Auto Millennials: Millennial Auto Consumers on Mobile

Posted on November 27, 2013
By Emily Basileo

Earlier this year, we introduced our Global Media Consumption Study, which provides an in-depth analysis of consumer mobile media behaviors. We took this research a step further to identify mobile consumer purchase trends by vertical. Our new Vertical Insights Research Series helps advertisers understand how consumers are using mobile media to research and shop for specific products and how mobile works with other channels throughout the purchase process.

As you probably know, Millennials (consumers ages 20 – 34) have been identified as one of the most influential demographics on mobile. In February, we highlighted the mobile media behaviors of Millennials, and we analyzed Millennial media consumption habits, purchase behaviors, and receptivity towards mobile ads. Our recent research now allows us to understand how Millennial auto consumers in the UK are using mobile media and how advertisers can best communicate with them.

Here are key highlights from the study:

  • 72% of UK Millennial survey respondents on InMobi network are shopping for or looking to purchase an automotive in the next 6 months
  • 95% of UK Millennials respondents would use their mobile to help them shop for their auto purchases
  • Male Millennials prefer mobile over all other media channels for auto research and information consumption
  • 93% of Millennials turn to mobile for more information after seeing ads for auto on other media channels
  • UK Millennials are most interested in ads that show vehicle specs and are attracted to ads with video, sounds and photos
  • Nearly half of UK Millennials would use mobile to help them locate a nearby dealer

To learn more about our research, contact