - text messaging drives brand awareness. 84% agreed that messages you can click through to find out more info about a car are useful, and 57% agree that messages with a video demonstrating a new car are useful. 61% of consumers feel positive about location-based messaging because they are more relevant. 8 out of 10 agree that messages promoting discount events at local dealerships are useful.

What were the Key Learnings of this Campaign?

Weve were also able to learn some interesting insights into the importance of after care in ensuring that consumers have positive ownership experiences. 53% of consumers questioned noted that promotional text messages were an effective way to be reminded about getting their car serviced. 64% noted that they find text messages promoting seasonal info and offers useful e.g. winter servicing.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
Both
ABC1
Main Shopper
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearEDUCATE CONSUMERSRESEARCH
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