Jumptap Finds Mobile Phone Usage Exploding for Auto Research

Mobile phones are revving up for research when it comes to automobiles, according to the latest data published by Jumptap.

“When consumers want to learn more about a vehicle or car maker, they are reaching for their mobile devices at an astonishing rate,” say the targeted mobile advertising experts at Jumptap.

Based in part on data made available from comScore, the Jumptap findings shows that traffic to mobile automotive sites is increasing at a much greater rate than their online counterparts.

While visitors to online auto sites are growing at 30 percent year over year, visitors to mobile auto sites have grown 463 percent, more than 15 times the rate of growth for online visitation.

69% of visitors accessing mobile auto sites are using smartphones compared with the roughly 31% of mobile device users who have smartphones overall, Jumptap says.

“These data points suggest that the rapid adoption of smartphones and tablets as a visual and portable research tool may prove to have a great effect, and introduce new modalities, related to how people research and shop for cars,” the report reads.

In terms of demographics, visitors to mobile auto sites are more likely to be male than the typical mobile user. While men make up 48 percent of the overall mobile audience, they make up 66 percent of mobile auto content users.