Jumptap September MobileSTAT: Different Devices for Different Drivers

BOSTON – In its newly released September MobileSTATJumptap, Inc., the leading unified audience platform company, reports on top mobile and cross-screen behavior trends for in-market automotive consumers.

“In-market automotive consumers are more likely to shop on mobile devices, access multiple devices while watching TV, and engage with mobile ads – making them a desired segment for automotive advertisers”

In the past five months, the number of automotive intenders on the Jumptap network has reached 25 million, an increase of 47 percent. Given that there are typically between five to ten million cars sold each year in the U.S., this quickly growing mobile audience is a critical segment to reach.

According to data from Jumptap’s network of over 218 million U.S. consumers, consumers in the market for trucks are more likely to use Android mobile devices, while consumers in the market for SUVs are more likely to use Apple mobile devices.

“In-market automotive consumers are more likely to shop on mobile devices, access multiple devices while watching TV, and engage with mobile ads – making them a desired segment for automotive advertisers,” said Matt Duffy, VP of Marketing at Jumptap. “As the September MobileSTAT illustrates, this segment tends to show different behaviors and device usage based on their vehicle affinity. Advertisers interested in reaching this group must take location, time of day and device into consideration when targeting for a specific make and model.”

Additional September MobileSTAT Findings:

  • The United States of Auto Intenders: Leveraging data from third-party data partners such as Polk and Datalogix, the Jumptap MobileSTAT reveals that specific states over-index for different categories of automotive intenders. For example, Wyoming is 70.9 percent more likely than the average state to have truck intenders on mobile devices, while New York is 40.6 percent more likely to have luxury sedan intenders. Iowa is 27.5 percent more likely to have SUV intenders and Hawaii is 47.8 percent more likely to have hybrid vehicle intenders.
  • Tablet Auto Content Consumption Accelerates in Early Evening: study from Jumptap and comScore reveals that typical consumer cross-screen behavior includes heavy PC usage during work hours, steady smartphone usage throughout the day, and a bump in tablet usage during prime time hours (8 p.m. – 12 a.m.). When consuming automotive content, however, consumers demonstrate a slightly different behavioral pattern. Consumption of automotive content on PC is higher in the early morning (7 a.m. – 10 a.m.), while consumption on tablets spikes significantly in the early evening (5 p.m. – 8 p.m.).
  • Consumers Brake for Auto Tablet Ads, More Rich Media Features: Following an analysis of Jumptap’s Q1 and Q2 2013 automotive campaigns, the September MobileSTAT illustrates that first interaction rates of tablet automotive ads are six percent higher than the same creative displayed on a smartphone. Additionally, consumers interact 180 percent more with automotive rich media ads when they offer multiple features versus a single feature.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly glimpse into targeting and audience trends in mobile advertising. Jumptap’s unique, data-driven approach allows us to cultivate the insights highlighted in the report. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make advertising across screens smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.

Reporting Methodology

The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize the data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap, Inc.

Jumptap, Inc. operates the leading unified audience platform, taking a programmatic and mobile-first approach to reaching audiences across screens. Jumptap reaches over 218 million mobile users in the U.S. and over 439 million mobile users worldwide. It has built an audience profile store with over 134 million unique, data-rich profiles, of which over 46 million can be reached across screens. Jumptap powers its audience-centric advertising through industry-first partnerships with more than 20 third-party data providers, and garners the highest yield for its 84,000 mobile sites and apps. Visit www.jumptap.com and www.jumptap.com/blog for more information; join our Facebook community, follow us onTwitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.